Beauty: Transformation of a sector under pressure

In France, the hygiene-beauty market continues to grow: +3% annually until 2027, to reach nearly €27 billion, according to the Xerfi consultancy firm. However, it is undergoing a radical transformation, with the decline in hypermarket sales, a rise in destocking, low-cost Chinese platforms, and specialised channels like perfumeries and pharmacies. Faced with this increased competition, players are betting on technological innovation (electro-beauty), natural products, and artificial intelligence, which are becoming major drivers beyond just price, according to the consultancy.

In this context of uncertainty, European consumers are prioritising comfort and accessible pleasures. Circana’s "Eat Play Love" report highlights the rise of wellness snacks, relaxing play experiences, and sensory care products. Beauty is becoming a refuge: sales of premium fragrances surged by 32% in 2024, while make-up adopts nourishing textures and gourmand inspirations. Rituals are designed to be comforting, featuring "glazed donut" skin and "cherry cola" lips.

Internationally, mid-way through 2025, data from Consumer Edge, the consumer research agency, reveals evolving behaviours in the beauty industry. Direct-to-consumer (DTC) sales are starting slowly, while brands like Rhode – whose $1 billion acquisition by E.L.F. made headlines – Maëlys, and SpoiledChild stand out, driven by AI-based personalisation and strong social media visibility.

Brands focused on scientifically proven performance – like SkinCeuticals and Medik8 – are gaining popularity, alongside at-home aesthetic care devices like Omnilux and CurrentBody. Fragrances are also experiencing a cross-sector boom, from artisanal luxury (Le Labo, Jo Malone) to entry-level brands with digital distribution (Oakcha, Fragrance Direct). Meanwhile, established brands like Tarte and Elizabeth Arden are regaining ground through digital and inclusive strategies. Young consumers, seeking transparency and tangible results, are redefining industry standards.