Welcome to the era of beauty without boundaries.

From re-examining the tenets which have defined physical beauty to the ever-increasing intersection between health, wellness and wonder to the technologies which might be transforming every thing from product creation to consumer marketing, the worldwide beauty business is shape-shifting on the speed of culture.

On the WWD Beauty CEO Summit, held May 9 and 10 at Casa Cipriani in Recent York City, the industry’s leader’s got here together to decode the longer term. Titled “The Silver Summit,” the event marked the twenty fifth anniversary of WWD’s beauty summits. Just as Leonard A. Lauder presaged the approaching changes within the industry when he was the keynote speaker on the very first event, this yr’s presenters envisioned a future stuffed with promise — and alter.

“As a substitute of redefining beauty, perhaps a very good approach to create the great thing about today, of tomorrow, is to ‘undefine’ the notion of beauty,” said Sue Y. Nabi, Coty’s chief executive officer. “The thought is to unleash every vision of beauty.”

Here, the highest eight takeaways from the 2023 WWD Beauty CEO Summit, with in-depth coverage on the pages that follow.

All of the Feels

Forget looks, beauty is an emotional category. “We’re an industry steeped in emotion, and that has been the catalyst to our resiliency,” Larissa Jensen of Circana said, reporting that beauty is the one category tracked by Circana that’s up in each dollar and unit sales. 

Shoppers wish to feel connected to what they’re buying. “We use the term ’emotional whitespace.’ That’s our guiding light,” said Sol de Janeiro founder Heela Yang, noting the genesis of the brand was to evoke the enjoyment of Brazil. “I became absolutely obsessive about this sense of liberation, freedom and nonjudgment. I assumed: ‘I’ve got to spread this message.’ That’s the way it all began.”

The Wellness Revolution

Wellness isn’t only a buzzword. “Wellness is the secret,” said Nabi, calling it “the following frontier for many of our brands.” Behaviors that began for a lot of in the course of the pandemic have now turn into mainstream, with people in search of out products, services and experiences that enhance their sense of self. “It’s an enormous a part of the category,” said Ulta Beauty CEO Dave Kimball, referring to the retailer’s successful Wellness Shop. “We see a variety of opportunity to proceed to expand and it’s so naturally connected with beauty.”

The Experience Economy

Shoppers want unique experiences — online and in-person. “This yr it’s becoming much more about shared experiences,” said Asmita Dubey, L’Oréal’s chief digital and marketing officer. Coming out of the pandemic, consumers are in search of human connection and community — and on the lookout for brands and retailers to supply it. “We imagine that the physical experience of beauty, the human touch, is more essential than it’s ever been,” said Jo Horgan, founder and co-CEO of Mecca. And it’s not only retailers who’re serious about latest ways of engaging. The purpose was reinforced by Andrew Stanleick and Tarang Amin, chief executives of the Beauty Health Co. and E.l.f. Beauty, respectively. Amin said, “I often consider us more as an entertainment company that happens to sell cosmetics and skincare.”

The Importance of Authenticity

As the primary social media native cohort, Gen Z isn’t any stranger to filters. But on the subject of real life, they’re on the lookout for unvarnished reality. “What’s beautiful to us is truth and honesty, what cuts through Gen Z’s bulls–t filter is individuals who speak with clarity and with authenticity,” said Juv Consulting’s Ziad Ahmed. For Hailey Bieber, founding father of Rhode, remaining steadfast in her approach to skincare is essential to connecting together with her followers. “When you may have a brand that’s growing fast, there’s a pressure to place latest things out more quickly — that’s something I’ve needed to repeatedly fight against, because I do know that the core value of the brand is to never overwhelm the buyer,” said Bieber.

Moment of Impact

Brand loyalty goes far beyond a product offering. Consumers are in search of out brands and founders that ignite meaningful conversations and social change. “One in all the primary things I said once we first began talking was, ‘I’m not here to be a reasonably face or pretty smile. I’m here to be a thought partner in what we’re doing,’” said Amanda Gorman,  Estée Lauder Global Changemaker and National Youth Poet Laureate. “Is there a way that we are able to put our money — or as I prefer to say our makeup — where our mouth is and truly get things done?”

Science Will Win

Pfizer, whose CEO Dr. Albert Bourla was the summit’s keynote speaker, made the saying famous. And it holds equally true for beauty. For today’s consumers, efficacy is every thing. “Forget marketing, do good products,” said Nabi. “At the top of the day what counts are formulations that deliver and surprise people when it comes to efficacy.” 

The Demise of Demographics

Age, gender, race, nationality — such aspects now not govern consumption patterns. “We’re seeing teenagers lusting over high-end luxury brands. We’re seeing men discovering the delights of skincare and makeup and we’re seeing 70-year-olds being introduced to beauty trends by their 14-year-old grandchildren, truly the demise of demographics as we realize it,” said Horgan. Michael Clinton, founding father of Roar Forward, drove home the purpose during an evaluation of the brand new longevity, noting that 10,000 people a day turn 65. “It’s about inclusiveness. The truth today is more of an intergenerational melting pot — everyone wants a seat on the table,” he said. “Everyone desires to be loved, to be seen and to matter,” said Kevin Cureton, chief operating officer at Solésence Beauty Science.

Simply the Best

With regards to messaging, keep it easy. “We’re very pleased with our science since it’s a component of our DNA, however the on a regular basis consumer is just not memorizing any of that,” said Giorgos Tsetis, CEO and cofounder of Nutrafol. “In case you’re not in a position to convey your message in a quite simple and concise way and make it memorable, you do yourself and the world a disservice.”