From Wellbeing to Addiction: The Influence of Inclusive Beauty Brands on People With Physical Disabilities

ABSTRACT Many industries today acknowledge the unique needs of consumers with physical disabilities. The beauty industry, in particular, has been developing new offerings to cater to this specific market. This study aims to examine the effects of using inclusive beauty products on the psychological wellbeing of people with physical disabilities as well as on brand addiction. The study follows an exploratory qualitative approach. Data were collected from 215 online reviews and in‐depth interviews with 24 consumers with different types of physical disability alongside 14 beauty and marketing experts. The study reveals that psychological wellbeing is the primary motivation for consumers with physical disabilities to use beauty products. However, over time, a strong emotional connection with these brands can form, potentially leading to addictive behaviors. To avoid brand addiction that could harm their emotional and financial wellbeing, beauty companies need to gain deeper insights into their customers, particularly those in vulnerable groups, and focus on creating effective marketing and advertising strategies to raise awareness among them. This research closely aligns with Sustainable Development Goal 10, which aims to create a more inclusive and equitable society.