Consumer insights and expert thinking.

Our community is ready for personalised beauty, they just want it to actually work. Inside: what they'd share, what they'd pay and the one thing holding back full trust in AI.

This week's check-in went straight at something every brand feels but few measure directly: how much the community actually believes what beauty brands tell them.

The skincare tool category has had an unusual journey: dismissed as gimmickry by sceptics, embraced enthusiastically by a community that found genuine results on the other side of that scepticism.

This week we checked in on the part of the beauty routine that gets talked about least but neglected most: feet. It turns out the community takes this more seriously than initially thought!

Beauty and Instagram have been intertwined for years, but the relationship has matured considerably. This week's survey reveals a community that is deeply embedded in Instagram as a discovery engine

This week's check-in was about how closely the community actually reads the back of the bottle. Clean beauty has become a mainstream expectation rather than a niche preference.

Travel tests a beauty routine in ways that no bathroom counter ever does. The liquids rule, the flight cabin, unfamiliar climates, limited luggage space — each one demands a different compromise.

This week's survey covers two tightly connected parts of the makeup routine: the brushes this community relies on every day, and the eyeshadow products they're reaching for to fill them.

This week we went straight at one of beauty's oldest tensions: when is it worth spending more, and when is a budget swap just as good?

Summer has a way of dismantling even the most established makeup routines. The products that perform perfectly in October can melt, slide and oxidise by noon in July

This week we asked our community about something every beauty brand quietly worries about: loyalty. Not the kind that shows up in reward programs, but the kind that decides whether someone repurchases

This week's survey explored how our community approaches tanning in all its forms — from sun habits to self-tan routines, SPF attitudes to application confidence.

Eyeshadow sits at the intersection of artistry and habit — a category that spans everything from a two-second swipe of a nude shimmer to a fully architectural evening look.

There's a reason mascara remains one of the most purchased products in colour cosmetics year after year: it does something nothing else can, and it does it in seconds.

The hands are the most visible part of the body after the face — and this community is treating them accordingly. Hand and nail care has moved well beyond a quick application of hand cream before bed.

Organic beauty is no longer a niche consideration for a small group of committed shoppers. It is a mainstream category with a highly engaged audience that buys regularly and researches carefully.

The data paints a portrait of confident, curious buyers. Powder leads texture preference, but cream, liquid and stick formats are all commanding real share, suggesting the category is fragmented.

The bathroom shelf is being upgraded. At-home skincare devices — once the preserve of professional clinics and early-adopter budgets — have crossed into the mainstream.

Foundation is the most personal product in the makeup bag. It has to match a skin tone precisely, behave through heat and movement, and adapt to skin's daily changes — all while feeling invisible

Social media has become the beauty industry's most powerful shopfloor. Our community spends time on Instagram, TikTok, and beyond — and they're not just scrolling.

Lip care is having a moment — and not just on social media. Our community has moved well beyond the single lip balm tucked in a coat pocket.

Daily makeup is one of the most intimate rituals in beauty — a private act that shapes how we meet the world. This week's survey explored the habits, products, and motivations behind everyday routines

70% of beauty consumers engage primarily with short-form video — but filters, scripts, and hard-sell tactics are driving them away. New data from the Kaidron community.

The beauty industry is in the midst of a trust revolution. Community members have made it clear: glossy brand advertising no longer holds the influence it once did.

Sampling is one of the most powerful moments in a beauty consumer's journey — a low-risk invitation to fall in love with a product before committing to a full-size purchase.