four key consumer trends set to impact the global beauty and personal care industry during 2021, encompassing the behavioural drivers of wellbeing, value, technology, and surroundings. Beautiful Mind: Brands have an opportunity to build normality in uncertain times through routines using products that protect, bring value, and rebuild trusting relationships. Beauty Re(Valued): As spending comes under scrutiny, product functionality and purpose will drive usage. Value will be measured in quality,