What really makes a beauty brand stand out?

In a world where beauty is not limited by age or demographics, understanding customer preferences in beauty products requires art and science. As we dive into the complex landscape of the beauty industry, it is fascinating to observe how certain brands become staples in the routines of different age groups. In this blog post, we will discuss why some beauty brands resonate more deeply with consumers than others. 

Our goal is not just to list favorites but to analyze the common trends that make these brands stand out in the crowded beauty market. Is it their innovative product lines, ethical stance, or digital presence that captures the hearts of millions? 

Consumer Preferences Below 30

The beauty industry is constantly changing, with brands competing to attract the attention of younger consumers. Among those below 30, Maybelline, Swiss Beauty, Lakmé, Biotique, and Nivea have become popular choices. This is not random. 

Maybelline caters to various beauty needs and aspirations, achieving inclusivity through its diverse product range. The brand has gained popularity among the younger demographic by leveraging its digital marketing. Through strategic collaborations with social media influencers, Maybelline has successfully engaged with its audience, who spend significant time online.

Swiss Beauty has gained a reputation for providing high-quality beauty products at affordable prices. The brand has identified a gap in the market for cost-effective yet effective beauty and skincare products and has responded by offering an extensive range of products that meet these needs. The brand's success has led to its expansion into international markets, making it clear that Swiss Beauty is becoming increasingly popular and is determined to cater to a global audience.

Consumer Preferences Above 30

As consumers reach the age of 30, they tend to prefer established brands such as Vaseline, Lakmé, Dove, Parachute, and Ponds. This demographic values the quality of the products and the trust and reliability that these brands have earned over time. These brands have built a loyal customer base by delivering consistent product quality and maintaining a reputation for safety and effectiveness.

Quality and Trust: The popularity of these brands among the 30+ demographic is rooted in their long standing reputation for delivering consistent, high-quality products, spanning years if not decades.

Marketing Strategies: These brands have expertise in navigating both traditional and digital media landscapes to keep their market position strong. 

Product Range: Their wide range of products, including Vaseline, Lakmé, Dove, Parachute, and Ponds, cater to the evolving skincare and beauty needs of this age group, making them relevant and appealing.

The Shift in Consumer Behavior

Digital Influence: The emergence of social media and influencer marketing has significantly changed the beauty product marketing industry. Now, consumers are more inclined to purchase products based on recommendations from influencers and peers on social media platforms. It has allowed a wide range of products and brands to gain visibility and popularity.

Sustainability and Ethics: There is a rising demand for beauty products that work well and are produced ethically. Consumers are becoming more environmentally conscious and concerned about animal welfare, which has made cruelty-free, vegan, and eco-friendly products more important. This change in consumer behavior reflects a wider trend towards responsible consumption and the desire for products that align with personal values.


Our study of beauty product consumers across different age groups found that various factors influence brand loyalty and product choice. While brand preferences may differ between those under 30 and those above, all consumers value quality, innovation, and ethical production. The rise of social media and influencer marketing has fundamentally changed how brands interact with consumers, making it crucial for them to continuously innovate and adapt their strategies to meet the ever-changing needs of their diverse audience. 

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