According to the forecasting agency Beautystreams, the cosmetics industry is entering a new phase. The world is becoming more unstable, more fragmented, and more difficult to analyze. According to the agency, it is becoming complex for brands in the sector to identify a clear trajectory and plan for the long term.
Through its discussions with experts in sociology, biotechnology, artificial intelligence, health, design, and culture, Beautystreams has identified a shared concern: decision-makers in the sector are going through a period of great uncertainty.
For brands, this means rethinking how they gather information. It is no longer just a matter of following trends, but of understanding which signals are truly relevant to their markets, consumers, and categories.
Trusted networks as a new strategic foundation
Beautystreams emphasizes a key shift. Value no longer rests solely on data or technology, but on the quality of networks. “It is ecosystems (human, scientific, cultural) that enable brands to make sense of signals, not the raw accumulation of information. For brands, this means closer partnerships with scientific experts, industry players, institutions, and communities.”
The ability to surround oneself with the right skills is becoming as important as product innovation itself.
Less control, more navigation
The report also highlights a change in approach. Models based on total control, rigid planning, and linear forecasting are showing their limitations.
Beautystreams invites brands to adopt a more flexible approach. Launches, positioning, and even brand portfolios must be able to evolve quickly in response to market feedback, …
