Home Wellness Beyond Trends: The Psychology Behind Consumer Choices in Skincare Today

Beyond Trends: The Psychology Behind Consumer Choices in Skincare Today

Beyond Trends: The Psychology Behind Consumer Choices in Skincare Today

The beauty industry has never been just about cosmetics or skincare. At its core, it’s about personal expression, societal norms, and the quest for personal empowerment. Ultimately, it’s about the psychology that drives the purchase of beauty products, and how these choices reflect individual and collective consciousness. In this article from The Dermo Lab, we’re going to talk about the psychology behind consumer skin care choices today.

What do the statistics reveal?

A glance at the Mintel Global Beauty Trends Report 2022 provides some revealing statistics:

  • 73% of consumers feel a renewed sense of confidence when using beauty products.
  • 62% see them as vital tools for expressing their individuality.
  • 57% consider them essential for maintaining a sense of well-being.

These figures reveal an essential truth: beauty product purchases are not simple acquisitions. They are psychological investments.

What is the “why” behind every purchase?

Several interconnected factors determine the psychology of beauty product purchases:

1- Self-expression and identity formation

Skincare and make-up transcend their primary functions and become powerful tools of self-expression and identity formation. For example, a moisturizing mask doesn’t just quench the skin’s thirst; it can be a symbol of self-care and nourishment, reflecting a person’s commitment to their inner well-being.

Similarly, a bright red lipstick or a smoky eye palette doesn’t just enhance beauty. They can serve as armor, empowering individuals and reflecting their determination to meet challenges. The art of contouring, while highlighting features, can also illustrate a person’s creative flair and willingness to carve out not only their face but also the story of their life.

Serums with brightening properties don’t just combat dull complexions; they can reflect a person’s quest for radiance, both literally and visually. The gentle ritual of applying a night cream can signify a conclusion, a way of sealing the day’s experiences and preparing for a fresh start.

Each lipstick application, every drop of serum, becomes more than a step in a routine. They are statements, reflections, and affirmations, painting a vibrant picture of individual identity and the journey of self-discovery.

2- Conformity to societal norms

Historically, societal norms have greatly influenced beauty standards.

In the digital age, these standards are largely shaped by the media, influencers, and celebrities. The image conveyed by the media has an impact on self-esteem, which in turn influences your beauty choices.

3- Emotional impact

Beauty products often transcend their primary role. They become symbols that echo deeply with your emotional heart. More than simple tools for improving physical appearance, they become part of the fabric of your personal narratives, blending with moments, memories, and emotions.

Consider, for example, the power of perfume. Fragrances can be like time machines. A puff of a floral scent can instantly transport someone back to their childhood garden, bringing back memories of time spent with their grandparents. 

Similarly, skin care is not just about rejuvenation or anti-aging. It’s a ritual process that reflects self-care and mindfulness. Applying your favorite moisturizer can be like a comforting embrace, a momentary refuge from the hustle and bustle of everyday life. A facial mask session can not only purify the pores but also serve as a meditative pause, helping to de-clutter the mind after a particularly trying day.

4- The quest for greater self-esteem

For many, beauty products are a means of improving self-esteem. Women generally feel more confident when they wear make-up, which has a positive influence on their cognitive abilities.

What does the future hold for beauty product purchases?

The psychology behind beauty purchases is undergoing a paradigm shift:

1- The rise of ethical consumerism

Consumers are increasingly aligning their beauty choices with ethical values. By 2025, the global market for cruelty-free cosmetics is expected to reach $10.15 billion.

This increase reflects consumers’ growing commitment to ethical choices, indicating a shift from surface aesthetics to value-based purchasing.

2- Sustainability as a beauty standard

Ecological awareness is reshaping the beauty industry. This change is not just a trend, but the reflection of a collective consciousness that revolves around respect for the environment.

3- Personalized beauty as the new standard

The future of beauty is made-to-measure. Technological advances now make it possible to adapt skincare products to DNA profiles and make-up palettes to individual preferences. This trend is part of a broader context in which consumers are looking for products that resonate deeply with their unique story.

4- The influence of authentic reviews

In the digital age, consumers increasingly trust the opinions of their peers. Many millennials trust online reviews as much as personal recommendations. This evolution is indicative of a more informed and interconnected consumer base, which favors authentic experiences over brand-driven narratives.


In this rapidly changing world, consumers and brands alike need to reflect: in the future, beauty will not only be a question of appearance but also of how we perceive the world and our place in it. In this endless cycle of perception and presentation lies the potential to create not only a beautiful face but also a beautiful future.

The question we must all ask ourselves is: are we merely viewers, or are we going to be the choreographers of this upcoming transformation?

Last Updated on February 7, 2024

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