Australia's beauty market embraces immersive experiences and holistic health

The "Experience More" trend is projected to achieve a 6% annual growth rate from 2022 to 2027.

Beauty and personal care brands in Australia are focusing on immersive experiences and promoting holistic health, Euromonitor International reported.

According to Euromonitor’s Megatrends Quantification Model, the industry is being reshaped by two key trends, namely "Experience More" and Wellness.

The "Experience More" trend, with a projected 6% annual growth rate from 2022 to 2027, is pushing brands to offer personalised, engaging products. 

Companies like Sundae Body and Hismile are leading the way, transforming everyday routines with innovative products like whipped shower foam and flavoured toothpastes. Hismile’s SmileStika tooth tattoos add an extra layer of personalisation and self-expression for consumers.

In-store shopping also remains important in Australia, with 12% of consumers valuing premium shopping experiences and 15% seeking personalised consultations. Retailer Mecca is at the forefront, offering bespoke store designs and expert staff guidance to enhance customer engagement.

Moreober, the Wellness trend continues to grow, especially amongst Gen Z and millennials, who increasingly integrate wellness into their beauty routines. 

Natural ingredients, such as Kakadu plum, are gaining popularity, whilst simpler, high-quality skincare routines are replacing more complex regimens. 

Wellness is also extending into other areas, with brands using neuroscience in fragrances and skincare to boost emotional and mental wellbeing.