Personalization is less of a trend and more of an innate human desire. Was there ever a time when a consumer would choose a mass-produced product over a personalized offering if all things (especially price) were equal? The personalization “trend” has been around as long as the beauty industry and now technology is finally making it possible. Today, consumers are bombarded daily by new products, brands, and ideas, which makes the customer journey more complex than ever and the promise of personalization more powerful. Harnessing the full potential of analytics-driven personalization at scale will drive growth and provide a competitive edge. Not all personalization is created the same. We’ll explore the personalization continuum, the brands and technology driving the trend and its role in the future of beauty.