Beauty's 'Optimizers' research with AI: what cosmetics brands should change
BCG and WWD size a US segment of about 15 million 'Optimizers' who spend around $3,000 a year across beauty, aesthetics and longevity, and about 75% of whom used AI for research last month. Brands must be findable and credible in that research.
BCG and Women's Wear Daily surveyed about 5,000 US adults in April 2026 (State of Beauty 2026). 'Optimizers', who used products or services in all three of traditional beauty, aesthetic procedures and performance and longevity over 12 months, are about 6% of US adults, roughly 15 million people, spending around $3,000 a year across the ecosystem.
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Cardan-AI Intelligence
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