Key Takeaways:

• AI discoverability is becoming beauty's newest competitive advantage.
• Mass beauty outpaces premium as consumers redefine value.
• Longevity and Asian innovation reshape beauty's growth strategy.

The global beauty industry is entering a new phase of growth, one that will rely less on volume and more on scientific credibility, digital visibility, and strategic value creation. Speaking during the "Global Market Dynamics and Future Impact" presentation at BeautyMatter 2026 State of Play, Irina Barbalova, Global Lead for Beauty and Wellness at Euromonitor International, outlined how beauty and personal care is expected to approach $650 billion in 2026. While growth is forecasted to remain resilient at around 6%, she argued the industry is entering a more complex macroeconomic environment. The category continues to expand, but the drivers behind that growth are changing rapidly.

Rather than being fueled by premiumization alone, the next chapter of beauty will be shaped by three structural forces: longevity, AI-powered consumer journeys, and Asia’s growing influence on global competition.

Mass Beauty Is Overtaking Premium

One of the presentation’s most significant findings was the shift in the balance between mass and prestige beauty. According to the presentation, mass beauty accounts for roughly two-thirds of global market value, benefiting from greater price sensitivity, broader accessibility in emerging markets, and increasingly sophisticated innovation.

"Value today is driven by quality of proposition and less so by volume of demand," said Barbalova. With beauty volumes remaining subdued, brands are increasingly dependent on pricing, product differentiation, and...