The beauty trends of the future are winking at new-age

Beauty is becoming holistic, more democratic, and ageless, with "a more open and multi-layered approach to serve every stage and age, from Alpha to Boomer". This is confirmed by the report by Iris Ventures and WGSN, stating that the beauty sector is rapidly evolving and that people are happy to spend their money on aging well. This, in turn, becomes the goal of brands, which develop products for "healthier, happier, and more comfortable lives" and shape the trends of the future.

Slow aging and cellular skincare

The longevity economy is valued at over $22 trillion globally and presents significant opportunities for brands and investors who, thanks to advances in medical science and extended lifespans, develop products and treatments that merge beauty, wellness, and healthcare. In this quest to maintain health and a youthful appearance for as long as possible, cellular skincare will play a crucial role, focusing on biological aging by addressing root causes like anxiety, stress, poor lifestyle choices, and environmental aggressors. Consumers will favor non-surgical "touch-ups" and focus on ingredients such as peptides, collagen, and especially exosomes, natural nanomaterials that enhance product efficacy by penetrating the deeper layers of the skin. These represent the next frontier of high-performance cellular skincare, with a 206% increase in interest worldwide over the past year.

The new wellness: embracing "dolce far niente" and nutricosmetics

Thanks to younger generations, a less prescriptive and more intuitive approach to wellness is emerging, preferring self-care under personal conditions over the pursuit of perfection. The mission? Recharge, alternating "glimmers" (moments of joy or peace that help you feel better) with the use of luxurious, easy-to-use, beautiful, and useful products, and services that guarantee relaxation without guilt. Thus, the antidote to fatigue and burnout includes vacations that promote "dolce far niente" like sleep tourism, which is expected to grow by about 8% and exceed $400 billion globally between 2023 and 2028. As a result, the future wellness star will be the bed, increasingly becoming a 360° wellness zone, creating new opportunities for products and cross-category collaborations, such as between the home goods and skincare sectors. Another wellness secret according to Gen Z is nutricosmetics, a branch of cosmetics focused on physical appearance care through nutrition and the use of supplements.

Ageless beauty: Gen Alpha's preferences

The report by Iris Ventures and WGSN notes that rigid ideas about what is "age-appropriate" will become increasingly outdated, leading to the emergence of multigenerational beauty products that appeal to both Gen Alpha members and their millennial parents' values. Beauty will no longer be defined by age. Shampoos and creams will no longer be developed and purchased based on age data but to satisfy the age people feel they have. Gen Alpha will prefer gentle, safe, and simple cosmetics that promote good habits and self-esteem, while previous generations will see a surge in treatments and products for hormonal balance, improving skin, hair, and overall health. Offerings targeted at wellness during phases of the menstrual cycle, pregnancy, and menopause will also become increasingly important.

New-age beauty

The beauty world will rediscover alternative and ancient therapies and practices, such as traditional Chinese medicine or Ayurvedic medicine, but will combine them with modern science. We will come to know what the report calls the "aura economy". Practices like reiki, aura reading, astro facial, and crystal healing will gain popularity. In fact, crystals will become "an active ingredient" in formulations, applicators, and packaging. Simultaneously, there will be a boom in demand for hyper-personalized treatments, immersive wellness experiences, multisensory therapies, and products, starting with perfumes, that engage touch, taste, smell, sight, sound, and the sixth sense, intuition.