The Beauty Belief Gap: Australia

The Australian beauty market has a coherence problem. Brands are investing in claims, language and trends that a significant share of the consumers they're built to serve either don't understand or actively ignore.

The Beauty Belief Gap is a new study from Ideally exploring the widening distance between what brands say and what women actually hear. We surveyed 849 Australians, with the analysis focused on the 448 women driving the majority of category spend. The findings: most have already settled into routines they're not looking to change, one in five say claims have no influence on them at all, and nearly eight in ten 18 to 24 year olds have already bought a dupe.

The report covers how women shop, what claims still cut through, what builds trust at different life stages, and how the dupe economy is quietly reshaping how a generation evaluates value. It matters for beauty and skincare brands, agencies, retailers, and anyone trying to talk to the Australian consumer without losing her at hello.

Download the report below.