The lipstick effect, the idea that consumers splurge on small luxuries like lipstick in economic downturns, has long been a reliable trend in the beauty industry. But this time, it's different. Despite economic pressures, beauty sales are not holding up as many would expect. Leading brands reported declines in 2024, signaling to me that the promise of an instant confidence boost from a $5 lipstick may no longer satisfy consumers.
Instead, a more profound transformation is underway: the rise of wellness and longevity as the new frontier of beauty. Consumers are no longer chasing fleeting aesthetics but are also investing in skincare, leading to projected growth for the industry. This shift represents more than just a new trend—it's a fundamental redefinition of beauty's role in our lives.
In my previous Forbes article, Beauty Innovations: 5 Trends Redefining The Consumer Experience , I explored how AI, personalization and biotechnologies were reshaping the beauty industry. But as consumer priorities evolve, another layer is emerging: the convergence of beauty, health and longevity science.
This shift isn't just about looking good; it's also about feeling good and aging well. I believe consumers want more than superficial solutions; they seek science-backed, longevity-driven beauty products that reflect their commitment to holistic well-being.
• Stress and skin health: Stress can exacerbate numerous skin conditions . For me, the rise of stress-adaptogenic skincare ingredients—such as ashwagandha and niacinamide—underscores the growing understanding of the skin-mind connection.
• Nutrient deficiencies and skin health: Vitamin and mineral deficiencies can lead to dryness , pigmentation issue s and photosensitivity . The rise of nutraceuticals and ingestible skincare, from collagen supplements to probiotics, likely reflects consumers' desire to nourish their skin from the inside out.
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