Trends Steering the Beauty Industry in 2025

The beauty industry this year was nothing short of transformative. 2024 proved that beauty is not just about looking good—it’s about feeling seen and understood. Let’s take a closer look at the shifts in 2024, and trends that we believe will stay for the years ahead.

Biotechnology in Beauty

Biotechnology is offering new ways to create effective and sustainable beauty products. By replicating and optimizing natural processes in controlled settings, it enables the production of complex ingredients with greater consistency and reduced environmental impact. This approach supports cleaner formulations, improved performance, and innovative solutions to longstanding challenges in beauty and skincare.

For example, Mother Science has introduced malassezin, a lab-created ingredient offering a gentle alternative to traditional vitamin C for brightening and protecting skin. Meanwhile, L'Oréal is investing in bioprinted skin that can "feel" touch. It utilizes bioprinted skin that mimics human tissue for ethical and precise product testing, eliminating the need for animal trials.

AI-Driven Personalization 

By analyzing data on individual preferences, skin conditions, and even environmental factors, AI tailors products and recommendations to meet unique consumer needs with precision. These technologies create more engaging and meaningful customer experiences.

For instance, Haut.AI’a AI Skin analysis uses advanced AI algorithms to assess skin health through detailed image analysis, offering personalized skincare insights and product recommendations. The platform helps brands ensure that customers are recommended products that align with their specific skin concerns. 

Ingredient-Led Skincare 

Individuals are increasingly seeking formulations that feature specific, scientifically backed ingredients to address their unique skin concerns. For example, peptides have gained popularity for their ability to strengthen, repair, and rejuvenate the skin. According to Vogue, Google searches for peptides have increased by 300%, indicating a significant rise in consumer interest.

Other popular ingredients like niacinamide (for redness and hyperpigmentation), hyaluronic acid (for hydration), and bakuchiol (a gentle retinol alternative) are now also key selling points for brands like The Ordinary, Neutrogena, and Herbivore Botanicals. 

As consumers become more knowledgeable about the effects of individual ingredients, they increasingly seek products formulated with specific components to effectively address their unique skin concerns.

Wellness Integration 

Consumers lean toward products that support both physical appearance and overall well-being. From skincare infused with calming botanicals to beauty supplements that promote better sleep and reduce stress, the focus is shifting to a more holistic approach. Multifunctional products like adaptogenic face creams and ingestible collagen powders reflect this trend.

Another example is a growing demand for sun care products that offer skin health benefits beyond UV protection. Consumers are seeking multi-benefit products that integrate sun protection with skincare advantages, leading to year-round usage.

Longevity-Focused Skincare

2024 has shown that consumers prioritize value and long-term benefits in their beauty routines. They are ready to invest in high-quality products with proven ingredients that support skin health over time. 

Retinol, a gold-standard ingredient for anti-aging, remains a popular choice for its ability to reduce wrinkles and improve skin texture. Brands like SkinCeuticals and Olay highlight retinol in their flagship products. Similarly, sunscreen has become a cornerstone of longevity-focused routines. Innovations such as peptides and antioxidants, which promote skin repair and resilience, also feature heavily in this category. 

Minimalist Consumption

This trend encourages individuals to shift their focus towards fewer, high-quality products designed to deliver lasting benefits, steering clear of excessive accumulation. It reflects a growing consumer preference for simplicity and effectiveness, paired with a commitment to sustainable and mindful consumption practices.

Skinimalism exemplifies this "less is more" mindset by advocating for minimalist skincare routines. By prioritizing skin health and natural radiance, this approach emphasizes quality over complexity, encouraging the use of multifunctional products that align with a sustainable lifestyle.