As consumer expectations become more individual, personalisation has evolved from a premium feature into a mainstream commercial strategy.
Artificial intelligence now enables brands to deliver personalised recommendations, diagnostics and customised formulations at unprecedented scale.
Matthews believes AI is accelerating the industry's move beyond one-size-fits-all beauty.
"AI technology and machine learning are enabling brands to identify a much wider range of skin types, skin tones and concerns, allowing them to develop increasingly personalised beauty solutions that meet individual consumer needs."
Among the companies leading this transformation is L'Oréal, whose investment in AI-powered beauty technology through ModiFace and Lancôme has helped redefine personalised beauty experiences.
Matthews points to Lancôme's Le Teint Particulier, which uses advanced AI and colour algorithms to match consumers with one of more than 8,000 foundation shade combinations, illustrating how technology is reshaping premium retail experiences.