Beauty industry shifts toward wellness as consumer skepticism grows

The beauty and wellness industry is experiencing a shift in consumer engagement. While the market for celebrity-led skincare, makeup, and haircare remains large, there is growing skepticism regarding the authenticity of celebrity endorsements. Consumers are increasingly questioning the connection between famous personalities and the products they promote, leading to a higher threshold for new brands to succeed.

As a result, investment and consumer interest are migrating toward functional wellness categories, such as supplements, functional beverages, and protein snacks. These sectors are adopting the marketing strategies perfected by the beauty industry to capture lifestyle interest.

In a related development within the professional skincare sector, VZK Laboratory hosted the ‘Science Behind the Brand’ event at the Palace of Science in Serbia. The event aimed to demystify the dermocosmetic production process, focusing on ingredient selection, formulation, and the scientific expertise required to create effective skincare. VZK Laboratory CEO Kosovka Tičić emphasized the company's mission to make high-quality, science-based dermocosmetics accessible to a wide audience while expanding its presence in international markets.