ME & MY BEAUTY IDENTITY: STATEMENT LOOKS, INDIVIDUALISED ROUTINES AND BRAND-FIRST DESIGN

BY KACEY CULLINEY

Beauty consumers today are not just following trends, they want to create statement looks, layer scents and build out highly personalised routines – by them, for them. And beauty is responding.

Key Takeaways:

Hyper-personalisation and individuality is a key focus for the beauty industry as consumer expectations shift
Consumers enjoy experimenting and want to celebrate individuality and are looking for products, tools and services that can help with this
Opportunities in this space stretch across all product categories, right through to packaging design and treatment or salon design

L'Oréal Group, the biggest beauty company in the world, has dedicated significant time and money to personalising its offerings. The beauty major is working with generative artificial intelligence, for example, to help its global team of 4,000 researchers adapt and tweak existing formulations and develop new ones according to real-world needs. But it's not the only brand investing in this space, far from it. Unilever, Procter & Gamble, Estée Lauder Companies and Colgate-Palmolive are other beauty conglomerates investing in personalisation, alongside a whole swathe of independent brands and startups.

So, why is it so important today to give consumers the chance to carve out their own beauty identities? Here, we dive into Cosmoprof Worldwide Bologna's first macro movement set to define beauty: Me & My Beauty Identity.

Microtrend Cycles and FOMO

“The idea of incredibly individual, personalised, expressive identities and routines has evolved as the microtrend cycle has accelerated alongside the pace of instant-access impulse shopping and fear of missing out (FOMO) marketing,” explained Mallory Huron, director of beauty and wellness at trend agency Future Snoops. “The microtrend cycle has created an incredibly creative, expressive space where consumers can pick what identity suits them best on any given day, and mobile shopping tools have made it easier than ever to access the products that social media has defined as essential to create various microtrend looks. It's a self-supporting ecosystem that feeds off of the consumer desire to participate in viral moments and try on new aesthetics and style,” Huron said.

Fatigue and backlash around mainstream trends is also fuelling demand for more “bespoke beauty solutions” that are able to pinpoint personal needs, she said – think fragrances designed for layering or AI-calibrated formulations for daily topical needs. “In a world of trend-chasing sameness, savvy beauty consumers are increasingly looking for a beauty routine and identity that feels deeply personal and unique to themselves,” Huron said.

Andrew McDougall, principal strategist for beauty and personal care at market intelligence firm Mintel, said there has certainly been a clear shift in how beauty consumers value and build out identity.

A “Celebration of Individuality”

“Beauty has shifted from basic personalisation to a celebration of individuality, with consumers actively seeking products that reflect unique identifies and values; and expecting transparency and authenticity as part of that self-definition,” McDougall said. “At the same time, beauty is pushing back against 'algorithmic echo chambers' and uniform digital trends, with rising appetite for individuality and artistry and even 'anti-influency' aesthetics designed to disrupt sameness.”

According to Mintel data, for example, 69% of US adults agree that society's idea of beauty today is too rigid. Social pressure does still exist though, with 67% of Thai beauty consumers feeling pressure to look a certain way. “Behavioural science frames this as a need for validation, self-expression and belonging,” said McDougall.

Beauty brands are responding to consumer desire to build individual identities. And, perhaps more importantly, carving out offerings that are far more inclusive of individual needs.

Inclusive Individuality

“Inclusivity is widespread, but the next wave is deeper, more authentic integration across product design, messaging and experiences, because surface-level claims are now easy to copy,” explained McDougall. Beauty brands need to build identity toolkits–offering personalised guidance, inclusive ranges and creator-led communities–but leave authorship with the consumer, he said. Importantly, companies must be consistent across all touchpoints, from product to communication and even commerce. Examples of brands working well on inclusive individuality, he said, include MAC, e.l.f and Rare Beauty. Huron said Half Magic Beauty is another strong example of a US brand that “encourages wildly creative expressionism”, along with Never Have I Ever with its press-on nails and tooth gems. South Korean brand Born to Stand Out is also strong in this space, she said, with its “unapologetically subversive scent stories”. “The role of brands here is to encourage curiosity and beauty play without chasing every trend that materialises,” she said.

Technology for Tailoring

Many brands are also leaning into technology to respond to needs around identities and individuality.

AI chatbots and tailored services, for example, accelerate identity-building via hyper-personalised advice, McDougall said. Japanese skin care brand Pola Inc., for example, is using motion scan technology for its Apex skin scanning initiative, highlighting how “identity-led tailoring is becoming a differentiator”.

Looking ahead, he said the next frontier of identity-led tailoring could be in “bioadaptive inclusivity”, where formulas adapt to hormone-driven changes, stress or even environmental exposure, enabled by connected tech. “Success could be in connecting efficacy to identity and inclusion, using behavioural insight to design experiences that make consumers feel seen, empowered and in control.”

Behind Beauty: Industry Voices

Numerous businesses agree on the future of hyper-personalisation and identity-led beauty relying on technological advances.

Italian aesthetic technology supplier Esthelogue, for example, said AI-powered treatments for personalisation will transform the future of beauty procedures. Norwegian professional hair and skin care brand HUFS agrees, noting that AI-powered diagnostics and hyper-personalisation will redefine the future of beauty, with particular promise in hair longevity. Italian professional hair care manufacturer and supplier Kléral System said AI-powered personalisation in hair care will certainly be key as beauty consumers continue to become “more informed, demanding and conscious”.

Beyond hair care, fragrances and body care are also set to benefit from technologies that personalise offerings and help consumers build identities, according to Italian personal care brand Rudy Profumi. “AI-driven personalisation will transform beauty by helping consumers discover products, fragrances and routines that feel increasingly tailored to their preferences, lifestyle and individual needs,” it said.

Saudi Arabian perfumer Almas National Company said that, for fragrances in particular, there is a growing demand for personalised and innovative offerings as consumers seek “unique products that reflect their individual identity and preferences”.

From Packaging to Beauty Spaces

Hong Kong cosmetics packaging supplier Premiumpack Ltd. said efforts to appeal to individuality also stretch into pack design. Inclusive and accessible beauty, especially packaging designed for different ages, abilities and levels of dexterity, is one beauty trend that deserves more attention, the company said. “Great beauty design should not only look good but be intuitive and easy for more people to use.” Italian packaging supplier Baralan International agrees, noting that advances in packaging technologies like 3D decoration enable brands to be creative and individual whilst improving sensorial aspects of product design to offer more personalised experiences.

Italian salon furniture supplier Gamma & Bross said store design is also key for “distinctive and memorable” treatment spaces that express a strong brand identity. “We are most excited about the growing focus on personalisation and experience, as beauty spaces are becoming true expressions of a brand's identity. This trend creates exciting opportunities to combine design, functionality, and customisation to create unique environments that enhance both the professional's work and the client experience.”

COSMOPROF 2027

BOLOGNA, ITALY

FAIR DISTRICT

ME & MY BEAUTY IDENTITY: STATEMENT LOOKS, INDIVIDUALISED ROUTINES AND BRAND-FIRST DESIGN

Microtrend Cycles and FOMO

A “Celebration of Individuality”

Inclusive Individuality

Technology for Tailoring

Behind Beauty: Industry Voices

From Packaging to Beauty Spaces

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ME & MY BEAUTY IDENTITY: STATEMENT LOOKS, INDIVIDUALISED ROUTINES AND BRAND-FIRST DESIGN

Microtrend Cycles and FOMO

A “Celebration of Individuality”

Inclusive Individuality

Technology for Tailoring

Behind Beauty: Industry Voices

From Packaging to Beauty Spaces

Share article:

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