Cosmetics Consumer Insights

Trend - Fragrance brands are partnering with brands in other spaces to offer bundled products that complement each other. By pairing fragrances with functional products, the consumer experience is elevated by activating more senses, such as through pairing scents with alcohol or with sodas.

Insight - Consumers in the fragrance space prioritize high-quality products and unique experiences that bring a sense of luxury. Many of these customers turn to fragrances as a means of relaxation and self-care, as scented wellness products often have measurable positive effects. However, fragrance products are less common when extending beyond the wellness space.

Trend - Brands are launching essential oil blends, candles, and pods with customizable scents tailored to customers' needs. These products reduce stresses and anxieties while boosting the mood of the customers by offering them their favorite scents and ingredients in pre-made products.

Insight - At-home self-care is an inherently personal experience. Long-time practicers of home care, as well as those who began during the pandemic-induced lockdowns, have preferences for certain products, such as diffusers or oils. These customers desire products that most accurately suit their individual preferences, as less-than-ideal scents can be harmful to the relaxation process. While some brands address this pressure by offering countless products in different scents, newer brands are launching all-in-one customizable products.

Trend - Drinking cold-pressed oils is a traditional practice that's purported to have both health and beauty benefits. Now, brands are releasing specialty drinking oils, or infusing beverages with healthy oils, in order to offer their benefits in an easier-to-consume format for customers.

Insight - North American consumers' interest in the wellness industry is influenced by traditions, rituals, and ingredients from regions outside their own. The growing diversity of the continent has resulted in varying cultures bringing their teachings and practices more recognition, as well as more appreciation from consumers unfamiliar with these teachings. Now, taking care of one's health involves finding methods of self-care that are both historically practiced and scientifically proven.

Trend - Brands in food, beauty and health industries are keeping products fresh with single-use, biodegradable capsules. These capsules allow for precise dosing and ensure that ingredients remain active in-transit, in-store and in customers' homes--all while prioritizing sustainability.

Insight - As more consumers experience climate anxiety and look to cut down their impact, they're turning to solutions that prioritize the eco values that are becoming increasingly important to them. However, these solutions must come with balancing the convenience that consumers have grown accustomed to with the growth of the ecommerce space. Brands that aim to make sustainability "easy" for consumers will be valued more as the climate crisis worsens.

Trend - As protecting the skin's barrier becomes popular in the skincare space, toners that were typically used to delivery actives, hydrate and/or cleanse the skin are making way for ones that offer cream-based, moisturizing benefits. These products help protect the skin and reduce dryness.

Insight - As the skincare industry continues its growth, consumers seek out increasingly diverse product ranges from brands. Consumers now see skincare as a very personal ritual that's specific to their exact needs, rather than the overarching goals of "anti-aging" that were once so popular in this space. As such, they expect that brands cater to their more individual needs with collections that target increasingly specific concerns.

Trend - As makeup products are increasingly being adapted with skincare ingredients, cosmetic brands are now releasing makeup with ingredients that help treat acne while also hiding it. Products in this space include everything from foundation to bronzer.

Insight - Prevention has become a primary focus for consumers who enjoy skincare. This preference has now extended into the makeup space as well--with lighter makeup looks that enhance the appearance of skin instead of covering it up, and formulas that offer the skin some benefits.

Trend - As lip-plumping glosses and lipsticks continue to be popular, some brands are releasing simpler lip-plumping products in the form of lip balms. These balms are designed to enhance the natural shape of lips without being too heavy or visible.

Insight - Pandemic-induced mask-wearing made consumers more likely to wear lightweight makeup rather than a full face, and that trend has continued post-pandemic restrictions. Now, lighter coverage and natural finishes are popular among shoppers who prioritize more convenient cosmetic enhancements, and they're turning to brands that prioritize this "clean" makeup look.

Trend - Though some sunscreen brands claim non-oily finishes in their products, finding sunscreens that are truly mattifying can be a challenge for consumers. Now, more brands are relasing sunscreens that promise a matte finish for people with oily skin.

Insight - The growth of the skincare industry has been fueled by consumers' growing knowledge of their skin's needs, coupled with their desire to prioritize skincare as part of their health routines. This focus on the skin, particularly preventative skincare, has resulted in consumers expecting increasingly innovative and personalized formulas from cosmetic brands.

Trend - With more deodorants containing active ingredients that help treat the skin, niacinamide is the next ingredient that's becoming a popular addition to these hygiene products. Niacinamide helps brighten underarm skin and reduce hyperpigmentation.

Insight - The average skincare consumer is much more educated now, with social media and accessible scientific information online making ingredients, formulations and innovations in this space easier to understand for consumers. This educated consumer now seeks out products with ingredients they know will suit their needs, and not necessarily for how they're branded.

Trend - Brands are offering facial mists that they're touting as spray-on serums, and they include the same active ingredients that are typically included in more traditional serum formulas. These spray-on products offer a more convenient application process.

Insight - For many consumers, skincare is a necessary but time-consuming part of their daily routines. Those who don't want to spend too much time caring for their skin, but still want effective treatments and noticeable results, are turning to brands that prioritize both quality and convenience in their product offerings.