Brand Loyalty Falling in Luxury Beauty
- The AHA Group
- May 7
- 1 min read
Last week I was asked to anchor a private beauty industry dinner on the future of experience in luxury retail. There was near-universal confidence in the room that loyalty is getting stronger. The data says the opposite.
True brand loyalty fell to 29% in 2025, a 5-point drop from 2024. Nine out of ten executives believe it is growing. Only four in ten consumers agree.
That is a delusional reality gap.
And it is not a beauty problem. It is what happens when entire categories optimize for moments and call it strategy.
I wrote up the three fault lines behind it in my most recent LinkedIn article and why they extend well beyond beauty into luxury retail more broadly.
