Beauty care travels at breakneck speed

This article is available for reading in Trade magazin 2024/5

Changing trends and new target groups

We can observe the emergence of health-consciousness in the beauty industry. Consumers are becoming more aware of product components, avoiding harmful additives and synthetic ingredients. As a result, the market for natural, organic and vegan products is growing fast, and companies are trying to satisfy this demand by introducing new, innovative formulas and technologies. The spread of the DIY culture has also generated changes in the beauty industry. People are now interested in making their own beauty products, using natural and simple ingredients. Men’s beauty care is receiving more attention than before, and demographic changes and the specific needs of different consumer groups are opening up new dimensions for the beauty industry. For instance the active participation of older generations in the market is encouraging brands to develop products that specifically address the needs of more mature skin.

The specific needs of different consumer groups open up new dimensions for the beauty industry

Sustainability comes first

Sustainability isn’t simply a trend in the beauty industry, but an expectation from consumers. The need for environmentally conscious packaging and the use of natural ingredients is becoming prominent. Companies need to bear sustainability in mind not only in product development, but throughout the entire product chain. Reducing the ecological footprint and environmental awareness have also become important. Consumers increasingly prefer brands that respect and actively participate in protecting the planet. “Green” beauty care isn’t just a trend, but a new norm that is shaping the entire industry.