Today’s beauty consumer is part detective, part critic. They want products that work, brands that talk, and packaging that pops. We’ve been watching closely — here are five things they’re telling us.
1: Top beauty brands put a face and a voice to the brand.
Charlotte Tillbury, Huda Beauty, and Rare Beauty are a few strong examples of this. Because these brands’ founders regularly talk to consumers through their social channels, their fans feel connected creating an elevated sense of trust.
2: Opportunity for easy experimentation is key to convincing consumers.
Consumers can start out skeptical of makeup and skincare brands, particularly mass makeup and skincare brands because in many categories inexpensive equals low-quality.
3: Social media is the number one way consumers are discovering and vetting the choices in beauty.
Look like me! – consumers seek out content creators with a similar skin tone and texture because it provides a realistic view of how a product might work for them. No cuts! – consumers intently watch for signs that video has been edited.
4: A cohesive aesthetic within a brand’s collection drives appeal, informing decision on quality.
Consumers like Sephora, Boots, Douglas, etc. because they can shop several brands simultaneously. But because the sheer number of options in these stores is overwhelming, consumers often narrow on cohesiveness. Brands excel when their packaging is recognizable, clean, informative, and attractive.
5: Consumers say ingredients play a key role in product evaluation but lack knowledge.
However, most consumers don’t know what they are looking for in ingredients beyond SPF, so it’s really a decision on the quality of a product that determines whether they buy or not. Friends, family, social, and apps like Yuka all play a role in consumers quality evaluations.
Why This Matters for Brands:
At Jigsaw, we specialise in making sense of human complexity. That means going beyond surface-level trends to uncover the emotional, cultural, and contextual forces that shape consumer behaviour. Our approach blends deep insight with strategic foresight.
We don’t just deliver findings — we help brands act on them. Because in a category as personal and expressive as beauty, understanding human complexity isn’t optional. It’s the key to relevance.
To find out more about our approach contact us here
About the Author:
Alix has an extensive background in original research, particularly qualitative / ethnographic research. She has helped clients in a variety of industries and geographies get to know and observe their customers, understand where their industry is headed, identify whitespace, launch products, evolve their packaging, and rebrand. All the while developing deep expertise in virtual and in-person moderation, narrative development, including for videos, and hybrid and in-person workshop facilitation.
Alix is particularly seasoned in makeup and skincare having worked with e.l.f. Beauty, Bath & Body Works, Marks & Spencer, Sephora, ILIA Beauty, Curology, The Ordinary, Clinique, and Glossier.
Alix Greenman, Aug 25
English (United States) 
English (UK)