Agenda-setting intelligence, analysis and advice for the global fashion community.

The Pitfalls of Personalised Beauty

Personalisation can lead to good things in skin care. But dubious attempts at extreme customisation risk turning an interesting idea with some real merits into a marketing gimmick.

There's an opportunity in personalised skin care, though some attempts may seem like a gimmick, writes Rachel Strugatz. (Shutterstock)

Rachel Strugatz

06 July 2022

BoF PROFESSIONAL

There’s been an increased demand for more bespoke skin care options, with a number of brands — Curology, Atolla, 4.5.6 Skin and more — vying for market share. Sales are growing, and existing players are raising millions of dollars from investors to expand their product ranges. Newer entrants are rushing to patent or promote their differentiated concepts.

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