Ai redesigns the future of beauty
Algorithms define personalised fragrances, skincare and shopping experience - Gen Z and Millennials are driving the transformation
arika Gervasio
The value of beauty stems from the balance between technology and creativity: on the one hand, artificial intelligence (AI) offers predictive potential, scalability and speed; on the other hand, brand authenticity, craftsmanship and emotional connection with the consumer remain indispensable. Today, AI makes it possible to extend personalisation to a broader public, once the preserve of artisanal niches, while maintaining high quality standards and reducing time and costs. This is what emerges from an analysis conducted by Bip, a multinational consultancy in digital transformation, which highlights how artificial intelligence in cosmetics is a lever capable of redesigning the entire supply chain, from research and development to the personalisation of the customer experience, and distribution.
Three different fields, but united by the integration of data, creativity and technology, capable of reducing errors and maximising precision, are the fragrance sector, where algorithms simulate the interaction between aromatic molecules and human perception, creating novel fragrances based on trends, biometric data and consumer preferences; the skincare sector, where AI enables the development of formulations calibrated to specific local environmental conditions, reducing development time and ensuring targeted and more effective products; and technology also intervenes in the customer experience, where chatbots and virtual assistants transform customer interaction, offering personalised suggestions and continuous support.
The role of technology is redefining the supply chain, but it must be read on several levels. 'There is not only disruptive technology, such as generative AI or augmented reality that allows you to test products before you buy them,' says Giovanni Cara, fashion & retail partner at Bip. 'What is often overlooked is the value of silent technology, that which improves planning, procurement, and internal communication between companies in the supply chain. Using data well means being more efficient, but also more profitable in a structural way. And this is even more crucial for the long-term success of a company.
According to industry estimates drawn up by Bip Corporate & finance strategy desk research, the cosmetics sector will continue to grow globally in the period 2024-2028: skincare remains the leading category, with a 37.5% share of the market in 2024 (+5.5% per year 2024-2028), followed by haircare (+4.9%) and fragrances, now the most dynamic segment (+7.3%). Make-up is also expanding strongly (+6.4%), driven by new consumption oriented towards natural and minimalist aesthetics.
