Beauty and personal care

Today’s consumers are more informed, discerning, and demanding than ever. Efficacy is the true marker of how to win consumer loyalty and trust. Beauty is also extending even further into personalised formulations, devices, and routines. Products don’t just need to work, they need to become a lifestyle, raising the bar for transparency, usability, and consistency. 

Now, insight, formulation, experience, and delivery must move together, so products earn trust over time, create a connection with the consumer, and become the ones people return to time and again. 

Why PA

Our multidisciplinary team of experts bring together strategists, designers, scientists, engineers, and technologists. What sets us apart is not just the breadth of expertise in beauty and personal care innovation, but how we apply it.

We shape ideas with the full picture in mind, from desirability and experience to technical feasibility and delivery. Reducing rework, shortening timelines, and ensuring creations stand up to enhanced consumer scrutiny. 

We partner with the beauty and personal care industry, from emerging brands to global leaders, evolve existing portfolios, and move from insight and trends to real-world solutions, delivered at scale. 

Talk to us about

Grounding beauty innovation in real consumer need

We identify where to focus, challenging assumptions and testing and prototyping ideas early. Using behavioural insights and data, we find opportunities that reflect real consumer needs and build lasting trust within technical and regulatory constraints. 

Identifying white space and translating insight into viable propositions

We turn insight into tangible solutions. From products and packaging to connected devices, services, and experiences, we shape solutions that are clear, practical, and ready to be developed, translating ideas into cosmetics innovation that can be realised.

Accelerating routes to market 

We help bring new products to market quickly and effectively. As a beauty and personal care services partner, we work across disciplines to build, test, and refine solutions in real-world conditions, ensuring they perform, meet regulatory requirements, and can scale.

Building resilient operations for growth

We help beauty and personal care brands bring new formulations, packaging, and product experiences to market faster and more efficiently. By strengthening supply chains and optimising manufacturing operations, we help brands bridge the gap between product development and the shelf.

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Featured insight

Client Story

AR is more than skin-deep in retail beauty, unlocking engagement, innovation, and sustainability

Advanced technology is enabling beauty companies to deliver new consumer experiences.

Views from our beauty and personal care experts

Elise McNamara, Human insight and innovation expert, PA Consulting

Even if your product and experience are strong, if consumers don’t feel a genuine connection to your brand, they’ll go elsewhere.”

Rhea Patten Global Beauty Care Lead

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The future belongs to those who can decode emerging generational desires and translate them into bold, future-facing product strategies.”

Elise McNamara Human insight and innovation

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We look at challenging and complex briefs from multiple perspectives to unlock new thinking. Furthermore, deploying these in tandem adds pace and rigour to our packaging innovation process.”

Mike Webster Design and innovation

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The brands that thrive aren’t necessarily the biggest or the loudest, but those that prioritize real connection with their consumers; those that are able to deliver impact in their day-to-day, and in the world they inhabit.”

Chris Fosdick Head of US

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