This report highlights the results of Euromonitor International’s 2025 Voice of the Consumer: Beauty Survey, covering the everyday beauty routines, skin care, hair care and colour cosmetics habits and trends of global consumers.
Delivery
This report comes in PPT.
Key findings
Beauty as strategic investment
Consumers are investing in products that support skin health over time, with a strong preference for natural ingredients, vitamins and targeted formulations. Skin care is viewed as a strategic investment, with 22% of consumers defining beauty as embracing ageing and 18% associating it with rejuvenation. Functional beauty is rising, blending science-driven solutions and self-care.
Science-driven luxury
Luxury in beauty is being redefined by product efficacy and clinical claims. Consumers associate premium beauty products with medical-grade formulations and visible results. The focus in hair care now extends beyond surface-level concerns to include the influence of inner health, scalp wellness on healthy hair.
Strategic self-care
DIY beauty is becoming a deliberate lifestyle choice. As living costs rise, consumers are turning to at-home treatments not just for savings, but for safer product control and convenience. Beauty routines are becoming more intentional, with each beauty treatment expected to deliver clear value, as 77% of DIY users seek efficacy in beauty products.
Green features in fragrances
Consumers are choosing clean labelled, sustainable and personalised scent combinations, with 46% selecting products with at least one green feature from fragrance features. Natural ingredients are leading the way, driving USD60 billion in sales. Refillable formats, cruelty-free claims and ingredient transparency are becoming essential.
Purposeful beauty shopping
Online platforms and specialist stores dominate beauty purchases in 2025. Hair shampoos, lip glosses and sun protectant body care being top monthly buys. Across categories, consumers are seeking products that offer quality and alignment with personal values, making thoughtful beauty purchases.
Why read this report?
Key findings
Understanding today’s beauty consumer: Hyper-informed and value driven
Beauty as a long-term investment in health and longevity
Understanding the Timeless Beauty Seeker : S kin care priorities
Business case: Shiseido launches Bio-Performance Skin Filler for at-home usage
Proven results and science define luxury in beauty
Understanding the Luxury Beauty Shopper ’s hair care routine
Business case: Nutrire delivers medical formulation and targeted solutions
When time is money and quality is value: The strategic use of at-home beauty solutions
Understanding the Beauty DIYer: B eauty product purch a se m otivations and b ehaviours
Business case: OPI launches its first at-home gel nail kit for regular consumers
Clean s cents, conscious c hoices
Understanding the Clean Beauty Advocate : P erceptions of scents
Business case: Rare Beauty launches fragrance layering balms to personalise perfume
Business case: Aptar Beauty introduces directly refillable spray on the perfume bottle
Shopping for colour cosmetics products in 2025
Shopping for skin care products in 2025
Shopping for hair care products in 2025
Shopping for fragrances products in 2025
Why is Euromonitor’s consumer insights data unique?
Overview of Voice of the Consumer: Beauty Survey
Voice of the Consumer: Beauty consumer types 2025
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
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