Three key beauty business trends for 2025

Mintel has launched its Global Beauty and Personal Care trends for 2025 report.

The report focuses on three key beauty business trends for the year ahead. Mintel has identified themes it believes will be influential in 2025 and beyond.

The key trends are (My) Knowledge is Power, Turning the Tide and Think Slow, Move Fast.

(My) Knowledge is Power

Consumers will work smarter not harder, combining knowledge, tools and technology to achieve personalised results.

Turning the Tide

With the effect of climate change becoming more evident, brands will be expected to consider eco-ethical implications. Consumers will demand a seamless connection between ethical practices and high-performance beauty solutions.

Think Slow, Move Fast

Emphasising prevention over repair and embracing simplicity, consumers will increasingly seek comfort and emotional wellbeing. Ingredients, textures and products will evoke simpler times.

Trend #1: (My) Knowledge is Power

“As Gen Alphas (born 2010-25) reach adulthood, their comfort with AI and virtual experiences will transform the beauty industry,” said Andrew McDougall, director of beauty and personal care research, Mintel.

“AR glasses will become integral to daily routines, offering real-time guidance for makeup application. Beauty brands will begin to market products as health-focused, addressing concerns from parents and institutions over younger generations’ beauty obsessions.

“As invasive and non-invasive medical aesthetics procedures become mainstream, more products will be designed for pre- and post-procedure care.

“Consumers will take control of their routines by hacking traditional practices, embracing biotech innovations and leveraging AI for tailored, results-oriented beauty. The emphasis will be on individuality and long-term skin health.”

Trend #2: Turning the Tide

Consumers will increasingly demand products that not only deliver on performance but also prioritise environmental responsibility.

Sustainability in beauty is no longer optional; it’s a baseline expectation. As the effects of climate change become more evident, there’s growing pressure on beauty brands to create solutions that address these new realities.

Refillable packaging will continue to gain traction as a way to reduce waste while encouraging repeat purchases.

“Brands will leverage regenerative farming and sustainable fishing practices,” said McDougall. “Innovative ingredients like glycoproteins derived from lobsters will become more common, offering skin benefits while supporting marine conservation.”

The report predicts precision fermentation and vertical farming will become mainstream ways to produce bio-synthetic ingredients with minimal environmental impact.

Trend #3: Think Slow, Move Fast

In 2025, beauty will increasingly emphasise comfort and emotional wellbeing. Ingredients, textures and products will focus on sensorial experiences.

Brands will also need to adapt to the growing trends of slow living and more mindful consumption patterns. This will mean creating effective products designed for underconsumption, catering to budget-conscious consumers.

“Regenerative beauty will emerge as a key concept, blending sustainability, mental wellbeing and longevity,” said McDougall. “Brands like Acorn Labs might lead, offering services like cryo-preserving cells, allowing consumers to regenerate from within.”

To meet this demand for simplicity and comfort, brands must shifting towards ‘no-brainer’ products that are easy to understand yet highly effective.

This approach aligns with the broader desire for slow, thoughtful consumption. Beauty products must not only meet immediate needs but also contribute to long-term wellness.

A view into the future

Mintel expects that, in the next five years, consumers will willfully embrace a return to essentials. Beauty routines will focus on simplicity, sustainability and natural wellbeing.

DIY beauty will gain popularity and there will be a revival of natural ingredients, moving away from medical-grade products to pure, minimalist formulations.

Disconnect-to-reconnect retreats will become a luxury escape. Consumers will increasingly seek to immerse themselves in nature and meaningful social interactions away from the distractions of technology.

The market will increasingly values longevity connected to functionality rather than mere aesthetics, ensuring beauty routines are both deeply effective and emotionally resonant.

Instead of seeking quick fixes, consumers will look for products that offer gradual, lasting results.

Download the full report here.

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