Agenda-setting intelligence, analysis and advice for the global fashion community.
Skincare is the one beauty category that almost all customers, regardless of age or gender, interact with on a daily basis. A smear of moisturiser or face cleanser is the starting point for most routines, but in 2025, skincare’s growth was more muted. Some of it is a normalisation after years of blockbuster growth after the pandemic. But there’s also shifting power dynamics: affordable brands are gaining speed as customers scrutinise luxury brands more closely, and buzzy brands like
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