Fashion and cosmetics are fascinating worlds that converge in multiple trends, as they share consumers, data, and materials. Over the last decade, both industries have shown sustained growth, driven by digitalization, the globalization of trends, and an increasingly informed and demanding consumer.
The global fashion market has evolved toward more agile models, driven by fast fashion, e-commerce and personalization, projecting annual growth of around 5-6% by 2030. Meanwhile, the beauty market, including makeup, skincare, and personal care, remains even more dynamic, with growth rates approaching 7%, fueled by innovation in formulations, the rise of self-care, alternatives such as dupes, and the growing influence of social media and influencers.
These industries converge in dynamics that allow them to thrive. They share not only consumers but also trends, storytelling, and innovation cycles. Thus, we can see that the perfect dress requires perfect lipstick, and a delicate short skirt requires hydrated and firm legs. This reinforces the connection between these two sectors, which are consolidating as strategic allies to continue their growth and market projection.
Below, we’ll explore some of the key meeting points of these interesting sectors as opportunities to promote new launches in innovative ways, leveraging their high visibility and collaboration, moving from the general to the specific:
Seasons and collections: Who hasn’t heard of successful fashion weeks? New York, Milan, Paris, London – each is a source of inspiration that adapts color palettes, finishes, and textures into a unique look. The creativity of cosmetics takes advantage of the great runways, integrating with the sensoriality that translates the DNA of each collection into skin, lips, eyes, nails, and even hair. For example, if a famous fashion house’s collection evokes futuristic minimalism, makeup is oriented toward flawless skin, defined eyebrows, and metallic details.
Innovation and sensoriality as an experience: Just as fashion continually explores more comfortable and adaptable fabrics and finishes for any situation and environment, cosmetics translate these concepts into formulations that dress the skin: lighter, breathable, with a flawless finish, giving it a unique luminosity. At the last New York Fashion Week, the concept of “Discreet beauty, soft touch, clean look” was translated in cosmetics as a “no-makeup look,” giving way to even more lightweight SPF products, cushion foundations, and BB/CC creams with a second-skin effect, as well as hybrid skincare-makeup formulas.
Luxury and positioning: For fashion brands, cosmetics are a more accessible entry point for consumers. For cosmetics, associating themselves with fashion increases their perceived value and justifies premium prices; this is why we see many fashion brands having their own beauty division or collaborating with specialized brands, generating a commercial synergy that allows them to bring the runway experience to the consumer’s vanity. An example is how cosmetic packaging becomes designer pieces, with finishes reminiscent of the materials and textures of an evening gown or an iconic accessory. This positions the product as an object of desire, not just a functional one.
Storytelling & Lifestyle: Fashion brands convey an aspirational lifestyle that cosmetics translate into sensory experiences and care rituals. Both build a convergent storytelling that connects with consumers to reaffirm their expression. When combined, they don’t just showcase a look: they create a narrative of identity, style, and emotion reflected in every detail. Consumers seek a holistic lifestyle, where the garment is complemented by makeup that highlights their features, well-cared-for skin that prolongs their freshness, and healthy hair that reinforces their presence. The result is an amplified identity, the fruit of the synergy between fashion and cosmetics, two universes that become strategic allies to inspire, excite, and project memorable experiences.
Technology and artificial intelligence as a creative axis: In cosmetics, we see the use of artificial intelligence consolidating by 2025 in “skin cycling” (adaptive routines based on AI) and in digital 2.0 tests, such as virtual makeup trials using augmented reality and diagnosing skin or lip conditions with smart devices. In fashion, we’re also seeing the growth of virtual applications: realistic avatars, campaigns with virtual models, and AI-assisted design generate immersive images, styles, and experiences.
Emotional beauty and immersive narrative: In cosmetics, proposals such as emotional beauty (mood-based beauty) are emerging, which adjusts products according to mood, and the fusion of emotional care with sensorial cosmetics. Furthermore, brands are projected as entertainment, extending their impact beyond the product to storytelling and interactive platforms. Fashion also adopts this emotional approach, narrating identities and experiences, and embodying specific moods through aesthetics and design.
Maximalist aesthetics – from minimalism to drama: In beauty, we’re seeing a strong comeback in 2025: graphic eyeliners, futuristic metallic shadows, and intensely saturated lips replace the previous minimalist style. In fashion, maximalism is applied to voluminous garments, exaggerated textures, and statement jewelry; the runway celebrates boundless individuality.
Symbolic Aesthetics – “Aura Beauty” and Fantasy Characters: According to Pinterest, the “Aura Beauty” phenomenon reflects personal mood with vibrant monochromatic makeup. At the same time, the “Goddess Complex” aesthetic includes ethereal braids and golden manicures. In fashion, fantasy styles (“mermaid” and “doll”) and medieval references evoke mythical and nostalgic characters.
Powerful Elegance – Dangerous Glamour and Structured Outfits: The Fall/Winter 2025 collections feature sculptural power suits, knee-high boots, surrealist trends, animal prints, and XXL accessories, all within an atmosphere of “dangerous glamour.” Makeup follows this theme with natural “glowing skin,” satin finishes, and subtle metallic sparkles that delicately highlight strength.
Retro reinvention – Evolved ‘clean girl’ and reinvented nostalgia: In fashion, the “clean girl” look (minimalist, tidy) is still relevant, now with vintage touches, imperfect subtleties, and ample authenticity. In cosmetics, the style of dewy skin, without pronounced contours, and softened ’90s-inspired makeup converge in a modern, nostalgic reinterpretation.
Prêt-à-porter beauty: The interesting thing about this interaction is that we can see how a synergy is generated where fashion inspires beauty and beauty enhances fashion, generating a connection that enhances loyalty, brand value, and greater consumer aspirations. As Coco Chanel said, “Fashion and beauty are like two mirrors that reflect and magnify each other”. Along this path, fashion and beauty will not only continue to set style, but will also become drivers of innovation, science, and sustainability, and for brands that understand this, the path to differentiation and growth.
John Jimenéz
John Jiménez is currently Senior Researcher at Belcorp Colombia. He is a Pharmacist (National University of Colombia) with a Master degree in Sustainable Development (EOI Business School, Madrid) and specialization studies in Marketing, Cosmetic Science and Neuromarketing. John has 28 publications in scientific journals and a book chapter in cosmetic formulation.
Maison G de Navarre Prize (IFSCC 2004), Henry Maso Award (IFSCC 2016) and best scientific papers at Colamiqc Ecuador 2009, Colamiqc Brazil 2013 and Farmacosmética Colombia 2014. He has been a speaker at various international conferences in Europe and Latin America and was President of Accytec Bogotá from 2017–2019.
