From concept to consumer: innovators shaping the personal care landscape

by Zeynep Bagwell, Head of Personal Care in the Consumer team at 42T

Innovation in the personal care sector is gravitating towards more sophisticated, intelligent solutions, spanning both manufacturing processes and consumer-end products, and even AI. 

42T's Head of Personal Care, Zeynep Bagwell, has decades of experience as a scientist and a consultant in the personal care industry.

She observes that, in a growing and evolving market, identifying and sourcing novel ingredients with improved efficacy, safety and sustainability remain a top priority for the key players in personal care.

"Historically, innovations within the sector have primarily revolved around novel ingredients, sustainable sourcing, manufacturing techniques, packaging innovations, and dispensing formulations.

However, with the extensive integration of digital solutions and AI-driven technologies across industrial landscapes, the paradigm is swiftly evolving. Consequently, innovation in the personal care sector is progressively gravitating towards more sophisticated, intelligent solutions, spanning both manufacturing processes and consumer-end products."

The role of AI in personal care

While this shift may have initially posed challenges for companies deeply rooted in chemistry, formulations, and ingredient expertise, the industry has swiftly embraced the advantages and efficiencies offered by AI-assisted systems. Today, a multitude of ingredient suppliers, product manufacturers, and distributors lean on AI-powered tools to streamline their operations, accelerate processes, and enhance the efficiency of their manufacturing lines.

For example, Marchesini SEA Vision’s A-Eye 360 lipstick inspection system aims to 'identify every possible imperfection pixel by pixel' in lipstick manufacturing using AI assisted technology.

AI can also help with production planning, intelligent inventory management and predictive analytics. For example, CARA Chat, an AI-powered ChatGPT-like solution, was developed by The Good Face to focus solely on beauty manufacturing applications, such as finding appropriate ingredients for a formulation, or highlight ingredients with allergenic concerns.

Has this understanding and demand we see in manufacturing processes already trickled down to consumer products? The demand for smart, connected products already present in the market, such as connected electric toothbrushes and AI-powered smartwatches, suggests a positive consumer response. However, despite this enthusiasm, significant barriers persist.

Digital products are now outdated

In recent years, the discontinuation of promising digital products by industry giants highlights these challenges. One notable example is P&G’s decision to wind down its smart make-up device, Opte. With a premium price point of $599, the device was P&G’s most premium product for four years after its launch.

Another example can be seen at L’Oreal. Most of the technologies displayed on their Technology Incubator website have since been discontinued.

Understanding the multifaceted reasons behind such decisions is critical. Let us explore a few potentially contributing factors:

• Limited exposure and support: High-tech beauty devices often debut at trade shows like CES, generating buzz and headlines. The challenge is translating that initial excitement into widespread commercial success. Investing significant resources into the research and development of these devices and failing to quickly bring them to market results in consumers missing out on their benefits
• Consumer scepticism: Beauty devices face scepticism due to false advertising and unmet promises. The general trend we observe in personal care is very much true for beauty devices: today’s consumer is prioritising efficacy and simplicity over other factors
• Unmet real needs: Companies may be prioritising developing technologies that are technically challenging, but which do not necessarily address consumers’ needs or concerns
• Cost: High-tech beauty devices, especially ones that are well developed and tested, tend to be premium products. There is a gap between the price point of these devices and the overall beauty marketplace

What lies ahead for the personal care industry?

Zeynep says: "The personal care industry is undergoing a transformative shift toward intelligent solutions driven by AI and digital technologies. While manufacturers and suppliers increasingly rely on AI-powered tools to enhance efficiency, consumer adoption of smart, connected products remains positive. Understanding these persisting challenges is critical for meaningful, sustained innovation in this dynamic landscape.

As innovators, we can help brands avoid future challenges by prioritising the consumer in product design, ensuring a thorough understanding of their genuine needs and preferences. To drive the adoption of personal care technologies, brands should embrace early user feedback and implement thoughtful pricing strategies. Additionally, applying best practices from adjacent industries like wearable tech, particularly in technology deployment and product longevity, will be key to long-term success.

Our team take a practical approach to assess innovative technologies and incorporate user needs into product development. We closely monitor consumer trends while anticipating and shaping future desires. Our skilled technical innovators excel at overcoming complex and challenging obstacles."

Product development and innovation expertise

At 42T, we embody these principles as a collective of deep innovators. Through strategic partnerships, we address technical challenges head-on, delivering thoughtful solutions while shaping the future of the personal care landscape.

Contact our team today to learn more about how we can support your journey towards service-oriented success. 

Read a selection of our personal care case studies  and subscribe to our consumer newsletter.

If you would like to find out more, please contact Zeynep Bagwell:

zeynep.bagwell@42T.com | +44 (0)1480 302737 | Zeynep Bagwell | LinkedIn

Zeynep has worked with top multinational companies across a wide range of sectors, particularly in consumer healthcare and personal care. She is passionate about identifying complex challenges and collaborating with people across different backgrounds to solve these challenges in a meaningful and efficient way.