Social, technological, and cultural forces are reshaping how we define and experience beauty.
Algorithms and social media amplify narrow ideals, turning appearance into digital currency and heightening identity pressures, while health trends and data-driven self-improvement make daily routines markers of privilege.
In response, a new wave of beauty is emerging. From anti-fluency aesthetics and interpretive approaches to heritage-led narratives reclaim authenticity and hybrid, stackable styles blend tradition with digital life, contemporary beauty should values emotion, context, and diversity.
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What's in the report?
Some of the reports key insights explore:
: A paradox of transformation and monotony
Beauty has evolved dramatically over the past century, influenced by Hollywood glamour and modern minimalism and body positivity and wellness movements – but today the sector feels more uniform than ever: The beauty matrix
Social media and digital tools are amplifying narrow beauty ideals, turning identity into currency. Meanwhile, social, political and legal pressures increasingly constrain freedoms of personal identity and self-expression – especially for women and marginalised communities
: Dynamic product innovation
Local rituals, cultural heritage and traditional aesthetics are being re-invented. Diasporic creativity, subcultural mash-ups and regional fragrance brands are layering histories and influences to redefine contemporary beauty: Reclaiming perception
In a world where digital and physical realities are blurring, people are experiencing identity distortion amplified by uniform beauty ideals. The industry is poised to shift from promoting external perfection to guiding perception and nurturing self-connection: The genetics of beauty
Uniform and extreme beauty ideals may begin to shape partner choice, empowering specific appearances and social traits, with potential long-term consequences for genetic patterns and the diversity of future populations
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