The global beauty and personal care market, valued at $557.24 billion in 2023, is undergoing a transformation as consumers demand products that prioritize both efficacy and sustainability. According to a 2024 report by Grand View Research, the sector is projected to grow at a compound annual growth rate (CAGR) of 7.7% through 2030, with clean and holistic skincare among the fastest-growing categories.
ÂMÉ Living, founded by Jen Alsehali, is part of this shift toward products that merge clinical research with holistic wellness. The company’s expansion into international markets and its product line, which includes Collagen Reform Milk and Golden Hour Peptide Therapy, reflect a larger industry movement toward clean beauty without sacrificing scientific integrity.
“Consumers are more informed than ever,” Alsehali said. “They want products that actually deliver results, and they also want transparency in how those products are made.”
From Spinal Health to Skincare: A Data-Driven Perspective
Before launching ÂMÉ Living, Alsehali gained recognition for developing a non-surgical spinal decompression protocol at the Joon Center, a method that changed treatment approaches for back pain and led to international consultations. This background in medical science informs her approach to skincare, where she applies clinical research to formulations that emphasize long-term skin health rather than short-term results.
The shift from spinal health to beauty may seem unconventional, but it follows a broader industry trend. A 2024 study by McKinsey & Company found that 64% of consumers prefer skincare that supports overall well-being rather than products focused solely on aesthetics. This preference is shaping product development strategies across the industry, with companies investing heavily in research that links skincare to internal health.
Alsehali’s transition into beauty reflects this demand. “Skin health isn’t just about what you apply topically,” she said. “It’s about understanding how internal and external factors interact over time.”
Holistic Beauty Meets Consumer Demand for Transparency
The demand for ingredient transparency is at an all-time high. A report by NielsenIQ found that 46% of consumers research ingredients before purchasing skincare products, with younger demographics leading this shift. This scrutiny has pressured brands to disclose formulations and abandon misleading claims.
ÂMÉ Living has built its brand around clear ingredient lists, scientific validation, and education. The company’s marketing steers away from exaggerated promises and instead focuses on formulations that blend dermatological science with plant-based ingredients. This aligns with industry-wide findings, with data from Euromonitor International indicating that sales of natural skincare products grew by 14% in 2023, a trend expected to continue.
While other brands have leaned into clean beauty, some have faced criticism for “greenwashing” or marketing products as natural without supporting evidence. ÂMÉ Living differentiates itself by emphasizing both ingredient integrity and clinical effectiveness.
The Business of Beauty: Growth and Market Positioning
Since launching, ÂMÉ Living has expanded its distribution channels, growing its consumer base beyond the U.S. market. Industry reports indicate that the global clean beauty sector is expected to reach $22 billion by 2024, with independent brands driving much of this growth. Smaller companies, free from legacy constraints, have been able to adapt quickly to consumer expectations, something larger corporations often struggle to do.
Despite increased competition, Alsehali sees opportunities rather than obstacles. “The beauty industry has a history of setting unrealistic standards,” she said. “We want to shift the focus to long-term health, not instant perfection.”
This long-term perspective is what industry analysts suggest will separate brands that succeed from those that falter. Consumer retention is increasingly tied to trust, with 74% of skincare buyers indicating that brand values influence their purchasing decisions, according to a 2024 Deloitte survey.
The Future of Skincare Innovation
Looking ahead, companies that integrate wellness, sustainability, and science-backed formulations will likely define the next phase of beauty industry growth. Trends such as AI-driven personalized skincare, biotech-driven ingredient development, and expanded consumer access to dermatology-grade products are already reshaping the market.
ÂMÉ Living is positioned within this evolving landscape, focusing on research-based skincare that supports both skin function and overall well-being. With clean beauty continuing its rise and consumers becoming more discerning about ingredient quality, the company’s strategy aligns with broader shifts in the industry.
While challenges remain — regulatory scrutiny on product claims and increasing competition among independent brands — companies that emphasize transparency, efficacy, and innovation will likely define the next decade of beauty. ÂMÉ Living is among those making moves that could set new industry benchmarks.
