What key trends are driving the future of beauty?

Consumers are anticipated to embrace technology and AI tools to streamline their beauty routines.

Focusing on personalisation, sustainability, and emotional well-being are crucial to stay competitive in the evolving beauty industry, according to Mintel.

The research firm identified three key trends that will shape the global beauty and personal care industry by 2025. 

First, "(My) Knowledge is Power" predicts that consumers will embrace technology and AI tools to streamline their beauty routines, using devices like AR glasses for makeup guidance and repurposing products for multifunctional use. Gen Alpha, born between 2010 and 2025, will drive this shift toward smarter, tech-driven beauty.

Second, "Turning the Tide" highlights the growing demand for environmentally responsible beauty products. Consumers will expect brands to prioritise sustainability, using innovative ingredients like glycoproteins from lobsters and adopting eco-friendly practices like regenerative farming. 

"Consumers are demanding products that not only deliver on performance but also prioritise environmental responsibility. The beauty industry is headed towards groundbreaking sustainability initiatives that harmonise with the Earth's natural systems,” the report stated.

Additionally, climate-adaptive products, such as skincare that adjusts to weather conditions, will become popular.

Lastly, "Think Slow, Move Fast" emphasises simpler routines focused on emotional well-being. 

The report said that consumers will seek sensory-rich products that evoke nostalgia and comfort, whilst starting routines earlier in life to prioritise prevention. Neuroscience will influence beauty routines, with brands offering calming, sensorial experiences. 

Moreover, regenerative beauty, blending sustainability and wellness, will also gain traction, with companies exploring innovations like cryo-preserving cells for future beauty regeneration.