Experts weigh in on beauty trends

Industry experts shared views on everything from the threat of an industry slowdown to what role AI will play in beauty during a DSN “virtual” roundtable.  

DSN: What are your thoughts on stabilization in beauty? 

Jeremy Lowenstein, chief marketing officer, Milani Cosmetics: The beauty industry has reached a more stable phase following years of rapid growth; however, we will continue to see upward momentum in the sector, just at a slower pace. Mass brands will find momentum by focusing on innovation, inclusivity and consumer engagement across digital channels, in-store experiences and social platforms. 

Juan Morillo, marketing director, Okay Pure Naturals: When a market stabilizes, it usually means consumers are getting more selective. Instead of splurging on high-end products, they’re looking for quality and results at a price that makes sense. This is where mass brands can step in and win over customers by offering effective, affordable products that still feel exciting.

Taylor Dunston, sales director, Americas, Geske German Beauty Tech: The squeeze on how far the dollar goes is certainly impacting consumer spending. It is well known that beauty lovers are mixing mass and prestige with how they are shopping. Dupe culture has especially increased where beauty lovers want a better value while achieving the same look or finish from well-known hero products. It is the perfect time for retailers and brands alike to provide products that fit the shift in spending, while offering products that users will fall in love with just the same.

[Related: Beauty industry witnessing strong increase in year-over-year value]

Shalimar Dalal Maakar, chief executive officer, Obliphica Professional: I believe this is a pivotal moment for mass brands to expand their customer base. Consumers are more discerning than ever, seeking quality, innovation and affordability. Brands that prioritize accessibility without compromising on efficacy and experience will thrive in this evolving landscape.

Vera Oh, co-chief executive officer and cofounder, Voesh: Prestige beauty continues to outpace the overall market, while mass beauty’s growth has softened. However, this doesn’t mean mass beauty is losing relevance—it just needs to evolve. One area of opportunity is wellness-driven beauty. Consumers are becoming more mindful of what they put on their skin, looking for cleaner formulas and products that address skin concerns and overall well-being. If mass beauty brands embrace this shift—focusing on transparency, efficacy and better ingredients—they have the potential to regain momentum.

Chithra Kannan, founder and CEO, Skin Centrick: As the market becomes more saturated, consumers are likely to seek out brands that offer not only quality and value but also authenticity and a strong brand narrative. Mass brands, with their extensive reach and resources, are well-positioned to attract a broader customer base by focusing on these aspects. Mass brands can leverage their economies of scale to offer competitive pricing, which is particularly appealing in times of economic uncertainty. The stabilization phase provides an opportunity for mass brands to innovate and adapt to emerging trends, such as clean beauty, tech-driven skincare solutions and the integration of AI in personalized beauty recommendations. 

[Related: Certified Inclusive beauty brands outpaced growth of less inclusive competitors]

DSN: How can brands and retailers balance building in-store sales while also meeting customers where they are which is increasingly online?

Sue Smith, partner, Emerson Group: Partnering together to speak to the consumer. When a brand engages in various marketing executions, whether it’s an influencer campaign, sampling event or dollars off offer, the retailer and brand can highlight these executions. The retailer can utilize their vehicles like circulars to highlight an offer/sampling opportunity to drive traffic into stores. Offering something special the consumer can only receive in-stores drives traffic and highlighting the brand in stores with signage or prominent in-store positioning. The brand can then highlight this partnership in their marketing efforts.

Isaac Shapiro: What's particularly interesting about Cleanlogic is that we've taken a bit of a reverse approach. While we’ve always had a strong retail presence, we’re now significantly expanding our digital footprint. Over the past year, we’ve seen firsthand how a robust omnichannel strategy can drive success both in-store and online. Customers want flexibility—they should be able to get the product when and where it suits them.

We’ve been focused on strengthening our online presence, both independently and in collaboration with our retail partners. We’re actively exploring digital opportunities with them to ensure we're meeting consumers across every touchpoint—essentially creating the best of both worlds.

Additionally, we’ve learned that a strong digital presence isn't just about e-commerce. Social commerce has become a key driver for us. Building a dedicated community and fostering social engagement has proven invaluable. Cleanlogic has experienced significant success by combining user-generated content (UGC), which not only drives traffic to our online store but also to retail partners.

Kelly Sobol, senior vice president, sales and customer development, North America, Milani Cosmetics: Brands and retailers are once again finding themselves navigating an omnichannel landscape, with consumers increasingly looking for items across channels. To successfully balance these, it’s crucial to foster relationships with retail partners, growing shelf space and launching customer-specific exclusive products at these locations to draw foot traffic and drive increased sales. Creating dynamic, engaging experiences will be key, such as by leveraging technologies like AI to offer immersive, personalized touchpoints across channels. At the same time, it’s imperative to have a robust presence online and via social platforms. Brands must stay agile and responsive to fast-moving trends, ensuring they are part of the viral conversations and collaborating with key influencers to amplify their reach. An integrated, multi-channel strategy will enable brands to meet customers where they are and build loyalty both online and in-store.

Shalimar Dalal Maakar: Brands must bridge the gap by integrating technology, such as virtual try-ons, AI-powered recommendations and in-store exclusives that incentivize foot traffic while fostering online loyalty.

Brooke Gilliam: With the omnichannel growth, it is more critical than ever for brands to have an online presence that clearly defines their reason for being and educates the consumers on their unique value proposition. The online presence goes far beyond traditional e-commerce content as it’s become increasingly important to reach consumers where they are. At Maesa, we’ve been strategically leveraging our brick-and-mortar presence at key retailers while doubling down on building our digital presence across various channels, including our retailers’ digital platforms, Amazon and TikTok Shop.

In 2024, we launched an interactive experience for Fine’ry on Roblox, driving awareness among Gen Z and Gen Alpha consumers, and hosted Fine’ry-verse, the first of its kind phygital experience powered by Generative AI technology. To engage with the growing beauty community on social media who may not be shopping at brick-and-mortar retailers, we’ve been leveraging best-in-class content and talent partnerships across our portfolio of brands. For example, we’ve recently introduced the first-ever Kristin Ess Hair Artistry Team, comprised of seven powerhouse stylists that bring a wealth of experience, from styling red carpet looks for A-list celebrities to creating iconic styles for “it-girl” influencers and photoshoots, to creating their own educational and engaging content.