Smart beauty fuels disruption, seen driving transformation in beauty sector

AI, AR and connected devices accelerate personalisation.

Smart beauty technologies are emerging as a disruptive growth driver as digitalisation reshapes how consumers discover and purchase beauty products, according to GlobalData.

The research firm said technologies such as artificial intelligence (AI), augmented reality (AR) and connected beauty devices are transforming product development, marketing and retail engagement across the sector.

AI-powered tools can analyse skin conditions and recommend personalised routines, whilst AR applications allow consumers to test makeup virtually before purchasing.

Brands are also deploying smart beauty devices and digital assistants to track skincare progress and provide tailored product guidance through apps and online platforms.

Major beauty companies including L’Oréal, Estée Lauder and Clarins are expanding digital capabilities to deliver more personalised beauty experiences.

GlobalData said technology-driven personalisation is becoming a key differentiator as beauty companies shift from mass-market offerings towards customised solutions.