Feminism, Sustainability, and Social Media Shaping Beauty Industry

Abstract

This study examines how feminist ideals, sustainability, and personalization shape Estonia's beauty industry's consumer behaviour and business strategies. It employs a mixed-method research design, combining semi-structured interviews with representatives from five local companies—four beauty brands and one recycling packaging partner—with a consumer questionnaire targeting women aged 21–29. The interviews explored business strategies around sustainability, feminist marketing, and personalization, while the consumer questionnaire integrated textual and pictorial data to capture preferences and perceptions. Key findings highlight a strong consumer preference for eco-friendly and personalized beauty products, dissatisfaction with mass-market offerings, and the significant role of minimalist, sustainable packaging in purchasing decisions. Feminist marketing campaigns celebrating diversity and body positivity resonate strongly with consumers, while technology-driven solutions like AI-enabled personalization align with demands for convenience and efficacy. Local beauty brands emphasized challenges such as balancing sustainability with scalability and addressing gaps in inclusivity and transparency. This study underscores the potential for innovation aligning with consumer values, offering actionable insights into navigating the dynamic beauty industry landscape. Future research should explore cross-cultural variations and the expanding role of technology in personalization and social media-driven marketing.