With discretionary spending on the decline amid rising inflation, fragrance brands face a challenge in staying relevant to cost-conscious consumers. Though the luxury beauty segment at large benefits from the 

the values and habits of a new generation

 of perfume buyers present fresh hurdles for traditional luxury brands to overcome. 

 has sought to lure Gen Yers and Zers through a perfume exhibit that highlights the brand’s heritage, honing in on their appetite for experiential retail, while 

 has promoted its Code fragrance through an in-game partnership with Fortnite. Marc Jacobs is one of the few high-end labels that’s established itself as a firm favourite among young beauty shoppers, with its iconic 

 scent (and its various editions) winning Gen Z over through a combination of nostalgia and accessibility.

A state of permacrisis has made mental and physical wellbeing more important than ever – a situation that’s impacting people’s approaches to scents. Indeed, people no longer indulge in perfumes purely to smell good, instead seeking out 

 and functional qualities in fragrance products. From 

, which aim to alleviate burnout among caregivers, to 

 that target gut health, brands are diversifying their offerings to meet the demand for holistic self-care. With 43% of people globally interested in home fragrances that help them relax, it’s also unsurprising that botanical perfumes from the likes of Rosie Jane and Maison Louis Marie have gained traction, allowing people to self-soothe by 

While fragrances have long been a conduit for personal expression, Gen Zers are taking olfactory experimentation to the next level, whether that’s by using perfumes to 

 to test new scents on a budget. With past research suggesting that 40% of US Gen Zers are interested in 

, certain brands are helping people to look beyond ‘masculine’ or ‘feminine’ scents, with 

 championing unisex aromas at home. Meanwhile, Black-owned luxury brand 

 is tackling the diversity imbalance in the perfume industry, appealing to those committed to supporting inclusivity – even in their fragrance choices. These 

boutique, artisanal, and independent labels

 fulfil an appetite for identity exploration while providing the cultural cachet that comes with supporting 

of women in the US used fragrances more often in 2022 than they did during the pandemic

When it comes to fragrance, Gen Zers are looking for scents that resonate with them, encourage self-expression, and evoke feelings of nostalgia. By foregrounding sustainability, gender fluidity, and olfactory wellbeing, beauty brands are beginning to tap into this values-led cohort.

What do Gen Zers want from fragrance?

Brands like Malin + Goetz offer gender-neutral or unisex fragrances

The pandemic introduced a new world of possibilities in terms of wellbeing, as people had more time to explore online retail in the self-care industry. With perfume marketing evolving from selling sex to promoting wellness, how can brands cater to consumers’ desire for feel-good fragrances?

How are mood-hacking scents becoming a wellness tool?

How is Gabar appealing to those who feel underrepresented by the beauty industry?

With representation for minority groups lacking in beauty, some are taking the matter into their own hands to diversify the space. Gabar is a fragrance brand with roots firmly embedded in Myanmar, taking inspiration from the country's heritage in everything from its fragrances to its imagery.

Gabar: fragrance innovation inspired by Myanmar

Body deodorants are transforming our approach to sweat and body odour in unexpected places, and demand for them is rising. Cultural shifts and open conversations are driving a shift to safe, multifunctional alternatives to traditional antiperspirants. How can brands navigate this space with empathy?

Why are people using more body deodorants?

Back-to-schoolers are booking 5 am natural glam makeup appointments for the first day of school. As teenagers and Gen Alpha increasingly spend on beauty products, this trend raises concerns about their priorities on aesthetics, driven by social media's influence on their self-image.

Teens are hiring back-to-school makeup artists

Dove has teamed up with tennis star Venus Williams to launch the brand’s first-ever beauty bar collaboration. As more women and girls engage in sports participation and fandom, brands have the opportunity to showcase their dedication by breaking down entry barriers through meaningful partnerships.

Dove taps Venus Williams to help girls stay in sports

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

Tapping into sustainable shoppers in Barcelona, Aesop has launched a new store built on recycled local materials. The brand aims to spotlight its commitment to circularity and sustainability while inspiring others to explore the creative reuse of materials within a unique retail and design experience.

Aesop's anastylosis-centred design targets eco shoppers

The retailer will be bringing over 1,000 stock-keeping units (SKUs) across 20 premium brands to its e-commerce platform. Appetite for high-end beauty shows no signs of slowing, and brands that are banking on accessibility will need to rethink their premium positioning to maintain allure.

Walmart Marketplace hones in on premium beauty

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

With a growing awareness of the need to create products for all skin tones and types, and as people increasingly look to take care of the skin beyond their face, NIVEA has created a bodycare range formulated for the specific requirements of people with higher levels of melanin in their skin.

How NIVEA is addressing the needs of Black skin

Forget outdated formulas, cheesy marketing, and questionable bluffs, REOME is embracing change to bring together beauty lovers’ passion for natural formulas and tech. Founded by ex-beauty director Joanna Ellner, the new-gen brand is creating botanical blends in a new and sustainable way.

Why REOME focuses on holistic skincare for beauty buffs

Are people’s perceptions of value changing? Will they still turn to beauty products during times of uncertainty? And how will China’s crackdown on live streaming affect beauty shoppers? Three industry leaders explore the key factors that will impact the beauty industry next year.

2025 Expert Outlook on Beauty

Operating in more than 30 countries and owned by LMVH, global beauty giant Sephora is committed to its mission to expand Sephora China’s emerging $70 billion beauty market. Led by seasoned business leader Xia Ding, the omnichannel retailer now has two Store of the Future touchpoints in China.

How Sephora China is ushering in a unique beauty experience

Balmain is making its mark in the prestige beauty space with its first perfume collection. As fragrances become the new expression of the lipstick effect, the brand is changing up the luxury beauty launch by side-stepping cosmetics and diving headlong into the world of perfume first.

Balmain’s beauty debut capitalises on fragrance boom

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

Data has revealed that Gen Zers are 'too busy' to follow a skincare routine and that multi-step practices often fall by the wayside. As skin maintenance gets more complex, people are looking to reduce the number of steps taken and are choosing an ingredient-focused approach instead.

Gen Zers 'too busy' to follow skincare routines

By targeting a market that’s been ignored, but one with immense spending power, Made of More spotlights a group of women with significant needs – and the buying potential to match. It's giving Gen X beauty lovers the science-backed products they seek and boosting the visibility of this generation.

How Made of More rethinks menopause beauty for Gen X

Clean Beauty Action Network (CBAN) has issued an open letter to the FDA calling for a ban on toxic products in hair relaxers. As people adopt a holistic approach to hair care routines, they want brands to be transparent about product materials and create products made with their needs in mind.

Toxic materials in hair relaxer prompts urgent action

GLP-1 weight loss drugs are changing users’ skin, according to plastic surgeons across the US, pointing to unseen side effects from the still-novel drugs. With adoption poised to continue skyrocketing, a market may emerge for skincare products for GLP-1 users to treat these side effects.

'Ozempic face' reflects impact of drug on people's skin

Young people's beauty trends are becoming increasingly food-focused, with culinary-aesthetic-inspired online trends taking over the beauty world. As these aesthetics grow in popularity, brands are turning to unorthodox collabs in order to attract Gen Z and Alpha attention.

Beauty brands turn to food collabs for Gen Z appeal

Due to community feedback, The Ordinary is expanding into a new body care product category. The new line features affordable, ingredient-focused products. Building on its trusted reputation of straightforward education and accessibility, the brand has also found success on TikTok.

The Ordinary expands reach with body care on TikTok Shop

Chipotle has collaborated with Wonderskin for Lipotle, a so-called 'burrito-proof' lip stain, just in time for National Avocado Day. Unconventional collaborations are growing as a way for brands to get attention, particularly as Gen Zers lean into increasingly messy eating behaviors.

Chipotle unveils smear-free lip stain for burrito lovers

Athletes with eye-catching manicures have been driving fan hype at the Olympics. As people crave connection with idols, a new mode of sports fandom is emerging that celebrates both performance and personality. The evolution makes room for partnerships that platform self-expression among athletes.

Olympic manicures speak to shifting sports culture

Lasting damage to hair has long put people off using heat-based styling devices. Addressing this, Shark Beauty has released hair-drying products that focus on scalp health, marking a shift towards more holistic forms of hair care that align with shifting attitudes to beauty.

Shark Beauty focuses on scalp health to tap beauty fans

As sun protection trends on social media across Australia, Gen Z is becoming increasingly interested in sun protection and anti-ageing products. Ultra Violette appeals to Gen Z Aussies with its SPF-enhanced cosmetics, high-quality sunscreen, and awareness of social media skincare trends.

Why Ultra Violette protects Aussie skin through cosmetics

Cosmetic brand Tirtir has revolutionised K-beauty with its Mask Fit Red Cushion, achieving global fame through word-of-mouth marketing and influencer partnerships. The brand transcends borders and stereotypes by adapting to diverse beauty standards, customer feedback, and experiential desires.

Why Tirtir expands the shades of K-beauty globally

From dazzling veneers to discreet aligners, everyone seems to be on a quest for a million-dollar smile. But how exactly do Americans define ‘perfect teeth’? And what role does the US dental industry play in shaping grins – and subsequently making everyone's teeth look the same?

Why are Americans in pursuit of perfect teeth?

Visual references are an integral way that Gen Zers express themselves, with memes being a central language for humor, political engagement, and generally processing the world. Leveling up their love of absurdism, Gen Z is taking its penchant for post-irony to new levels courtesy of meme tattoos. 

Gen Z elevate their post-irony stance with meme tattoos

An enduring symbol has regained popularity in the mainstream zeitgeist over the last few years. What’s behind the renaissance of the horse girl and the rise in horse girl-related symbols and products across beauty, fashion, music, and even tattooing?

What's behind the rise of the horse girl?

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

Teen boys are embracing perms, adding texture and volume for a 'broccoli haircut' look. Initially met with skepticism and humor online, the trend has gained acceptance, reflecting a shift in masculinity norms by allowing boys to explore new hairstyles and self-expression.

Gen Z boys are embracing 'broccoli haircuts' 

REFY has ditched the traditional influencer brand trip for a community-focused Mallorca holiday for lucky customers. This shift towards rewarding loyal patrons reflects a growing trend in brand strategies, emphasizing genuine connections and relatable content over traditional influencer collabs.

REFY rewards loyal customers with community trip

With budgets squeezed, people are searching for simpler pleasures and smart life hacks. In the beauty space, that's driving growing interest in the power of sleep. Recognizing the growing value of sleep in beauty and self-care, Estée Lauder has released a set of nighttime products.

Estée Lauder targets sleep chic with night products

Ahead of the Olympics, Procter & Gamble has opened a beauty and grooming salon in Paris for athletes and their teams. As hair care becomes an integral step in people's everyday beauty routines, brands have the opportunity to create inclusive solutions for diverse hair needs and identities.

P&G caters to Olympic athletes with diverse beauty salon

TikTokers are embracing #underconsumptioncore, a trend that challenges consumerist habits by advocating the use of fewer products. Building on de-influencing, frugality trends are gaining popularity as people seek ways to cope with the ongoing cost of living crisis and environmental concerns.

Frugality TikTok trend encourages underconsumption

In a crowded market, CeraVe has sought to break through the beauty landscape by using humour to promote its products. As Gen Zers engage with entertaining and subversive ads, CeraVe's latest move to launch a soap opera aims to connect with younger audiences while educating them on skincare.

CeraVe uses soap opera clichés to connect with Gen Z

Method has launched a range of 'Good Karma' shower gels that employ uplifting mantras, unique scents, and specific hues to bring about positive feelings. The range taps into Gen Z's newfound love of shower routines, revered and celebrated on TikTok for the self-care opportunities they offer.

Method taps into Gen Z's love of showers

While Sephora teens – predominantly young girls – have been taking over online conversations around skincare and beauty, teenage boys are increasingly developing their own regimens. This new interest is part of broader shifts in notions of masculinity that are set to transform the beauty market.

Teen boys are making investments into beauty regimes 

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

Idols and actors who promote flawless and healthy skin through 10-step routines and effective products dominate South Korea’s beauty industry. In 2024, quick ‘tweakments’ that promise natural results are on the rise. But with fads evolving faster than ever, can K-beauty keep up?

Are ‘tweakments’ the future of K-beauty?

L’Oreal has partnered with biotechnology company Debut to replace and enhance conventionally sourced materials in its products. As people increasingly prioritize sustainability and value-driven choices, brands can build trust and drive change by authentically communicating green efforts.

L’Oreal reinforces dedication to sustainable materials

Beyoncé's hair care line, Cécred, is capturing diverse beauty enthusiasts with its focus on inclusivity, self-care rituals, and scientific innovation. But can the brand maintain its momentum by addressing the industry's ‘texture tax’ and ensuring equitable pricing for all hair types?

Why Cécred weaves authentic science into Black hair care

Yours Truly is championing customisation in hair care with the help of digital questionnaires and one-to-ones with experts. It’s facilitating a much-needed change in how people look after their locks, offering a thoughtful, transparent approach that caters to Germans’ beauty needs.

How Yours Truly personalises Germans’ natural hair goals

Nopalera has made waves as a Mexican-inspired beauty brand focused on Latin representation in the luxury industry. With the Nopal cactus as one of its heritage ingredients, the brand has demonstrated that quality, bespoke skincare can be synonymous with Mexican-inspired products.

Why Nopalera mixes Latine heritage into ‘skinification’

With skincare enthusiasts cutting down their routines, minimalism is in. Korean brand COSRX has risen beyond the saturated K-beauty market and built a global following through its ingredient-based, fuss-free approach designed to address its audience’s specific concerns.

How COSRX simplifies clean skincare for K-beauty fans

When it comes to make-up, Uche Natori is in a lane of her own. Known for her flawless foundation routine, she teaches her audience how to achieve the perfect make-up look. What can brands learn from this veteran creator’s step-by-step make-up routines and focus on inclusive community building?

How Uche Natori builds Black beauty community

Temporary piercings are infiltrating the beauty space, with several Gen Z tastemakers sporting pierced looks in recent months. The move falls in line with a wider rejection of conventional beauty standards among young people, who are prioritising experimentation and self-expression over conformity.

Fake piercings offer non-committal rebellion for Gen Z

The beauty market is growing more diverse with the rise of gender-neutral products, subsequently changing how Gen Z and Y men perceive and purchase a range of cosmetics. How is this shift impacting the ways they collect and use fragrances specifically? And what kinds of scents attract them?

How Gen Z and Y men are approaching scent in 2024

Research has indicated that Gen Zers are more likely to absorb myths about suncare than older generations, and experts point to online misinformation as the cause. With young audiences valuing peer-to-peer knowledge, the data highlights a need for greater caution around wellness rhetoric.

Gen Z prove susceptible to online sun safety myths

Korean skincare brand Innisfree is known for its commitment to clean beauty and natural ingredients. While it’s been a longtime champion of sustainability, its recent greenwashing scandal sparked conversations about brands’ commitments to eco-friendly practices and how genuine they are.

Why Innisfree’s rebrand led to debates on green K-beauty

India's booming youth demographic is propelling a surge in demand for homegrown beauty products, emphasising transparency and a fusion of age-old rituals with modern science. This marks a significant departure from the previous generation’s reliance on home remedies and global brands.

Why are young Indians leaning into homegrown beauty?

DoorDash has launched a partnership with Ulta Beauty to offer shoppers on-demand beauty product delivery across 50 U.S. states. This comes at a time when social shopping is on the rise, and people are searching for brands that can offer ease and convenience at a premium value.

DoorDash and Ulta Beauty cater to social shoppers

As gaming’s role in culture expands and diversifies, beauty brands are discovering a lucrative new frontier. How are they harnessing strategic collaborations, virtual experiences, and innovative products to tap into the gaming community and facilitate a sense of self-expression and belonging?

How beauty brands are levelling up with gaming

As Gen Alphas enter their own self-care era, they are turning to beauty care as a source of social capital, self-acceptance, and confidence. For the emerging generation in Australia, skincare that offers a playful and tactile experience reigns supreme, and Allkinds does just that.

How Allkinds formulates playful beauty for Aussie tweens

Chāmpo has developed a range of hair care products that merge ancient Ayurvedic ingredients with contemporary trichology and formulation science. This unique blend has seen the brand take off among online beauty buffs, many of whom have taken to TikTok to demonstrate the efficacy of its products.

Why are Chāmpo’s hair care serums sparking virality? 

Hallyu is not stopping anytime soon, and neither is K-beauty. By supporting and fostering the growth of local beauty brands while also catering to the rapidly growing foreign market interested in K-beauty, Olive Young has solidified its position as the leader of the Korean beauty market.

How Olive Young globalises the quality of local K-beauty

Perfumes are outselling most beauty categories, as people are drawn to them for their immersive appeal, emotional connection, and sense of luxury. Scent can be a powerful way to connect with people, from sparking memories of the past to building new relationships that will last.

Scent Connections

After a drastic makeover went viral, Westerners flocked to Xiaohongshu (also known as Red), a Chinese social networking app, in search of makeover tips. They’ve also delighted in Red users’ honest but not unkind feedback, a byproduct of Chinese culture that is seeing growing appreciation globally.

Why Xiaohongshu’s Chinese users are consulted for frank makeovers

Charlotte Tilbury is hosting a pop-up in London, UK, to launch her 'mood-boosting' fragrance collection. As consumer expectations around in-store offerings increase, brands are using personalisation and sensory immersion to help facilitate discovery and engagement. 

Charlotte Tilbury pop-up offers sensory immersion

Skincare enthusiasts are taking an interest in preventative care to avoid the appearance of aging, even starting as young as their teens, in some extreme cases. Canvas8 spoke to nine Americans to find out how and why they’re incorporating anti-aging products into their skincare regimens.

How are Americans using anti-aging products?

While a fresh generation of age-positive advocates is making headlines, an obsession with anti-ageing remains pervasive – even among children and young teenagers. Canvas8 spoke to seven Britons about their beauty purchase decisions and how they integrate anti-ageing products into their regimens.

How are Britons using anti-ageing products? 

As the beauty industry becomes more global and connected than ever before, people are becoming more appreciative of local and insider knowledge over generic offerings. As a result, people are gravitating towards brands that are more narrowly focused on local communities and needs – paradoxically catapulting them into global fame.

Local Glow Up 

Driven by online trends and societal pressure, Gen Alphas aren’t just raiding their Mum’s make-up bag but filling their own with products that aren’t designed for them. A generation growing up chronically online, Alphas are being subjected to an unhealthy amount of pressure regarding their appearance, manifesting in a potentially controversial interest in skincare and beauty.

Skincare Kids 

Despite the rise of embracing natural ageing among Gen Y and X, Gen Zers aren't adopting these attitudes. Driven by exposure to unregulated skincare information, AI filters, and toxic narratives around ageing online, they’re displaying worrying concerns about ageing and investing in elaborate skincare routines to delay signs of getting older.

Anti-Ageing Woes

How has anti-ageing skincare become an obsession for Gen Zers? What drives Gen Apha’s interest in beauty, and what’s behind the #Sephorakids stereotypes? Why are hyper-local brands winning big on the global market? And how has contemporary perfumery risen to the top of the beauty sector?

Beauty Sector Snapshot: May 2024

Skintellectuals are becoming increasingly educated on product efficacy and are aware that tech-led devices can deliver tangible results. With AI-powered technology and being first to market for affordable devices, GESKE is helping consumers transform their skin in an era of ultra-personalised beauty.

How GESKE is leveraging tech for personalised skincare

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Beauty

People are harnessing fragrances to express themselves and self-soothe

People’s beauty choices can say a lot about their identity – and that applies as much to nail polish and lipstick shades as it does to fragrance preferences. Yet while some pick perfumes and aftershaves solely based on how they smell, others are seeking brands aligned with their values or scents that facilitate experimentation and relaxation.