Global beauty and personal care trends for 2025

Mintel has identified three key trends that will influence the global beauty and personal care industry in 2025 and beyond. If you can see yourself using AR glasses during your daily routine, or using skincare that can adapt to varying climate conditions, then you get the picture of what's in store in 2025 and even beyond. But that is merely the beginning, as regenerative beauty and the sustainable sourcing of ingredients are paving new paths for innovation.

In a capsule, here are the Mintel 2025 Global Beauty and Personal Care Trends:

(My) Knowledge is Power

"In 2025, consumers will no longer work hard on their beauty routines but rather work smarter, repurposing products like self-tanners as bronzers or using Vaseline for skin 'slugging', maximizing their effectiveness with minimal effort. Expect a surge in devices that offer on-the-spot analysis and results, empowering users to make informed decisions instantly. As Gen Alphas (born 2010-25) reach adulthood, their comfort with AI and virtual experiences will transform the beauty industry. AR glasses will become integral to daily routines, offering real-time guidance for makeup application. Meanwhile, beauty brands will begin to market products as health-focused, addressing concerns from parents and institutions over younger generations' beauty obsessions. As medical aesthetics (invasive and noninvasive procedures) become mainstream, products will be designed for pre- and post-procedure care, ensuring consumers achieve optimal results in a rapidly aging society.

"Consumers will take control of their routines by hacking traditional practices, embracing biotech innovations and leveraging AI for tailored, results-oriented beauty, emphasizing individuality and long-term skin health."

Turning the Tide

"Consumers are demanding products that not only deliver on performance but also prioritize environmental responsibility. The beauty industry is headed towards groundbreaking sustainability initiatives that harmonize with the Earth's natural systems. Brands will explore solutions rooted in the soil, leveraging regenerative farming and sustainable fishing practices. Innovative ingredients like glycoproteins derived from lobsters will become more common, offering high-performance benefits while supporting marine conservation.

"As precision fermentation and vertical farming become mainstream, beauty brands will adopt these technologies to produce bio-synthetic ingredients with minimal environmental impact. Future beauty products will be designed to adapt to environmental and physiological changes in real-time. Imagine skincare that adjusts to varying climate conditions or deodorants that release odour-neutralizing molecules based on body temperature. These climate-adaptive products will offer highly personalized experiences, blending technology with nature."

Think Slow, Move Fast

"In 2025, beauty will increasingly emphasize comfort and emotional well-being, much like the comfort food movement. Ingredients, textures and products will evoke simpler times, focusing on sensorial experiences that soothe and nourish. Brands will also need to adapt to the growing trend of slow living by aligning their innovation cycles with more sustainable and mindful consumption patterns. This means creating products that are not only effective but also designed for underconsumption, catering to budget-conscious consumers.

"Brands will explore the intersection of neuroscience and beauty, offering routines that evoke the tranquility of a mountain retreat or the serenity of nature through scent and texture. To build credibility, companies will highlight the efficacy of their products through scientific testing and innovative ingredients. Regenerative beauty will emerge as a key concept, blending sustainability, mental wellbeing and longevity. Brands like Acorn Labs might lead the way by offering innovative services like cryo-preserving cells, allowing consumers to regenerate their beauty from within as part of a long-term wellness strategy."

Download Mintel's report Mintel 2025 Global Beauty and Personal Care Trends