Q&A

FUTURE FORECAST

Which beauty trends have staying power, and what consumer behaviours are set to shape the market? Grace Vernon, head of Boots Ignite, Foresight & Trends, shares her insight with Connie Cooper

How can consumers separate a long-term trend from a short-lived social media fad?

“We look at trends in three ways: reactive, proactive and strategic. Reactive trends are those that gain virality and traction quickly, based on a fleeting moment in time, such as a seasonal look or a certain aesthetic.

“Proactive trends are the movements we can see building momentum over time, such as K-beauty. Strategic trends are rooted in bigger shifts in consumer behaviour. The trends with the greatest longevity are usually the ones linked to a genuine change in how people think, shop or live.”

Which consumer behaviours are changing most rapidly in beauty right now?

“We're seeing a huge shift towards prevention and slow ageing. Clients are taking a more proactive approach and are thinking about healthier skin, hair and wellbeing much earlier in life.

“The influence of aesthetics is also growing, as is the impact of GLP-1 usage, both of which are changing the conversations consumers are having with beauty brands.

“There is also a growing influence of beauty and wellness as a lifestyle. We want to look good, feel great and age well.”

Are there any emerging categories professionals should be paying attention to?

“Scalp care continues to be one of the most exciting growth areas. Clients are increasingly treating the scalp with the same level of care and attention as facial skin.

“From an ingredient perspective, EGF and NAD are both generating significant interest as clients look for increasingly advanced, science-led solutions.”

What do younger generations expect from brands that previous generations didn't?

“Transparency. They want to know what's in a product, why it works and whether claims being made are credible. Younger generations like Gen Z are incredibly informed, so authenticity and honesty matter more than ever.”

What's one mistake you see emerging beauty brands making?

“Thinking that a retail listing is the finish line. In reality, it's another starting point.

“Getting onto shelf is a huge achievement, but the brands that succeed are the ones that keep investing in awareness, customer loyalty and innovation long after launch day.”

How has social media changed the way trends emerge and how quickly brands have to respond?

“It's fundamentally changed the market. There are more brands, more products and more trends than ever before, and they move at incredible speed.

“Social media has also made beauty much more global. Clients can see trends emerging in markets like Korea and the US much quicker than we could in the past – and want to get their hands on them as quickly as possible, which means brands and retailers have to be much faster and more agile in how they respond.”

What qualities separate brands that thrive from those that disappear?

“The strongest brands know exactly who they are. They are really clear on their vision, identity, a clear purpose and USP. They stay focused on that rather than chasing every trend that comes along. Most importantly, they have products that genuinely deliver on their promise.”

If you were advising a founder launching a beauty brand today, what would your priorities be?

“Firstly, you need to be crystal clear on why your brand exists and the brand identity. Secondly, have a strategy that can support long-term growth, not just initial buzz. Thirdly, surround yourself with the right people. Building a successful beauty brand is very difficult to do alone.”