Authenticity – the New Premium in the Beauty Industry’s High Quality Demand Space
Sep 16, 2025
Content
Over the past year, consumer values in the beauty industry’s premium segment have taken a notable turn. Within the High Quality demand space, the attribute Authentic has grown by an impressive 100 %, while the classic premium values High quality and Timeless have remained stable.
Why is this shift happening – and what does it mean for beauty brands?
Why is this shift happening – and what does it mean for beauty brands?
From Hygiene Factors to Differentiators
In beauty, premium products have traditionally been built on signalling superior quality and timelessness. These attributes remain essential – but they are increasingly seen as hygiene factors. Consumers expect them as a given whenever they choose a premium skincare, fragrance, or makeup brand.
Because of this, high quality and timeless no longer differentiate. Instead, authenticity has emerged as the new premium driver. For beauty brands, authenticity means more than a marketing message: it requires consistency across product innovation, sourcing, packaging, brand communication, and the overall customer journey.
Because of this, high quality and timeless no longer differentiate. Instead, authenticity has emerged as the new premium driver. For beauty brands, authenticity means more than a marketing message: it requires consistency across product innovation, sourcing, packaging, brand communication, and the overall customer journey.
Drivers Behind the Rise of Authenticity in Beauty
- A Need for Trust
The beauty category is full of bold claims – “miracle effects,” “instant results.” Consumers, more skeptical than ever, now reward brands that feel genuine and transparent. - Sustainability, Transparency & Responsibility
From clean ingredients to ethical sourcing and sustainable packaging, beauty shoppers want clarity. Brands that openly share their choices and values build stronger loyalty. - The Social Media Effect
Beauty is one of the most social-media-driven industries. In a feed of flawless retouching and filters, unfiltered “get ready with me” videos, behind-the-scenes lab tours, and authentic brand storytelling cut through the noise and feel real.
Implications for Premium Beauty Brands
For companies in the beauty industry, the message is clear:
- The Challenge: Authenticity can’t be faked. If a beauty brand promotes clean formulas but lacks transparency in its supply chain, consumers will notice.
- The Opportunity: Brands that are honest, consistent, and true to their story – whether it’s heritage, innovation, or values – can build deeper emotional connections and long-term trust.
This means moving from saying to showing. From glossy campaigns alone to proof points in ingredient sourcing, diversity in representation, and genuine dialogue with consumers.
Conclusion: Authenticity is the New Beauty Premium
High quality and timelessness will always matter in beauty – they are the foundation. But they are no longer enough to win hearts. The real differentiator now is authenticity.
Consumers don’t just want to buy beauty products; they want to buy into values, stories, and trust. That’s why authenticity in beauty is not a passing trend – it’s the new standard of premium.
For beauty brands in the High Quality demand space, the future belongs to those who dare to be transparent, genuine, and consistent. These are the brands that will win the loyalty – and love – of tomorrow’s consumers.
Consumers don’t just want to buy beauty products; they want to buy into values, stories, and trust. That’s why authenticity in beauty is not a passing trend – it’s the new standard of premium.
For beauty brands in the High Quality demand space, the future belongs to those who dare to be transparent, genuine, and consistent. These are the brands that will win the loyalty – and love – of tomorrow’s consumers.
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