Beauty Futures 2018 Report

It is said that beauty is in the eye of the beholder. But as beauty brands increasingly embed technology into their offering, the beholder is often a machine-learning algorithm. Judging appearances in objective terms, this feeds into a strong narrative of flawlessness and homogenisation, supported by the increasing medicalisation of beauty. At the same time, niche innovator brands are connecting with a contrasting consumer desire for natural, inclusive beauty.

Our new Beauty Futures Report is your guide to navigating the pitfalls and possibilities of a radically changing beauty landscape. Intelligent analysis reveals the relationships between technological innovations and shifting consumer attitudes to fuel strategies for success in the coming years. We explore the most pertinent microtrends rippling across categories, and delve into the macrotrend Algorithmic Beauty.