The beauty industry has long been known for its one-size-fits-all approach to skincare and makeup products. However, with the rise of hyper-personalization, that is quickly changing. Skincare enthusiasts, often fueled by the already hyper-personalized experiences seen on social media, are increasingly seeking products uniquely tailored to their individual needs—ushering in a new era where the demand for bespoke beauty solutions is reshaping the cosmetics industry. With advancements in science and technology, personalized options can now range from machine learning based algorithmic recommendation engines (1) to inclusion of DNA analysis (2). Understanding the unique anatomy and physiology of human skin is crucial in developing personalized skincare solutions. Skin phenotypes, distinguished by their genotypic traits and sensitivity to environmental stressors, show varied responses to damaging conditions, impacting drug absorption and sensitization mechanisms (3). These differences underscore the potential for personalized skincare, shaping the future of clinical and pharmacologic interventions. By examining the molecular and clinical impacts of environmental stress on different skin types, we can translate this knowledge into innovative and effective personalized skincare products.

With an endless stream of new, ‘must-have’ products flooding the skincare industry, deciphering what truly works can be challenging for consumers. Many consumers resort to a trial-and-error approach, experimenting with various products and ingredients in the hope of seeing results, but ultimately ending up with a drawer full of barely used products and a memory of disappointing experiences. This process can be costly, time-consuming, and occasionally risky. Gaining traction recently, more consumers are turning to brands that offer personalized products tailored to their specific skin needs and goals. Consumers are increasingly recognizing that one size does not fit all when it comes to skincare, and hope that personalized approaches can deliver more satisfying results.

By focusing on consumer-centric development, brands can create more effective, satisfying, and innovative personalized skincare solutions that resonate deeply with their target audience. To figure out consumers’ skin needs, most brands will use a digital tool to perform a skin assessment online. Using questionnaires and/or images, the tool will be able to gather information not only about their skin, but also about their lifestyles to generate personalized recommendations. In some applications, consumers can even upload photos of their face, such as with Klira (4). Other custom skincare brands such as Dermatica (5) and Skin + Me (6) work in a similar way. Following short online questionnaires and image uploads, the expert dermatology teams prescribe a plan and line of products. As with Klira, products contain prescription-strength ingredients that aren’t necessarily available over the counter. This personalized and prescriptive approach offers consumers a convenient, accessible, and personalized approach to addressing their skincare concerns, ultimately leading to improved skin health and confidence.

A consumer-centric approach in the personalization of skincare products plays a pivotal role in fostering consumer belief and trust in these products. By placing the consumer's needs, preferences, and concerns at the forefront of product development (or recommendation), brands demonstrate a genuine commitment to addressing individual skincare needs effectively. And perhaps even increasing consumer satisfaction. Through personalized skin assessments, and tailored product recommendations, consumers feel seen, heard, and understood, leading to a stronger emotional connection with the brand. This sense of personalized care and attention enhances consumer confidence in the efficacy and relevance of skincare products, as they perceive them as specifically tailored to their unique skin concerns. As a result, consumers are more likely to believe in the effectiveness of personalized skincare products and remain loyal to brands that prioritize their individual skincare needs.

According to Lee et al. (7) (2021), laying the groundwork with precise data on problematic skin types enables individuals to assess their skin condition accurately and tailor skincare routines accordingly. To propel the growth of the personalized cosmetics and beauty market, the initial crucial step lies in accurately diagnosing one's skin condition. In the pursuit of personalized skincare, leveraging AI-based digital skin analysis systems can revolutionize skincare services. New AI skin diagnosis solutions use live camera technology to scan the user's face and identify skin issues like pores, wrinkles, pigmentation, and redness in real time. These solutions also offer a photo mode that overlays skin conditions with AR technology, providing consumers with interactive skincare recommendations. By employing advanced visual computing technology, these AI algorithms enhance image quality and accuracy. This improved AI skin diagnosis can be applied in offline stores, online platforms, and mobile apps, streamlining personalized skincare recommendations across various channels. By accurately diagnosing skin conditions and tailoring care programs accordingly, we can address the unique skincare needs of this demographic, promoting healthy aging and enhancing their overall well-being.

Personalization is not just for helping a consumer find the right product, but also in communicating with the consumer. Recent research sheds light on the profound impact of online personalized advertising on the purchase behavior of Swedish women for high-end beauty and skincare products. As online shopping continues to surge in popularity, particularly in Sweden and its beauty market, understanding the motivations driving consumer behavior has become paramount for brands. Andersson et al. (8)), conducted qualitative interviews with 19 Swedish women (18-35 years old), examining how personalized advertising influences purchase decisions and uncovers the underlying values guiding consumer choices. The findings reveal that consumers prioritize empathy and hedonic values, with security being a pivotal consideration, especially when shopping online. Moreover, exposure to personalized ads added dimensions of being well-respected and self-respect to the motivations behind purchasing high-end beauty and skincare products online. This research underscores the significance of tailoring advertising strategies to align with consumer values and preferences, ultimately enhancing the effectiveness of personalized approaches in meeting individual needs and fostering consumer belief in products.

As the beauty industry embraces tailored solutions to meet individual needs, it is essential to navigate these aspects thoughtfully to ensure the success and acceptance of personalized skincare among consumers.

Navigating the personalized skincare market poses challenges, notably the higher price point associated with tailored products compared to generic alternatives. While these personalized solutions boast targeted treatment and enhanced effectiveness, their cost can be a barrier for many consumers. Research indicates a growing consumer willingness to invest in customized cosmetic products, according to Forrester (9), 77% of consumers chose, or were willing to pay more for, a brand that offered a personalized customer experience. In today's fiercely competitive market landscape, personalization has transitioned from a luxury to a consumer expectation, representing a fundamental aspect of consumer decision-making in the beauty industry. To foster inclusivity and expand accessibility, industry stakeholders must embark on concerted efforts to explore innovative pricing models, streamline production processes, and leverage economies of scale. By addressing affordability concerns, personalized skincare can reach a wider audience, unlocking its full potential to cater to diverse skincare needs.

A paramount concern surrounding personalized skincare is the collection and utilization of personal data. As consumers provide sensitive information about their skin type, concerns about data privacy and security naturally arise. As the industry harnesses advancements in information acquisition and processing technologies to customize skincare solutions based on individual preferences and needs, there is a delicate balance between enhancing customer engagement and safeguarding privacy. The convergence of personalized skincare with online platforms offers vendors the opportunity to acquire valuable customer information and tailor offerings accordingly, potentially increasing switching costs for consumers (10) (11)(. However, the efficacy of these investments in online personalization may be compromised if consumers are deterred from utilizing these services due to privacy concerns. While trust in the vendor can positively influence consumer intent to use personalized services, it is imperative for vendors to understand and address the multifaceted values consumers place on enjoying various types of personalization. Striking this balance between personalization and privacy will be essential for the sustainable growth and success of personalized skincare brands in an increasingly data-driven market. It is imperative for brands to prioritize data protection measures, ensuring robust security protocols and transparent practices. By establishing trust and safeguarding consumer privacy, brands can foster a positive relationship with their audience and mitigate potential risks.

Despite the growing popularity of personalized skincare, skepticism persists regarding its effectiveness. To address these doubts and build consumer confidence, it is essential to provide tangible evidence of efficacy. Scientific studies, clinical trials, and customer testimonials play a crucial role in demonstrating the benefits of personalized skincare. While consumers express interest in tailored skincare solutions, there are apprehensions regarding the safety and quality of these products indicate a lack of confidence and trust in the personalized skincare industry. A recent study conducted among 1084 consumers sheds light on perceptions and perspectives regarding the emergence of customized cosmetics made on the spot (12). While a significant portion of respondents (57.2%) expressed a willingness to purchase customized cosmetics, concerns regarding microbiological (59.2%) and chemical safety (69.4%) were prevalent among participants. This highlights the importance of addressing consumer anxieties surrounding the safety and quality of customized cosmetics. Despite their growing popularity, there are currently no specific regulations governing customized cosmetics made on the spot globally, underscoring the need for tailored management plans and regulations. Consumers emphasized the importance of managing facilities/equipment and ensuring the safety of raw materials in the production process. By incorporating consumer feedback and addressing safety concerns, the cosmetics industry can establish a principled market for customized cosmetics and foster consumer trust in this burgeoning sector. This consumer skepticism poses a barrier to adoption and undermines the potential benefits of personalized skincare. Without adequate regulations and quality control measures in place, consumers may hesitate to fully embrace personalized skincare, fearing potential adverse effects on their skin health. By prioritizing consumer safety and satisfaction, brands can mitigate these concerns and foster greater consumer confidence in personalized skincare solutions. By presenting compelling data and real-life experiences, brands can instill trust in their products and reinforce their commitment to delivering results-driven solutions.

An individual’s skin health can be affected by sleep, alcohol and tobacco use, UV rays, dietary changes, mental stress, changes in body hydration, and cosmetics, with each person having their own journey. To maintain healthy skin, it is necessary to use appropriate cosmetics according to different skin types, but more importantly, it is necessary to accurately identify the skin condition. Caring for skin is crucial for both men and women, as it not only maintains a healthy appearance but also positively impacts emotional well-being, boosting self-esteem and overall quality of life for seniors. Given the myriad factors influencing skin aging, from environmental changes to UV exposure, personalized cosmetics play a pivotal role in effectively addressing individual skincare needs. With a deeper understanding of how the skin evolves over time and the effects of external factors, individuals can make informed choices and manage their skincare regimen to promote long-term health and vitality. Therefore, as we navigate the era of personalized cosmetics, it becomes increasingly important to prioritize skincare tailored to individual needs, especially in safeguarding against UV damage and addressing the complex dynamics of aging skin.

The future of sensory experiences in the metaverse is a tantalizing frontier poised for remarkable growth and innovation. As technology continues to advance, we can anticipate increasingly lifelike simulations of texture, scent, and other sensory elements, bringing us closer to replicating the tangible sensations of the physical world in the digital realm. Haptic feedback and scent-emitting technologies are likely to become even more sophisticated, offering a truly immersive multisensory experience. Furthermore, as metaverse personal care continues to evolve, it will further blur the lines between virtual and physical beauty, opening up exciting possibilities for customization, personalization, and holistic self-care. To fully embrace this transformative journey, we must stay engaged, explore, and actively participate in shaping the evolving metaverse landscape. As consumers and creators alike, our collective input and imagination will continue to drive the innovation that defines the future of sensory-rich personal care experiences in the metaverse.