Jackie Staub, vice president, retail & business strategies at L’Oréal, says the future of the beauty industry is evolving fast.
“The beauty industry is experiencing a convergence of technology, personalization, and sustainability at an unprecedented scale,” said Staub. “Consumers now expect brands to deliver not just great products but tailored, data-driven experiences that cater to their unique needs.”
Think AI-powered skin diagnostics, virtual try-ons, and hyper-personalized formulations becoming the norm.
“At the same time, sustainability and transparency remain critical, pushing brands to innovate in refillable packaging, upcycled ingredients, and responsible sourcing,” added Staub. “The challenge for brands is balancing these evolving expectations while maintaining accessibility and brand equity like never before.”
At L’Oreal, Staub spearheads commercial strategies across 15 brands, optimizing sales, profitability and market share growth across a $2 billion business. Prior to joining L’Oréal, Staub held senior leadership positions at Estée Lauder and Coty.
Brand Innovators caught up with Staub to talk about what consumers want from beauty companies, how tariffs are impacting the beauty industry and the role influencers can play in beauty marketing. This interview has been edited for length and clarity.
What do consumers want from beauty companies?
Consumers are looking for performance, personalization, and purpose. They want products that deliver results, align with their values, and offer a seamless omnichannel experience. At L’Oréal, I’ve seen firsthand how data-driven insights and AI-powered tools are helping brands provide customized solutions at scale, whether through diagnostic technology or personalized beauty recommendations. Additionally, the shift toward “conscious beauty” means brands must be authentic and transparent, from ingredient sourcing to sustainability commitments.
Can you discuss how the retail landscape is transforming and how players like Sephora and Ulta are leading the way?
Retailers like Sephora and Ulta are setting the pace for beauty retail innovation. In my work with these partners, I’ve seen a major focus on experiential retail, digital integration, and community-driven marketing. Sephora continues to lead in current edge experiences including AI-powered skin diagnostics and personalization, while Ulta has successfully leveraged loyalty, mass-luxury crossover, and immersive brand experiences. Both are expanding their footprint in new retail formats, whether through store-in-store partnerships (Sephora at Kohl’s, Ulta at Target) or enhanced e-commerce personalization. For brands, the key is adapting to these shifts while maintaining differentiation and exclusivity.
How will tariffs impact the beauty business?
Tariffs and supply chain volatility are prompting brands to rethink sourcing, manufacturing, and pricing strategies. Many companies, including those I’ve worked with, are diversifying supplier networks, nearshoring production, and optimizing cost efficiencies to mitigate risk. While tariffs can create price pressures, brands that focus on premiumization, innovation, and strategic partnerships can offset margin challenges and maintain consumer engagement.
What creative ways are beauty brands showing up in culture?
Beauty brands are no longer just selling products—they are shaping cultural conversations. Some of the most exciting trends I’ve seen include co-branding with fashion and entertainment, gamifying the consumer experience, and leveraging AI-generated content. Brands that embed themselves in entertainment, music, and emerging platforms like gaming and virtual worlds are driving deeper engagement. For example, interactive retail experiences, limited-edition celebrity collaborations, and cause-driven campaigns are resonating with younger consumers who see beauty as an extension of self-expression.
What role can influencers play in beauty marketing and is it worth it?
Influencers remain a critical driver of consumer trust and discovery, but the landscape has evolved. In my experience, the most effective partnerships are now with credible experts, micro- and nano-influencers, and long-term brand ambassadors rather than one-off sponsorships. Consumers value authentic, education-driven content, whether it’s a makeup artist sharing techniques or a dermatologist explaining skincare science. Brands that prioritize storytelling, authenticity, and niche expertise are seeing the highest return on influencer investment.
Where do you see the category going this year?
Beauty will continue its expansion into wellness, technology, and sustainability. We’re seeing a major focus on skin health, functional beauty, and AI-driven personalization, alongside a growing demand for new ingredients and clean formulations. At the same time, the role of retail is shifting—brands need to master both immersive physical experiences and hyper-personalized digital journeys. As a leader in luxury and prestige beauty, I’m excited about the continued evolution of consumer engagement, from next-gen AI-powered beauty consultations to sustainable product innovations that align with today’s values-driven consumer.
