Each year, Cosmetorium brings together the specialists who shape the cosmetic sector, offering an exceptional opportunity to understand its evolution. Formulators, R&D teams, production experts, quality specialists, regulatory professionals, marketers, suppliers and brand representatives converge in a single venue, allowing a broad and updated view of the industry.
As we do annually, cosmeticsinMind used this setting to carry out our survey. This time, we introduced a more dynamic and interactive approach: Cosmopoly, a customised game inspired by Monopoly, created to translate strategic decisions in cosmetics into an enjoyable, accessible format.
Participants were asked one essential question as they moved across the board:
“If you had to choose your brand’s main investment, what would you prioritise?”
With over 200 professionals taking part, the results provide a highly accurate snapshot of the sector’s current investment mindset.
Survey Results: Where Industry Experts Would Allocate Their Resources
The survey was divided into three key categories aligned with our areas of expertise: Product Creation, Advice & Strategy and Regulatory Eye.
1. Product Creation
Investment priorities within product development
-
-
62% would focus on innovative, differentiating formulation
-
34% would invest in clinical, consumer or sensorial testing
-
4% would select sustainable or premium packaging
The data reveals a clear trend towards scientific evidence as a key decision-making factor. With 62% of preferences, innovative formulation emerges as the main investment choice, showing that the sector aims to build products on solid technical foundations from the outset.
Clinical testing remains highly relevant, selected by 34% of participants. This difference indicates that companies prioritise ensuring quality and efficacy during the early development phase, before moving into additional validation stages. Sustainable packaging, with 4%, is relegated to a secondary position compared to investments that have a more direct impact on product performance.
-
-
2. Advice & Strategy
Which strategic areas professionals consider most relevant
-
-
46% would invest in sustainable production or distribution technologies
-
32% would opt for certifications or storytelling
-
22% would direct resources toward AI tools
Sustainability stands out as the dominant axis, consolidating itself as a strategic criterion that extends beyond the finished product. In second place, one in three participants believes that certifications and brand storytelling remain key differentiating tools. AI, with a lower percentage, reflects a growing interest, although still in an early stage of real adoption.
3. Regulatory Eye
Top regulatory and quality priorities
-
-
-
52% would invest in automating and upgrading quality systems
-
28% would work on preventing regulatory limitations when entering new markets
-
20% would develop differentiating claims
Process automation and the optimisation of quality systems emerge as the main priority, revealing the sector’s intention to reduce internal risks and improve operational efficiency. Almost 30% would focus primarily on addressing regulatory hurdles to support international expansion. Differentiated claims are the least prioritised option, highlighting the need to strengthen regulatory foundations first.
Final Reflection: Evidence, Sustainability and Regulatory Strength as Industry Pillars
A cross-section analysis of the results reveals a clear trend: the cosmetics sector prioritises investments that reinforce technical robustness and long-term competitiveness.
Innovation in formulation stands out as the core investment pillar, followed by clinical testing.
Operational sustainability is consolidated as a strategic priority that affects processes, resources and planning.
Process optimisation and continuous quality improvement are positioned as the essential basis for scaling and growing safely.
The gap between the most and least selected options shows a coherent hierarchy: first innovate and validate, then optimise sustainably and finally differentiate.
Overall, the sector is moving towards models grounded in innovation, efficiency and responsibility, prepared to compete in an increasingly demanding market.
Would you like to discuss your brand’s strategy with us?
If you’d like to explore how we support brands through formulation, development and regulatory compliance, we would be glad to help.
Book an introductory call to discover how we can strengthen your project with a solid and efficient strategic approach. -