Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

Generative AI helps brands distill consumer insights to create personalized products while AR virtual try-on solutions give customers the ability to try before buying. Beauty brands like Ulta Beauty and Sephora are finding ways to draw consumers into their apps with exclusive content or services.

To survive the era of subscription fatigue, brands and retailers need to invest in models that bring customers value and convenience.

The beauty industry is getting a digital makeover, thanks to Gen Z, viral TikTok trends, AR capabilities, and new consumer behaviors. Brands will need to take a multichannel approach to keep up.

Junior Scott Pence, CMO of Peace Out Skincare, talked with Insider Intelligence about the marketing opportunities within TikTok.

Since its launch in 2017, Peace Out Skincare—known for its Acne Dot patches—has been rapidly expanding its business through an exclusive partnership with Sephora, as well as its own direct-to-consumer (D2C) business.