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From elevated efficacy and pro beauty inspiration to exosomes and Gen Alpha, Mintel, McKinsey and a select group of beauty insiders from the worlds of marketing, R&D, packaging and ingredients, and consumer and market analytics have offered their predictions for key 2025 beauty trends.
Based on the responses, a clear picture has emerged of beauty’s future, one shaped by emerging technologies, increasingly educated and demanding shoppers, an embedding of sustainability concepts within every element of the industry, and select growth segments through 2028. Let’s break it down.
About Our 2025 Beauty Survey
In addition to reviewing recent reports from Mintel and McKinsey, we independently prompted a variety of leaders within the beauty industry to share their thoughts on beauty trends for 2025.
Participants in the survey were asked: “Explain one trend you think will shape beauty in the year to come; this can include anything from ingredients and claims to business/market conditions and manufacturing to consumer and product trends and beyond. And briefly tell us why you think that trend will be important for the industry.”
Here’s what our experts said.
1. Key Growth Segments: 2025-2028
Across categories, mass beauty is expected to grow 5% worldwide through 2028, while masstige will expand by 6%, McKinsey forecasts. Prestige and luxury, meanwhile, will have growth “level out” over the next four years.昊 周 at Adobe Stock
Fragrance Growth Trajectory
The firm adds, “Niche fragrances—those that appeal to ‘in the know’ consumers without relying on celebrity endorsements—are expected to be among the biggest drivers of growth within this category.”
This will encourage large beauty companies to acquire small upstart brands; however, scaling such niche players without “alienating the consumers who helped propel its early growth,” will remain a challenge.
Skin Care Growth: Volume and Price Are Up
Meanwhile, skin care sales are expected to grow 6% annually through 2028, driven by both volume and price increases; men, too, could be a decisive factor in expanding the sector, alongside Gen Alpha shoppers aging into the category.
Hair Care Growth: Skinification and Beyond
The hair sector, meanwhile, is expected to continue to benefit from the “skinification” of the category. McKinsey adds, “As for price-related growth, we anticipate price increases to be mostly tied to the development of more sophisticated, and therefore more expensive, products.”
This aligns with recent Circana data for the first half of 2024, which found a notable spike in sales for hair care priced above $25.
Makeup Growth: High Competition
Finally, makeup category growth through 2028 is expected to be led by Asia-Pacific, the Middle East and Africa. Across the sector, volume growth is anticipated, though competition is exceptionally high. Here, McKinsey nods to the rise of both skin-care-inspired makeup and sustainable and functional packaging that can help brands stand out.
Mass vs. Prestige vs. Luxury Beauty
Across categories, mass beauty is expected to grow 5% worldwide through 2028, while masstige will expand by 6%, McKinsey forecasts. Prestige and luxury, meanwhile, will have growth “level out” over the next four years.
2. Escalating Efficacy
Mintel’s report notes that today’s beauty consumers are “prioritizing functional efficacy and ingredient knowledge” amid a wider movement toward proven claims and demands that products offer multiple benefits.Rawpixel.com at Adobe StockThese consumers are being educated by influencers who demystify the inner workings of the beauty industry, including ingredients and manufacturing, turning shoppers into pro-sumers.
Armed with more knowledge, consumers will demand proven efficacy and precision from beauty products, which will require a new generation of biotech ingredients, encapsulation technologies for enhanced delivery and materials that offer aesthetic-grade benefits.
McKinsey’s report concurs that efficacy demands will drive new ingredient tech introductions: “We … anticipate that new, buzzy ingredients—neuropeptides, for example—will continue to fuel growth in skin care over the next few years.”
This efficacy focus will impact more than just topical products. Mintel argues that consumers’ awareness of the connections between skin health and gut wellness, for example, will spur a further blurring of beauty and nutrition.
That said, a “focus on ingredient safety will expand,” Mintel argues, “with consumers paying more attention to environmental factors like water and air quality.”
These concerns will make space for sustainably sourced botanicals, the trend report states, as well as bio-identical ingredients replicated via biotech practices without depleting nature.
As with all things, however, proof will be key. Mintel notes, “To build credibility, companies will highlight the efficacy of their products through scientific testing and innovative ingredients.”
“We’ll continue to see momentum for 'elevated everything' innovation across all personal care categories, especially 'elevated efficacy'—including clinically proven beauty care solutions—as consumers prioritize efficacy, 'cleanical' and science-backed products," says Jennifer King, director of marketing, cosmetic ingredients NA, Symrise.Symrise
She adds, "These buying decisions will continue to be influenced and informed by lifestyle and social media trends like the 'underconsumption trend,' which challenges consumers to be more mindful and intentional in their spending. This emphasizes focusing on high-performing, proven solutions that deliver expected results to win over savvy consumers."
3. Proactive/Preventative Beauty
Nina Esposito, marketing director of Provital USAProvital USAIn this new dynamic, shoppers will deprioritize “quick fixes” in favor of “gradual, lasting results” and preventative care.
Nina Esposito, marketing director of Provital USA, shares, “Prejuvenation, a proactive approach to skin care and beauty, focuses on preventing the signs of aging before they occur rather than simply addressing them once they appear. This trend is gaining significant traction and is expected to shape the beauty landscape well into 2025 and beyond.”
Esposito continues, “Consumers are increasingly aware of the benefits of starting skin care routines early, emphasizing prevention through products and treatments designed to maintain youthful skin. Moreover, prejuvenation encompasses a holistic mindset that integrates nutrition, hydration, sun protection, and lifestyle choices that promote overall skin health.”
Esposito concludes, “Advances in technology and data analytics also allow for personalized skin care regimens tailored to individual skin types and concerns, enhancing the effectiveness of prejuvenation strategies. The market is witnessing a surge in innovative ingredients, such as endophytes, stem cells and antioxidants, specifically targeting early signs of aging by boosting collagen production and improving skin elasticity. As brands focus on educating consumers about the importance of prejuvenation, this proactive approach fosters a sense of empowerment, allowing individuals to take control of their skin care choices.”
4. Regenerative Beauty & Exosomes
“There are different trends I see, but focusing on one, I would mention exosomes," says Christine Meier, senior digital marketing manager, Mibelle Biochemistry. "It’s a big hot topic now, and I expect more launches and innovations in this exciting field next year, may it be ingredients or finished goods. As it often happens with cosmetic trends, they come from the medical/salon side before they enter skin care and the mass market, same with exosomes.”
Christine Meier, senior digital marketing manager, Mibelle BiochemistryMibelle Biochemistry
"Exosomes are trending because they represent a significant advancement in skin health and cellular communication," says Krupa Koestline, cosmetic chemist and founder of KKT Labs. "These extracellular vesicles, which are released by cells, carry proteins, lipids and genetic material that facilitate targeted intercellular communication and delivery of functional molecules. In beauty, the realization that exosomes can deliver active ingredients directly to skin cells more efficiently than traditional topical ingredients is a game-changer. The trend has been further propelled by advancements in biotechnology and the ability to isolate and harness these vesicles in stable formulations. With increased understanding of their role in signaling pathways, growth factor regulation, and wound healing, exosomes are now seen as a novel and potent delivery system capable of modulating cellular behavior effectively, hence the spike in interest."
Krupa Koestline, cosmetic chemist and founder of KKT LabsKKT Labs
Finally, she notes, “Exosomal beauty is likely to evolve in two main directions. First, formulations will become more sophisticated as the isolation and characterization of exosomes from different cellular sources (like mesenchymal stem cells, plant cells and even yeast) improve. This will enable more targeted use for specific skin concerns. Secondly, we may see an integration of personalized skin care diagnostics with exosomal treatments, allowing formulations to be customized based on an individual’s cellular needs. Furthermore, leveraging exosomes for more efficient delivery of active compounds will likely extend beyond anti-aging to more advanced dermatological concerns like barrier repair, hair growth and pigmentation disorders. Enhanced stabilization techniques for exosomal content will also play a key role in maximizing efficacy while retaining bioactivity over time, making them a cornerstone of the next generation of regenerative beauty.”
5. Gen Alpha Beauty
Becky Stiles, head of marketing, personal care, NA, BASFBASF
Stiles adds, "The Gen Alpha skin care trend focuses on developing products and marketing strategies specifically targeted toward this young generation. This includes products that cater to their unique needs, preferences and concerns. Gen Alpha is more likely to prioritize sustainability, inclusivity and transparency in their choices, and they are more willing to experiment with new products and brands."
She concludes, "By tapping into this trend, the personal care industry can establish long-term brand loyalty, as Gen Alpha will grow up with these products and continue to use them in the future. Additionally, this trend can drive innovation in the industry as companies work to create safe, effective and environmentally friendly products that resonate with Gen Alpha consumers. One example is to formulate with biobased, sustainably sourced, non-sulfate surfactant alternatives like the alkyl polyglycosides (APGs) non-ionic surfactants to create gentle but effective sustainable products. Therefore, embracing the Gen Alpha skin care trend can help companies stay relevant, capture a new market segment, and secure future growth."
6. The Aesthetic-ization of Beauty
Expect to see rising popularity for lasers and Botox-like treatments among consumers of all ages, as well as increased openness about the use of such services.Drobot DeanMintel notes in its 2025 consumer trend report, “[T]he norms around health and beauty will see a notable shift. The use of weight-loss drugs and cosmetic surgery will become normalized. As a result, aspirations about looks and well-being will evolve.”
Expect to see rising popularity for lasers and Botox-like treatments among consumers of all ages, as well as increased openness about the use of such services.
As noted earlier, this trend will also escalate the deployment of aesthetic-grade ingredients in beauty “to deliver clinical-level results and foster consumer loyalty,” per Mintel.
These trends are already shaping major industry deals. For instance, in August 2024, CeraVe parent L’Oréal took a 10% stake in Cetaphil parent Galderma Group AG. The deal included not only an investment, but also a scientific partnership to jointly develop new products across both companies to address the signs of skin aging. For L'Oreal, the deal signaled a significant pursuit of the aesthetics market.
That same month, Crown Laboratories, Inc. and Revance Therapeutics, Inc. announced their intention to merge into a single enterprise valued $924 million. The move unites skin care and aesthetics expertise, bringing together brands such as Daxxify (toxin), the RHA Collection (filler), SkinPen (microneedling), PanOxyl (acne), Blue Lizard (sunscreen) and StriVectin (anti-aging).
This is just the beginning.
7. The Simpler, the Better
A desire for efficacy fits well with another trend: a desire for minimalist routines and multifunctional products.
This simplification of beauty addresses consumers “weary of complex, multi-step routines and the pressure to follow rigid guidelines,” per Mintel.
Simplified routines are also less stressful than complex, demanding multi-step rituals.
By paring down the consumer experience, brands can reinforce their value to choosy shoppers while ensuring beauty remains an enjoyable, anxiety-free experience.
8. Off-label Beauty
Increasingly educated consumers are also behaving in ways not anticipated by marketers and product developers.
Via social media, many shoppers are trading tips and tricks, including the use of products for “off-label,” or unanticipated, purposes.
Mintel points to the use of self-tanners as bronzers or Vaseline for skin slugging routines. These types of practices could boost the value of products in the minds of consumers.
Shoppers and influencers are infinitely creative; use of products in unintended ways could inspire new product innovation as well as novel marketing strategies for existing SKUs.
9. Reinventing Sourcing
![Jeffrey Martin, director of marketing, FP Labs at Federal Package, observes, “Consumers are demanding it [sustainability] from brands. Brands are asking for it in manufacturing. Manufacturers are looking for it in their suppliers.'](https://img.gcimagazine.com/files/base/allured/all/image/2024/10/unnamed__1_.6706e1612a75f.png?auto=format%2Ccompress&dpr=2&fit=max&q=70&w=700)
Jeffrey Martin, director of marketing, FP Labs at Federal Package, observes, “Consumers are demanding it [sustainability] from brands. Brands are asking for it in manufacturing. Manufacturers are looking for it in their suppliers."FP Labs at Federal Package
This will open up advanced agricultural practices, upcycling programs and the production of zero-waste products, Mintel argues.
As noted earlier, it promises increased use of biotech to generate safe, effective and sustainable technologies.
Jeffrey Martin, director of marketing, FP Labs at Federal Package observes, “Consumers are demanding it [sustainability] from brands. Brands are asking for it in manufacturing. Manufacturers are looking for it in their suppliers. Beauty and personal care consumers are incredibly savvy and are looking hard at ingredients, packaging and the overall mission of brands."
Martin adds, "They are demanding greater transparency in ingredient use, sustainable practices, and making sure the brands they choose align with their personal beliefs. Many brands are rising to this challenge and developing products that are more effective, environmentally friendly and safer for consumers. Similarly, manufacturers are working more closely with brands to find sustainably sourced, reliable ingredients that are pleasing to consumers.”
10. Next-level Sustainable Packaging
Alongside more ethical ingredient sourcing, the future of beauty increasingly incorporates sustainable packaging, including biodegradable materials (including cardboard tubes and refillable formats, particularly in China and Japan) and in-store recycling schemes that simplify the consumer experience, particularly for hard-to-recycle packaging components.
Some brands are even tapping home-compostable packaging, Mintel notes, though these efforts aren't yet widespread.
Aerosols’ Role in Clean Beauty
“As consumers, especially millennials, focus on cleaner products, clean beauty is experiencing tremendous growth within the global beauty market," says Vinay Menon, senior platform manager, aerosols: valves, BOV and accessories, Aptar Beauty. "Forecasters expect it to double in size between 2022 and 2028 to $14 billionc. With cleaner products, the need for the aerosol packaging to look cleaner, premium yet simple becomes key. Another advantage with aerosol is the 'to go' feature and the convenience for consumers to apply the product. Within the aerosol market, dry shampoos, face settling and all-body deodorant spray segments are already experiencing a high level of market penetration and the trend is expected to grow further especially with a huge increase in indie brands in the NA market.”
PCR vs. Refillables
Amy Pan, CEO, Epopack, says, “For 2025, I think the strongest drive will be the PCR PET. Based on a few strong regulations’ push, PCR PET became essential for some products. In the past two years, refillable packaging has been going through ups and downs and a lot of brands realized the refillable ideas are not as practical as they thought and we have seen multiple big brands opt out the refillable options. As they have experienced the complication of the refillable system, something simple and easy to be recycled will be the way to go.”
Monomaterial & Bespoke Packaging
Dana Peterson, director of marketing, ICONS Beauty Group.ICONS Beauty Group11. Customization & Personalization on the Rise
Samantha Burd, co-owner of Lady Burd CosmeticsLady Burd Cosmetics
Samantha Burd, co-owner of Lady Burd Cosmetics, says, “We are seeing the continued shift to custom formulation projects, which now take up the bulk of our time. All of our clients want to add a custom touch or a personal flair to their products, and ensure their products are unique to them! CMs will have to change their business model to accommodate this shift. For us personally, we are bringing on more chemists to accommodate the uptick in projects! We are also shifting our sales process to focus more on education around the custom formulation space, and providing infographics to aid our clients with all the information they need when pursuing custom projects."
Lorne Lucree, founder, Quiet Coyote ConsultingQuiet Coyote Consulting
Lorne Lucree, founder, Quiet Coyote Consulting, adds, “I believe we will begin to see the emergence of what I'm calling 'personalization 2.0' in 2025. Whether it's ingredients like exosomes that deliver a key performance benefit but work uniquely in each individual's skin, or utilizing the microbiome (which is unique to everyone) to drive a common performance result, or using AI tools like Perfect Corp (or others) to show customized B&A's of the consumer in real time—all of this is a different take on personalization than we've seen to date. I call that 'personalization 1.0,' which takes a 'formulated especially for you approach' but can sometimes seem gimmicky or lacks credibility with an increasingly educated consumers. I believe this new 2.0 approach can actually be scaled and nicely balance scientific credibility while being operationally sound."
"One trend that will shape the beauty industry in the year to come is the convergence of personalized beauty solutions with sustainability," says April Vignone, president of Trendsetters International, innovative product and packaging development division, Verla International, Ltd.Trendsetters International
"One trend that will shape the beauty industry in the year to come is the convergence of personalized beauty solutions with sustainability," says April Vignone, president of Trendsetters International, innovative product and packaging development division, Verla International, Ltd. "Consumers are increasingly seeking tailored products designed to fit their unique skin type, lifestyle and preferences, while also demanding eco-friendly formulations, transparent sourcing, and ethical practices. This fusion of personalization powered by AI and data analytics with a commitment to clean, sustainable beauty will be a driving force in the industry."
Vignone continues, "This trend is important because it allows brands to create highly targeted, effective products that not only enhance customer satisfaction and loyalty but also align with the growing demand for environmental responsibility. As a contract manufacturer, we are poised to support brands in this evolution—offering flexible production processes that meet the demands of personalized formulations, while also implementing sustainable practices, from sourcing ethically to offering eco-friendly packaging. Partnering with us ensures that brands can deliver on both personalization and sustainability, creating high-quality products that resonate deeply with today’s conscientious consumers.”
12. Age-agnostic Beauty
"Another shift we see gaining traction is the emergence of 'age-agnostic' beauty," says Symrise's King. "A diverse range of generations of consumers are seeking solutions for skin longevity, hair health and climate care. Recent heightened interest in beauty by Gen Alpha to boomers will see universal and targeted solutions such as collagen banking, multifunctional sun care and neuro-cosmetic solutions embraced across the age spectrum.”
13. Wellness & Neuro-driven Beauty
Jennifer Stansbury, co-founder of The Benchmarking CompanyThe Benchmarking Company
Jennifer Stansbury, co-founder of The Benchmarking Company says, “Our prediction is that neuroscience will be front and center in the development of new products and product lines through 2025. Many brands are actively engaging scientists in the product development phase to understand how specific sensorial aspects of its products can stimulate neurotransmitters such as dopamine, serotonin and endorphins to evoke specific emotions. From beauty supplements that address the gut-brain connection to skin care products that are developed using the principles of psychodermatology to signature fragrances designed to bolster one’s mood or evoke memories and emotions, neuroscience is helping brands create more meaningful and lucrative connections with consumers.”
Wellness in Every Category
Larissa Jensen, senior vice president and global beauty industry adviser at Circana, says, “One of the biggest trends that will impact the beauty industry in years to come is the rising importance of self-care."Circana
Jensen adds, "As wellness seeps into every category, beauty as a form of self-care is not going away. Consumers have reported they are incorporating skin care into their wellness routines and turning to other beauty categories like fragrance and hair styling products to make them feel good and lift their moods. Wellness has evolved and beauty is one of the rare industries that meets at the intersection of the key pillars of both physical and mental wellbeing that define it.”
Sensory & Mood-boosting Innovation
Cherie Buziak, brand strategist and marketing product designer of BeautyEdge, says, "Consumers are looking for beauty solutions that provide a sensory, mood-boosting experience. In a world where joy and light-heartedness can feel distant, beauty products that deliver emotional comfort and happiness are gaining popularity. This shift is exemplified by Givaudan’s award-winning Neuroglow, which was recognized at in-cosmetics Latin America for its mood-enhancing properties. This innovation is part of a larger trend, where beauty ingredients and products offer emotional benefits, creating a 'feel-good' factor that goes beyond skin deep."
Buziak adds, "Additionally, a wellness practice gaining attention is craniosacral therapy (CST), a gentle, light-touch therapy that releases deep tension in the body, helping to relieve pain and improve overall health. This aligns perfectly with the beauty industry’s growing focus on therapies that enhance both physical appearance and emotional well-being. CST, like many other holistic treatments, offers dual benefits—improving how people look and feel."
She concludes, “Mood-boosting, holistic approaches are becoming essential for brands looking to connect with consumers on a deeper level, addressing both their physical and emotional needs.”
Integrative Vitality
Michelle Chavez, vice president of innovation of Accupac/Cobalt LabsAccupac/Cobalt Labs
Chavez adds, "In 2025, the beauty industry will fully embrace 'integrative vitality,' a trend that seamlessly blends health, well-being, and product performance into a proactive, interconnected approach. The concept of integrative emphasizes the importance of harmonizing all aspects of well-being—from skin care to lifestyle choices—into a unified framework that supports tangible results for overall health. Beauty solutions will no longer be limited to short-term effects but will focus on long-lasting, multi-faceted benefits. 'Vitality' represents the commitment to sustaining energy and youthfulness, enhancing resilience and boosting confidence. Together, the principles of integrative vitality will appeal across generations, where self-care and product efficacy combine for multi-dimensional, meaningful and lasting results."
She adds, "This evolution goes far beyond aesthetics, offering hyper-personalized formulations designed to enhance both physical and mental well-being, creating a deeper connection between health and beauty. With advancements in cutting-edge biotechnology and real-time personalization, consumers will have access to preventative solutions that promote regeneration and balance. And as demand grows for brands that align with eco-conscious values, these innovations will lead to products that are not only effective but also environmentally responsible."
Chavez concludes, "As integrative vitality continues to shape the future of beauty and personal care, emerging solutions will empower consumers to take control of their health and beauty in unprecedented ways. Ultimately, this trend will redefine personal care as a key part of a vibrant, fulfilling life—where beauty and well-being are seamlessly intertwined resulting in high performance, personalized products that support a thriving lifestyle."
14. Beauty Shopping Realignment
Anna Mayo, vice president of NielsenIQ's beauty vertical, says, “We are in the midst of a retail realignment that is shifting the way consumers shop for beauty. E-commerce has continued to grow and 42% of beauty and personal care sales are now made online."NielsenIQ
Mayo continues, “Increasingly we see that Amazon, the #1 U.S. beauty retailer, is the first stop for shoppers looking to replenish products, benefiting from the retailer's competitive pricing and quick shipping. For discovery, TikTok Shop has become a destination for shoppers to learn about, and eventually purchase new products, and it's creating a massive need for new innovations to keep a brand top of mind with the ever important beauty creator community. Not far behind is the quick rise of Temu and Shein, who are further encouraging impulse purchasing and discovery. In the face of this e-commerce revolution, traditional beauty specialty and mass outlets are struggling to maintain the excitement in the in-store shopping experience.”
Mayo emphasizes the importance of using consumer insights to brands' advantage, adding, “Brands must really wrestle with these emerging dynamics in how consumers shop. The expectation is to meet customers where they are, which means widespread distribution availability, a consistent innovation pipeline to complement discovery, and relationships with the ever important influencer community who has become so important to marketing brands.”
15. Korean/K-Beauty: Viral Influence
Yarden Horwitz, co-founder of SpateSpate
Yarden Horwitz, co-founder of Spate, says, "K-beauty continues to be a driving force of innovation in the U.S. market, with a constant stream of popular Korean trends —i.e., TikTok-viral TirTir cushion foundation and the growing interest in Korean sunscreen on Google Search—reinforcing its influence. Viral ingredient innovations, such as snail mucin in products like COSRX and heartleaf in Anua's line, are also captivating consumers and fueling the K-beauty wave. This ongoing momentum across platforms reflects the U.S. consumer’s strong affinity for K-beauty, keeping it at the forefront of beauty trends."
FOOTNOTES
bwww.mintel.com/predictive-insights-trends/
