What Consumers Want From the Beauty Brands of the Future

This article is part of the Future of Appearance, a collection of articles that investigates what we will look like in 20 years.

To innovate and remain relevant in the future, beauty companies cannot rely on science and data alone. Instead, they must tap into the evolving desires, behaviours and concerns of a new kind of beauty consumer.

To understand how sentiment around beauty and aesthetics is shifting and how it will shape the future of appearance, we surveyed almost 600 Vogue, Glamour and Allure readers in the US and the UK, as well as Vogue Business readers globally. The key takeaway is that consumers want long-term beauty solutions focused on health optimisation, genetic-level customisation and subtle, natural-looking enhancements. They’re also preparing for a future where artificial intelligence and bio-integrated technologies blend into their daily routines. Most significantly, consumers now envision beauty as part of a broader ecosystem blended with wellness and aesthetics. It’s a shift that will direct brands to redefine their roles to fit into a more holistic landscape.

We unpack the exclusive data.

Consumers are prioritising longevity

Today, ageing is top of mind for beauty consumers. Ninety-seven per cent of respondents have expressed concern over the physical signs of ageing — 52 per cent of whom say they feel “very” or “extremely” concerned about getting and looking older. Some of the most-cited concerns include the loss of skin elasticity (76 per cent), wrinkles and fine lines (75 per cent), and changes in body composition (60 per cent), while 50 per cent of younger respondents (under 35) are already concerned with the dryness, dehydration and hair loss/thinning associated with ageing.

This growing awareness is fuelling a shift from surface-level solutions to longevity-focused approaches rooted in prevention and well-being, and grouping beauty, wellness, health and science as one. “I think there’s more of a holistic approach coming in now for beauty, where it’s really beauty from the inside out,” said one respondent. “I believe the beauty industry will offer more advanced formulas in makeup, skincare, treatments and aesthetics, where we won’t be able to really know people’s true ages anymore. But, as we all live longer, this will be needed more and more as we’ll be working longer and our health and appearance will be more important than ever. Beauty will need to be not only what you see, but what you feel inside,” added another.

Consumers are willing to pay more for products that deliver lasting impact, with 72 per cent open to spending more on longevity-driven solutions and 69 per cent favouring products that work at a genetic level. Brands must invest in technological advancements, merging science and data to meet the growing need. However, tapping into the UK market first could be more advantageous. Over half of consumers (54 per cent) are interested in advanced treatments such as stem cell therapy and biohacking, with demand even higher in the UK (67 per cent vs 53 per cent in the US). The disparity signals a faster adoption curve in the UK for genetically defining treatments, positioning the market as an early adopter hub for bio-innovation brands targeting longevity.

Despite the shifting interest in advanced solutions, traditional formats still hold strong — consumers are still willing to invest in products (93 per cent) and supplements (54 per cent) over aesthetic and cosmetic procedures (28 per cent), pointing to a desire for innovation that fits seamlessly into daily beauty and wellness routines. All in all, there is an ongoing product appetite for brands despite the increased demand for hyper-personalisation and a swing away from broad formulations. “Hopefully, new scientific discoveries will find more effective ingredients for innovation in skincare from sunscreens to anti-ageing treatments,” said one correspondent.

Consumer curiosity grows as ‘tweakments’ and procedures evolve

While beauty consumers are willing to spend more on solutions that provide long-term benefits, few (28 per cent) have undergone an aesthetic or cosmetic procedure in the last five to 10 years. Many still favour non-invasive options such as skincare, healthy living or makeup to enhance appearance (48 per cent) and concerns remain around potential risks, side effects or complications (47 per cent), as well as the financial burden or high treatment costs (42 per cent).

Despite the relatively low uptake to date, the stigma around cosmetic interventions is fading. Stigma is transitioning to nuance, and for many, cosmetic work could sit alongside skincare and wellness as a tool for preservation rather than transformation. Sixty-five per cent of respondents feel “neutral” or “positive” about aesthetic treatments, with sentiment skewing more progressive in the UK (55 per cent) compared with the US (40 per cent).

The higher acceptance of aesthetic procedures in the UK may also reflect a more progressive cultural mindset around ‘tweakments’, but also points to a regulatory landscape that allows for quicker access to new treatments. In contrast, in the US, where the FDA approval process can be more time-intensive and restrictive for companies looking to break through, openness towards procedures lags, with consumer sentiment remaining cautious. Generally speaking, social media is a sentiment accelerant, and 74 per cent of respondents believe it has helped normalise procedures by making them more visible and seemingly accessible.

However, practitioners and companies shouldn’t be deterred from the relatively low cosmetic uptake today, as future intent maps a more promising opportunity. Seventy-three per cent of respondents are open to cosmetic treatments in the future, especially non-surgical options such as injectables (73 per cent) and skin treatments like microneedling, laser resurfacing and chemical peels (71 per cent). What’s fuelling the openness? An evolving appetite for natural, undetectable results — the advancements that offer subtle refinements to enhance versus erase. Sixty-five per cent of respondents say the shift towards moderation is key to their interest, and 73 per cent of under 35s are particularly drawn to cosmetic tweaks that align with a barely done aesthetic. This is a move already taking place in conservative America, and one experts predict will reshape plastic surgery treatments and tweakments.

“Results have to look natural — it’s OK as long as it’s not excessive or disfiguring,” shared one respondent. “If it’s [cosmetic work] done safely and tastefully, it can help enhance existing features or preserve what’s here. I’ve had baby Botox and I liked the result,” said another. Respondents’ investments hinge on treatments that refine rather than redefine. “When done well, it gives a fresher, more natural appearance. The key is moderation,” said one. These perspectives reflect a broader shift from overt transformation towards regenerative and preventative strategies, aligning with the industry’s wider move from restoration to refinement.

Still, costs remain a barrier. Among over 35s (the group most likely to spend), 43 per cent cite price as a concern, particularly given that the largest segment (14 per cent) earns between 50,000 and 74,000 in local currency annually (USD or GBP). “I think they are a good thing to do, but they are expensive,” said one respondent. For under 35s, risks and side effects (47 per cent) slightly outweigh cost (38 per cent), yet price point remains a concern, especially with most earning between 25,000 to 34,999 per year. “The only thing that bothers me about cosmetic treatments is the high cost,” said another.

GLP-1s and shifting body ideals

Only 13 per cent of respondents have used GLP-1 weight loss drugs like Ozempic (47 per cent), Wegovy (20 per cent) and Mounjaro (27 per cent). Concerns about potential side effects (46 per cent) and a preference for natural approaches (44 per cent) deter many from using these medications. Notably, 35 per cent are satisfied with their current body weight.

Among users, motivations differ between markets: 53 per cent of US respondents use the drugs for health reasons, compared with 20 per cent in the UK, where 50 per cent seek them after unsuccessful diet and exercise attempts. This reflects varying healthcare approaches and perceptions of pharmaceutical interventions between the two countries. Age-wise, under 35s have explored weight loss drugs more than over 35s, likely more easily influenced by the drugs’ mainstream immersion via social and cultural conversations.

Although 80 per cent of those who have used GLP-1s haven’t pursued cosmetic procedures post-weight loss, a quarter (25 per cent US vs 20 per cent UK) plan to, focusing on skin tightening treatments that reinforce the skin laxity and facial volume lost through rapid weight loss.

Over half of all respondents (55 per cent) believe weight loss drugs will redefine beauty standards, raising concerns about promoting unrealistic body ideals. For under 35s, 49 per cent feel negative about weight loss treatments, wary of societal pressures and potential health risks. One respondent noted: “I don’t let trends influence my personal body ideals. I always want to be healthy. I want to maintain my current weight and size.” On the other hand, 50 per cent of over 35s view GLP-1 advancements positively, seeing them as additional dieting aids.

There is apprehension, however, that these treatments may reinforce narrow beauty standards, with some fearing a return to extreme thinness as the ideal. A respondent said: “As more people use GLP-1 treatments, there will be a move back towards extreme thinness as the only acceptable beauty and less acceptance of people with more shapely bodies.”

Another consumer (under 35) agreed. “You can already see the mid and [plus] size body positivity movement has shifted away, and the heroin chic body image is back in fashion. I expect this to continue until the messaging changes and people decide it’s not good,” they noted. “I think there will be a lot more skinny people,” said another. These insights suggest the ongoing complex play between medical advancements, aesthetic perception and societal standards, and brands must find balance in marketing strategies that speak to the nuanced consumer groups.

Technologies set to reshape beauty norms

As beauty consumers demand greater personalisation, nearly half (49 per cent) are open to integrating AI into their routines to support personalised product recommendations and forecast changes in their future appearance, such as signs of ageing, based on their treatment usage and lifestyle habits.

This receptiveness is especially prominent among under 35s, with 68 per cent believing AI and digital tools will reshape beauty standards over the next five to 10 years, compared with 57 per cent of over 35s. “People will become more invested in applying AI filters into their realities. They will be willing to buy products and services that will enhance their look,” said one respondent. “AI will help find the right skincare, hair and products,” another said. AI’s potential in driving precision and efficacy is clear. Tools that interpret biological data and anticipate future beauty needs are already transforming the research and development pipeline.

Though consumers are wary when AI strays too far from reality. While many are optimistic about AI’s use behind the scenes, there is concern with its visual application in real life. A significant portion of respondents (43 per cent of under 35s and 30 per cent of over 35s) said they are “strongly against” integrating digital beauty enhancements such as augmented reality filters into their lives. This signals a growing desire for authenticity, and a warning to brands to tread carefully when merging digital and physical beauty expressions.

This tension is echoed in deeper concerns around AI and social media’s role in promoting hyper-perfect beauty standards. Across age groups, respondents voiced anxieties about the unattainable ideals likely to filter through digital platforms. “I worry that the expectations set by AI/social media will impact individuals’ expectations of themselves to a degree not reconcilable with reality,” said one over-45 respondent. A younger consumer echoed this sentiment: “I think AI models will make women want more surgery and fillers.”

As generations age and the likes of Gen Alpha and Beta grow as a consumer segment immersed in digital aesthetics, brands face a crucial responsibility with AI. Moving forward, brands will need to double down on transparency and implement ethical visual standards focused on realistic representation across marketing and product design. While AI will shape future beauty standards, it’s the algorithm that must support individuality and self-confidence.

Methodology and demographics

Vogue Business conducted a 10-minute quantitative online survey, which was shared with Vogue, Glamour and Allure readers in the US and the UK and Vogue Business readers globally. This research was conducted by an internal Condé Nast custom research team between 14 March and 27 March 2025. Statistical comparisons between groups were used at a 95 per cent confidence interval.

To take this survey, respondents were required to be aged 16 or over. In total, 559 respondents were surveyed. Among respondents, 97 per cent were female and 3 per cent were male; while 18 per cent of respondents were under 35 and 41 per cent were over 35, the remainder preferred not to say. Eighty-four per cent of respondents were based in the US, with 11 per cent being in the UK and 5 per cent from the rest of the world. The majority of respondents in the UK (73 per cent) classified as white, with 13 per cent as Black/African/Caribbean/Black British, 7 per cent Asian/Asian British/Any other Asian background, 5 per cent as Mixed/Multiple ethnic groups and 4 per cent preferring not to say. In the US, 79 per cent of respondents classified as white, 9 per cent Hispanic or Latinx, 7 per cent Black or African American, 7 per cent Asian or Pacific Islander, 3 per cent American Indian or Alaskan Native and 4 per cent preferring not to say. Just under half of the respondents earned between $/£50,000-$/£199,000, while 29 per cent earned below $/£49,999 and 7 per cent between $/£200,000-$/£500,000 or more. Nineteen per cent preferred not to share annual income.

*Note on our images:

We created all lead images in this series using OpenAI GPT-4o’s image generation tool. To do that, we leveraged the ongoing partnership between Condé Nast and OpenAI and generated images that best reflect the expert insights and predictions about appearance found in this collection of articles.

We are aware of the debate surrounding the ethics of artificial intelligence in image-making, and we share concerns regarding creative ownership as well as that of our own image. In this series, we are talking about a world that doesn’t yet exist, and as AI is in so many ways the tool of the future, we felt it was appropriate to experiment with it in this way.

We guided the visuals entirely through written prompts. No external images or copyrighted materials were uploaded or referenced — every image was created from scratch based on our team’s original concepts.

Comments, questions or feedback? Email us at feedback@voguebusiness.com.