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

How Tomorrow’s Beauty Consumer Will Shop

Macro dynamics, wealth patterns and migration are reshaping beauty shoppers globally. To stay competitive, companies must anticipate changes across generations and cultures and hyper-localise their brands, finds The State of Fashion: Beauty Volume 2.

The Fragmenting Consumer Lead — Beauty companies must avoid assumptions of homogenous customer behaviour, even within a single market. (Klaus Vedfelt/Getty Images)

22 July 2025

BoF PROFESSIONAL

As economies and political landscapes shift, beauty consumer segments are evolving, from rising middle classes in markets like India to affluent expats in the UAE. Meanwhile, migration and urbanisation are mixing cultural beauty norms globally, while growing wealth polarisation is fragmenting traditional spending patterns.

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The State of Fashion: Beauty Report — Solving the Growth Puzzle

Beauty’s era of effortless growth is giving way to a more complex landscape. Download the second volume of BoF and McKinsey & Company’s industry report to learn how to navigate evolving consumer expectations, market deceleration and regional volatility in the years ahead.

How Beiersdorf Spots Opportunities Amid Beauty’s Slowdown

Beiersdorf chief executive Vincent Warnery explains how the company is offsetting China and US headwinds through new product launches, hero ingredients and expansion into fast-growing markets for The State of Fashion: Beauty Volume 2.

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