The beauty and personal care market: Thriving through transformation

The beauty and personal care market continues to thrive, driven by innovation, evolving consumer priorities, and strong M&A momentum. From skincare to haircare, brands embracing science, personalisation, and inclusivity are leading the charge.

Key trends

Consumers seek purposeful, science-backed products
Wellness is now central to everyday beauty routines
Sustainability and transparency are no longer optional, they’re expected
Social platforms like TikTok increasingly shape trends and buying behaviour
AI is enabling hyper-personalised beauty experiences
Inclusivity plays a key role in building brand loyalty
Male grooming continues to gain momentum and market share

Market outlook

Despite macroeconomic pressures, the beauty and personal care sector remains resilient and continues to attract strong investor interest. M&A activity is increasingly focused on digitally native, community-led brands that are backed by science and enjoy strong customer loyalty, particularly those addressing gaps in the market through innovation or inclusivity. Recent high-profile deals, such as e.l.f.'s acquisition of Rhode and L’Oréal’s purchase of Medik8, underscore differing strategies focused on cultural relevance and clinical credibility.

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Subsector spotlights:

Skincare to haircare

Skincare and haircare continue to lead innovation within beauty and personal care. In skincare, the focus is on overall skin health, simplified routines, and SPF-led innovations, with consumers gravitating toward brands that offer clinical efficacy through fewer, high-performing products. In haircare, growth is driven by the ‘skinification’ trend, which emphasises scalp wellness and tailored care for diverse hair textures. Demand is also rising for premium at-home treatments and effective hair-loss solutions.

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Our transactions

Not just numbers on a balance sheet, our transactions represent over 20 years’ commitment to our clients’ future. Helping them change the game. Even before it was ready to be changed.