Quiet beauty

As consumers prioritize wellness, overconsumption is rejected and we see a return to basics. When making purchasing decisions, consumers ask themselves, “Do I really need it?” and “Do I really need a new one?” Nevertheless, they are willing to pay more for quality. Where purse-strings are being tightened in other areas, prestige makeup is unaffected.

Quiet beauty emphasizes simplicity and efficacy. Less becomes more. B Corp beauty brands are focusing on what really matters. And skincare becomes the new makeup, favoring natural, nude looks and a healthy glow. In this space, brands offer essential but high-quality ingredients to deliver justified value to consumers, who are more informed than ever. There are opportunities in accelerating the power of the mind-body connection and the transformative potential of psycho-dermatology and neuro-cosmetics. AI helps, here, too, in boosting efficiency and accelerating product development.

What does this mean for packaging? Packaging can protect high-performing products and natural ingredients with airtight designs or airless technology. Reuseable formats, using no extra plastic to create the refill, tie in with a conscious mentality and offer great value for money, as consumers want sustainable solutions that last longer. Noble materials like ceramic and wood fit well here. The look-and-feel is one of timeless elegance, a kind of artisanal aesthetic, with minimalist lines.