For brands, suppliers and retailers, the commercial implications are clear.
Scientific substantiation, ingredient innovation and intelligent personalisation are becoming powerful competitive advantages as expectations around transparency, trust and measurable performance continue to rise.
McDougall believes the industry is moving towards what Mintel describes as "confidence systems".
"The market is moving towards systems where proof, personalisation and reassurance work together to convert interest into routines. This elevates the premium value of substantiation and transparency."
As the global beauty industry prepares to gather at Beautyworld Dubai 2026, science-led beauty is rapidly moving from trend to expectation. The means that the brands and innovators that combine scientific credibility, clinical validation and personalised experiences will be best positioned to tap into global beauty growth.
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