The new face of the beauty industry

Globally, the link between high cost and quality is fading, especially in the West and Europe, where luxury and mass-market brands compete for the same shelf space. Gen-Z followed by Generation Alpha, values brand ethos over product utility, deeply researching ingredients and benefits before purchasing. This meticulous approach and scepticism towards premium brands signal a shift away from traditional views of luxury and becoming more conscious. 33% of consumers trust social media influencers, suggesting a key strategy for luxury brands to maintain relevance and appeal to modern consumers. To learn more, download our latest white paper.