By 2030, society will be built around individual and collective pleasure. And in times of uncertainty, by bravely choosing optimism, consumers will begin to recognize that the ultimate activism is enjoyment itself.

To support consumers in their quest for hope and wellness, addressing the following key points will create a distinct bifurcation between essential and non-essential beauty:

• Emotional, mental and physical well-being benefits
• Scientific, provable claims
• Rituals that fit lifestyles