A fragmented market and a slowing media coverage

The weight of influencers continues to grow in the media performance of luxury and prestige beauty brands. According to a recent report by Launchmetrics, they are the most dynamic lever in a rapidly changing sector, where competition is intensifying at all levels.

Driven by a proliferation of brands, categories and product innovations, the world of beauty has never been so dense.

However, according to Launchmetrics' The Beauty Industry Growth Playbook study, the sector's media valuation - all segments combined - is slowing down: after a jump of +43% between 2023 and 2024, the growth of MIV (Media Impact Value), an indicator that assigns a monetary value to each post, interaction or article, is limited to +5% over the first nine months of 2025. This growth reflects a media influence that is more difficult to maintain in a saturated ecosystem.