The Business of Beauty in 2024: Trends, Challenges, and Opportunities

24 January 2024

A Look into the Future of the Beauty and Wellness Industries

As we step into the new year, 2024 promises to be an exciting and transformative time for the beauty and wellness industries. With the recent surge in mergers and acquisitions, the rise of independent labels, and the evolving definition of wellness, the landscape is set for significant changes. In this article, we will explore the key trends, challenges, and opportunities that await the business of beauty in the coming year.

Beauty M&A: A Blockbuster Year Ahead

The year has already witnessed notable beauty and wellness brands finding new homes through acquisitions. From Dr. Barbara Sturm with Puig to The Honey Pot with Compass Diversified, the market is buzzing with activity. The success of K18 and Dr. Dennis Gross at the end of last year has sparked a wave of brands, both big and small, hoping to secure a superior valuation and strategic buyer. However, the question remains: who will be buying all these brands?

The Changing Landscape of Beauty Conglomerates

Conglomerates like L’Oréal and Unilever have been divesting from once core or trendy labels to align with stricter company mandates. They are now seeking forever brands to add to their portfolios, focusing less on trends like “clean” or “natural.” As a result, financial sponsors and unexpected buyers may play a more significant role in the acquisitions of 2024. However, not all brands will find their desired buyers in this evolving landscape.

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Celebrity and Influencer Lines: Struggles and Exceptions

Following the success of Rihanna’s Fenty Beauty and Selena Gomez’s Rare Beauty, many celebrities and influencers have ventured into the beauty and wellness space. However, the market has not been kind to these labels, as evidenced by the struggles of Morphe and Amyris in the past year. Retailers may become less reliant on these lines, leading talent to explore other pet projects.

The Challenges of Being an Independent Label

The rapid success of brands like Drunk Elephant, Tatcha, and Glossier in the mid-2010s inspired a new generation of beauty labels. However, the influx of brands and tightening capital has made it harder for independent labels to thrive. Fast growth without profitability is no longer enough to attract investors or retailers. A rightsizing is imminent, as not all brands can succeed in an oversaturated market.

The Evolving Definition of Wellness

In the late 2010s, wellness was defined by supplements, CBD, and the offerings of Goop. However, 2024 holds the promise of a clearer definition of wellness, with themes like longevity shaping skincare and healthcare. Brands and retailers have the opportunity to explore holistic treatments, sleep advancements, and wellness-centric stores. Innovation will be key to standing out in a market saturated with similar offerings.

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As we embark on a new year, the business of beauty is poised for significant changes. The surge in M&A activity, the challenges faced by celebrity and influencer lines, the struggles of independent labels, and the evolving definition of wellness all shape the future of the industry. It remains to be seen how these trends will unfold and what opportunities lie ahead. One thing is certain: 2024 will be a year of transformation and innovation in the beauty and wellness sectors.

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