The beauty industry has long thrived on personalization, but one of the newest and most innovative trends in this space is geo-targeted beauty. This concept revolves around the idea that beauty products can and should be tailored to meet the unique environmental, climatic, and geographic conditions of different regions. From pollution levels to humidity, UV exposure to altitude, a growing number of beauty brands are taking location-specific factors into account when developing products. As the demand for hyperpersonalized skincare and makeup increases, the concept of geo-targeted beauty is evolving into a lucrative opportunity for the industry.The rise of geo-targeted beauty is a relatively recent development, driven in part by consumer demand for products that address specific skincare concerns. According to a 2023 study by Euromonitor International, there is a growing demand for brands that use locally sourced ingredients, as consumers believe that these are better suited to their local environmental needs.In a recent study by Perspectus Global involving over 2,000 individuals in the UK, more than a third of Brits experience skin issues from air pollution. Brands have taken notice, and several have launched product lines designed to address the environmental stressors faced by their customers based on geographic location. Now, newer brands like Acaderma, founded by academic and cosmetic chemist Dr. Shuting Hu, are joining in and launching products that are geo-specific, especially countries that suffer from major blue light exposure like the US and Spain, as well as China and South Korea that are reportedly starting to experience harsh exposure.