Fragmentation is changing not only what consumers buy, but how they buy it.
Today's purchasing journey often begins on social media, continues through influencer recommendations, product reviews and brand websites, before moving into physical retail, marketplaces or mobile apps.
Rather than following a linear path, consumers now move seamlessly between digital and physical channels.
Global retailers such as Sephora have responded by creating integrated omnichannel experiences that connect digital discovery, loyalty programmes, AI-powered recommendations and in-store expertise into a single customer journey.
For brands, consistency across every consumer touchpoint has become just as important as the product itself.
"As international beauty markets continue to evolve, exhibitors are increasingly looking for insights that help them anticipate where consumer demand is heading next," says Ramchandani. "That exchange of knowledge is one of the reasons Beautyworld Dubai has become such an important meeting place for the global industry."