The Wom Beauty Lab

Social media, editorial brands and creators remain the main point of reference for young Italian beauty lover consumers, while the use of Artificial Intelligence, although increasing compared to 2025, is still marginal.

These are some of the findings emerging from the survey “AI vs Human Touch: the impact of Artificial Intelligence on New Gen beauty consumption”, presented in preview at the Pambianco Beauty Summit 2026 and conducted by The Wom Beauty Lab, the permanent digital observatory developed by The Wom in collaboration with the Sylla Research Institute under the scientific supervision of Professor Furio Camillo.

The research, based on responses from 850 beauty enthusiasts aged between 14 and 35, provides an updated snapshot of the evolution of behaviours, preferences and consumption patterns among younger generations.

BETWEEN ARTIFICIAL INTELLIGENCE AND SOCIAL COMMUNICATION

Beauty information remains strongly social-first: 9 in 10 respondents say they use social media for information (72% on Instagram among 25 to 35 year olds, 52% on TikTok among 14 to 18 year olds). At the same time, openness towards Artificial Intelligence is growing: 12% say they use it to inform themselves or guide product choices, a figure that has doubled compared to 2025, but is still marginal.

WHO INFLUENCES PURCHASES: CREATORS AND EDITORIAL BRANDS

The beauty sector remains highly relational and expertise-driven, with a strong digital component: 1 in 2 respondents continues to rely on creators and editorial brands to discover new products, confirming a need for trust and credibility. Another key finding is that 9 in 10 women rely on online reviews (up 15% compared to 2025), confirming the central role of digital platforms in the decision-making process.

Brand strength continues to play a key role in purchasing decisions, with increasing loyalty: brand awareness influences choices for 4 in 5 women across the sample, regardless of age, up 6% compared to 2025. Among other rising factors, packaging is up 7% and sustainability is also up 7%, both for packaging and product.

One trend worth noting is “dupe beauty”: 4 in 10 young women look for affordable versions of viral luxury products.

HUMAN TOUCH REMAINS ESSENTIAL FOR OVER 9 IN 10 RESPONDENTS

Artificial intelligence as a beauty consultant? 7 in 10 women are open to the idea, while 3 in 10 remain sceptical.

Are AI-based virtual tools useful? 7 in 10 use them only for entertainment, not as real support in product selection.

For over 9 in 10 women (96%), AI alone is not enough to drive a purchase. Human involvement is needed to find the most suitable product, either tested “on their own skin” or reviewed by beauty editors, creators, experts and real people.

AI & REAL BEAUTY: TRANSPARENCY IS THE NUMBER ONE VALUE

Looking ahead, as AI becomes increasingly present, what will make a brand valuable for younger generations? For 6 in 10 women, the answer is values such as transparency, authenticity and unfiltered communication. For just over 4 in 10, immersive in-person experiences that allow them to touch products and interact directly with experts are key.

98% HAVE AT LEAST ONE FEAR LINKED TO AI IN BEAUTY

What are the main fears among young beauty consumers regarding an increasingly AI-driven beauty world? The top concern is emotional detachment: over 3 in 10 fear a world without the warmth of human advice and real experience. In second place is homogenisation and loss of individuality, for over 2 in 10.

BEAUTY LOVERS AND AI: FOUR CONSUMER PROFILES IDENTIFIED

From the analysis of the survey findings, 4 distinct psychographic profiles of young women can be identified in relation to their use of artificial intelligence:

27% — THE CONSCIOUS DEMANDERS: open to technology but only accept AI if transparent.

26% — THE TECH-FRIENDLY: innovation-oriented, see AI as a helpful tool.

19% — THE DETACHED: low emotional and technological engagement.

28% — THE AUTHENTIC DIGITAL-FREE: strongly focused on authenticity and sceptical towards AI.

According to the survey conducted by The Wom Beauty Lab, “AI vs Human Touch: the impact of Artificial Intelligence on New Gen beauty consumption”, the future of beauty is emerging as a blend of technology and human touch, in which younger generations seek a balance between innovation and authenticity. AI is perceived as a useful support tool, but not a substitute for human connection. Curiosity, but not total trust.

THE WOM BEAUTY LAB: THE POWER OF A PERMANENT OBSERVATORY

The Wom Beauty Lab represents a unique case in the Italian landscape. Thanks to the privileged vantage point of The Wom community (over 10 million followers in target) and the expertise of Sylla, it is able to analyse and understand in depth the tastes and preferences of Gen Z and young Millennials, offering brands and companies a compass to navigate the evolving beauty market, with a focus on new generations.

For more information: thewombeautylab.it

The Wom is the leading social magazine for Italian women, dedicated to the younger generation and focused on sharing real stories while promoting self-acceptance. It is a reference point for young women on Instagram, with a total fanbase of over 10 million followers, and reaches more than 9 million unique users per month across web and social channels (Comscore Social Incremental Reach, average of the last 3 months). The Wom Beauty is the first vertical channel dedicated to young beauty enthusiasts, offering content on skincare, make-up and haircare presented in a social media-first style.

The Wom Beauty Lab represents a unique initiative within the Italian landscape. Thanks to the privileged vantage point provided by The Wom community and the expertise of the Sylla Research Institute, it is able to analyse, explore and gain in-depth understanding of the tastes and preferences of Gen Z and young Millennials, offering institutions, organisations, brands and companies data and insights to help them navigate the growing interest in beauty among younger generations.

The Sylla Research Institute specialises in the design and delivery of market research studies. The Scientific Director of the Institute is Professor Furio Camillo.