In the wake of Covid, the cosmetics sector saw a decline in sales volumes in 2021, 2022 and 2023. “One might have thought that this industry wasn’t all that resilient. The opposite is true. Traditional beauty, which was somewhat narrow in scope, has expanded into much broader areas, such as dietary supplements and sexual wellbeing.”
And the general public is following suit. Beauty routines are becoming a way of taking control of one’s life.

Medicalisation is also coming into play. Among those who undergo cosmetic procedures (Botox, hyaluronic acid injections), a third plan to buy fewer skincare products and shorten their routine. “But new doors are opening, with the arrival in the US of products designed for post-Botox care or promises linked to GLP-1.”

Each generation has its own take on beauty

A common thread runs through all generations: we take care of our appearance to feel better. But the way this is expressed differs.
Generation Z wants to assert its identity and its current emotions. More pessimistic, this cohort is turning away from life’s major milestones. Beauty then becomes a rewarding and immediate pleasure.

Millennials, on the other hand, are seeking meaning. Two-thirds of them …