Advancements in technology have revolutionized the beauty landscape and contributed to the industry’s remarkable growth and momentum over the past few years. In the US alone, the beauty and personal care industries account for $94.41 billion in 2023 (Statista, 2022). To stay ahead and meet the evolving needs and expectations of customers, beauty and skin care brands have the opportunity to become pioneers by providing tailored, innovative experiences that empower shoppers to express and enhance their identities in unique ways.

In a survey of 1,000-plus beauty and skin care consumers in the US, Bolt’s latest Future of Beauty Ecommerce report found that 75% of shoppers would pay more for beauty and skin care products if they received personalized online shopping experiences. In fact, 72% of Gen Z are willing to pay more than 10% for beauty products and 57% of Gen Z have the appetite to pay as much as 11% to 20% more for their beauty purchases if they involve custom and curated online shopping journeys. This marks an opportunity for brands to create genuine connections with shoppers, especially younger generations.

Consumers also seek identity with representation in their skin care and beauty products. Bolt found that 58% of shoppers prioritize diversity and inclusion when purchasing from a beauty or skin care brand. Brands can also harness AI and other enhanced technology to integrate customer identity within shopping tools. Shade-matching, for example, is a great way for brands to shine light on different skin tones of their customers. In fact, 43% of shoppers would rather shade-match for foundation through AI online than test in-store. By truly understanding shoppers’ identities, skincare and beauty brands can create tailored experiences that resonate and foster a deeper sense of loyalty with their target audiences.

Be sure to read Bolt’s latest Future of Beauty Ecommerce report to access these and other insights.