Beauty is now experienced collectively. This is the finding of a study conducted by Beauté Privée, in partnership with the Leherpeur Paris forecasting agency. The survey highlights a new trend: beauty is no longer an individual pursuit, but a collective experience, shaped by exchanges and customer reviews.
The study was conducted in September 2025 among 2,757 consumers representative of the French market.
Connected and collaborative beauty
The study reveals that 70% of consumers have already purchased a product based on a peer’s recommendation, and 81% cite social media as their primary source of beauty inspiration. What’s more, 88% say they feel closer to a brand thanks to the community experiences it offers.
All these indicators confirm that the community is becoming a major driver of reassurance, loyalty, and innovation.
This shift is accompanied by growing consumer involvement. 71% of consumers say their beauty routine has become more elaborate, particularly among 25-34 year olds, whose beauty budget is increasing. Customer reviews and recommendations from friends and family are now the primary driver of purchases.
For Alexia Marland, CEO of Beauté Privée, “beauty has entered the era of community: it is no longer just brands that inspire customers, but also communities that inspire brands. The future of beauty lies in these spaces of trust, sharing, and co-creation, where each voice enriches the collective experience.”
Four key drivers
Beauté Privée and Leherpeur Paris have identified several key dynamics that are redefining the relationship between …
