The Beauty whitepaper

Understand the macro forces shaping UK consumer’s beauty shopping behaviours in 2024.

---

Beauty consumers would understandably be forgiven for feeling bewildered by the shopping landscape in recent years.

On one hand, the effects of the cost-of-living forced us to scrutinise the true value of our everyday beauty purchases. While on the other, the renewed urge to make the most of Covid freedom, inspired us all to embrace hedonistic spending anew in 2023. Add in a greater demand for scientific supported, influencer backed, self-care inspired beauty – the forces at play in beauty are more diverse than ever.

In this whitepaper we’ll tackle the complexity of the year, delving into the key trends affecting how and why we will shop differently in the year ahead.