Influence Is Shifting From Products to Behaviors and Micro-Communities
The beauty industry is undergoing a significant reordering of influence. Power is shifting from products and celebrities to behaviors, micro-communities, and the professionals at their center. These micro-communities are small, trust-based networks of clients, creators, and local pros, where recommendations move peer-to-peer. The question beneath this shift is not just what people buy, but how and why they engage with beauty, and who they allow to shape that story.
The WiresConnect Lens: Contextual Intelligence and Identity
That shift was articulated at WiresConnect 2025, a curated conference held at the Virgin Hotel NYC, founded by Kimberly Carney of fashion-tech company The Wires. Moderator John Cafarelli, co-founder of BeautyMatter, a media and insights platform for executives, described a beauty world “moving from a world that’s built around products to a world that’s built around behaviors. It’s built around data, it’s built around identity, it’s built around contextual intelligence.” As choice accelerates, authority is awarded to whoever can help people sustain careful maintenance over time.
Social Commerce Is Collapsing Discovery, Validation, and Purchase
Social commerce leaders observed that discovery, validation, and purchase now often collapse into a single moment, with short video, live selling, creators, and AI compressing the path to purchase.
Extremity Care Becomes a New Ritual of Maintenance
This evolution seems especially apparent in hand, nail, and foot care. What began as pandemic-driven hand washing has become a new self-care ritual: night-focused hand and foot treatments with calming aromatics, adaptogen-laced balms, and multi-sensory formats to soothe both skin and psyche.
Extremity care has shifted from an afterthought to an essential part of maintenance. The rise of barrier-boosting creams, overnight masks, and at-home tools responds to needs shaped by frequent washing, dry indoor air, screen-heavy workdays, and ongoing stress.
Authenticity Over Perfection: The BeReal Effect
This behavior-first lens now reshapes how beauty is organized. Younger, digitally native consumers place authenticity above perfection. BeReal, a social app platform built around unfiltered daily snapshots, captures this expectation: less performance, more reality. Once a day, at a random time, the app prompts users to take simultaneous front- and back-camera photos with no filters or uploads from the camera roll, producing a feed of everyday, unedited life among friends.
A BeReal executive on the WiresConnect panel framed it as: “Authenticity is just really the number one thing,” noting that on the platform, “you have to come as you are… You do not filter it whatsoever.” In parallel, beauty consumers increasingly expect brands and professionals to demonstrate that same unfiltered honesty in how they formulate, recommend, and care. Personalized care for hands, nails, and feet feels more authentic than a campaign because it is visible, felt, and repeatable between maintenance appointments.
The “Beauty Intelligence Stack”: Perception, Intelligence, Action
On that same panel, Wayne Liu, Chief Growth Officer and Americas President at Perfect Corp, a beauty and fashion technology company known for its YouCam AI and AR solutions that provide virtual try-on, skin analysis, and personalization tools to brands and retailers worldwide, described a “beauty intelligence stack” with three layers: perception through computer vision that reads face, skin, and hair; intelligence via proprietary data and AI engines; and action through applications and APIs that “understand the customer as a holistic human being” rather than a one-time virtual try-on.
Tech Accelerates Choice—But Can’t Create Continuity
In social commerce, the same logic appears in problem-and-solution videos, live demos, and chat-based discovery, where consumers seek AI advice, then verify it through creators and marketplaces before they buy. Technology can accelerate choice; it cannot enforce continuity.
The Stylist’s Chair as an Offline Creator Channel
Collectively, these developments suggest that salon professionals are positioned to serve as curators of intelligent beauty ecosystems for their micro-communities, extending beyond the role of service providers. They hold experiential data that no technological system can fully replicate: real routines, areas of skin concern, and the physical manifestations of daily stress observed over time. As influence shifts from celebrities to creators and close-knit communities, the stylist’s chair has the potential to become a powerful offline creator channel, where recommendations are built on personal relationships rather than broad reach.
The Future: AI Precision + Human Care
Forward-looking beauty experiences will diagnose, personalize, and curate with technological precision, while preserving the connection, attentiveness, and care characteristic of community hubs. Behavior, community, and authenticity are emerging as the industry’s primary organizing principles.
As the sector moves away from celebrity-driven influence, the stylist’s chair may be the most trusted influencer platform—and the future of beauty will belong to brands and professionals who can unite AI-driven diagnostics and personalization with meaningful, personalized care, earning trust and setting new standards in the process.
About the Author
Jeannie Joshi is a global brand strategy and creative executive, design–tech educator, and innovation leader with a high-impact track record in integrated marketing, brand governance, cultural analysis, and strategic partnerships. More at https://jeanniejoshi.studio/