EP106: The Future of Beauty: K-Beauty, Viral Fragrances, and the TikTok Effect

This podcast episode of Future Shop features WSL’s Wendy Liebmann and Elia Auchane as they recap their recent trip to Cosmoprof North America in Miami. Together, they explore the shifting landscape of the beauty industry, questioning if the sector is “tapped out” while identifying the viral trends, from K-Beauty to Middle Eastern fragrances, that are currently dominating the global market. Through the lens of retail curation and the “toyification” of beauty, they break down how social media and community building have replaced traditional marketing as the primary engines of growth.

 

Episode Highlights 

• The Clash of Worlds: Why the “sleepy,” clinical minimalism of K-Beauty and the “glossy,” over-the-top opulence of Middle Eastern fragrances dominated the show floor. 
• The TikTok Feed Come to Life: How trade shows have evolved into live content sets for influencers and social media brands. 
• Fragrance Wardrobing: The shift from having a “signature scent” to collecting affordable, viral fragrances based on mood.
• Retail as Curator: Why small-footprint, discovery-focused environments like airport shops are becoming the gold standard for beauty retail.
• Beyond the Desk: The importance of Retail Safaris® and physical immersion to understand where the competition is actually spending.

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