Mintel Beauty and Personal Care (BPC) has released its Trends 2025 report detailing four key trends set to impact global beauty markets over the next decade. The implications will be felt both by consumers and brands.
Jane Henderson, global president of the BPC division at Mintel, explains: ‘We are living in exciting times with revolutionary advancements in technology, brand partnerships and product development. However, we think the coming years will bring stark contrasts in personal technology and natural ingredients, which will drive beauty innovation over the next decade.’
1. AUGMENTED HUMAN
The rise in popularity of wearable smart technologies has given consumers unprecedented insight into the inner workings of their own body. Vivienne Rudd, director of insight, beauty and personal care at Mintel, reveals more on how this trend will impact the beauty industry: ‘Consumers are increasingly looking to beauty brands to offer products and devices that boast similar functionality. New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair. Think micro patches that monitor skin conditions to ingestibles that send information to connected devices from the stomach, tracking the movement and efficacy of beauty supplements.’
2. WATER: THE NEW LUXURY
Beauty brands will need to change how they manufacture and formulate products to limit their dependence on water. As consumers cut back their usage they expect brands to do the same, and some are already taking notice. Where water was once an essential part of some beauty regimes, new environmental formulations require little or no extra water in order to function.
Rudd explains: ‘The key to beauty brands’ success with this trend lies in younger consumers’ adoption of these innovative measures. They must appeal to their youthful idealism, passion and desire to change the world with products that clearly state how they are addressing the issue of water shortages.’
3. POWER PLAY
Consumers are facing an ‘energy crises’ as the pace of modern life catches up with them. Aware of consumers’ needs to make long-term lifestyle changes, beauty brands are delivering products that put energy claims at the forefront.
To capitalise on this trend, Rudd advises beauty brands to partner with food, drink and leisure brands to create healthy living product ranges with complimentary ingredients and claims. ‘Energy efficiency claims will also be key in the coming decade as consumers fight fatigue. Brands must tangibly illustrate how their products can positively impact consumers’ energy levels with work on energy-boosting skin and hair care products already underway. A new generation of colour cosmetics will also emerge, enhancing skin’s energy levels and appearance.’
Attitudinal changes toward natural ingredients have acted as a catalyst in the rise of ‘kitchen beauty’. These are products that can be made at the kitchen table yet still reflect the latest beauty styles driven by consumers’ desire to feel in control of their personal care products.
‘Looking at the decade ahead, we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level,’ says Rudd. ‘With growing interest in pursuing more natural lifestyles, consumers will find themselves getting involved in the creation process to ensure their beauty and personal care products are more transparent.’