10 Beauty and Personal Care Trends in eCommerce Set to Shape 2024

26 Jan 2024
APG
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The beauty and personal care industry has been changing at an incredibly fast rate over the past few years, something that’s been spurred on by the rise of e-commerce. In 2024, customers will shop online more than ever, and brands need to utilize the latest technology to outperform their competitors and grow a loyal customer base.

Here are some of the biggest trends we’re expecting to see this year and how it could impact your brand:

1. Personalized beauty routines

Personalization is becoming a key driver in the beauty and personal care industry as customers are demanding more unique experiences from the brands they love.

It’s important to leverage the data you have on your customers and incorporate artificial intelligence to offer personalized recommendations for skincare routines, makeup shades, and hair care products.

This isn’t a new trend – in fact, brands like Function of Beauty have been offering a personalized service for quite some time, but we’re going to see this become more of a non-negotiable for consumers in 2024.

2. Livestream shopping events

Livestream shopping has become a popular trend in e-commerce, and the beauty industry is embracing this interactive format on platforms like YouTube, TikTok, and Instagram.

Rather than just posting videos and pictures about your products, you can host live events where you can show real-time product demonstrations, tutorials, and Q&A sessions with your customers.

Customers enjoy these events because they can make more informed purchasing decisions, and brands have benefitted from the closer relationships they’ve been able to build with a wider customer base.

3. Increased diversity and inclusivity

The beauty industry is becoming more inclusive, reflecting the diverse needs and preferences of consumers all across the world.

Beauty brands must expand their product lines to cater to a broader range of skin tones, hair types, and beauty standards. But this should also apply to product offerings, marketing campaigns, and influencer collaborations.

4. Incorporating augmented reality (AR) to try on products

Augmented reality is transforming many industries, and it looks like the beauty industry is going to be next.

AR can be used to provide customers with virtual try-on experiences where they can virtually test makeup products, skincare routines, and even hairstyles before making a purchase.

This helps to bridge the gap between online and in-person products, offering more traditional shopping experiences from the comfort of your own home.

5. The rise of virtual beauty communities

Developing a sense of community is important in the beauty and personal care industry, so we’re seeing more brands use their online platforms and social media channels to provide a space for users to share tips, reviews, and experiences.

Beauty brands should be actively participating in and fostering these communities so they can better connect with their target audience, gain new insights into customer preferences, and build brand loyalty.

6. The importance of sustainable beauty

Sustainability has become a focal point in the beauty industry, and we expect every brand to make more eco-friendly choices in 2024.

Consumers are increasingly conscious of the environmental impact of beauty products and expect brands to do their best to include eco-friendly packaging, source sustainable ingredients, and make a genuine commitment to environmental responsibility.

7. A focus on transparency

A lot of consumers are interested in buying clean beauty products – products that contain minimal or no harmful ingredients.

We expect to see this continue throughout 2024, but we also think that consumers will demand even more transparency from beauty brands. Brands will be expected to provide detailed information about ingredients, sourcing practices, and product formulations to help customers make buying choices that align with their values.

8. AI-powered beauty

Another way that AI will influence the beauty and personal care industry in 2024 is through AI-powered beauty advisors that analyze customer data, understand preferences, and provide tailored product recommendations.

More beauty brands will use these digital beauty assistants to enhance the online shopping experience by recreating the experiences customers would have in brick-and-mortar stores.

9. A new wave of subscription boxes

Many personal care brands, from razor brands to toothpaste brands, are starting to embrace subscription models and personalized care boxes.

Consumers are drawn to these purchasing models as they take the hassle out of stocking up on your daily personal care items. It’s also beneficial to brands as it provides recurring revenue streams.

10. Wellness-infused beauty products

Beauty and wellness are becoming more deeply entwined in 204 as customers seek beauty products that not only enhance their physical appearance but also contribute to their overall well-being.

We’ll continue to see skincare products that include functional ingredients, such as adaptogens and CBD, as well as makeup products that contain more than just skin-deep benefits.

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Michael Foster
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Created 26 Jan 2024
Modified 26 Jan 2024
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