Beauty enters the era of optimization

According to a study conducted among 5,000 American beauty consumers by Boston Consulting Group (BCG) in partnership with Women’s Wear Daily (WWD), a new consumer typology is reshaping the contours of the beauty market. Referred to as ʺoptimizers,ʺ these consumers are increasingly incorporating aesthetic procedures, longevity-related solutions, and performance-enhancing tools into their daily routines.

In the United States, this group already represents an estimated 6% of the adult population – around 15 million people – with average annual spending estimated at $3,000 (approximately €2,560) across beauty, aesthetic treatments, and wellness. Should this segment double in size, it could generate more than $30 billion (around €25.6 bn) in additional market value.

The study highlights a profound shift in consumer expectations: beauty is no longer limited to appearance, but is now part of a holistic approach encompassing physical health and mental well-being. Nearly 80% of respondents embrace this broader vision, while 70% say they are open to non-traditional solutions.

In this context, non-invasive treatments – including injectables, skin-tightening devices, laser technologies, and anti-aging supplements – are gradually becoming integrated into conventional skincare routines. The impact of GLP-1-based treatments illustrates this trend: among users who experienced skin laxity, nearly 80% reported increasing their use of corrective aesthetic solutions.

At the same time, artificial intelligence is emerging as a key tool in consumer journeys. Around 75% of ʺoptimizersʺ use AI to research products, routines, or wellness solutions, and one quarter even consider it their primary source of information. Adoption is particularly strong among men, 40% of whom already use AI to develop personalized routines.

For BCG, this convergence of aesthetics, health, and technology signals a structural transformation of the global beauty market, paving the way for new hybrid models at the intersection of care, performance, and prevention.