In its latest report, the American agency WSL Strategic Retail highlights the resilience of the cosmetics industry in an uncertain economic and social context.
At the latest Cosmoprof North America, WSL identified seven key trends.
TikTok, the new barometer
According to TikTok Beauty, eight out of ten users discover a product from a brand they already know via the platform. TikTok Shop is establishing itself as an accelerator for discovery and conversion. The viral effect, initially specific to beauty, is now inspiring other sectors.
Generation Alpha: an early target
The youngest consumers are entering the world of beauty at a very early age.
In 2024, Gen A spent $14 billion on cosmetics, with some children starting a routine as early as age 6. This trend points to a long-term relationship, even if parents remain the primary purchasers.
Health at the heart of the offering
The line between beauty and health continues to blur. Diagnostics, dietary supplements, and aesthetic treatments are combining, driven by the expectations of Gen X and Millennials. Kiehl’s, Aquaphor, and Neutrogena illustrate this movement.
Young men enter the scene
Fragrances and skincare are increasingly appealing to boys. According to retailer Ulta, teenagers have increased their spending on luxury perfumes by 26% over the past year. Gender codes are fading in favor of free consumption.
Dupes and …
