There’s a growing gap in beauty retail that most brands don’t see coming. Our Director of Strategy, Alexa Jewell Schaefer, shares more in VMSD.

While retailers pour millions into the latest tech initiatives and digital innovations, their customers have quietly evolved into something entirely different. The result? A disconnect that’s costing brands significant market share and customer loyalty. Beauty retail isn’t broken, but it’s definitely out of sync. And the shoppers who matter most are starting to notice.

Gone are the days when beauty shopping was a predictable, product-first experience. Today’s consumers navigate a complex ecosystem where viral TikTok trends can explode overnight, “dupes” dominate conversations, and the line between wellness and beauty has completely dissolved.

ChangeUp’s recent study of more than 1600 U.S. beauty shoppers revealed three defining forces reshaping the industry:

The Influencer and Dupe Era has fundamentally altered product discovery. Nearly 60 perccent of shoppers actively seek affordable alternatives to premium products, while significant portions of younger consumers buy directly through influencer links. Social platforms aren’t just inspiration sources—they’re direct purchase channels.

Longevity-Driven Beauty represents a major shift toward science-backed ingredients and long-term skin health. The clean beauty movement isn’t just a trend—it’s a fundamental change in how consumers approach their routines. We’re talking about shoppers who read labels carefully, maintain personal “no” lists of ingredients, and view their beauty regimen as a wellness investment.

Mindful Minimalism is consumers’ response to choice overload. With more than 5000 beauty manufacturers in the U.S. alone, shoppers are drowning in options. The result? A striking 95 percent now prioritize affordable and effective skincare, while 69 percent find beauty product shopping genuinely overwhelming.

Read the full article in VMSD.