|Piyali Bhadra | etimes.in|Oct 2, 2026, 15:00 IST
For a long time, celebrities were the most influential figures in the beauty industry. A familiar face on screen could make a specific shade, finish, or even the makeup itself trendy and desirable. However, the relevance of the stars in this area is now decreasing, giving way to a more informed and fragmented audience.
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Modern clients have more options: they research more, compare products, and are generally more choosy about what they buy and how they buy it. There is a shift from the simple choice “What is trendy?” to a more personalised approach of “What do I need right now?”
As buyers become more specific about their different needs, this change has shaped what they expect from beauty products and how brands’ strategy can be developed. You will hear the expert share her perspective on how this changing mindset is influencing product expectations and the direction of the beauty market.
(Image Credits: Pinterest) Nirmala Tiwari, NPD Head, Maliao
(Image Credits: Pinterest)
Nirmala Tiwari, NPD Head, Maliao Cosmetics, commented on this and said, “The beauty rulebook is being rewritten. While celebrity endorsements still have power, today’s consumers are becoming more discerning, informed, and empowered, driven by social media, ingredient transparency, and value. Real people and authentic content from beauty creators often have more sway than a celebrity spokesperson.”
She further added, “Beauty shoppers are demanding products be useful, simple to use, and adaptable to their daily lives. They want to know exactly what is in the products they buy, how those products benefit their skin, and what they can actually do. As a result, we are entering an exciting era of skin meets makeup, where everyday ingredients like hyaluronic acid and vitamin E are being incorporated into new and innovative ways. Creator content and user reviews enable consumers to research how a product might perform on different skin tones for different occasions/styles. The new beauty pattern is less about emulation and more about empowerment, finding what works best for you and making it your own.”
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The rise of this more informed consumer is also driving the beauty industry to rethink how their products are created. Products are moving towards solutions that fit into a variety of lifestyles and away from being specific to a certain occasion or trend. This allows brands to think about the possibilities of beauty that offer a variety of convenience and a more intuitive experience.
In this way, beauty can also be a part of a larger self-care ritual, and product use can be more personalised, not necessarily about a specific look but about what a certain individual wants. Understanding the usage of their products on an individual level will allow brands to provide the most relevant products that go beyond a certain trend.
This shift is naturally tied to the pace
This shift is naturally tied to the pace at which beauty brands are now able to evolve in the digital sphere. New formats or application techniques can gain traction online and rapidly influence consumer perceptions, while product feedback can shape brand positioning in real-time. As such, agility has become a critical component of brand building.
We also approached Yuvika Dixit, Marketing Head, Glam21, who explained how the client offers insight into the discovery of digital content and how evolving usage patterns are driving changes in the formats that brands are bringing to consumers.
She explained, “The new rules of beauty are more and more often defined by consumers themselves. Social media trends, content creation, product reviews, and regular beauty routines become essential parts of what consumers see and perceive. This emphasises staying close to changes in preferences and making beauty convenient and applicable for everyday life for brands.
(Image Credits: Pinterest) Not depending on celebrity influence,
(Image Credits: Pinterest)
Not depending on celebrity influence, brands can achieve relevance by responding to changes in formats and textures. Such products as tinted lip balms, mousse tints, and primer formats are just examples of a trend of high-impact but convenient beauty. Also, ingredient knowledge is getting more important, as consumers start focusing on such product advantages as hydration and protection from the sun.
Bottom line
The beauty landscape’s evolution will eventually reflect its broader relationships with brands and audiences; trends will no longer depend only on brands. Instead, audiences will shape it through their choices and behaviours. This means a need for brands to be increasingly aware of both the changes and the balance between innovation and practicality.
The space’s future will be more collaborative in nature. A brand’s role will be to understand the industry’s direction and how it will affect audience members’ needs and expectations. The beauty category’s future is likely to become more reliant on a dynamic exchange between brands, creators, and consumers as individual preference gains greater importance.
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