A shift is underway in the beauty industry, sparked by the rise of the underconsumption movement. This change is influenced by a complex mix of societal, economic, and environmental factors, suggesting a deep-rooted behavioral transformation that stakeholders cannot ignore. While discussions about underconsumption may not be entirely novel—having appeared in various forms over the years—the heightened focus on this trend signals a cultural pivot towards more intentional buying habits.
Emerging Consumer Trends
Movements like “using what I have” and “no/low buy” challenges are gaining traction, promoting careful choices in beauty product consumption. These campaigns reflect a growing consumer awareness, encouraging minimalism and a more considered, less impulsive approach to beauty routines.
A recent Mintel study found that 68% of adults in the UK feel overwhelmed by the sheer volume of beauty and grooming products on the market. Furthermore, 56% of those surveyed view spending excessively on such items as unnecessary or frivolous.
This transformation is not just a passing fad; it marks a significant shift toward sustainability that many consumers are committed to sustaining over the long run. The rampant consumption associated with “fast beauty” is becoming less appealing, making room for the emerging philosophy of “slow skincare.”
Changing Priorities
According to Maya Regan, Assistant Beauty Trends Editor at Stylus, consumer priorities are evolving. People are gravitating towards more meaningful consumption, especially in times of economic uncertainty and rising living costs. Increased environmental awareness and a desire to minimize waste are influencing these purchasing habits, partially as a counter to the consumer culture perpetuated by platforms such as TikTok.
The term “underconsumptioncore” has recently gained momentum on social media, promoting a more thoughtful shopping ethos. This concept saw a noticeable spike in interest toward the end of 2024, with global searches for “underconsumption” jumping 144% in just one month.
Regan highlights that the trend of underconsumption can be viewed as an extension of the deinfluencing movement. Consumers are becoming more discerning, realizing that many influencers benefit from free products and often advocate for unnecessary purchases. Unlike simply renouncing shopping, underconsumption encourages a more sustainable mindset that values quality over quantity.
Mindful Consumption Initiatives
The environmental implications of beauty consumption are sobering. A report by the British Beauty Council, titled The Courage to Change, reveals that over 70% of plastic waste generated by the industry goes unrecycled.
This year has also seen TikTok’s “Project Pan” challenge gaining popularity. Participants in this challenge strive to finish their existing beauty products before buying anything new, leading to over 42,500 posts thus far.
This conscious shopping ethos is increasingly resonating with individuals who want to cut down on waste and their overall beauty product intake. The shift reflects a growing desire among consumers to make responsible choices that benefit both themselves and the planet.
Source: Cosmeticsbusiness