This report was based on an analysis of millions of anonymized interactions between consumers and brands, powered by artificial intelligence, in the areas of skincare and makeup. The data shows a fundamental shift in how beauty products are discovered and purchased.

The consumer profile in 2025

Beauty products continue to attract mainly female interest (91%), with a higher participation rate among consumers aged 18 to 34 (32%).
However, all adult age groups are interested (with 27% participation among those aged 25-34, 19% among those aged 35-44, 19% among those aged 35-44, 12% among those aged 45-54, and 10% among those aged 55 and over).

This is especially true for skincare, as skin concerns resonate with all generations. Revieve lists the most common concerns in order of importance:
• Visible pores
• Dull/tired skin
• Acne
• Redness
• Dark circles
• Fine lines and wrinkles
• Sagging skin
• Hyperpigmentation

Consumers rarely buy for a single issue. They do not focus on a single topic, but increasingly present profiles with multiple concerns, reinforcing the need for routines, programs, and training.
And nearly one in four users do not know their skin type, reinforcing the role of …