Purposeful beauty: Why Hong Kong consumers are choosing more with less

The latest findings from 2026 Beauty Newsletter reveal a notable shift in beauty behaviour among Hong Kong women. Across skincare, haircare and cosmetics, consumers are simplifying routines, becoming more selective with spending, and demanding greater value from every purchase.

What we're seeing is not a decline in beauty engagement. Instead, it's the rise of what OMD calls "purposeful beauty": a more deliberate approach where consumers prioritise effectiveness over excess.

Moving beyond beauty maximalism

OMD's Beauty & Personal Care Report shows consumers are moving away from complex, multi-step routines and focusing on a smaller number of products that deliver meaningful results. Hydration has become the foundation of skincare across age groups, while multifunctional products are gaining appeal across both skincare and cosmetics.

The shift reflects a broader change in mindset. Consumers are no longer asking, "What's new?" They're asking, "What's worth keeping?"

For brands, the opportunity lies not in encouraging consumers to add more products, but in helping them simplify their routines without compromising results.

Consumers are spending smarter

One of the clearest findings in the report is the move towards more considered purchasing behaviour. Consumers are increasingly waiting until products are used up before switching brands, while overall skincare spending has softened versus the previous year.

This signals a growing focus on utility, value and trust.

Consumers remain highly invested in beauty, but they are becoming more disciplined about where they spend. Brands that can clearly demonstrate efficacy, transparency and long-term value will be best positioned to retain loyalty.

Discovery is more fragmented than ever

The beauty discovery journey continues to evolve rapidly. OMD's research shows consumers increasingly turning to platforms such as YouTube, Instagram, Xiaohongshu, TikTok and Threads for inspiration and product discovery. At the same time, online communities, peer recommendations and AI-powered tools are playing a growing role in influencing purchase decisions.

This means influence is no longer concentrated in one platform or one voice.

Consumers are validating decisions across multiple touchpoints before committing to a purchase, making consistency and credibility more important than ever.

One trend, four different generations

While simplification is emerging across the market, it looks different for each generation.

Younger consumers are streamlining routines while relying heavily on social platforms and communities for inspiration. Middle-aged consumers remain highly engaged across skincare, haircare and beauty treatments, while older consumers continue to demonstrate strong loyalty and sustained investment in beauty.

The common thread is that consumers are becoming more intentional in their beauty choices, regardless of age.

What this means for brands

The findings from OMD's Beauty & Personal Care Report point to three priorities for marketers:

• Solidify their product proposition and enhance their value justification.
• Lead with proof, transparency, and efficacy.
• Build influence across communities, creators, and emerging AI-assisted discovery channels.
  

As beauty consumers become increasingly selective, the brands that succeed will be those that make decisions easier, build trust faster and deliver results that genuinely earn a place in consumers' daily routines.

This story was written by Teresa Ho, strategy director, OMD Hong Kong.