According to the new ‘Transforming Beauty’ study commissioned by the German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW), the beauty and personal care sector is navigating a landscape of powerful contrasts: artificial ideals are clashing with a desire for greater naturalness, self-expression with a demand for more demonstrable results, and beauty shortcuts with long-term preventative care. Furthermore, the trend study conducted by The Future:Project shows that for many people, beauty care serves as an anchor of stability, helping them to cope with the demands of everyday life.

Between hyper-aesthetics and self-care

According to the study, artificial intelligence, filters and perfectly staged faces in the digital space are setting new beauty standards and placing significant pressure on consumers. At the same time, there is a growing desire for skincare that feels good, is natural and promotes health. As a result, personal care is becoming part of a self-care routine that encompasses the whole body and mind. At the same time, consumers are paying closer attention to what is in cosmetics and what effects they have. Ingredients, scientific evidence and transparency are becoming increasingly important. “Skin, hair, hormones – different stages of life are being considered more holistically,” the study states. Beauty is also more diverse today: make-up, fragrance and skincare are moving away from traditional gender stereotypes. The key factor is whether a product suits the individual, their skin and their lifestyle.

Between effortless care and prevention

Alongside quick fixes such as fillers or weight-loss injections, there is a growing desire for preventative care. Younger people do not want to wait until their skin, hair or teeth show visible signs of ageing before taking action; instead, they want to take preventative measures. Health is being considered early on as part of beauty care: moving away from quick fixes towards long-term preventative care, in which healthy sleep, sun cream and skincare routines help to slow down the ageing process. “Anti-ageing is becoming a lifelong endeavour and begins as early as adolescence,” the study notes. In future, products will need to take greater account of personal data, skin condition, the microbiome, stress levels, hormones and sleep. Skincare must help people feel comfortable in their own bodies, cope with everyday life and present themselves with greater self-confidence. According to the study, beauty care in the future will focus on what people need to feel good, healthy and in control of their own lives.

Source: IKW