The latest Beauty Index from Vogue Business reveals that tariffs and macroeconomic pressures are driving consumers toward more affordable beauty products.
At the same time, mergers and acquisitions are reshaping the industry. L’Oréal acquired Color Wow and Medik8, while Elf Beauty completed its acquisition of Rhode. Digital marketing has become a core driver of growth, with Charlotte Tilbury surpassing The Ordinary in brand performance.
Key indicators such as ESG performance, innovation capacity, and consumer satisfaction are increasingly central to evaluating brands. In addition, R&D strategies are shifting toward practicality and data-driven approaches, with personalization and AI investment emerging as new competitive differentiators.