The beauty industry is evolving beyond its traditional boundaries as more consumers combine cosmetic procedures, wellness therapies, and longevity-focused treatments with their everyday beauty routines. Driving this trend is the rise of the “beauty optimizer” — a consumer seeking a broader mix of solutions to enhance appearance, performance, and overall wellbeing. Nearly 70% of consumers are receptive to non-traditional beauty options, while around 80% believe beauty is closely connected to both mental and physical health rather than appearance alone.

This emerging optimizer segment now accounts for roughly 6% of adults in the United States, representing nearly 15 million people. On average, these consumers spent approximately $3,000 over the past year across conventional beauty products, aesthetic treatments, and longevity or wellness categories. According to industry estimates, if this group were to double in size, it could generate more than $30 billion in additional value for the beauty market.

The insights come from a new report by Boston Consulting Group and Women's Wear Daily titled Consumers Are Shaping a New Age of Optimization in Beauty. The findings are based on an April survey involving 5,000 beauty consumers across the US.

Jenny B. Fine, Editor in Chief of Beauty Inc and Executive Editor of Beauty at WWD, explained that while skin care, makeup, and hair care remain essential parts of beauty regimens, consumers are increasingly integrating cosmetic procedures, wellness products, and longevity-based solutions into their routines. She noted that today’s consumers are highly educated, strongly focused on measurable outcomes, and more open than ever to exploring multiple categories in pursuit of effectiveness, optimization, and long-term wellbeing.

The report also highlights how newer categories are strengthening engagement with traditional beauty products. Around 70% of optimizers said aesthetic treatments are now a routine part of their lifestyle, leading many to increase spending on premium or medical-grade skincare. Half of respondents also reported expanding their routines by adding more ingredients or additional skincare steps.

The growing popularity of GLP-1 medications is also reshaping beauty needs. About 30% of optimizers said they had used GLP-1 treatments within the past year. Among those experiencing side effects such as changes in facial volume, dryness, breakouts, or altered skin texture, nearly half reported upgrading to luxury or medical-grade skincare products. Additionally, almost 80% of respondents dealing with sagging or loose skin said they had increased their use of fillers, injectables, contouring treatments, laser procedures, or skin-tightening solutions.

Compared with the broader beauty market, optimizers are four times more likely to use supplements linked to longevity and anti-aging, and twice as likely to consume beauty supplements overall.

Technology is also playing a growing role in consumer research habits. Approximately 75% of optimizers reported using artificial intelligence tools within the last month to research beauty, wellness, or longevity-related topics, while 25% identified AI as their primary information source. Male optimizers, in particular, are adopting AI-driven personalization at a faster pace, with 40% using it to create customized beauty routines — a rate more than double that of women.

Although social media continues to influence product discovery, consumer trust is shifting elsewhere. Around 40% of optimizers said they discover products through influencers or social media advertising, yet very few consider social platforms their most reliable source of information. Instead, recommendations from friends and family remain the leading discovery channel, while medical professionals rank as the most trusted advisors. Roughly 75% of consumers said proven results and scientific credibility strongly influence their purchasing decisions.

Pierre Dupreelle, Managing Director and Senior Partner at BCG and the firm’s global beauty sector leader, said the beauty category is broadening significantly. Rather than depending on a small number of standout products, consumers are increasingly combining aesthetic, wellness, and longevity solutions to achieve desired results. He added that brands and retailers should closely monitor this transformation, as it reflects the future direction of the beauty industry.

Mediheal, a Korean dermacosmetic brand recognized for its research-driven, performance-focused skincare formulas and treatment staples, is expanding its presence in the U.S. market with a nationwide launch of its PDRN Collection. The products will be available in more than 1,400 Ulta Beauty locations starting February 11, 2026.

The rollout brings the brand’s well-known PDRN lineup to Ulta shoppers, including the PDRN Lifting Pad, PDRN Lifting Serum, and Rose PDRN Essential Sheet Mask. These products feature vegan PDRN sourced from rose, offering an alternative to conventional animal-based PDRN. Thanks to its smaller molecular structure, rose-derived PDRN is designed to penetrate the skin more efficiently for faster absorption.

Since its introduction in South Korea, the collection has generated strong consumer demand, gaining a reputation for delivering visible pore-refining, lifting, and skin-rejuvenating effects. This success further reinforces Mediheal’s reputation as a leading innovator in the K-beauty industry.

Following the global success of its toner pads—surpassing 32 million units sold worldwide—the brand’s partnership with Ulta Beauty aligns with growing U.S. interest in high-performance, clinically inspired skincare. By introducing its top-performing Korean formulations to a major U.S. retailer, Mediheal is accelerating its international growth and solidifying its role in next-generation skincare solutions.

A Mediheal spokesperson commented that American consumers are increasingly prioritizing proven, results-oriented skincare, particularly products that support the skin barrier and combat aging. They expressed enthusiasm about making the brand’s dermatology-backed pore-tightening and firming products widely available through Ulta Beauty’s nationwide stores.
Mediheal’s U.S. expansion follows its strong market leadership in South Korea, where it has ranked as the top-selling skincare brand at Olive Young for two consecutive years, outperforming more than 3,000 competing brands.

Click here to see Mediheal's PDRN Collection.