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For years, premium beauty dominated on story, heritage, and aesthetic appeal.But the landscape has shifted. Fast. Across Agilis Insights’ nationwide studies, a clear pattern has emerged: 72% of consumers now actively seek better value alternatives, even within traditionally premium categories.  Luxury alone no longer justifies the purchase. Increasingly, beauty shoppers are rethinking the fundamentals of what “value” means — and how they evaluate products. The Decline of Pres