How beauty and brands are evolving in the Ozempic era

Beauty and fashion have always evolved with time, intrinsically linked, with fashion extending self-expression and beauty providing the foundation. Concepts of beauty have constantly shifted, shaped by historical and cultural forces. From the symmetry of ancient Egypt to Greek athleticism, from Christian modesty to the rubenesque visions of the Renaissance, these ideals have been influenced by a range of factors.

Colonialism introduced notions of whiteness, while androgyny emerged in response to changing gender dynamics after the Great War. In the post-World War II era, there was a return to femininity and domesticity, alongside economic growth. The following decades saw countercultural movements, the rise of consumerism in the 1980s, and a backlash against excess in the early 2000s, which brought about the waif look. Today, global influencers are pushing for inclusivity and diversity in beauty standards.

At present, there’s a tug-of-war between influential figures and those they influence. Historically, prominent personalities have driven shifts in ideals, but with increased access to platforms, the balance of power has shifted. The female body, in particular, remains under constant scrutiny, with trends—whether for thin lips, thick lips, small breasts, or large buttocks—rising and falling. Meanwhile, the ideals for facial beauty—youthfulness, symmetry, and sharpness (nose, jaw, cheeks)—remain fairly consistent, even as other aspects, like lip fullness, fluctuate.

The trickle-down effect of trends is pervasive, with supply often dictating demand. The visibility and availability of products, from Vitamin C serums to crop tops, influence the trends that dominate platforms. Independent cultural influencers continue to shape conversations, setting standards with their creativity, style, and aspirational qualities.

However, the motivation behind the pursuit of beauty has evolved. Personal identity now drives the choice of which ideals to adopt. These phases are malleable but increasingly reflect drastic, even extreme, actions taken to shape one’s body. Terms like ‘fixation’ and ‘obsession’ frequently describe the motivations behind these actions.

Unmet needs, insecurity, and vulnerability play a major role in propelling individuals along this journey, alongside the desire to achieve a specific physical form and gain favourable recognition of their appearance. Progress through these stages is driven by both internal beliefs and external societal expectations of what the body should be. Control over one’s body equates to agency, a need that advancements in bio-physiology increasingly fulfil. Alteration and transformation, often drastic, have become the norm in the pursuit of long-lasting changes.

In recent years, the acceptance of such changes has grown. Gone are the days when only hard work and effort were required to achieve “authentic” results. In today’s era of hyper-efficiency, quick results are now the expectation. There is a growing willingness for permanent changes, such as breast enhancements, reductions, and arm lifts, where long-lasting outcomes are desired. The aim is no longer the authentic self, but the ultimate ideal.

A new challenge is the expectation of permanent impact, which often remains elusive. Medications like Ozempic are highly effective at suppressing hunger, while gastric sleeve surgeries reduce stomach size. Botox relaxes muscles—but all of these interventions require ongoing maintenance. These short-term solutions demand sustained effort long after the initial treatment.

This creates a cycle of satisfaction and dissatisfaction that ebbs and flows over time. Desires are often externally driven, tied to what is visible and appreciated. The focus has shifted from how beauty is achieved to the simple fact that it has been attained.

This shift opens up opportunities for more extreme interventions to be adopted by risk-tolerant consumers. The long-term effects may be unclear, but the demand is evident. In fact, even negative impacts may soon become aspirational for certain body types, reflecting the ever-changing concept of beauty. Medications like Ozempic and Mounjaro provide dramatic results, satisfying the cravings of consumers. Their popularity is built on visible outcomes, making them trusted solutions in an otherwise complex landscape.

Digital marketing, amplified by social media and celebrity endorsements, plays a significant role in promoting these products. Their visibility on platforms frequented by consumers struggling with body image anxieties has made a notable impact. Ozempic exemplifies the explosive potential of a well-defined product meeting a long-standing need. After years of diet pills, quick weight-loss fads, and invasive surgeries, the market was ready. Despite its intensity, demand for the product remains high, with consumers willing to risk the consequences in exchange for the results it promises.

Feelings of shame around weight and body size often make consumers who have engaged in extreme efforts prime targets for these solutions. Ozempic’s effects last only while it’s being consumed, securing long-term retention of users and encouraging habitual dependence. Brands and marketers must take note: When a product’s popularity is based on strong efficacy, consumer expectations shift dramatically. Product marketing will increasingly target achievable goals for the broadest audience, reinforcing confidence in the product’s utility. Consumers, in turn, may feel both gratitude and pride for results that exceed basic expectations.

Beauty brands must also address the side effects of such products, including increased signs of ageing. Demand for stronger skin-tightening topicals and injectables is likely to rise, as well as makeup that mimics the hollowed look associated with these treatments. Individuals will continue to signal investment in their appearance while maintaining a seemingly ‘natural’ look.

The convergence of medical and beauty markets is reshaping consumer expectations. As clinically-backed products drive demand, brands must now offer more than superficial fixes. The industry is moving towards a standard where efficacy and clinical credibility are crucial, positioning beauty as an integral component of overall well-being.

As beauty standards evolve, so too does the concept of ageing, with a new focus on wellness and vitality rather than merely reversing the clock. Products must now support the idea of ageing well, promoting energy and strength at every stage of life. Marketers will need to shift the narrative from fighting age to empowering consumers to feel their best at any age, balancing the pursuit of youthfulness with a more holistic approach to beauty.

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Tanya Malik is a counselling psychologist and part of the Research and Insights team at Quantum Consumer Solutions.