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UK Personalisation in Beauty Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Personalisation in Beauty market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Report scope

Within this Report, Mintel defines ‘personalisation’ in beauty and grooming as all products and practices that aim to give the user a more customised experience. This can be through personalised recommendations, mixing existing products together, or modifying aspects of a product based on personal specifications.

What you need to know

Consumers unsure of their requirements sometimes have a limited view of what personalisation in beauty can mean. This means technical services are popular, but brands can offer suggestions or spark imagination with their customisation options.

The biggest prospects, like men, remain largely unrepresented within customisation services, as well as those with niche lifestyles or sensitivities that require tailored ingredients. However, ultimately beauty personalisation should allow consumers to express their unique character outside of their demographic group. The market has not reached saturation, as some consumers remain unsure of the benefits offered by personalised products. Better results and convenience of premade personalised products can be communicated, but some brands may need to rely on luxury and exclusivity as their point of difference.

Expert analysis from a specialist in the field

Written by Alex Fisher, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The concept of personalisation in beauty is far from saturation. With consumers often unsure of their requirements, brands can be a source of inspiration or offer suggestions and assistance via their customisation options. Many demographics remain underserved by personalisation services, as well as those who require more tailored ingredients. However, ultimately beauty personalisation should allow consumers to express their unique character, while offering clear benefits. Alex Fisher
Beauty & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Report scope
      • Executive Summary

          • The market
            • Enhanced by technology
              • The need for homemade
                • Increasing interest in personalisation
                  • Companies and brands
                    • Getting involved
                      • Establishing expertise
                        • Who am I?
                          • The consumer
                            • How to make it mine
                              • Figure 1: Interest in beauty and grooming personalisation services, April 2018
                              • Figure 2: Interest in beauty and grooming self-personalisation practices, April 2018
                            • Don’t forget men
                              • Figure 3: Interest in trying personalised product types, by gender, April 2018
                            • The ins and outs
                              • Figure 4: Interest in personalised product features, April 2018
                            • Inclusive or exclusive
                              • Figure 5: Reasons for interest in personalisation, April 2018
                            • The easy life
                              • Figure 6: Attitudes towards personalisation in beauty, April 2018
                            • Why customise?
                              • Figure 7: Barriers to using personalised products, April 2018
                            • What we think
                            • Issues and Insights

                              • Limited options for men
                                • The facts
                                  • The implications
                                    • Personalisation with purpose
                                      • The facts
                                        • The implications
                                        • The Market – What You Need to Know

                                          • Enhanced by technology
                                            • The need for homemade
                                              • Increasing interest in personalisation
                                              • Market Drivers

                                                • Options for older consumers
                                                  • Figure 8: Breakdown of UK population, by age, 2012-22
                                                • Merging beauty and technology
                                                  • Declining disposable income
                                                    • Figure 9: Self-described current financial situation, February 2017 and 2018
                                                    • Figure 10: Self-described current financial situation, by age, February 2018
                                                  • Data security issues
                                                    • From me to you
                                                      • Figure 11: Selected attitudes towards Christmas shopping, January 2017
                                                    • Inclusive beauty
                                                      • Figure 12: Advert for Gillette’s new razor line-up, April 2018
                                                    • Natural creations
                                                      • Figure 13: Attitudes towards natural/organic beauty and personal care products, September 2017
                                                  • Companies and Brands – What You Need to Know

                                                    • Getting involved
                                                      • Establishing expertise
                                                        • Who am I?
                                                        • Launch Activity and Innovation

                                                          • Personalised products
                                                            • Made for you
                                                              • Figure 14: Lancôme’s custom made foundation station, June 2017
                                                            • Choose your own
                                                              • Figure 15: Pout case for iPhone, June 2017
                                                            • Curated product services
                                                              • Anticipating your needs
                                                                • Delivering beauty
                                                                  • Figure 16: Freda sanitary product subscription, March 2018
                                                                • Artificial intelligence
                                                                  • Self-personalisation
                                                                    • Lotions and potions
                                                                      • Figure 17: Skincare additive product launches, 2017
                                                                    • In your hands
                                                                      • Figure 18: The Perfume Studio’s bespoke collection kit, February 2018
                                                                  • The Consumer – What You Need to Know

                                                                    • How to make it mine
                                                                      • Don’t forget men
                                                                        • The ins and outs
                                                                          • Inclusive or exclusive
                                                                            • The easy life
                                                                              • Why customise?
                                                                              • Types of Personalisation

                                                                                • Services spark the imagination
                                                                                  • Figure 19: Interest in beauty and grooming personalisation services, April 2018
                                                                                • Do-it-with-help
                                                                                  • Figure 20: Interest in beauty and grooming self-personalisation practices, April 2018
                                                                                • Personal preference
                                                                                  • Figure 21: Usage of/interest in beauty and grooming personalisation, April 2018
                                                                                  • Figure 22: Interest in different types of beauty and grooming personalisation, by age, April 2018
                                                                              • Personalisation by Product Type

                                                                                • Brands get it right
                                                                                  • Figure 23: Interest in trying personalised product types, April 2018
                                                                                • Women well-catered for
                                                                                  • Figure 24: Interest in trying personalised product types, by gender, April 2018
                                                                                  • Figure 25: Olay Skin Advisor, January 2017
                                                                                • The untapped male market
                                                                                • Personalisation of Product Features

                                                                                  • Stimulating the senses
                                                                                    • Figure 26: Interest in personalised product features, April 2018
                                                                                    • Figure 27: Function of Beauty fragrance ‘Feeling (F)ineapple’, 2017
                                                                                  • Function or form
                                                                                    • Figure 28: Interest in personalised product features, by gender, April 2018
                                                                                    • Figure 29: Eyeko’s Bespoke Mascara wands, January 2018
                                                                                • Reasons for Interest in Personalisation

                                                                                  • Individualism is a necessity
                                                                                    • Figure 30: Reasons for interest in personalisation, April 2018
                                                                                  • One of the elite
                                                                                  • Attitudes towards Personalisation in Beauty

                                                                                    • Leave it to the professionals
                                                                                      • Figure 31: Attitudes towards personalisation in beauty, April 2018
                                                                                    • It’s not easy
                                                                                    • Barriers to Using Personalised Products

                                                                                      • Paying for personalisation
                                                                                        • Figure 32: Barriers to using personalised products, April 2018
                                                                                      • Speedy solutions
                                                                                        • Figure 33: Perfumist Duty Free, April 2018
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                        • Abbreviations
                                                                                          • Consumer research methodology