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The Business of Fashion
Beauty

The End of Beauty’s Easy Growth Era

Beauty sales are still growing, but shoppers are value-conscious and less loyal than ever, requiring major players to rethink their strategies.
A collage of beauty products
Growth is harder to find in these cooler economic climes. (BoF Team)
By
BoF PROFESSIONAL

Walk through any mall or scroll on TikTok, and it’s easy to see how popular beauty is. Stores can have lines out the door; influencers specialising in “Get Ready With Me” tutorials command millions of views and premium brands like Rhode, Summer Fridays and Touchland have become status symbols.

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Further Reading

The End of the Lipstick Index

After years of double-digit growth and a perception of being impervious to wider economic downturns, the beauty industry is finding that cash-strapped customers aren’t interested in “little luxuries.”

The Beauty Slowdown, Explained

The four biggest beauty conglomerates all recently reported disappointing sales, and consumers are tiring even of once white-hot brands like Cerave and Drunk Elephant. A rebound will require agility and adjusted expectations.

About the author
Daniela Morosini
Daniela Morosini

Daniela Morosini is Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF. She covers the global beauty industry, with an interest in how companies go to market and overcome hurdles.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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