The beauty industry is one of the most dynamic markets in the world. New brands and innovative products are launched almost every day, tempting consumers with fresh formulas, advanced technologies, and unique marketing concepts. Yet, the question remains: who is actually willing to give these newcomers a chance?
The categories with the highest potential
According to research, consumers show the greatest openness to novelty in three product groups: bath cosmetics (27%), perfumes (26%), and body care (23%). These categories are seen as less “risky,” making them ideal entry points for new players. A new fragrance or shower gel can easily be tested without major changes to one’s beauty routine, unlike a face cream or hair treatment where trust takes longer to build.
Women vs. men – different approaches to experimentation
Gender also plays a significant role. Women are much more willing than men to explore new products in categories such as makeup, skincare, body care, haircare, and nail care. For many, beauty shopping is not only about functionality but also about self-expression, which naturally encourages experimentation.
Men, on the other hand, are more likely to try perfumes, oral care, and shaving products. These are areas directly tied to everyday grooming, where even small improvements can quickly be noticed and appreciated.
Generational differences
Age strongly influences purchasing behavior. The 55+ generation is generally the least interested in experimenting with new cosmetics. They tend to value proven, trusted solutions, often sticking with brands they have known for years. In contrast, younger groups—especially millennials and Gen Z—are far more eager to test new formulations, follow trends on social media, and form entirely new beauty habits.
What does this mean for producers?
For producers, the lesson is clear: innovations should be introduced strategically in the categories with the greatest potential, while being carefully matched to the preferences of specific consumer groups. Success in the cosmetics market is not just about creating something new, but about offering novelty in the right place, at the right time, and for the right audience.
