Webinar: The State of Beauty 2027
Get ahead of the shifts reshaping creator marketing across Northern Europe.
Live Webinar15.00 CET | 2026 | November 4
Beauty has mastered the art of creating hype. The next challenge is turning it into lasting brand value. As indie brands move faster, creators get closer to commerce and consumers become harder to impress, the rules of beauty marketing are being rewritten. The question is: are you keeping up?
who’s on stage
JULIA ARHEDEN
Beauty Lead
SANNA ÖDMARK
CMO
In this 45-minute session, we unpack the shifts shaping creator marketing across Northern Europe – from who holds influence now to how brands build desirability when products, formulas and aesthetics can be copied overnight.
We'll unpack:
Why hype isn't enough – and how beauty brands can move from campaign moments to creator ecosystems that build attention, advocacy and purchase over time.
Who holds beauty influence now – as expertise, relatability, community and purchasing power reshape what an influential creator actually looks like.
How to build desirability in the age of dupes – when product superiority alone is no longer enough to make people choose your brand.
What changes in 2027 – where beauty marketers should invest more, what they should rethink and what they should leave behind.
