Marketing Trends in the Beauty and Fashion Industries

Habiba Ibrahim

Co-Presenters: Alejandra Mantilla, Laticia Gray, Angeryca Concepcion, Bernice Torres Santamaria

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Vaccaro, Valerie  

Abstract:

Consumers use fashion and beauty products for self-expression (e.g. identity, social status, personal values), lifestyle, wellness, confidence, self-care, and other motivations. This research study identified trends in the fashion and beauty industries that impact marketing, consumers, and society. Secondary research was conducted to identify important articles and an analysis was done of key issues.In 2026, the global fashion industry is worth approximately $1.8 trillion and is expecting slow growth of 2.5 % due to tariffs, volatile costs, supply chain disruptions, and evolving consumer behavior and technology. Consumers use AI agents for product search, to compare offers and receive personalized recommendations. Fashion brands across various price segments focus on improving product quality and in-store experiences. Price-conscious consumers are increasingly looking for real value rather than just brand prestige. In the sneaker industry, consumers are seeking designs that match their aesthetic preferences and lifestyles, have a comfortable fit and are sustainably made using natural or recycled materials.The $450 billion global beauty industry is estimated to grow 5% annually through 2030. Consumer beauty products consist of cosmetics, skincare, haircare, and fragrance products and are expanding to include personal care, wellness and aesthetic treatments. Economic uncertainty and market saturation are impacting consumer preferences with greater focus on product value and performance. The application of AI to product development, quality control, social listening, and personalization could support profitable growth.In the global skincare industry, social media marketing does not influence consumers’ purchase intentions unless companies have a strong and trustworthy brand image. Skincare companies’ social media strategies should shift away from purely promotional content and instead focus on credible product messaging about ingredient transparency, safety and effectiveness.In the cosmetics industry, consumers want quality brands that have transparency and align with their personal values. Social media, influencers and online reviews impact product discovery and evaluation. Consumers expect cosmetics brands to provide personalized product recommendations and experiences. Gen Z is driving demand for authenticity, inclusivity, and ethical business practices. Cosmetics companies will leverage technology, consumer data, and innovation to meet consumer expectations.Keywords: Fashion, Beauty: skincare and cosmetics, Marketing, Technology, Sustainability