Meet the six consumer personas set to rise to prominence by 2024. Each a set of values rather than specific demographic groups, they are motivated by new energy and purpose following several challenging years. They have developed new priorities and skills after navigating difficulties and dealing with an uncertain future. Prepare now to meet the demands of these driven cohorts.

Overview

• The ‘Lazy’ Skinimalists: The Macgyvers of self-care, ​​this persona manifests new beauty moments using smart beauty hacks and values care-taking in all its forms
• The Beautyversals: This persona moves seamlessly between digital and IRL realities, reshaping beauty with their phygital behaviours and avatar aesthetics
• The Protopians: Grounded by a connection to the planet, this persona is eager to bring about change in the beauty industry, believing in nature and nature-backed solutions that preserve the planet for all
• The Factivists: This community-focused and mission-driven persona advocates for beauty’sunder-represented voices, and strives to break down old beauty barriers and remove hidden biases
• The Universals: Driven by the desire to democratise beauty, this persona rejects perfection for hyper realness and believes everyone should feel beautiful, welcome, served andseen
• The Neuromantics: Draws their beauty inspiration from art, science and nature, and chooses brands that break old beauty codes. They value co-creation and experimental products and brands that fuse art, science and nature

The ‘Lazy’ Skinimalists

The MacGyvers of the beauty world, the ‘lazy’ Skinimalists are pragmatic about the time available for self-care 

and use smart beauty hacks to manifest new beauty moments.

Beauty drivers: prioritises self-careand emotional wellbeing over perfectionism. Believes self-care is a necessity, not a luxury. 

Buying concerns: takes comfort in being organised. Values products that save them time, money and effort. Motivated by rest and wellbeing.

Beauty behaviour: organised and fact-driven. Always ready to upgrade and invest in ‘lazy’ solutions. Hates waste, a cluttered makeup bag and bad beauty choices. Uses subscription and local delivery.

Beauty style: functional, minimal, polished. Always just right. Views skincare-cosmetic hybrids, edibles and supplements as smart essentials.

Demographics: both men and women. Experienced Gen X and Boomers, on-the-go Gen Z.

Key markets: established in Europe, the US and Asia, especially South Korea and Japan. Early in LATAM.

Brand affiliations: Jones Road, 19/99, Lunixr, Crown Affair, Kate Mcleod, INRYU, Reyn, Ami Cole. 

How to action: toresonate with this persona, be pragmatic about the time available for self-careand design efficient solutions. Invest in portable no spill, TSA-compliant formats. Evidence is vital for this consumer, but they dislike ‘datasmog’ so keep clear, simple and BS-free. 

The Beautyversals

Emerging from the metaverse, the Beautyversals are reshaping the beauty world

in their phygital image and direct-to-avatar shopping behaviours. 

Beauty drivers: digital FOMO and a desire to be entertained and educated in the spaces where they shop and play. 

Buying concerns: values ‘deep service’ and strong connections with brands. Their digital identity is as important as their real-world one and they expect both to be catered for. 

Beauty behaviour: lives, works and plays in phygital realities. Treats digital and physical beauty products as equals. Quick to explore new paths to products and purchases. Expects AR and VR as a given and prefers virtual ambassadors to IRL sales advisors.

Beauty style: ‘Meta face aesthetic’ inspired by avatars and digital animation. Smooth, cyborg-like aesthetics that extend to product design.

Demographics: non-binary. Younger Gen Z, Alphas and Inbetweeners. 

Key markets: borderless. Led by Asia, especially South Korea, China and Singapore. Strong in NAM and Europe. 

Brand affiliations: The Unseen, e.l.f Cosmetics, Dyson, Kaleidos, Vaulde, Hera, Perfect Diary, P&G, SK-II

How to action: beauty brands must adopt an ‘it’s all real’ mindset to engage with this persona, creating digital products and virtual worlds to explore, such as Dyson’smetaversal VR test centre. Augment virtual make-up bags with NFTs as perUS-based Valdé’s Divine NFT Collection of exclusive digital artworks that accompany extremely limited edition lipsticks. IRL products with digital elements that unlock exclusive content will hold extra allure. The QR code on UK-based Haeckels’ Acton’s Lock candle accesses electronic soundscapes, while Code, a limited-edition ‘scented software fornon-binary cyborgs’ by gender-inclusive perfumery Urania’s Children and poly-creative, cyborg entity Yeule is accompanied by unique imagery and soundsby Mura Masa.

The Protopians

This provocative but pragmatic consumer is committed to building a better future one purchase at a time. 

Nature, not narcissism shapes their beauty behaviours, and their choices preserve the planet for all species.

Beauty drivers: protecting the planet for all species.

Buying concerns: sourcing with respectand EPR. 

Beauty behaviour: strives for change. Adapts self-care behaviours and product choices to reduce their impact on the environment. Believes in small changes to make a big difference. 

Beauty style: aesthetics take a back seat to eco systems. They favour natural-look products and value resourcewisdom. An early adopter of new eco-formats and innovations.

Demographics: led by women, growingpriority for men. All generations.

Key markets: well established in Europe, NorthAmerica and South East Asia. Growing presence in key APAC regions, building inChina. Gaining strong momentum in LATAM.

Brand affiliations: Davines, Skandinavisk, Sḵwálwen Botanicals Salwa Petersen, SBTRCT, Toun28, AmaSea, Forgo, Humanist Beauty

How to action: to engage with the Protopians, make EPR a priority. Brands that enable guilt-free usage by backing clean products with post-consumer processes that mitigate their environmental impact will be rewarded with loyalty. Look to Credo’s Sustainable Packaging Guidelines requiring brand partners to remove harmful elements. 

The Factivists

Beauty’s advocates, the Factivists value transparency, info and people power. 

They choose community-focused beauty brands that foster co-creation .Demands beauty products for all.

Beauty drivers: upending common beauty narratives, challenging hidden industry biases and normalising niche perspectives. 

Buying concerns: no BS. Doesn’t tolerate brands without clear values and ethics. Demands facts and transparency. Inclusivity and sustainability.

Beauty behaviour: chooses retailers and brands that celebrate heritage, community and enable discovery. Feels emotional connection to brands and products.