Discover

Beauty, Beliefs & Buying Habits – What’s shaping beauty decisions in Australia in 2025?

August 20, 2025
Datarubico

From digital-first discovery on TikTok to the enduring influence of in-store testers, women are blending old and new ways of finding products. For brands, it’s no longer enough to just be visible; they need to recognise shifting expectations around price, trust, and authenticity to stay ahead.

Our latest Beauty, Beliefs & Buying Habits study uncovers how Australian women are shaping the future of beauty in 2025, what drives their decisions and values, and how brands can connect with them more meaningfully.

Affordability and efficacy remain top of mind, but so too does confidence: while many women appreciate features of their appearance, only a small proportion say they truly feel beautiful. This emotional layer, combined with price sensitivity and the growing role of global beauty trends, is rewriting the rules of engagement for brands.

Drawing on Datarubico’s Insights Creator and Beauty Trends Social Insights Tools, we explored the forces influencing beauty behaviours across the country.

Based on a nationally representative survey of 500 women in Australia, the findings highlight clear opportunities for brands to inspire, reassure, and resonate in a highly competitive landscape.

What this means for brands

Balance digital discovery with in-store experience

Australian women still favour in-store testers and displays (52%), but TikTok is the go-to discovery channel for Gen Z (64%), more than double the national average (26%).

Lead with price, but build trust for loyalty

With 71% prioritising affordability, value dominates decision-making. Yet brand trust rises to 51% among frequent buyers, showing that price may drive the first purchase, but trust and reputation keep consumers coming back.

Empower self-driven choices with authenticity

More than half of women (53%) say they rely on their own opinion most when buying beauty products. Trial sizes, authentic reviews, and transparency provide women with the tools they need to evaluate products for themselves.

Close the emotional gap

Just 14% of women say they feel beautiful, though nearly half like some of their features. This emotional gap signals an opportunity for brands to position beauty as confidence and self-expression, using inclusive, empowering campaigns that celebrate authenticity.

Discover more key findings from our research:

Based on a nationally representative study of N=500 in Australia, conducted on Datarubico – Pureprofile’s all-in-one research platform, June 2025.

Share this infographic on your website

Also published here on business.pureprofile.com

Share this article

Discover