The Empties Economy: Premium Beauty's 37-43 Walkout

Editorial

Premium beauty's deepest cutbacks sit in its core cohort, 37-43, who are not leaving the category: they buy dupes, stretch empties, and move rituals home while skin and hair health keeps climbing the wellness agenda. Demand holds; the prestige price tier is what gets cut.

Scope

Affordability + Health · Waves 1–7

Published

At launch

A proposal from the catalog, built on commission across the live programs; it publishes as its own cut.