Self-control
Consumers are taking control of their routines in 2025 by hacking traditional practices, embracing biotech innovations, and leveraging AI for tailored, results-orientedbeauty, emphasising individuality and long-term skin health. AI transformed the beauty industry, leading to innovations such as AI-powered diagnostics and customised beauty regimens. An increased access to knowledge (also via social media) has empowered consumers to make more informed choices. The normalisation and increased accessibility of professional treatments are leading to a rise in the popularity of treatments, such as lasers and Botox, among younger generations seeking to optimise their appearance. Accordingly, products for care before and after tweakments are also gaining in popularity. However, we will also be confronted with topics such as dermorexia (obsessive skin care behaviour) and a countermovement to skin streaming (few, simple but effective and personalized products) will take place.
Eco-lution
As the effects of climate change become more apparent, manufacturers are expected to consider eco-ethicalimpacts. Consumers expect a seamless connection between high-performance products with an ethically and ecologically correct background. The beauty industry is headed towards new sustainability initiatives that harmonise with Nature. As technologies for fermentation and vertical farming will become mainstream, beauty brands will adopt these technologies to produce bio-synthetic ingredients with minimal environmental impact. This shift towards bio-synthetic innovation will redefine ingredient sourcing, emphasising sustainability without compromising efficacy. Future beauty products will also be designed to adapt to environmental and physiological changes in real time (eg. skincare that adjust to varying climate conditions).
Prevention over Repair
This trend combines slow living principles with effective, personalised skincare, focusing on holistic wellness and emotional well-being. Prevention instead of repair is in the focus, which is why consumers start their simple but holistic "routines" earlier in life. This movement is driven by a growing awareness of the causes of skin ageing, such as UV exposure and environmental aggressors, and a deeper understanding of the importance of starting effective routines early. As longevity, slow-aging and psychodermatology are evolving consumers are looking for products that offer gradual, lasting results instead of seeking quick fixes. They are interested in easy-to-understand, highly effective products with traditional ingredients and an innovative twist. Brands will also need to adapt to the growing trend of slow living by aligning their innovation cycles with more sustainable and mindful consumption patterns. This means creating products that are not only effective but also designed for minimalism, catering to budget-conscious consumers who are increasingly selective about their purchases. Regenerative beauty will emerge as a key concept, combining sustainability, mental wellbeing and longevity.