Beauty brands shift as AI reshapes product searches: Euromonitor

AI platforms generated nearly half of global beauty product searches in 2026.

Beauty and personal care brands are facing a shift in how consumers discover and buy products as social platforms and generative artificial intelligence (Gen AI) reshape product searches, according to Euromonitor International.

Global beauty and personal care sales are expected to reach $669.8b in 2026, up 6.1% in current terms as consumers become more selective, with spending focused on products linked to health, clean beauty, and community.

In China, Douyin overtook Tmall to lead beauty e-commerce with a 42% share in the second quarter of 2026.

Beauty and personal care also accounted for nearly half of global product searches originating from AI platforms in 2026.

“The traditional purchase funnel – from awareness through consideration to trial – is collapsing into a single, algorithm-driven moment,” Euromonitor said.

The shift means brands must compete for visibility across social platforms and AI tools, rather than rely on traditional brand-led search and physical retail.

This shift is evident in Estée Lauder’s Jo Malone London Scent Scanner, which translates visual preferences into fragrance recommendations on Pinterest, and Chalhoub Group’s Layla AI, a Gen AI beauty coach, Euromonitor cited.

At the same time, Asian beauty brands are gaining ground. The K-beauty, J-beauty, and C-beauty ecosystem outgrew non-Asian brands in 2025, according to Euromonitor.

“Ingredient pioneering, including PDRN and fermented botanicals, combined with clinical credibility at accessible pricing, is challenging premium, luxury, and Western brands,” it added.

Asian beauty brands are expected to continue challenging premium and luxury players in 2027, particularly in skincare, as their focus on health supports expansion into other beauty categories.

The shift in discovery comes alongside changes in what consumers expect from beauty products.

Euromonitor said longevity is moving beauty away from anti-ageing correction towards preventive care. Consumers increasingly associate healthy living with appearance, creating opportunities for products that support cellular resilience and long-term vitality.

Hair and scalp care represents the most underpenetrated longevity opportunity, whilst nutricosmetics and ingestibles are expanding beyond topical products.

Clean beauty is also shifting from “free from” claims towards ingredient integrity supported by evidence. In 2026, one-third of deodorants carried clean claims, equal to the share carrying functional claims.

Regulatory changes are also adding pressure for substantiation. Indonesia will require all consumer goods to be halal-certified by 17 October, according to Euromonitor.

Price sensitivity is shaping another part of the market, with consumers turning to small purchases that offer an emotional payoff.

Euromonitor described this as “emotional micro-indulgence”, driven by stress, price sensitivity, and social media virality.

Beauty products that combine performance with visual appeal and community engagement reflect continued consumer demand for accessible ways to engage with beauty.

The agency cited collaborations between Cyzone and Dunkin’ Donuts in Peru, which gave consumers Cyzone lipsticks or lip glosses with purchases at selected Dunkin’ Donuts outlets.

“For Valentine’s Day 2026, the brands repeated the collaboration, gifting over 8,000 Cyzone Studio Look lipsticks, and ran a similar campaign in April 2026 with Pinkberry,” it added.

Euromonitor expects beauty to compete on health outcomes, credibility, and algorithmic visibility in 2027.