What's Next for Beauty Retail Design?
As global beauty retail continues to thrive and new cultural dynamics come into play - physical retail is facing a generational reinvention.
Words by: Mike Tristram
Head of Strategy & Marketing
Global beauty sales continue their upward trajectory (with the market forecast to hit $937B by 2030), and physical retail is facing a once in a generation reinvention. In a hyper-saturated category, where digital noise is constant and product launches blur into one another — it’s the in-person moments that are cutting through. The ones that build emotional resonance, community, and brand value that lasts.
As e-commerce becomes the default for replenishment, physical retail still holds the edge for discovery and conversion. While other retail sectors flatline, global beauty brands are investing in retail like never before. But the next generation of consumers are bringing fresh perspectives — demanding more meaning, more creativity, and more cultural relevance from brand encounters.
The story isn't just that beauty retail is thriving — it’s evolving. But what is driving this generational shift and what should brands do next? Let’s explore the future of Beauty Retail 3.0.
“The world is changing, and so are consumers’ beauty preferences.”
4 CULTURAL SHIFTS RESHAPING BEUATY RETAIL DESIGN
A strategic lens on the shifts, spaces, and stories shaping beauty retail's future.
#1. CELLULAR SKINCARE
The future of skincare is under the microscope. Consumers are seeking clinical over cosmetic and efficacy over endorsements. Driven by consumers prioritising spend on prestige and premium products and services - skincare has become the predominant focus in the sector, accounting for half of the global beauty market. “Cellular skincare is a rising trend emphasising products that enhance skin health at the cellular level.” (GLOBAL COSMETICS NEWS).
As attitudes continue to evolve, skin health and holistic wellbeing are increasingly blurring. This is seeing niche subcategories like biohacking, molecular cosmetics, cosmeceuticals and red light/cryotherapy coming to the forefront - across both retail and hospitality.
- Soho Farmhouse ‘Lazy Spa’
- La Prairie ‘Longevity Lab’
- Repose Biohacking Lab
- Charlotte Tilbury Cryo Mask
With skin health the new aspiration, skincare is becoming a lifestyle. One that starts with SPF and ends in cellular therapy.
#2. EXPRESSIONIST RENAISSANCE
A counter trend to the “no-makeup, makeup” Gen Z is leading a rebellion against perfectionist beauty standards towards unapologetic self-expression. A culture fuelled by the creator economy, viral phenomenon of food-inspired aesthetics and glow up/GRWM content on social media - resulting in today's teens entering the beauty market earlier than any previous generation.
The Global Cosmetics Industry states the future of the “beauty market is being shaped by indulgent fun”. Pinterest Predicts 2025 also showcases how consumers are “zeroing in on colour aesthetics and flaunting it from chin to cheek.” This is the post-contour, post-notox movement — where beauty is becoming more personality-driven, and playful.
- Pinterest Predicts 2025 ‘Aura Beauty’
- YSL Beauty Mixology Bar, Shanghai
- Rhode x Krispy Kreme
- Dries Van Noten ‘Objet de Arts’ Lipstick
Consumers are rediscovering colour aesthetics and flaunting it. From character cosmetics and gaming aesthetics to cultural identity and expressionism, the rise of creative experimentation signals a shift in beauty towards disruptive expressions.
3. POSTMODERN MASCULINITY
Men’s beauty is moving out of the dark ages, evolving from daily groom to wellbeing with edge - seeing the category now worth a staggering $90B, and growing rapidly. Skincare use among Gen Z men has jumped 25% in less than two years, while 43% of men aged 18–44 are now using make-up frequently.
The traditional notions of masculinity are now being reframed as male beauty sheds its stigma. Demand is growing for new propositions as consumer preferences shift and men increasingly invest and diversify their grooming habits.
- Treadwell Grooming & Wellness Lounge
- Tom Ford Beauty x Grooming Line
- GoodWeird Men’s Lip Gloss
- UN/DN LAQR Men’s Nail Polish
“Men’s beauty market is experiencing booming sales as Gen Z embrace new categories such as nail-care and make-up, and luxury skincare.” (Industry.Beauty). 'Modern Masculinity' is embracing a new metrosexual attitude with performance-led skincare, product quality, and distinctiveness now leading the way.
4. CULTURAL VIRALITY
Pop-ups are no longer retail's side hustle - they’re strategy in action. As Mintel states: “Over 80% of beauty brands rate pop‑ups as a success - because they amplify awareness, social reach, and emotional connection - not just revenue.”
This is seeing the product launch activation space become a brand’s most valuable tool for testing, storytelling and audience building. Pop-ups have become social experiences as full scale, multi-sensory productions that earn the elusive ‘memory slot’.
- MAC Cosmetics x Outernet ‘The Face Show’
- Sol de Janeiro’s Coachella Playground
- Prada Beauty AI Sample Photobooth
- YSL Beauté Love Shine Factory Exhibition
Think of pop-ups not as product stalls but as culture-led, micro-venues: an open-invitation to shared experiences with your brand and product providing the narrative. They don’t just showcase - they shift perception, spark cultural heat, and drive serious brand affinity.
"Consumers aren’t just buying beauty - they’re broadcasting it."
What This Means for Beauty Retail Design...
We all know trends, come and go – and faster than ever. These cultural shifts have long-term implications and are driving a new wave of consumer behaviours and expectations.
This blog only scratches the surface. To download the full report and dive deeper into what this means for the future of beauty retail design and uncover the 3 strategic directions we've identified as the next big power plays, reach out:
📩 Email: mike@checklandkindleysides.com
