Today’s cosmetics buyers are more demanding and better informed. This is shown by the latest edition of Euromonitor International’s Voice of the Consumer: Beauty Survey, conducted in May 2025 among more than 20,000 people. Routines are becoming more consistent, choices are increasingly based on scientific evidence, and interest in personalization continues to grow.
Consumers see beauty as a pillar of their overall health. According to Euromonitor, 75% of respondents say that a regular routine improves their well-being and confidence.
This long-term approach translates into more targeted purchases.
Economic arbitrage
With the rising cost of living, consumers are doing more home care. This choice is now conscious, structured, and guided by effectiveness.
77% of DIY enthusiasts demand proof of effectiveness for the products they use at home.
Millennials and Gen Z are driving this trend. Online shopping, ingredient transparency, and the search for credible tutorials shape their decisions. “Brands that can provide all the information consumers demand will gain loyalty,” explains Euromonitor.
Luxury becomes scientific
Prestige is no longer based on storytelling or design, but on proof. Consumers now associate luxury with visible results, scientific formulations, and professional endorsement. Forty-five percent of premium beauty buyers say they are influenced by a healthcare professional, up from 40% in 2024.
Personalization drives demand, especially among people who buy beauty products for wellness and expect tailored solutions to address their specific concerns.
Sustainability, always sustainability
The appeal of more responsible products now extends to perfume. Euromonitor reports that 46% of fragrance …
