A new report from Boston Consulting Group (BCG) and Women’s Wear Daily (WWD), titled Consumers Are Shaping a New Age of Optimization in Beauty, draws on an April survey of 5,000 U.S. beauty consumers and identifies a growing trend of consumers incorporating aesthetic procedures and longevity treatments into their regular routines.
At the center of this shift is the “beauty optimizer” consumer: individuals who are opting for a wider range of solutions to meet their needs. According to the report, 70% are open to non-traditional beauty solutions, and roughly 80% say beauty is about mental and physical wellbeing, not just appearance..
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About 70% of optimizers say aesthetic procedures are a regular part of their routines. This drives greater engagement in traditional beauty categories, with 70% investing more in premium or medical-grade skin care, and 50% adding more steps or ingredients to their routines.
GLP-1s are also creating new beauty needs. Approximately 30% of optimizers report using them in the past 12 months. Of those who reported changes in facial volume, skin quality, dryness, or breakouts, about half are turning to more luxury or medical-grade skin care. Nearly 80% of those who reported sagging or loose skin have increased their use of fillers, injectables, skin tightening, contouring, or laser treatments.
Optimizers are also four times more likely than overall beauty consumers to use longevity and anti-aging supplements, and twice as likely to use beauty supplements.
How Consumers Research Beauty
About 75% of optimizers used AI in the last month to research beauty, wellness, or longevity, and 25% say it is their primary source. Among male optimizers, 40% use AI to build personalized beauty routines—2.6 times the rate of women.
Social media still plays a role in discovery, though trust is shifting. About 40% of optimizers discover products through influencer posts or social media ads, but only 1 in 20 cite social media as their most trusted source. Friends and family are the most common source of discovery, while medical professionals are the most trusted. Around 75% say they choose brands based on proven efficacy and scientific validation.
An Expanded Definition of Beauty
As optimizers engage with beauty differently than the average beauty consumer, brands and retailers should rethink how they attract this growing segment.
"Traditional beauty still anchors the category, but the definition is expanding," said Pierre Dupreelle, a BCG managing director and senior partner, and global beauty sector leader. "Rather than rely on a few hero products, consumers are layering solutions across aesthetics, performance, and longevity categories to get the results they want. Brands need to pay attention to this shift as these consumers signal where beauty is going next."
