The international market research agency Mintel has identified three key trends for the beauty and personal care industry in 2025. These trends reflect the growing awareness of consumers who are increasingly looking for personalised, sustainable and emotionally appealing solutions. Here are the most important developments:

Trend 1: (My) Knowledge is Power

Consumers in 2025 want more control over their beauty routines and combine their knowledge with technological innovations. According to market researchers, they are looking for smart and personalised beauty solutions. These "smart" consumers rely on biotechnology and AI to receive customised skincare and cosmetic treatments. The trend towards individualisation and a focus on long-term skin health are at the forefront of this. Social media and influencers continue to play an important role in making the complexity of ingredients and products transparent.

Trend 2: Turning the Tide

With the increasing impact of climate change, consumers in 2025 expect beauty and personal care brands to offer not only effective but also sustainable products. According to Mintel, brands are expected to consider environmental ethics as consumers demand a seamless connection between ethical practices and high-performance beauty solutions. Refill systems and climate-adapted beauty products that take a local and eco-friendly approach are becoming the norm. Sustainability is no longer an option, but a prerequisite.

Trend 3: Think Slow, Move Fast

The third trend is aimed at a mindful and long-term beauty concept. Consumers will increasingly focus on prevention rather than repair and start their beauty routines at a young age. The focus here is on a return to simplicity, comfort and nostalgia. As part of the 'slow living' trend, market researchers say consumers are craving sensory, nostalgic experiences and products that support both their emotional and physical health. The trend combines the principles of slow living with effective, personalised skincare that focuses on holistic wellbeing and emotional well-being.

Source: Mintel