We close our final regular issue of 2024 (next month's edition is our annual supplier directory), I've begun to look ahead at the year to come. Making predictions in the beauty space can be notoriously difficult (we didn't have beauty accessories or the blush boom on our radar at this time last year), there are some clear signals as to what we can expect to see in 2025 and beyond:
- Value: Whether focused on efficacy, price point or multifunctionality, choosy shoppers are going to expect more from their products than ever before.
- Proof: Shoppers expect products to work and, increasingly, to offer clinical results and expert backing to ratify marketing claims.
- Sustainable scrutiny: As brands review the best path toward packaging sustainability, there will be more focus on packaging claims, particularly refills, monomaterial and readily recyclable credentials; at the same time, collection programs such as Pact will offer brands and shoppers a simpler way to divert material from waste streams.
- Longevity and rejuvenation: The explosion of regenerative and exosomal technologies proves that beauty's focus on biohacking the aging process has only just begun; expect to see additional launches focused on extending the beautyspan, particularly the hair and skin.
- Clinical inclusivity: A companion to the overarching elevated efficacy trend, brands providing care for underserved shoppers will be increasingly tasked with delivering proven claims; at the same time, industry research and ingredient development will need to take into account the needs of every skin and hair type, as well as life stage.
- Biotech revolution: Biotech ingredients are hardly new, but a wave of new technologies is coming to market offering not just one-to-one alternatives to conventional ingredients but also claims and functions that were previously unattainable with conventional naturals or synthetic chemistries.
- Gen X: Perhaps I'm biased, but it's clear that Gen X's aging cohort and high income make it a key beauty market driver; as this generation redefines aging, from embracing gray hair to gentle aging to sexual wellness, expect to see more brands targeting beauty and care for these shoppers.
But don't take my word for it. Check out our latest Insider Insights report (coming soon), featuring experts from packaging, ingredients, market data and more, offering insights into what's to come in beauty next year.
In the meantime, I thank you for reading, watching and listening to us this year; all of us at Global Cosmetic Industry wish you a year of peace, success and beauty.
Be well.
