What criteria truly distinguish a fleeting beauty trend from a fundamental movement when shopping online this season? Between the regulatory obligations that now govern the promotion of cosmetics, the multiplying sales formats, and the evolving consumer expectations towards simplified routines, the landscape of online beauty shopping deserves to be analyzed from a factual perspective.
Online beauty regulation: what changes for cosmetic shopping
Before discussing makeup or skincare trends, it is essential to assess the impact of the legal framework on the shopping experience. The law of June 9, 2023, on commercial influence, supplemented by the ordinance of November 6, 2024, mandates explicit mentions on all sponsored content: “advertisement,” “commercial collaboration,” or equivalent. The DGCCRF and ARPP ensure enhanced oversight.
For consumers, this means that product recommendations seen on social media or marketplaces must now clearly display their commercial nature. An Instagram post or a TikTok video promoting a serum without mentioning the partnership violates the law.
On the sellers’ side, no prior administrative authorization is required to open a cosmetic e-commerce in France, but Regulation (EC) No. 1223/2009 remains the mandatory foundation. Brands creating their own products must compile a Product Information File, designate a Responsible Person, and notify each reference on the CPNP portal before sale. Registration goes through the INPI’s Single Window.
Browsing the entire Beauty Chic online offering, one can see that this regulatory transparency is beginning to structure how products are presented and compared by specialized platforms.
Makeup and skincare trends: comparative table of the season’s movements
Rather than listing dozens of micro-trends, let’s focus the analysis on the axes that truly structure online beauty purchases this season.
| Trend | Category | Purchase Logic | Estimated Durability |
|---|---|---|---|
| Minimalist makeup (“less is more”) | Makeup | Fewer references, budget concentrated on versatile basics | Fundamental movement |
| Chrome nails and metallic textures | Manicure | Purchase of specific accessories and polishes, frequent renewal | Seasonal |
| Targeted active ingredient facial care (niacinamide, retinol) | Skincare | Reasoned purchase, loyalty to a brand or active ingredient | Fundamental movement |
| Natural hairstyles and textured cuts | Hair | Suitable styling products, sulfate-free shampoos | Fundamental movement |
| AI-generated visuals for beauty promotion | Marketing | Indirect impact on consumer trust | In progress |
The “less is more” movement dominates the purchase logic. Consumers are reducing the number of products in their routine and favoring versatile formulas. In contrast, manicure trends (chrome, elaborate nail art) remain impulsive purchases with a short cycle.
Fake reviews and AI visuals: the pitfalls of online beauty shopping
The DGCCRF now requires the removal of fake reviews and clear labeling of sponsored content on beauty sites and marketplaces. This tightening modifies how trends are evaluated online.
A product displaying hundreds of five-star reviews without any negative comments should raise red flags. Compliant platforms indicate reviews verified by a purchase and separate spontaneous feedback from solicited reviews.
The other point of vigilance concerns AI-generated visuals. More and more brands are using AI-created images for their beauty campaigns. The question of labeling these visuals arises directly: a consumer purchasing a foundation based on an unrealistic skin rendering produced by AI risks disappointment upon receipt.
- Check if the platform distinguishes certified reviews from unverified reviews before trusting product ratings
- Look for mentions like “image generated by AI” or “non-contractual visual” on product sheets, indicating seller compliance
- Prefer sites that display the complete composition (INCI list) directly on the product page, in accordance with European regulation
Organic cosmetics and targeted actives: where the beauty market is headed
The shift towards simplified routines does not imply a disinterest in the quality of formulations. On the contrary, online buyers are becoming more demanding regarding ingredient traceability and the presence of documented actives.
Organic makeup is gaining ground, supported by ranges that combine certification and performance. Consumers compare labels (Cosmos Organic, Ecocert, Nature & Progrès) and verify that the “organic” label covers the majority of ingredients and not just a marginal plant extract.
For skincare, the trend towards targeted actives like retinol or niacinamide structures purchases. Product sheets that detail the concentration of the main active and its mechanism of action generate more conversions than those that remain vague about the formulation.
Wellness and non-medical aesthetic care: a sector under pressure
Online beauty shopping is no longer limited to products. Wellness services (naturopathy, non-medical aesthetic care) are facing a regulatory tightening that redefines permitted practices. Platforms offering online booking for treatments must verify the qualifications of listed practitioners.
This evolution pushes consumers to cross-reference sources before booking a treatment via an app or specialized site. The trend towards “self-care” remains strong, but it comes with a demand for transparency regarding the professional’s qualifications.
- Check that the practitioner displays their certifications or diplomas on the booking platform
- Distinguish aesthetic treatments (permitted without medical diploma) from medical acts disguised as wellness services
- Consult reviews on multiple platforms to cross-check feedback
The online beauty market this season is characterized less by spectacular product novelties than by a transformation of purchasing conditions. The regulation on commercial influence, the control of fake reviews, and the emergence of AI visuals profoundly modify how trends are presented, evaluated, and purchased. The best-equipped consumer remains the one who reads legal mentions as much as swatches.