The market research firm has shared three key trends that it believes will characterize the beauty and personal care market in 2025 and beyond. [1]
According to Mintel experts, in 2025 beauty consumers will: (1) focus on embracing ownership and individuality while prioritizing functional efficacy; (2) encourage the merging of climate adaptive beauty, localism and minimalism, and, finally, (3) get back-to-basics through comfort, nostalgia and slow living.
(My) Knowledge is Power
As the level of education increases across the continents, in 2025 consumers will be ready to take control of their routines by hacking traditional practices, embracing biotech innovations, and leveraging AI for tailored, results-oriented beauty, emphasising individuality and long-term skin health.
According to Mintel, consumers will work smarter (not harder) on their beauty routines, combining knowledge, tools and technology to achieve personalized solutions for superior results.
For instance, consumers may try to repurpose products like self-tanners as bronzers or using Vaseline for skin ‘slugging’, maximising their effectiveness with minimal effort.
Mintel forecasts 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,” the company highlights.
Furthermore, 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.
Turning the Tide
With the effect of climate change becoming more evident, brands will be expected to consider the eco-ethical implications of their business as consumers demand a seamless connection between ethical practices and the high-performance beauty solutions they expect.
“Brands should be asking, ‘What will motivate consumers to buy sustainable beauty products in 2025?’,” Mintel says. “Consumers are demanding products that not only deliver on performance but also prioritize environmental responsibility,” the company adds.
According to Mintel, brands will explore solutions rooted in the soil, leveraging regenerative farming and sustainable fishing practices. Innovative ingredients offering high-performance benefits while supporting environment conservation will become more common.
“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 odor-neutralizing molecules based on body temperature. These climate-adaptive products will offer highly personalized experiences, blending technology with nature,” Mintel says.
Think Slow, Move Fast
Emphasizing prevention over repair and embracing simplicity, consumers will start their ‘routines’ sooner in life, integrating nostalgic and sensory-rich experiences in pursuit of personalized skincare. This trend combines slow living principles with effective, personalized skincare, focusing on holistic wellness and emotional well-being.
“In 2025, beauty will increasingly emphasize comfort and emotional well-being. Ingredients, textures and products will evoke simpler times, focusing on sensorial experiences that soothe and nourish,” Mintel explains.
Brands will thus need to take into account new “mindful consumption” patterns by creating products that are not only effective but also designed for under-consumption, 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,” Mintel says.
Download the free report to learn more about Mintel’s 2025 Global Beauty and Personal Care Trends.
