The boundary between beauty and pharma is increasingly blurred: supplements, OTC products, and dermocosmetics are driving the convergence of these two sectors. Meanwhile, retail is evolving, pharmacies are digitalizing, e-commerce is accelerating, and social commerce, with the arrival of TikTok Shop in Italy, is starting to shape new changes. Artificial intelligence is the engine behind this transformation: it personalizes products and campaigns, supports the sales force, manages dynamic content, and enhances the customer experience. In this context, brands and retailers must redefine processes, roles, and communication. At the heart of the interview are insights, data, and real case studies to interpret the future of beauty and pharma in a world of omnichannel and advanced content design.