Beauty means looking healthy

Over the years, Euromonitor International's Voice of the Customer surveys have shown a clear and consistent evolution in the consumer perception of beauty, shifting away from traditional ideals toward a more holistic and health-focused view. As early as 2018, over half of global respondents defined beauty as “looking healthy” and associated it with hygiene, inner confidence, and being comfortable in one’s own skin. By 2022, “looking healthy” became the top perception of beauty, with a growing recognition that beauty is not solely about physical appearance and that it must reflect individual needs. This sentiment strengthened further in 2023 and 2024, as “longevity” emerged as the new language of wellness, signaling a consumer desire to look and feel good for as long as possible. By 2025, half of global consumers now define beauty explicitly as “looking healthy,” cementing this long-term shift toward health and wellness as the core of modern beauty standards.

read it here: https://www.euromonitor.com/insights/health-beauty