Beauty broadens its horizons

The boundaries between beauty, health and wellness continue to blur. According to Kearney’s Beauty Outlook 2027, these sectors now represent a combined market estimated at $937 bn (€838.5 bn), growing by more than 5% a year. Beauty products alone account for $430 bn (€384.8 bn) and have grown by 6% annually for four consecutive years, while services are expanding at 7%.

Conducted in June 2026 among 2,500 consumers in France, the UK, China, Japan and the US, the study shows that services already account for more than half of monthly beauty spending in four of the five markets surveyed. Clinical and aesthetic treatments are also a monthly habit for more than a third of respondents. In the US, Kearney reports adoption rates of 47% for aesthetic dermatology and IV therapy, and 43% for medspas.

At the same time, expectations are shifting towards proven efficacy. According to the consultancy, consumers are increasingly assessing products and services according to their ability to deliver against specific goals – such as strengthening the skin barrier, improving hair density or supporting healthy ageing – while loyalty to individual products tends to outweigh loyalty to brands. AI is also playing an increasingly important role in product discovery and evaluation.

Among the categories examined, fragrance is the fastest-growing, at 10%, while Kearney identifies hair care as the industry’s clearest unmet need.