Beauty & Personal Care

With an average Brand Intimacy Quotient of 28.8, the category is above the cross-industry average. The sector may be seeing improved growth and better consumer relationships with growing direct-to-consumer channels and by catering to evolving beauty standards and shopping preferences.

Ritual is the dominant archetype. The category ranks second in the study for ritual after health and hygiene. The industry also ranks third overall for identity, following luxury and apparel. Compared to other industries, beauty and personal care ranks first in the percentage of users in sharing, the first stage of Brand Intimacy, and second in fusing, the last stage of Brand Intimacy.

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