Winners in the race for relevance
Brands that show up in the right moment are gaining ground
As beauty consumers adjust their purchasing to their lives, a new type of winner is emerging.In the US, while haircare events overall are in decline, the Sweat & Reset space tells a different story.
Here, Cantu enters the top five most-used brands — a position it doesn't hold in any other space. Its relevance index (ix515) in Sweat & Reset shows just how strongly it resonates in this specific moment of post-workout restoration.
Mielle is even more specialised. For under-35s in the US, “strengthening” is the most important benefit in Sweat & Reset — and Mielle owns that narrative. This is the main moment where the brand shows up during the week, with usage five times higher here than in any other space.
The takeaway? Relevance requires precision. These brands are building by showing up exactly where they matter most, not everywhere, just better.
Other examples:
NYX, has mastered Night Out Glow. Their lightweight, high-performance makeup fits naturally into spaces where consumers seek to feel expressive, confident, and camera-ready. They do not market foundations and lipsticks. They market readiness — the positive energy of being seen, being vibrant, being celebrated. It is no coincidence that NYX consistently outperforms older prestige competitors among under-30s in emotional resonance studies across Europe and the US.
The Body Shop has shifted away from abstract ethical messaging towards daily fit. Their repositioning around hydration boosters, energy mists, and soothing self-care regimens plugs directly into the Lights Out spaces. They are no longer selling ‘activism.’ They are selling small, restorative victories consumers can claim each day.
In China, where the beauty landscape is rapidly shifting, seven of the top fifteen beauty brands are now domestic. Younger consumers in particular are turning to these local brands for affordability, but also for the problems they solve. They speak to lifestyle, self-confidence, and daily fit, while many competing global players continue to anchor messaging in prestige or scientific claims.
Moments for men
There is also clear potential to expand with men, through both product development and tailored messaging. As grooming routines evolve and skincare awareness grows, male consumers are becoming more active and intentional in how they engage with beauty.
