In today’s dynamic beauty and personal care market, consumers are seeking ‘luxury for less’, a trend which prioritises high-quality products without the price tag.​

This shift reflects a broader desire for value for money, where consumers seek premium products at an accessible price point without compromising on quality.

“Consumers are looking for more value in terms of hard claim substantiation for daily regimens from the products they buy,” says Eric Perlorca, Global Head of Marketing Beauty & Personal Care at Univar Solutions.

“They are gravitating towards hair and skincare regimens that are highly personalised to their unique needs,” adds Perlorca.

This has driven a resurgence of masstige, a blend of ‘mass’ and ‘prestige’ to describe products that are considered prestigious yet attainable. Masstige products offer a middle ground, delivering the appeal of luxury brands at more affordable prices.

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