October 10, 2025

The Beauty Industry is Declining but How Do We Fix It?

Family! How are you? I haven’t been around much I know. I’ve been traveling, I’ve been goofing around in my fandoms, and I’ve just been taking it slow with beauty lately. Unfortunately, the beauty bubble has broken. Repetitive product releases, price increases, and tons of other chaos has just made it a less than magical experience lately. I know many of you feel the same way that I do. I’m trying to ease myself back into writing but almost as soon as I open a new post I end up staring blankly at it and struggle through trying to find something witty to say.

We’re entered a really interesting era in beauty. The lipstick index is being completely redesigned by zoomers and Gen Alpha. They’re out there shopping little luxuries like bag charms with lipstick being pushed to the sidelines. After years and years of double-digit growth we’re finally seeing the economic downturn in the beauty industry. Have you seen the steep loses beauty brands have reported lately? It’s pretty bad. Makeup and beauty is no longer recession-proof and the lipstick index, which has long since been the go measurement of the recession is slowly being dismantled by a new generation of consumers.

So who reported losses, who closed down, who’s still around, and who’s on the chopping block next? It’s a lot of loss lately with Coty reporting up to 6% sales decline and they have announced plans to lay off over 700 employees. Mother stepped into LV’s shoes but LVHM has a failed to see growth this year and L’Oreal posted a more reserved 3.5% growth report which is a massive fall from grace considering the double-digits we’ve seen from them in the past. Both Estee Lauder Companies and Shiseido continue to slide further and further down hill. Interestingly enough the post pandemic we saw such a spurt in skincare and self care with venture but we’re seeing a decline in that are as well!

So. what’s the problem? Value-seeking beauty lovers haven’t stopped purchasing it’s just that they may be consuming beauty on a different level now and a different demographic. You may feel beauty fatigue but those who indulge and use Tiktok as a way to consume their beauty content are of a different age and demographic. That being said, that group, isn’t necessarily propelling sales. But what will? And will beauty ever return to it’s glory days of old?

Fewer releases, more innovation, better pricing, less shrinkage, and other factors will perhaps help the beauty community to climb back up the ladder but whether or not it will actually secure it a spot in makeup lovers hearts remains to be seen.

What needs to be changed to revive your list for beauty? Do share your thoughts! I’d love to hear them!

37 Comments

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About the Muse

Isabella MuseIsabella is just an average everyday geeky girl who doesn’t blend her eyeshadow correctly, wears too much blush, and hopes she never finds her holy grail products because she likes the thrill of the chase so much. Her mission is to bring you super honest reviews on makeup, skincare, fragrance and all things beauty. She’s in no way an expert on the topic and she sure as hell isn’t a super model. But she’s passionate about makeup and is seeking like-minded individuals that like pina coladas, getting caught in the rain, and ones that enjoy spending hundreds of dollars at Sephora without feeling buyer’s remorse. If you’re that person feel free to reach out and leave a comment or follow me on Facebook, Instagram, Twitter, and Bloglovin‘.

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Comments

  • Glenda

    I was wondering about this in reference to all the new drops at Ulta. Your take?

    • Isabella Muse

      Holiday wise or other wise? Ulta is in direct competition with Sephora at this point. There is no ifs ends or butts in terms of revenue.

      • Glenda

        I mean in general. They have added so many new brands, particularly k-beauty. Their new product page has over 3000 additions. I don’t think they do third seller like Target and Walmart so it feels like a vote of confidence in the market, no?

      • Eraser

        I’m old enough to remember when the beauty industry was much smaller than it is today. Way before the internet. Fewer brands and fewer products, yet it was still making crazy profits. Ulta and Sephora didn’t exist so if you wanted a luxury product, you went to a department store – and there were many of those around before the Macy’s – May merger destroyed them. The discount stores were much smaller and Walmart hadn’t gobbled up that sector yet. Drugstores were a lot more diverse too, since the big chains hadn’t forced out all the independent pharmacies and small regional chains.

        In short, there was less stuff and fewer places to get it, but there was more competition and better service. At the risk of sounding old and sentimental, I think it was better back then.

        What we’re seeing now is a correction to a severely overblown industry that’s come to rely on constant change to grab the attention of new consumers. It can shrink significantly and still be a multi-million dollar generator, just as it was 50+ years ago.

    • KJH

      U seems to be concentrating on beefing up men’s especially, because there’s still growth in that sector, presumably. Before that, it was KB/AB. KB has had a resurgence, though for many of us (Isabella, notably) it never left. Muse’s Asian reviews got me there and I never left. I tried salmon and like ingredients doctor best. I really fell hard for holiday blockbusters in the past and they died, as have megapalettes. Sydney Grace still has some interesting stuff, though many Indies have also bitten the dust. Controversies like Youthforia (latest) have made us lose total trust. I’m massively offended by the blackface/lawn jockey/Minstrel show darkest foundation offering.

  • Linda

    There is nothing new under the sun, and that’s really the issue IMHO. Almost all of the excitement that existed back in the day just isn’t there. How could it be? What can we see or use that we haven’t already?

    Welcome back, for a little bit anyway! I am glad you have been traveling and enjoying life. If this blog doesn’t bring you joy then you shouldn’t feel like you have to write. But you have been missed!

  • Tetyana

    Glad to see you back, missed your blog. I agree with your assessment of the current beauty slump, however, there are definitely several interesting releases I’m going to partake in mainly because I’m curious of those brands and never tried anything by them before. The first one is Isamaya – both re-released palettes that look like kidney beans. Although the new packaging is a letdown the shadows are excellent and the colors and finishes are super innovative and interesting. The second one is Danessa Myrics the newest Lightwork palette. I never bought any of her products because of the crazy unwearable colors, such as red, orange and hot pink which I wouldn’t wear. I’m way past the point of buying a palette which contains any shades that don’t look good on me. I wouldn’t pay top dollar for a palette containing unflattering product. However, the newest release looks great. I would wear all the colors and look nice in all of them. The price is still high, but considering that I bought zero makeup this year, it’s a good purchase. I used to reach platinum and diamond status at Ulta within two months of each year. But for the last 3 years I bought nothing from the store and am not missing it. I’m also realizing that all these tiers aren’t giving me any value as a shopper, so no need to reach that anyways.
    I’m not going back to crazy beauty shopping, but will buy only a small handful of exceptional beauty releases each year.

  • Kasy

    Great to see you back again!
    Beauty was steady indicator because companies used to time their releases in a way that coincided with product use and season, versus where its hit now it seems like there’s new releases every 2-3 weeks.
    The decline in quality in the high end market is also a factor, it used to be you get what you spend, e.g. drug store vs department store vs luxury used to be 3 very distinct quality points, and that is no longer the case at all.
    Sprinkle in lack of creativity and its like why bother even trying to keep up.

  • Sarah

    I am endlessly fascinated by the business aspects of beauty! In my unprofessional opinion…I think most if not all brands have become far too focused on trying to create the next viral tiktok product which has led to an absolute glut of everything on the market. Every brand is more or less churning out the same products and there’s so little variety and innovation. I don’t really know what the solution is, though, because going viral DOES generate sales. So I get why they’re doing it…but all of the big brands need to slow their roll. Releases used to be seasonal and now it’s just 24/7 nonstop new stuff. And a lot of it isn’t even good quality.

    On a different note, one new release that I have really been enjoying is the Natasha Denona Hy Glam foundation! There are still some good releases out there. 🙂

  • genevieve

    I quite agree with your comments on the decline of the beauty industry. Here in Australia I see very few women wearing makeup. Mostly it’s lipstick, mascara and maybe foundation. Expensive skincare is out too. Our regular beauty shops here like Priceline and Chemist Warehouse often have really good sales to entice buyers. Mecca (which is so expensive and NEVER has sales) is up with Sephora and often the shops are empty except for those having a browse.
    Maybe it’s a cycle and we just have to wait till the economy improves.

  • Merideth

    I don’t think the industry has found its marketing and sales footing post-magazines. Digital, social, in-store displays – none of them have the luxurious feel of a gorgeous magazine ad.

    And I think magazine schedules drove April and October as the big months for launches, when there was anticipation and even some excitement. Now it’s random things at random times, and it all feels kind of meh.

    If I was CEO of Coty or whatever, I’d worry less about everybody being online all the time and focus more on building back those feelings, even knowing it has to be accomplished completely differently.

  • Julie

    I sometimes go to Sephora and look around and think, “Is there anything that I haven’t tried?” Sometimes the products seem so similar. And I’m using more K beauty products that I buy from Stylevana and Yes Style. I still love beauty products, but sometimes the products seem to blur together. When my niece came to visit, she asked me why I have so many pink lipsticks that are the same color! Good point. I would like more unique products.

  • Mandy

    The prices are killing me. In May, I started my first ever no-buy. I have not purchased any makeup in months. I am only allowed to buy products that I need. When I check out the MAC website, I can’t believe how much a lipstick is now. We are trying to purchase/build a larger house for our family….and I can’t justify spending that much on makeup. I think people will continue to search for budget-friendly companies if the prices keep surging.

  • Brandy

    I kind of went on a makeup buying frenzy during the beginning of Covid when I temporarily lost my job and had more time to research makeup products. I think I bought enough makeup to last me a lifetime. I’m kind of glad I did because the prices have risen so much that I’ve chosen to stop accumulating and start using up what I have. I find that new makeup releases just don’t excite me like they used to. Maybe it’s from makeup burnout during my researching and buying phase. Nowadays, I only buy things I need to replenish, and if I see a new makeup product I like, I try to find something similar in my stash. With the cost of living becoming so high now, I think the only things that would bring me back to makeup would be cheaper prices and companies not releasing a bunch of versions of the same products (ex. Lip oils, gloss, lip treatments). Makeup brands back in the day used to have their own identity too. Nowadays, they all seem the same with similar packaging and products. I don’t need another dupe. I want something new and exciting.

  • Pasty Pale Princess

    Part of what has been turning me off from makeup and beauty brands lately is the influx of celebrities on the downturn making their own brands and slapping luxury price tags on them. It just feels ick to be shelling out double or more the price for the same product to further enrich these poor, poor celebrities. The market has become oversaturated too… lack of innovation, lack of quality ingredients, brands being wildly overpriced. They are putting profits over quality and customers, and I think customers have finally started to hit their end point. The original Urban Decay palettes were velvety soft, pigmented, and long-wearing, but after they got bought out, the quality went down and the prices went up. The same story is repeated in most brands now. Shoppers are also starting to realize that they are not getting what they pay for in skincare. Looking on Etsy, one can buy a giant tub of jojoba oil, a half-liter bottle of squalane, or a tub of wonderfully scented pure organic mango butter/shea butter/vitamin E moisturizer for the same price as a tiny bottle of “jojoba oil” that is mostly silicone. Customers are tired of being sold short and are starting to expect fairness, reciprocity, and true quality in what they buy.

  • Powell

    Isabel. Your site says I have too many comments in moderation under another email address I have. So it won’t let me post.
    I haven’t indulged in make-up like I used to since before the pandemic. On Sephora I am now a 10% off Beauty Insider, instead of a VIB like I was for many, many years. I don’t even wear a full face of makeup like I used to. My main purchases are skincare, eyebrow products, and lip products. I still peruse Sephora, Ulta, Beautylish, brand websites and IG, and other beauty sources. I’m sure I’m not the only one who has changed their beauty shopping habits. But, I am sad to read the declines you stated. There’s lots of things that have changed people’s beauty shopping habits. There’s a lot going on in our world.

  • Drew

    Nothing. The lack of genuine care & thought toward quality & longevity that goes into mainstream releases has completely imbittered me. It’s all recycled content; new labels on the same products they’ve sold for decades. Any change to formula has to do with technology advancing, not the ideas behind the products. I have washed my hands entirely of the industry, shuttered my brand and quit pursuing cosmetic chemistry altogether. The more you know the harder it is to tolerate. I suggest everyone stick to buying what you literally can’t live without and say good riddance to the rest, you’ll save yourself a lot of money and time wasted pursuing material nonsense which brings fleeting bursts of false pride & worth.

  • Vikki

    To be honest I’ve noticed this for a while too! Most people I know just aren’t bothering with new anything, other than replacing things when needed – myself included. In my case it’s about space, like I just don’t have room for yet more skincare and makeup and perfume, like I haven’t used up anything I’ve already got yet, there’s nowhere to put even more! But there’s also the economy; here in the UK (England, in my case) the prices of food are going up all the time along with household bills, but our wages are not going up – in which case I buy only what I need, when I’m about to run out. The only makeup items I’ve purchased lately have been liquid eyeliner and mascara because they were running out and I wear them every day. How does this compare to the USA, in your case?

  • Anne

    I’m no longer in the target demographic for makeup marketers these days I think, so not sure there’s much value in my answer to this, but here’s my two cents anyway:

    I want less flash-in-the-pan, more quality; and, less frenetic pace of product changes (e.g., reformulations, discontinuation). I miss the days when you’d try a product (like, MJB highliners) and like it so much you buy it in multiple colors and try more of that brand’s products just to find you’ve hit a gold mine of reliable quality to use for years to come.

    I have the disposable income to buy quality, but with the way offerings have gone over last few years, I just wear less and spend less.

  • Sam

    I think you make a really great point about generational differences in approaching beauty between Gen-X/Elder Millenials compared to Zellenials/Gen-Z. I agree with what you mentioned of some of it definitely being due to a change in how beauty content is being consumed, moving away from long format of youtube and towards shorter content like tik tok, as well as a shift in beauty standards going from a more full glam makeup look to more of a natural no-makeup makeup look with more of an emphasis on skincare. But I think there is another part of this conversation that transcends generational differences and is routed more in lifespan development, how people change as they age across time. As people get older and have more and more adult responsibilities (jobs, families, homes, etc) there is a decrease in the amount of time people have to get ready. What used to be an hour or more of being able to play around with makeup to create whatever look you wanted for that day (regardless of it being high glam or a minimal makeup look) is now shrunk into a smaller 10 minute window before running to work or getting a kid dressed to get out the door, etc. The question then becomes what are people grabbing in those 10 minutes as staples to their beauty routines and the answer is definitely moving more towards minimal makeup that serves a dual purpose of skincare (think moisturizing lipgloss, suncreen with coverage, etc) and functional physical accessories to an outfit (sunglasses, bags, etc.). There is less space for matte lipsticks and heavy foundations that really need more of a complete ‘look’ in order not to look out of place or washed out. So much of the beauty industry over the last decade has definitely catered and grown their own product catalogs to fit into more of this ‘complete look’ category and are unfortunately suffering. I won’t be buying a blush and highlighter and contour if i’m not even wearing a full coverage foundation for example. So alas I think we will be seeing an implosion of lots of beauty brands in the next few years as the overall perfomance numbers get worse.

  • mary Brenner

    It sucks that you don’t post here hardly at all anymore, I used to so enjoy reading this blog

    • Isabella Muse

      Sorry Mary! Just been a bit busy enjoying life for a while! I’ll be back 🙂

  • tj

    Either prices go down or my paycheck goes up and we all know none of that is happening.

  • Kaosar

    Such a timely read—totally feel the ‘magic’ fading from launch fatigue + higher prices. One fix I’d love to see: a quarterly SKU diet where brands pause newness, extend undertone ranges in hero SKUs, and drop refill/mini value sets with transparent cost-per-ml. Retailers could help with better shade filters + ‘finish’ tags so we discover what we’ll actually use. If you could pilot just one change industry-wide for 2026—limited launch windows or a refill-first policy—which would you pick?

  • Salahuddin

    That’s an interesting point — the beauty industry is definitely going through a shift rather than a complete decline. With changing consumer preferences, people are now prioritizing authenticity, sustainability, and real results over flashy marketing. Brands that focus on transparency, eco-friendly products, and inclusivity are the ones finding new growth opportunities. It’s less about fixing the industry and more about evolving with what people truly value today. Check Out for fun during break https://drdrivingapkgame.com/

  • Brooke Jones

    You nailed it! So much of what you said here resonates with me. Also, I feel like as I have gotten older many things just don’t look great on my dry skin anymore. I am much less likely to try new things now. These days, I tend to stick to what I know works for me. I still love to try new fragrances so most of my new beauty purchases these days are fragrance samples. I really love handbags and handbag charms too and I think what used to be makeup money has been diverted to handbag money! LOL!

  • ggggg

    For a loooong time now drugstore beauty pricing has been inflating at a ridiculous rate. So ridiculous that you can go to a beauty counter, get individual service, sample the products, and get the right colors and products the first time and pay just a bit more. Even ELF, a reliable cheap cosmetic company that made no bones about the fact that they were cheap cosmetics, has now priced their foundation at $18. That’s not cheap. Can’t blame the younger kids for not wanting to spend any extra money they have on cosmetics. And the rest resents the high prices they all are charging now. I’ll shop my stash.

  • Christabel

    Products that are all hype and don’t deliver.

    Prices. The middle class is struggling. Plus drugstore brands are so much better. My fav blush is by elf and costs $3.

    Perfumes are more expensive and scents do not last. My old Chanel’s last the longest.

    Dyson. Set a benchmark for price that is still about 30% too high for what you get. I still use a round brush and blow dryer.

    Aging population has different needs that the beauty industry with its youth obsession refuses to recognize. Just switched from Josie Maran body cream to a Shea moisture and cerave that are just as good and fraction of the price.

    Love the Jones’s Road stuff but sizes are way too big. Would prefer small sizes and smaller prices.

    Don’t get me started on eye shadows. Outrageous prices.

  • suszy Q

    Double digit price increases for watered down inferior products. Sheisedo bought Laura Mercier, got rid of the iconic Tinted Moisturizer shades and variety, and jacked up the price to $50. Perfumes are in the stratosphere with doubling in price–Prada at $150 for a bottle? And if the norm is $50 for a lipstick while utilities, health insurance and food prices keep on skyrocketing, well something’s going to give. I’m pretty pissed at Bath and Body Works for not doing their annual Black Friday 3 wick candle sale. Ulta is no longer giving the 20% off everything code. Sephora hasn’t had a worthy sale since the foundations at 30% off last August. So I’m being very picky and I have extra cash, so if you’re underemployed and struggling, of course you’re going to boycott.

  • mohrme

    Interesting question. Hard to answer. I know that I am not the least interested in another “nude” blush, lip, etc. But I no longer wear super bright and interesting looks due to age. So if I had to make a guess new and fun multi-task items. I loved the jones road miracle balm and fully understood how any one with any oil in there skin, or long hair that dangles round there face would hate it. I also find myself drawn to face products that do more. So foundation, bb, cc, tint with other either a very high SPF, or skin care benefits. Same of SPF, add in skin care benefits. Again that multi task item. To be honest with how little you use some makeup items even if you you use them daily looking at you highlighter it would take me over a year of daily use to use up even one and I have two and don’t do the makeup on the daily. Same for others when it comes to eye makeup, good luck using up that pallet if you don’t use it daily and again still easy over a year of daily use.

  • Lori

    I think it has been all that you have already listed, but in addition, I think the day of the “influencer” has jumped the shark. Companies need to stop sending a bunch of free stuff to “influencers” to push. I know it pushes sales… but to a degree. It was WAY more fun back in the early 2000’s when Youtubers were just normal, everyday people sharing what they used or liked while doing tutorials. We are sick and tired of watching people get tons of free stuff with paid reviews and all the while becoming wealthy from it and continuing the fake push of products and showing off a lifestyle most of us can’t afford.

  • Brady Goodman

    Isabella! Where are you? Hope you are ok? Can’t believe we went through an entire Holiday season without one post from you 🙁 Hope all is well and Happy New Year!!! -Brady

  • Nina Katz

    I’m glad I’m not the only one that feels this way. I used to be a beauty blogger in the 2010’s and it was different somehow. I think when influencer marketing became more popular it felt like all the hard work beauty bloggers put in for real reviews and genuine thoughts just went out the window. The PR companies thought we would go along with the soundbites they gave us to hawk the latest thing but many of us like yourself would say ‘love the colour but the application is horrible’ & ‘this spray tan is great but the nozzle gets blocked up too quickly so I don’t reach for it as much as my other spray tans’ and so on. This was helpful for us and the consumer because we spend so much on our beauty goodies. But now every review from influencers is positive and changes your life. I was in the groove with The Muse because when you said something ‘sucked’ you meant it and trust was built. But of course that doesn’t sell products. So we now come full circle of influencers being the magazines (Allure anyone?) that we used to pour over in the 90’s to find out the best lip balm for travelling etc. I miss the editor page from Allure’s Linda Wells so much!!! I also think that the constant launches are exhausting. You barely have time to try the new thing you bought and then you turn your back and Urban Decay comes out with loads of new pallets before you’ve had coffee. We’d all need at least 3 heads to try everything. So I agree with you on the fewer releases and the pricing. Especially with new face washes. That shizz goes down the drain at the end of the day. Why would anyone spend $60+ on a face wash? Sorry for the rant but at least we have loads of Muse content to go through in the archives!