Market insights

Inclusivity has been a key concern for many people over the last few years. In the beauty industry it has impacted product development but also organizational structures.

China has been a particularly dynamic market with a growing interest from consumers for western brands but also a keen appeal for niche local brands, especially among Gen Z who likes to experiment with scents.

Most of the world has been getting used to wearing a mask on a regular basis. With this fairly new habit, at least for those living in western countries, skincare and makeup routines have obviously been impacted.

B-Beauty (Brazilian Beauty) is quickly becoming popular in several western countries. Using the many natural resources of the country, new brands develop skincare and makeup products harnessing the power of local ingredients.

As the pandemic spreads worldwide and people are forced to stay at home and wear a mask anywhere they go, the need for makeup has decreased. As a consequence and according to the NPD Group, color cosmetics saw a 52% sales drop in the second quarter of 2020. However this doesn’t mean that consumers are completely writing off makeup. They needed time to adapt and find new ways to use it.

Face mask has been a growing category and has seen many new products emerge in the last decade. A new format is making waves.

Fashion expanding to beauty seems to have accelerated even more since the pandemic hit. So we have to wonder why do fashion brands launch beauty lines ?

Haircare is gaining a lot of attention lately and we see a shift in how consumers treat their hair and scalp. The skinification on this segment is evident with many products being directly inspired by skincare like hair serums, masks or scrubs.

As the pandemic spreads worldwide and people are forced to stay at home and wear a mask anywhere they go, the need for makeup has decreased. As a consequence and according to the NPD Group, color cosmetics saw a 52% sales drop in the second quarter of 2020. However this doesn’t mean that consumers are completely writing off makeup. They needed time to adapt and find new ways to use it.

Nail art has always been a beauty trend followed mainly by the younger generation and we have seen it booming since the pandemic. With salons closing and nail artists unable to see clients, they’ve been using the time at home to create more online content, and generate more followers and engagement.