Alongside clinical beauty, artificial intelligence is rapidly changing how consumers interact with beauty brands.
AI is already influencing product development, trend forecasting, diagnostics, retail engagement and personalised recommendations.
Technology platforms such as Perfect Corp. have become influential through AI-powered skin analysis, virtual try-on tools and digital diagnostics that help consumers make more informed purchasing decisions.
Meanwhile, Proven Skincare has built its business model around machine learning and personalised skincare recommendations, tailoring routines according to lifestyle, geography, environment and skin concerns.
According to McDougall, the next phase of beauty innovation will be defined by hyper-personalisation.
"Over the next five years, AI-driven personalised beauty concepts are expected to become the norm, spanning skin analysis, product recommendations and retail integrations such as smart mirrors."
Recent developments such as L'Oréal's Cell BioPrint technology suggest how predictive skin diagnostics and biomarker analysis may move beauty closer to preventative skincare and longevity science.
Personalisation improves relevance, strengthens engagement and increases loyalty, helping consumers build deeper connections with brands.
However, McDougall also warns that trust must evolve alongside technology.
"Consumer appetite for biometric-led customisation is real, but transparency, responsible data use and ethical governance will be essential to sustaining trust."
Beauty is increasingly behaving like a technology-enabled service rather than a traditional product category.