#BeautyTech: Shaping the Future of Beauty and Skincare
The beauty industry is undergoing a digital transformation driven by changed consumer expectations and digital technologies. Consumers are no longer satisfied with a one-size-fits-all approach. They crave personalization, transparency, and experiences that cater to their individual needs and preferences:
Holistic Beauty: A Focus on Well-being
Beauty is increasingly understood as a reflection of overall health and well-being. Consumers with a holistic mindset seek advanced, tech-powered solutions that deliver efficacy and personalization. Imagine artificial intelligence (AI) providing rapid and accurate diagnoses, while sensors and wearables collect and analyze real-time personal data. Customized beauty, skincare, and wellness programs could then be developed using personal algorithms, DNA tests, or at-home microbiome tests, catering to each individual's unique needs.
A prime example is the Tri-Light +SABI AI by Skin Inc. from Singapore. This smart device with a companion app analyzes skin hydration and various other markers using AI. It offers personalized LED light therapy and serums to address various concerns, while the app leverages data from over 1.2 million skin profiles to create a holistic approach to skincare. Beyond topical treatments, the app considers factors like water intake, sleep, stress, and activity levels to create a truly comprehensive program.
Skin sensors can take many forms, including cameras, patches, probes, smart mirrors, and even accessories. These devices can analyze moisture, wrinkles, sebum levels, and more. In the future, discreet wearables like Oura rings or Evie rings might be used to monitor beauty-relevant data and suggest personalized routines. Not only do these AI-powered devices help consumers track progress beyond what the naked eye can see, but they also provide valuable data for research and development of next-generation beauty products.
The line between biology and technology is blurring as well. Trend forecaster Amy Webb predicts that CRISPR gene-editing technology could pave the way for gene therapies to treat a wide range of genetic diseases. Imagine a future where synthetic biologists can not only measure aging at a cellular level, but also potentially halt or reverse it! The start-up Altos Labs is already working on cellular rejuvenation programming, a promising development for the future of beauty and health.
Adaptable Beauty: Unleashing Creativity and Freedom
Personalization is key for consumers with an adaptable beauty mindset. They seek products that allow them to express their individuality and experiment with different looks. Assistive technologies, originally developed for medical purposes, are finding new applications in the beauty industry, promoting inclusivity and empowerment for people with disabilities.
L'Oréal's Lancôme HAPTA is a world-first handheld computerized makeup applicator designed for those with hand tremors or limited dexterity. This innovative device counteracts unwanted movements, making lipstick and mascara application easier. Similarly, the Brow Magic Applicator allows for personalized eyebrow shaping based on facial scans.
Augmented reality (AR), virtual reality (VR), and mixed reality (MR) are also transforming the beauty landscape by fostering diversity and personalization through the blending of the real and virtual worlds. Virtual try-on technology allows consumers to experiment with different looks and effects in real-time before committing to a purchase. Perfectcorp, a leading AI and AR tech company from Taiwan, helps brands like Clinique and Estée Lauder integrate virtual try-on experiences, leading to increased conversions, higher basket sizes, and a more engaging customer experience.
Voice technologies and artificial intelligence with multimodal capabilities will further change the game and turn human-computer interactions into more natural conversations.
Social Beauty: Connecting and Sharing Experiences
Consumers with a social beauty mindset seek inspiration and share their passion for beauty with others. Social commerce, smart mirrors, and web3 are creating exciting possibilities for building virtual beauty communities, interacting with brands and influencers, and co-creating beauty products.
Clear app, an UK start-up, uses a peer-to-peer approach to offer personalized product recommendations and routine tracking for all skin types. Its supportive community fosters authentic and transparent experience sharing, while also providing tools for skin identification and progress monitoring. The start-up SWAN offers personalized beauty tutorials through a smart mirror equipped with LED lights and a touchscreen. Users can access advice from beauty experts and influencers, while also sharing their own skincare, hair, and makeup expertise. This fosters a sense of community and belonging for beauty enthusiasts. In the future, SWAN plans to integrate direct product purchases within the app.
Metaverses are exciting spaces for fostering community engagement and brand loyalty. Beauty brands can leverage lifelike interactions to connect with consumers, driving social sharing and virality. Valuable data collected in these virtual spaces can then inform strategy and product development. NARS by Shiseido is a pioneer in this area. Their NARS Color Quest game on Roblox allows users to collect and use virtual makeup to express their personal style. Additionally, Shiseido launched the first AI-powered NFT community program within the beauty industry, enabling deeper connections between the brand and its audience.
Beauty startup KIKI World takes social beauty a step further by leveraging web3 for co-creation and ownership. Founded in 2023 with $7 million in VC funding, KIKI empowers its community. Before products are even manufactured, KIKI allows members to vote on the features they desire. This fosters a sense of ownership and community, while also providing valuable consumer insights. Voters are rewarded with points redeemable for free products and digital tokens within the KIKI ecosystem. The rise of web3 signifies a shift in consumer preferences. Blockchain technology, the foundation of web3, enables ownership and trading of digital assets. Consumers increasingly expect similar ownership rights for digital goods. KIKI World is at the forefront of this evolution, positioning itself as a virtual-led beauty brand at the intersection of gamified commerce. As web3 continues to grow, businesses will need to adapt their digital operations to meet these evolving consumer demands.
Clean Beauty: Transparency and Sustainability
Consumers with a clean beauty mindset prioritize transparency and sustainability. They seek "clean" products formulated with safe ingredients and produced with ethical practices. Sustainability encompasses responsible sourcing, eco-friendly manufacturing, and recyclable packaging.
The Good Face Project, founded in 2018 with $5.7 million in VC funding, is a champion for clean beauty. They've built the world's largest centralized International Nomenclature Cosmetic Ingredient (INCI) database. This database offers up-to-date scientific research, global regulatory information, and sustainability parameters, empowering brands to make informed ingredient choices. Additionally, their cloud-based AI platform, the Good Face Formulator, streamlines product development while ensuring formulations adhere to the latest scientific advancements and global regulations.
Provenance, a UK-based start-up with $7.3 million in VC funding, is leading the charge for transparent brand claims. They leverage blockchain technology to provide next-generation "proof point transparency." Imagine partnering with Provenance, like Cult Beauty recently did. When a brand claims their eyeliner is "cruelty-free" or their packaging is "recyclable," Cult Beauty and Provenance use blockchain to verify the claim. They search for supporting evidence and collaborate with independent third parties for confirmation. Companies that pass this rigorous process receive a "Proof Point" displayed on Cult Beauty's website. This verified badge assures consumers that eco-friendly claims are genuine, with links to official documentation for complete transparency. Blockchain's inherent openness, immutability, and decentralization make it the ideal technology for verifying information from brands and their supply chains, ultimately building trust with end-consumers. Verified Proof Points are tamper-proof, ensuring the claims remain accurate and cannot be altered.
BeautyTech is revolutionizing the industry. From personalized AI-powered skincare routines to co-creation in the metaverse, the future of beauty is driven by innovation and a focus on consumer needs. By embracing future consumer mindsets and emerging digital technologies, beauty brands can build stronger relationships with their consumers and ensure a successful future in this ever-evolving landscape.
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