#USA #Brooklyn #GLP-1 #beauty trends #Aesthetic Treatments

Understanding Consumer Shifts in Beauty

The beauty landscape is currently undergoing a considerable transformation, primarily influenced by women taking GLP-1 medications and those undergoing aesthetic treatments. A recent study published by The Consumer Collective, titled Routine Shift: The State of Beauty in America 2026, sheds light on how these groups of consumers are shaping their spending behavior and redefining beauty standards.

Key Findings from the Study

The study, which surveyed 750 adults in the U.S., particularly focused on the spending habits of women engaged with both GLP-1 medications and aesthetic services. Here are some critical insights:

1. New Beauty Concerns

An impressive 73% of women on GLP-1s reported new beauty concerns since they began treatment. The most common issues highlighted were skin sagging (35%) and hair thinning (32%). This shift illustrates how medical treatments are not just about health but also significantly influence beauty perceptions and priorities.

2. High Spending on Beauty

Women who had undergone aesthetic procedures within the last year demonstrated a fervent commitment to beauty, being over three times more likely to spend $250 or more on beauty products within a three-month timeframe compared to those who had not engaged in professional services (46% vs. 13%). This showcases a direct correlation between professional aesthetic treatments and a willingness to invest heavily in beauty products.

3. Increase in Product Demand

Interestingly, 45% of women taking GLP-1s indicated they are buying more makeup than they were a year prior, whereas only 19% of women not on such medications reported the same. This highlights a notable trend where medical needs enhance cosmetic spending.

4. Changing Goals for Beauty Routines

The past two years have brought a shift in the purpose of beauty routines for many, with 70% stating they have re-evaluated their beauty goals, now prioritizing skin health and preventive care over traditional beauty standards.

5. Engagement with Brands

Women taking GLP-1 medications seem more engaged in beauty products overall, with nearly half expressing greater interest in beauty compared to the previous year (48% vs. 23% among non-users). Many also reported feeling more confident about their appearances (59%) and were keen to invest in products that deliver tangible results (56%).

Insights on Aesthetic Treatment Consumers

Women pursuing aesthetic services such as Botox, fillers, or laser treatments exhibited exciting behaviors. They used beauty tools and devices at nearly double the rate of women without professional services (62% vs. 30%), and they are more engaged with K-beauty trends (61% vs. 15%). Moreover, half of them indicated they are purchasing more makeup than last year, compared to 14% of women without these services.

The Future for K-beauty in the U.S.

Despite K-beauty's growing popularity, awareness remains low among the general population, with 44% of consumers unfamiliar with the brand. This percentage climbs to 69% within the 62 and older demographic, indicating significant growth potential for K-beauty brands targeting these consumers.

Factors Influencing Purchase Decisions

When considering new beauty products, shoppers primarily focus on price (72%) and effectiveness (55%), while only a minimal 2% rely on influencer endorsements despite influencers being critical for product discovery. This insight reveals a pragmatic shift in consumer behavior, favoring tangible results over celebrity endorsements.

Consumer Segmentation

The study categorizes consumers into four groups based on changes in their beauty spending:

• - Invested (30%): Spending more;
• - Pullbacks (28%): Spending less due to living costs;
• - Loyalists (21%): Maintaining their previous spending;
• - Editors (20%): Altering their spending across categories instead of making overall cuts.

Conclusion

Allison Collins, co-founder of The Consumer Collective, emphasizes the emergence of highly engaged consumer segments within the beauty market. Those on GLP-1 medications seek to address new concerns through increased spending, while professional service recipients look to maintain their appearances. The report indicates that brands need to adapt and cater to these evolving consumer needs to stay relevant in a rapidly changing marketplace.

The Routine Shift report provides invaluable insights for brands looking to navigate the complexities of consumer behavior in the beauty sector, highlighting significant opportunities in emerging demographics and treatment-associated beauty trends. The full report is available for download from The Consumer Collective.

About The Consumer Collective

The Consumer Collective is a trusted insights and advisory firm dedicated to helping brands, investors, and technology companies adapt to a constantly evolving consumer landscape. The firm specializes in synthesizing consumer research, market intelligence, and trend forecasting to provide actionable strategies across various industries including beauty, wellness, and fashion.