Are customers no longer loyal to their favorite brands?

The importance of having options has become increasingly evident in the constantly changing beauty industry. The days of sticking to only one brand are gone. Nowadays, users like to explore a variety of brands to find the best products for their needs. What motivates this preference for diversity over loyalty? Is it the excitement of discovering new products? If you are curious to know, stick along. 

Consumers are looking for personalization and quality, which has led to a shift in the industry. The one-size-fits-all approach is no longer appealing as people have different skin types, hair textures, and personal preferences. The preference for multiple brands reflects that the beauty industry constantly evolves, giving people many options.

UB Community Insights 

We found some interesting insights through our community. Here's a list of the top-used brands in each category. 

Top skincare brands:

  • Cleanser - Cetaphil
  • Moisturiser - Dot & Key
  • Sunscreen - Aqualogica

Top hair care brands:

  • Shampoo - L'Oreal
  • Conditioner - Dove
  • Hair oil - Parachute

Top makeup brands:

  • Eyeliner/Kajal - Maybelline
  • Face/Setting powder - Faces Canada
  • Blush - Swiss Beauty

As you can see, no one brand is ruling all the categories. If someone likes maybelline’s eyeliner they are using mascara from another brand. Product kits in the beauty industry are often created to provide a complete solution for consumers. However, these kits may not always meet the individual needs of every user. While these collections of products come in attractive packaging and offer convenience and value, customers may be disappointed if one or two items do not meet their expectations. Users who invest in these all-inclusive kits are less likely to repurchase if even a product fails to meet their expectations. 

The quality of product kits is not the issue, but rather their one-size-fits-all approach. In an industry like beauty, individual preferences and needs are important. A moisturizer that works well for one person may cause a breakout in another. By offering products individually, brands allow consumers to choose what they want and create avenues to explore other products without fearing committing to a larger purchase. 

What brands can do? 

Brands that offer personalized experiences and customizable products to meet individual needs and preferences are more likely to attract and retain consumers. Brands can offer mix-and-match product bundles or use AI-driven recommendations to provide a personalized experience. 

Brands should focus on promoting the benefits of individual products rather than pushing entire product kits. This approach allows consumers to discover and integrate new products into their routines without feeling pressured to commit to a full kit. When a brand succeeds in one category and delivers a quality product, satisfied customers are more inclined to explore additional offerings from that brand.

Brands need to uphold ethical and inclusive practices in today's market. Consumers aren't only interested in high-quality products and brands that share their values. Practices such as sustainable sourcing, ethical manufacturing, and inclusive marketing can deeply resonate with customers. Brands that openly communicate their dedication to these values are likely to build a loyal customer base.


The beauty world is constantly evolving, but one thing is certain: having the ability to choose is crucial. The trend toward brand diversity and customized beauty experiences reflects a wider shift in consumer behavior. People are no longer satisfied with passively accepting what brands offer; they now actively select products that fit their needs, values, and identities. As a result, consumers have become the curators of their beauty routines.

If you are a user looking for a smart engine to recommend products according to your skin type and concerns, you are in the right place. Take our Quiz. Developed by experts, it goes beyond the basics to consider your lifestyle, environment, and goals, offering personalized recommendations. No more guesswork, just results.

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