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Electroencephalography-based neural indicators of texture preference for cosmetic formulations
Hye-Ran Cheon1,2, Gusang Kwon3, Youngkyung Kim3
1Department of Electronics and Information Engineering, Korea University, Sejong, Republic of Korea.
Frontiers in Neuroscience
|November 14, 2025
Summary
Brain activity measured using electroencephalography (EEG) can predict cosmetic preferences. Specific brainwave patterns in sensorimotor areas correlate with how much people like cosmetic textures, showing texture sensation
Area of Science:
- Neuroscience
- Cosmetic Science
- Sensory Science
Background:
- Subjective preferences for cosmetic products are crucial for consumer choice.
- Understanding the neural basis of these preferences can inform product development.
Purpose of the Study:
- To investigate the correlation between subjective cosmetic preferences and brain activity.
- To explore the role of tactile sensation in shaping user choice for cosmetic formulations.
Main Methods:
- Electroencephalography (EEG) was used to record brain activity in 29 participants.
- Participants applied three positive and one negative cosmetic formulation to their forearms.
- Questionnaires assessed subjective preference scores for each formulation.
Main Results:
- The negative formulation received significantly lower preference scores than positive ones.
- Significant correlations between EEG data and preferences were found in delta and alpha frequency bands.
- These correlations were strongest in sensorimotor areas linked to tactile processing and emotional regulation.
Conclusions:
- EEG data holds potential for predicting cosmetic preferences.
- Texture sensation plays a critical role in determining user choice for cosmetics.
- Neuroscientific approaches can offer insights into sensory product evaluation.
