Today’s beauty scene is evolving quickly. In 2024, people are no longer sticking to strict beauty routines. Instead, they’re choosing products based on their daily activities, like work or exercise. This new trend is termed “Beauty Spaces.” According to Kantar’s Face Value report, consumers are now selecting items for specific moments, such as “Work Mode” and “Evening Exhale.”
While global spending on beauty is rising, it’s important to note that most of this growth is due to price hikes rather than an increase in product volume. In countries like Brazil, India, and France, spending is up, but actual usage of products is holding steady or even dropping. For example, beauty spending in China fell by 4% from last year, with volume decreasing by 1%.
Older routines like “Rise & Shine” show minimal growth, while newer categories, like “Brunch Beauty,” are enjoying growth rates above 5% in places like the U.S. and the U.K. Consumers increasingly prefer fast-acting, versatile products like micellar waters and hair mists, especially in markets like Indonesia and France.
An interesting development is the rise of hybrid products that combine skincare, haircare, and makeup. Items like post-workout scalp serums are becoming popular as people look for efficiency and adaptability in their beauty routines.
Younger consumers are particularly embracing moments like “Sweat & Reset” and “Night Out Glow.” The shopping experience is changing too. Traditional category-based layouts are being replaced by experience-driven ones, whether online or in stores.
Social media is playing a big role in this shift. Platforms like TikTok and YouTube Shorts are not just highlighting products but also demonstrating how and when to use them. This change impacts online sales significantly. Regions like Taiwan and China now see online beauty sales representing about 59% and 56%, respectively. In the Philippines, this number rose dramatically from 8% in 2022 to 18% in 2024.
Retailers are catching on, introducing mood-based pop-ups and interactive experiences to engage consumers better. As beauty continues to adapt, staying connected with real-life moments will be key for brands. They’ll need to balance price and innovation to meet changing consumer demands.
Staying ahead in the beauty industry means understanding these trends. With a mix of social media influence and tailored shopping experiences, the future of beauty looks both exciting and dynamic.
