What will be the beauty trends for 2025?

What does the universe of beauty hold for the future? Will Generation Alpha’s familiarity with artificial intelligence and virtual experiences translate into AR glasses that remind us to apply SPF or include collagen in our skincare routine? Will virtual influencers dominate social media and dictate our choices? Will serum and shampoo formulations prioritize sustainability? And will we all come to realize that beauty is closely tied to physical, mental, and emotional well-being? The international market intelligence platform Mintel has projected the beauty trends of 2025 in an effort to anticipate the possible evolutions of the sector. The study indicates that consumers and, consequently, companies are increasingly inclined toward personalized and simplified solutions that integrate high-tech with nature, personal wellness, and environmental responsibility.

Technology for a "Maximum Impact, Minimal Effort" Routine

According to Mintel, 2025 will see a shift toward smart and personalized beauty practices. Consumers will demand that brands integrate augmented reality into physical stores to enhance the shopping experience with, for example, a new generation of mirrors and virtual concierge services. The demand will also rise for products and devices that use technology to monitor health and well-being. Consumers will be increasingly drawn to biotech and AI innovations in products and treatments that provide both immediate and long-term results while addressing individual needs. Long routines will give way to a few effective high-tech steps, like under-the-skin beauty devices that provide hydration, nutrition, and protection, AR glasses that teach us real-time makeup techniques, or deodorants that release odor-neutralizing molecules in response to body temperature.

Less Water, More Attention to the Planet

As climate change impacts become more evident, there is growing pressure on beauty and personal care brands to be transparent and sustainable, moving toward new eco-ethical standards. Consumers are seeking effective, high-performance, and ethical products that not only promote personal well-being but also safeguard the planet’s health. To meet these needs, Mintel forecasts that more brands will collaborate with food and beverage companies to develop zero-waste products, biotech ingredients, and favor emerging techniques such as bio-farming and vertical agriculture. The most urgent issue to address is water consumption; according to the World Wildlife Fund, water will become a luxury good, with two-thirds of the world’s population at risk of water shortages by 2025. The beauty industry cannot ignore this, and while water was once a fundamental ingredient, today formulations have evolved to be effective even without it. Thus, there is a rise in powder-based face cleansers that transform into soap with just a few drops of water, as well as dry or solid shampoos and no-rinse body washes. And consumers? They are paying great attention to water conservation and the presence of water in formulations, especially younger generations. According to Mintel research, in the UK, 24% of young people aged 16-24 already buy waterless products, and in France, this percentage rises to 28%.

Beauty 2025: A Holistic Approach to Wellness and Natural Ingredients

Not Just Technology. While Mintel’s research shows a trend toward integrating high-tech with beauty, it also highlights a more holistic approach to wellness, with treatments and products designed to address body, mind, and spirit simultaneously. This is especially evident in China, where skincare consumers perceive clear links between lifestyle, fitness, and skin condition: 72% aim to improve their skin by enhancing sleep quality, 64% want to eat more balanced diets, and 59% intend to exercise more. Products associated with “energy,” “relaxation,” and “detox” will gain increasing popularity, and “slow living” and “slow ageing” movements will grow. For Mintel, comfort and emotional well-being will be central by 2025, encouraging sensory experiences, green ingredients, natural textures, and products that, like comfort food, replicate the calming effect of a warm, nostalgic scent tied to childhood. This shift also includes a growing interest in natural ingredients that can be found at home, enabling DIY beauty products like masks and scrubs. The return to beauty routines focused on simplicity, sustainability, and natural wellness, along with kitchen beauty, will likely prompt companies to emphasize artisanal processes and make it easier for consumers to create products at home. This may include collaborations with homeware brands to develop kitchen kits and storage containers tailored for beauty products.