Today there are many new definitions of beauty, categories of beauty and ways of promoting and buying beauty products, and manufacturers are dealing with the most knowledgeable customer ever. This has led to the giants of the cosmetic industry being shaken by a generation of clever start-ups.

How do customers navigate the lucrative yet confusing world of promises and products in today’s beauty market?

We have spoken with key people in the sector: from social influencers to those creating or working for new brands to understand how they are responding to shifting consumer behaviour, as well as new segments and advances in technology. This paper examines the key trends in the industry: the ones we consider to be of most importance based on the beauty industry today.

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