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Navigating the New Beauty Landscape: Growth with Depth, Not Hype
- Anna Saroglou
- Jun 24
- 2 min read
The global beauty market, once on a relentless 7 % annual growth trajectory (2022–2024), is now entering a more deliberate era, projected to grow at 5 % per year through 2030. This shift reflects increasing consumer pragmatism, geopolitical headwinds, and category saturation—even within traditionally robust segments.
Strategic Recalibration Over Momentum
According to The Business of Beauty Global Forum 2025 which took place last week in Napa, US, and brought together guests from 17 countries, the panel went beyond what it really takes to run a successful beauty business and the collective need to create a sense of shared humanity and solidarity in unsettling times. It is evident that beauty brands must now focus less on fast-paced expansion and more on true consumer value. According to McKinsey and BoF, 75 % of beauty executives are doubling down on intelligent sales growth, prioritizing genuine product performance over inflated price points. To stay relevant, brands need to spotlight efficacy, substantiated claims, and transparent ingredient sourcing.
Beyond Cosmetics: Embracing Well‑Being
The definition of “beauty” is broadening. Consumers increasingly consider wellness, personal care, and aesthetic treatments as part of their beauty routines. For brands, this invites richer narrative opportunities—positioning offerings not just as beautifiers, but as holistic self-care experiences.
Market Diversification: Growth Where It Counts
Emerging markets and cross-category innovation remain critical pathways for growth. Luxury perfume and fragrance stand out as high-growth categories, offering both premium appeal and escapism. Agencies should guide clients in leaning into these spaces, while also nurturing niche customers who value authenticity.
Communications That Connect
In this more cautious climate, messaging must shift: from hype‑driven virality to credible claims, from generic mass messaging to targeted storytelling. Highlighting “why it works,” “where it comes from,” and “who it serves” will resonate more with today’s discerning audience.
At a time when clarity, credibility and connection matter more than ever, now is the moment to reimagine how your brand speaks. If you’re ready to evolve your communication strategy, we’d love to talk. Contact us at tatiana@viaggi.gr or +30 210 6232 235.
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