Hi girls,
My name is Vira Shcherbakova, and I'm the CMO at Lamel Cosmetics — an international color makeup brand.
Recently, our team attended one of the key industry events in beauty — Future 50 by Benchmark Beauty (Beauty Matters Magazine). And I'd love to share not just trends, but the overall feeling of where the market is right now.
It's not beauty that's changing — it's the consumer
This wasn't an event about makeup trends. It was about something much deeper: how people make decisions, how their behavior is evolving, and why old approaches no longer work.
If I had to sum it up — no one really knows what works anymore. But everyone feels the same thing: we need to change. Following the crowd is no longer an option.
The market is in exploration mode
Brands today are testing new approaches, searching for new metrics, moving away from templates — and sometimes even going back to old ideas, but with new meaning. Many look a bit confused. But that's exactly what transformation looks like.
Gen Z — desired, but overheated
Most campaigns today are still targeting Gen Z. And it makes sense: they live on social media, they create UGC, they are both creators and consumers at the same time.
But here's the issue: this audience is already overheated. And very often, the people creating campaigns for them are not part of this generation. As a result, brands miss real insights, real experiences, real connection.
A growing demand for honesty
One of the strongest shifts right now is the demand for radical honesty. Less perfection, more reality. Less gloss, more truth. This is what shapes new messaging, new formats, and entirely new ways to connect.
Hybrid audiences are emerging
Gen Z increasingly interacts through Gen Alpha — younger siblings, relatives, and so on. Together, they create stronger influence, new behavior patterns, and new growth opportunities for brands. These are no longer isolated segments — they're connected ecosystems.
Gen X — the underestimated opportunity
And one more important shift: Gen X. This is not some distant audience. This is our mothers.
Women who are comfortable with technology, actively shop online, have developed taste — and, importantly, strong purchasing power. Yet brands often ignore them. Communication is either too young or built on outdated stereotypes. As a result, their needs remain unmet and their money remains unspent.
The key insight: they're not trying to look younger. They want to look like themselves — just better.
Looking ahead
By 2029, around 30% of consumers will be 40+. New behavior patterns, new expectations, new definitions of beauty. And this audience is still largely underserved.
Final thought
We're in a moment where the rules no longer work, templates are breaking, and "the right way" hasn't been defined yet. But one thing is already clear: the future belongs to flexibility, honesty, and truly understanding people — not just "target audiences."
If you feel this shift and a bit of uncertainty — you're not alone. And honestly, it's a very exciting place to be.