London-based market research firm Mintel believes the cosmetics industry is on the cusp of a major shift away from anti-ageing towards greater sensuality and health. “The anti-ageing era is over” is a key message of the study. Consumers are rejecting the fear-based language that has long characterised the beauty industry. “Anti-ageing seems outdated and negative. It no longer corresponds to the concept of beauty,” says Mintel. Instead of erasing the passage of time, consumers want skin that functions better and for longer, is resilient and regenerative, and is supported at a cellular level. In this context, the skin is no longer viewed merely as a surface, but as a functional system. Products must therefore achieve more with less.

Clinical longevity for the skin

This shift is sparking interest in peptides, biotechnological active ingredients and regenerative ingredients from the clinical sector. Whilst most products still focus on short-term fixes and symptoms, consumers today are prioritising longevity and prevention. This trend applies to skincare as well as hair, body and oral care. Brands must therefore shift their focus to the skin’s longevity. The study is based on AI analyses by Black Swan Data, which evaluate millions of online and social media posts. These are combined with Mintel’s consumer and product data, including more than 40,000 product launches recorded worldwide each month. This enables early signs of demand that will become relevant over the next twelve to 36 months to be identified.

Skinimalism instead of complicated routines

According to the analysis, traditional growth drivers are taking a back seat, whilst issues such as skin health, simplification and holistic approaches are gaining in importance. Another key trend is ‘skinimalism’ – simplicity as the new standard. After years of complex skincare routines, consumers have scaled back their regimens and are increasingly turning to multifunctional products: fewer steps, fewer products, clear roles, greater efficiency and suitability for everyday use. Further developments are focusing on enhanced sensory experiences rather than just functionality. Under the banner of ‘Sensorial Beauty’, texture, fragrance and the application experience are gaining importance, whilst beauty routines are increasingly intended to contribute to relaxation and emotional regulation. At the same time, “Metabolic Beauty” is establishing itself as an approach that views skin problems as an expression of internal processes, influenced by factors such as stress, sleep, diet and hormones. According to Mintel, the greatest opportunity for innovation lies in no longer viewing beauty as a purely cosmetic correction, but as part of a broader health and lifestyle context.

Source: Mintel