The latest TheIndustry.beauty x Commerce report offers a clear picture of where technical beauty stands today, and the findings suggest the industry has entered a new phase. No longer an emerging trend or experimental layer, technology is becoming foundational to how consumers discover, evaluate and purchase beauty products.
One of the most striking insights is the degree to which technology now shapes consumer decision-making. The report positions beauty tech tools as “the biggest influencer of all,” overtaking traditional marketing channels by directly reducing uncertainty and increasing purchase confidence. This is reinforced by data showing that 93% of consumers who used a tech-driven tool were satisfied with their purchase, indicating that these tools are not just engaging, but effective.
At the core of this evolution is a broader shift toward personalisation. Consumers are no longer searching generically; instead, they describe highly specific needs, from skin concerns to finish preferences, turning beauty search into a more conversational process. This behaviour is being enabled by AI, which is rapidly transforming product discovery into a tailored, recommendation-led experience. While only a small percentage currently begin searches with AI chatbots, adoption is rising, particularly among younger consumers who are already using these tools for skincare decisions.
This demand for tailored experiences is also driving interest in advanced diagnostic tools. Nearly half of consumers (46%) express interest in using personalised skin analysis technology, reflecting a growing appetite for deeper understanding and more informed product selection. Devices such as Clarins’ AI Skin Observer and L’Oréal’s diagnostic tools illustrate how brands are integrating scientific analysis into the retail experience, effectively bridging the gap between clinical insight and consumer beauty.
At the same time, virtual try-on technology highlights both the opportunity and the challenge facing technical beauty. While 37% of consumers are interested in using AR/VR tools, actual usage remains relatively low. This suggests that, while demand exists, adoption still depends on improving usability, accuracy and accessibility. The success of these tools will hinge on their ability to replicate real-world results convincingly, particularly as make-up remains a category where in-store testing is still preferred.
Crucially, the report also underscores that technical beauty is not replacing traditional retail, it is enhancing it. Physical stores remain highly relevant, with 87% of consumers still shopping in-store, but are increasingly being reimagined as interactive, tech-enabled environments. From AI-powered skin analysis to interactive educational displays, retail spaces are evolving into hubs where digital and physical experiences converge.
Perhaps the most important takeaway is that technology is no longer a differentiator, it is becoming an expectation. As consumers grow more intentional in their spending, they are seeking tools that provide clarity, confidence and value. In this context, technical beauty is less about innovation for its own sake and more about solving a fundamental problem: helping consumers make better decisions.
In this new landscape, the brands that succeed will not be those with the most advanced technology, but those that integrate it seamlessly, turning complex tools into intuitive, trust-building experiences across every stage of the beauty journey.
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