Cape Town
English
Rubab researches beauty and fashion in sub-Saharan Africa. She works closely with a network of in country-analysts and trade contacts to ensure the accurate representation of data and analysis in this region. She also authors strategic content on beauty and fashion for additional regional insight.
Rubab has a keen interest in understanding the multicultural beauty market, and how inclusivity and diversity offer growth opportunities to businesses. Prior to her career at Euromonitor, Rubab worked in the finance industry for three years, where she focussed on North American and Middle Eastern markets.
World Perfumery Congress 2026 took place in Monterey, California during 22-25 June, bringing together perfumers, fragrance houses, ingredient suppliers and brands across fine and functional fragrance. Key themes included AI's role in product development, premiumisation in personal care, consumer demand for fragrance communities, and packaging innovation.
Latin America’s beauty and personal care e-commerce channel has expanded at a rapid pace, the fastest globally. While growth is beginning to moderate, one thing is clear: the strategic focus is evolving. Winning is no longer about simply building an online presence. Brands must aim for omnichannel presence, seamlessly integrating across every consumer touchpoint, from discovery to purchase, to remain relevant in an increasingly competitive landscape.
As innovation in the US vitamins and dietary supplements market becomes more selective, brands must justify value more clearly at launch. This article examines how health claims and, particularly, claim combinations serve as a key mechanism for communicating that value. Using a large SKU-level dataset, the analysis identifies which combinations are most closely associated with higher pricing, highlighting the growing importance of claim architecture in supporting premium positioning.
