Personal Care Re-Imagined: Bridging Consumer Desires with Brand Realities

THE PERSONAL CARE industry is witnessing rapid growth, with the market reaching more than $620 billion in 2023 and projected to exceed $700 billion by 2028. The U.S. leads in revenue generation, and the sector is expected to expand at a compound annual growth rate of 7.7 percent from 2024 to 2030, according to Statista. Skincare and men’s personal care products are key drivers of this expansion, according to a report from Research and Markets. As this dynamic market evolves, understanding consumer preferences and behaviors is crucial to shaping effective brand strategies.

By Carlotta Dove and Jean-Didier Allongue

In anticipation of their SmartTalk at Shop!MarketPlace 2025, Jean-Didier Allongue from Harry’s Inc. and Carlotta Dove from IA Retail will explore the opportunities and challenges within the personal care sector, offering key insights into this transformation.

Meeting Consumers Where They Are: Insights from IA Retail

To thrive in today’s rapidly changing personal care landscape, brands must go beyond traditional marketing approaches and deeply understand their consumers – their concerns, desires and motivations. The team at IA Retail examined both broad societal trends and consumer voices, conducting a personal care survey with more than 300 U.S. consumers to uncover two significant shifts shaping the future of personal care.

Key Shift 1: The Return to Reality

In a world overwhelmed by digital noise and increasing social isolation, consumers are experiencing heightened anxiety and mental fatigue. As a result, many are seeking authenticity, genuine experiences and community – what we call the “Running Club Effect.” This shift is evident in the personal care sector:

• 51 percent of consumers prefer campaigns that highlight authentic, real-world experiences
• 40 percent are seeking immersive, sensory brand experiences in physical spaces

Leading brands like Kiehl’s, Sephora and Drunk Elephant are tapping into this demand by hosting pop-up events that foster community and build brand loyalty. These events turn retail spaces into interactive hubs that offer meaningful face-to-face brand experiences.

Key Shift 2: From Consumers to Creators

Amid economic uncertainty and growing environmental awareness, consumers are becoming more discerning and intentional about their purchases. The rise of deinfluencing, a term used for social media influencers encouraging their followers to not buy certain products and has accumulated over 233 million views on TikTok as of January 2025, signals a shift from passive consumption to more purposeful buying.

Today’s consumers do not just want advice – they also want to be part of the creation process. Sixty-nine percent of consumers want to participate in product design, either actively or passively. Brands are responding by inviting their most loyal customers to collaborate on product development. For example, Kiki Cosmetics’ blockchain campaign empowers followers to co-create select products.
With consumers involved in the brand journey, brands can create stronger emotional connections, differentiate themselves in a crowded market and ensure long-term relevance.

Driven by Simplicity, Rooted in Curiosity: The Harry’s Approach

At Harry’s, there is an understanding that in today’s personal care industry, success is driven by simplicity, transparency and agility. That’s why our mission is to simplify our offerings, highlight product transparency and create seamless, approachable experiences for our customers. Key insights include:

• 48 percent of consumers prefer minimalist product lines
• 64 percent value clear ingredient lists

But simplicity isn’t just about aesthetics – it’s a strategy that fosters genuine, authentic connections. We don’t believe in competing for attention. Instead, we create a harmonious consumer journey that prioritizes quality, value and meaningful experiences. By trimming the excess and emphasizing clarity, we meet our customers where they are, both emotionally and practically.

We also recognize that innovation today is about more than perfection, it’s about agility. We embrace fast time-to-market strategies, continuously learn through human-centered data and prioritize real-world testing. This openness allows us to shift from broad personalization to true individualization, ensuring that we’re not just meeting our customers’ needs, but anticipating them.

At Harry’s, our curiosity drives us to innovate constantly. We use human-centered data to stay ahead of the curve and maintain the highest standards of quality. Through integration of our store design and supply chain teams, we ensure that our processes are streamlined, efficient and sustainable – benefiting both our brand and retail partners.

Key Takeaway: Less Noise, More Connection

The future of consumer engagement will be defined by meeting consumers where they are and immersing them in clear, authentic and collaborative experiences. Brands that cut through the clutter, invite consumers to be part of the creative process and foster meaningful, real-world connections will not only build loyalty but also set new standards within the personal care industry.

In an era of economic uncertainty, digital overload and seemingly endless choices, the brands that help consumers navigate with purpose will rise to the top.

Join Carlotta and Jean-Didier for their SmartTalk on April 9th at Shop! MarketPlace in Charlotte, NC.