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Consumers Are Shaping a New Age of Optimization in Beauty (BCG x WWD)
Boston Consulting Group with WWD18 May 2026Surveyn=5,000United States
Read the report at Boston Consulting Group with WWD (opens in a new tab)
What Market Radar took from it
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25% of beauty 'optimizers' say AI is their primary source of information
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
40% of male optimizers use AI to build personalised beauty routines
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
80% of US beauty consumers see beauty as a way to feel better physically and mentally
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
About 75% of beauty 'optimizers' used AI in the last month to research beauty, wellness or longevity
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
Approximately 30% of optimizers used GLP-1 drugs in the past 12 months
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
Approximately 75% of US beauty consumers favour clinically proven, scientifically backed products
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
Only about one in twenty optimizers trust social media as a source, though 40% are exposed to new products via influencers
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
Optimizers represent 6% of US adults (about 15 million people), spending about $3,000 a year
Boston Consulting Group with WWDUnited StatesMay 2026n=5,000
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About this report
- Publisher
- Boston Consulting Group with WWD (BCG)
All 11 BCG reports in the library - Published
- 18 May 2026
- Type
- Survey
- Sample
- n=5,000
- Countries
- Regions
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