Technology could accelerate this transformation considerably.
NielsenIQ's Saudi research reveals that 89% of consumers are aware of AI beauty assistants, while 62% are already actively using AI as part of their beauty journey.
Consumers are using these tools to validate ingredients, build routines and sense-check advice. Yet NielsenIQ also finds that human expertise remains important for reassurance.
This combination creates an intriguing new dynamic. Consumers have access to increasingly sophisticated tools with which to interrogate products, while simultaneously placing greater value on credible human expertise.
"Brands that combine innovation with credibility will be best positioned to build trust, relevance and long-term growth," says Faouri.
For retailers, this could also change the role of the beauty store and e-commerce platform. Product availability remains essential, but information, consultation, personalisation and credible guidance can increasingly become part of the value proposition.
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