Stat: Technological innovation is driving the future of beauty

Global – Wealth divides, digital tools and regional identity are reshaping the international beauty market, according to The State of Fashion: Beauty Volume 2 by The Business of Fashion.

In the US, spending on beauty is shrinking in real terms. Haircare is the main category to be affected, with nearly 50% of consumers spending less than £26 ($35, €31) in the last six months, compared to 29% in 2023.

Meanwhile, the use of beauty and spa services has climbed from 22% in 2023 to over 33% in 2025, highlighting the desire for wellness-linked treatments.

In China and India, domestic brands are gaining favour among Gen Z consumers who value their lower price, efficacy and brand identity. In China, 76% say skincare and make-up are affordable and half of respondents have increased their spend.

AI is also gaining trust in beauty: 83% of consumers believe it delivers better product recommendations than people. Head to our EQ-Beauty report for more on the next phase of emotionally intelligent beauty tech.