From fresh formulas to AI-powered campaigns, beauty marketing is undergoing a transformation.
C lean beauty has never been only about ingredients. It flourishes because consumers are seeking freshness—innovative products, emerging brands, and experiences that feel distinct. The clean beauty boom channels this desire for discovery, spotlighting biotech innovation, uncommon botanicals, and boutique labels that position themselves as healthier, more intelligent, and more transparent alternatives.
The Allure of Freshness
Shoppers today don’t just want what works—they want what’s next. Wellness and longevity trends have only blurred the line between beauty and health, making “clean” products feel like the natural meeting point of both. To many, clean beauty is not just skincare or makeup: it is a lifestyle purchase promising better living.
The rise of clean beauty mirrors the rise of boutique wellness. Both thrive on novelty, exclusivity, and the promise of healthier choices.
Launchmetrics Enters the Picture
Behind the scenes, the marketing engines of fashion and beauty are shifting. Launchmetrics—best known as a brand performance and marketing analytics platform—has become essential for how beauty brands measure their campaigns. Its tools help companies track earned media value (EMV), influencer impact, press reach, and the overall resonance of a launch. Now, Launchmetrics is being acquired by Lectra, the French leader in digital solutions for the fashion and apparel industries. The acquisition underscores the long-standing ties between Paris, the historic center of luxury and fashion, and the fast-evolving global beauty market. By pairing French expertise in design and craftsmanship with Launchmetrics’ analytics, the partnership is expected to strengthen capabilities in artificial intelligence and data-driven marketing, enabling beauty brands to refine their strategies in real time. Launchmetrics is most often used by the industry’s biggest players—groups like Estée Lauder, L’Oréal, and Shiseido—as well as luxury houses from Paris to New York. Smaller indie brands, by contrast, rarely invest in such platforms, relying instead on native social analytics. The result is that Launchmetrics data tends to shape the strategies of the companies with the widest reach—and in turn, the products that dominate our feeds.
If a serum goes viral, chances are Launchmetrics is tracking how, where, and why. The data doesn’t just influence brands—it shapes what ends up in your feed, and ultimately, in your shopping cart.
Launchmetrics in China
In 2020, Launchmetrics expanded into China by acquiring Parklu, a Shanghai-based platform that tracks influencer activity across WeChat, Douyin, Weibo, RED, and Bilibili. This move allows Launchmetrics to provide beauty and fashion brands with insights into Chinese influencer campaigns, offering a rare window into one of the world’s most dynamic and tightly controlled markets.
What This Means for Beauty Marketing
AI is not a futuristic add-on—it is fast becoming the backbone of marketing decisions. According to Launchmetrics, the beauty industry needs AI because consumer attention is fragmented, competitive, and increasingly influenced by micro-moments online. AI can analyze vast pools of data—from TikTok virality to editorial coverage—to help brands decide what messaging resonates, what collaborations convert, and how to optimize launches across markets.
For consumers, this means a more curated shopping journey. The ads you see, the influencers you follow, and the products that appear “new” and “essential” on your feed are all shaped by AI-driven insights. Clean beauty, once a grassroots movement, is now part of a larger marketing ecosystem that understands not just what’s clean, but what’s trending.
The Future of Beauty + AI
The clean beauty story began with ingredients, but its future may depend just as much on algorithms. As Launchmetrics integrates with Lectra’s AI and data tools, expect marketing to become sharper, faster, and more predictive. The result: a marketplace where newness is not just discovered, but engineered.
