McKinsey: Beauty, redefined — how to win over both humans and algorithms in the beauty sector

By McKinsey & Company · 2026.

The email promotes a new episode of The McKinsey Podcast titled “Beauty, redefined.” It is signed by Danielle Bozarth, global leader of McKinsey's Consumer Packaged Goods practice. The episode's subtitle is “How brands can win over both humans and algorithms.”

The text argues that today's beauty routine goes beyond the classic products. It includes skincare and fragrances, but also cold plunges, snail mucin serums and K-beauty products bought through livestreams.

The most relevant point for AI is that, according to the email, some consumers already use AI agents to research products and make purchases. That is why brands must win over algorithms as well as people.

In the episode, McKinsey partners Alexis Wolfer and Sara Hudson talk with global editorial director Lucia Rahilly. They discuss McKinsey's latest “State of Beauty” research and what brands need to keep in mind to win over both humans and algorithms. The email gives no figures or specific findings from the study; it only introduces the episode's topic.

The rest of the email is promotional. It lists other podcast episodes: “The algorithm isn't the advantage–the team is,” one on trends in the food and beverage industry, one on economic mobility and one on geopolitical risk. It also invites readers to a McKinsey Live event on 12 November. There, Andy West, Whitney Zimmerman and Tim Koller will present their upcoming book, “Strategy and Value: The Four Foundations That Drive Long-Term Performance.”

For industry context, the mention points to the trend of agentic commerce, in which AI agents act on the consumer's behalf to discover and buy products. This forces brands to optimize their visibility for automated systems too. The email, however, does not develop the idea beyond raising it.