United States/United Kingdom: When beauty becomes a matter of proof

According to several consultancy firms and panellists, these two regions are entering a phase of maturity after years of exceptional growth fuelled by the post-pandemic rebound, the rise of e-commerce, and viral trends on social media.

According to Consumer Edge and McKinsey, the slowdown observed in the United States and the United Kingdom since the beginning of the year does not reflect a structural weakening of the sector, but rather a gradual normalisation of consumer behaviour. After several years of exceptional growth, the market is shifting towards a more rational and selective approach to purchasing.

By

Véronique Louis

Still among the most dynamic markets in the world

Nevertheless, the United States remains the leading beauty market by far. According to estimates by market research firms Statista and Euromonitor, sales are expected to reach between $105 billion and $112 billion in 2026, accounting for almost a quarter of global cosmetics and perfume consumption. Despite the current slowdown, the outlook remains positive, with annual growth forecast at between 3% and 5% over the medium term.

According to these same experts, the United Kingdom is also on a positive growth trajectory. The UK market is expected to reach nearly $39 billion by 2026, continuing to benefit from favourable structural trends such as the premiumisation of products, the development of omnichannel shopping experiences, and growing consumer interest in beauty, health, and well-being solutions. Online retail now accounts for over 35% of sales, which is one of the highest rates among Western countries.

In an environment where the effects of inflation are still being keenly felt, British consumers are paying particular attention to value for money. Market analyst Mintel highlights that justifying costs and demonstrating value are becoming decisive purchasing criteria. This shift benefits brands that can simultaneously demonstrate their efficiency, scientific credibility, and economic value.

On both sides of the Atlantic, consumers favour products with clearly demonstrated benefits and brands that can provide tangible proof of efficacy.

Scientific proof becomes a major asset

In this context, brands that focus on performance and scientific validation are emerging as clear winners.

According to Consumer Edge, international brands such as Chāmpo, Medik8, Omorovicza, Rejuran and Dr. Melaxin, which are particularly popular at the moment, are currently enjoying the strongest growth in the United States and the United Kingdom. These brands have one thing in common: formulations backed by clinical data, recognised ingredients, or objectively measurable benefits.

Converging analyses from Euromonitor, McKinsey, and Spate, an online trends expert, show a steady increase in searches and purchases related to skin health, skin repair, skin longevity, and dermatological care. In both the United States and the United Kingdom, consumers are showing a growing interest in active ingredients inspired by beauty, such as peptides, PDRN, exosomes and microbiome-active ingredients.

According to Euromonitor, the merging of cosmetics, dermatology, and aesthetic medicine is one of the sector's major structural shifts. This is particularly driving growth in the clinical skincare segment, which is expanding faster than the market as a whole.

Beauty with a medical twist

The convergence of cosmetics, preventive healthcare and well-being has brought about lasting changes in purchasing habits and daily routines.

Food supplements, at-home skincare devices and recovery tools are among the fastest-growing segments in the United States and the United Kingdom. According to Euromonitor and McKinsey, there is now a more holistic view of beauty, which is seen as an extension of overall health and quality of life.

In the United States, McKinsey also highlights the growing impact of GLP-1-based treatments such as Ozempic, Wegovy and Zepbound. Several companies have reported increased demand for treatments that firm the skin, improve its quality, and nutritional supplements designed to support the intense and rapid weight loss associated with these treatments.

Artificial intelligence is accelerating personalisation

To keep pace with these trends, skin diagnostic tools, personalised recommendations, virtual try-ons, and predictive analysis of customer needs are developing rapidly in both the United States and the United Kingdom. According to McKinsey, artificial intelligence (AI) is emerging as a key differentiator and driver of commercial performance, improving personalisation, conversion, and customer loyalty.

As AI-powered tools become more accurate, they could play a pivotal role in the value proposition of premium and dermocosmetic brands.

DTC sales are down...

Published in May 2026, the Health & Beauty Outlook 2026 report by Consumer Edge, highlights a slowdown in beauty spending in both countries.

In the United States, DTC sales have fallen by 14% since the beginning of the year, while specialist retailers have recorded more moderate growth than in previous years. Consumer Edge interprets this shift as a return to more sustainable growth rates following several exceptional years.

McKinsey’s report, The State of Beauty 2025, had already identified that the sector was entering a phase of normalisation.

Consumers remain active, but are becoming more demanding. According to McKinsey, perceived value, transparency, and proven effectiveness are among the key factors now influencing purchasing decisions.

…and mainstream retailers are strengthening their position

Meanwhile, major retailers are continuing to gain ground.

Amazon, Walmart, and Target are increasing their market share in the US cosmetics and fragrance sector thanks to an expanded product range and a particularly competitive value proposition. According to Euromonitor and Marketplace Pulse, a data expert, Jeff Bezos’s platform now accounts for almost 30% of online beauty sales in the United States.

This growth comes with increasing pressure on the DTC model. Since 2022, rising digital acquisition costs, intensified competition from e-commerce sites, and consumers’ return to omnichannel experiences have reshuffled the deck in favour of major retailers.

Social commerce is evolving towards proven effectiveness

In the United Kingdom, TikTok Shop is gradually establishing itself as a legitimate sales channel, while in the United States, social commerce continues to grow in popularity among younger generations. Although virality remains a significant factor in brand discovery, its role is evolving.

According to analyses by Mintel and Consumer Edge, social media now plays a greater role in demonstrating and validating product benefits than simply acting as a catalyst for impulse buying. Brands that can convert this visibility into proof of effectiveness and long-term customer loyalty are now considered to be in the best position.

Young people favour brands with a strong identity

Analyses by Consumer Edge and McKinsey suggest that consumers aged 18 to 34 favour brands with a clear positioning and distinctive image. Product effectiveness, authenticity, along with brand experience are thus becoming key factors for success. This generation continues to be the main driver of adoption for new premium brands.

Perfume remains one of the most resilient categories

Among the best-performing categories, perfumes continue to show remarkable resilience.

In the United States, sales of prestige perfumes rose by almost 10% in 2025, according to Circana. The market research firm notes that perfumes are still seen as an affordable luxury and a means of self-expression, even in a more cautious economic climate.

The outlook remains particularly positive for this category, both in the high-end segment and among niche brands.