A Skincare Revolution

The Middle East is entering a skincare revolution. For product innovators, brands and everyone in between, a truly extraordinary opportunity is unfolding.

This is a region where beauty has always been celebrated but now skincare is stepping into the spotlight it deserves, in a way that is reshaping the market and demanding innovation.

Despite a population of over 500 million, skincare in the Middle East has historically taken a back seat to dominating fragrance and makeup categories.

In comparison to the rest of the world, it still only accounts for 12–14% of the entire beauty market (Chalhoub Group, 2023). But that’s rapidly changing, with a 30% year-over-year increase (Euromonitor).

Why the Middle East and Why Now?

Let’s start with the numbers. According to Euromonitor, the Middle East beauty market is forecast to grow to $60 billion by the end of 2025.

Last year, the skincare market in the Middle East was valued at $6 billion, with a compound annual growth rate (CAGR) of 6%. And this isn’t showing any signs of slowing down. The beauty market is driven by several united forces.

A demographic that’s one of the youngest and most beauty-conscious in the world, with over 60% of the United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA) population under 30 and they are not just consuming, they are leading trends.

Digital acceleration and a high social media penetration rate of influencer culture, where TikTok, Instagram and YouTube are driving education and purchases.

Beauty content creators in the region now influence up to 80% of consumer purchase decisions in skincare (Chalhoub Group, 2023). Engagement isn’t just high, it’s conversion rich.

Economic strength and aspiration, thanks to rising disposable incomes and initiatives like Saudi Vision 2030, are fuelling demand for premium and masstige (mass, prestige) categories.

In countries like the UAE, over 80% of the population is expatriates; this diversity is also creating a demand for globally recognised brands that emphasise efficacy and regulatory standards.

This combination has created a skincare-first mindset that prioritises efficacy, inclusivity and cultural authenticity. Repurchasing is driven by performance, where consumers buy because a product speaks to them and then they buy again because it delivers.

Where past generations might have covered up skin concerns with full-coverage foundations, today’s digitally literate consumers are investing in skin longevity. Looking good is no longer just about aesthetics; it’s about self-respect, confidence and cultural pride.

Formulations are not just an afterthought; they are a well-timed response to this growing skincare consciousness.

The Middle Eastern Skincare Consumer

Here’s the thing: today’s Middle Eastern skincare consumer is intentional and well-informed. They’re not impulse buying based on brand hype alone, they research, cross-reference and share their experiences online.

Ingredient literacy is now mainstream and no longer a niche, with niacinamide, hyaluronic acid, vitamin C and liquorice root extract among the most searched ingredients in Arabic-language content.

72% of young consumers actively seek science-backed skincare that addresses the region’s extreme climates and their harsh environmental realities, such as heat, humidity, sand, overexposure to air-conditioning and year‑round UV (index 9–12) exposure (Gen Z GCC Skincare Report, 2024).

Their top priorities are hydration, radiance and even skin tone. SPF, once neglected, is now a daily staple, particularly as awareness grows of long-term hyperpigmentation risks for sun-kissed melanin-rich complexions.

Social media doesn’t just inspire, it converts. Beauty creators and “skinfluencers” across the UAE and KSA are increasingly co-developing products with brands, bridging science and culture to accelerate market relevance.

And so, the skincare revolution here isn’t just about beauty trends; it’s about formulation relevance.

Formulating for Climate and Complexion

The Middle East represents a real opportunity for science-led, climate-adapted and heritage-rich skincare.

Consumers prefer lightweight and non-comedogenic formulations, inclusive of skin tones with higher melanin. There’s a rising demand for broad-spectrum SPF 30–50 that works seamlessly with traditional, modest clothing (abayas/ hijabs) without staining, showing how skincare integrates with lifestyle, not just skin type.

At the same time, traditional ingredients like rose water, oud oils, black seed, frankincense and camel milk are being rediscovered through a modern lens.

This heritage of ancestral wisdom, paired with advanced technologies, is where the Middle East could carve its unique path, not copying other global skincare trends, but building something new!

Formulations that offer multi-functionality, sensory appeal and cultural resonance are winning the loyalty of this new skincare consumer by aligning with their values and preferences.

Cultural & Science-backed Storytelling

If you’re eyeing the region, here’s the message: you can’t cut and paste your global strategy here. To localise, not just in language, but in relevance.

By customising approaches, marketing strategies and product offerings to align with the diverse preferences that each country and sometimes regions within a country have. Acknowledging unique cultural, economic and social influences on consumer behaviour rather than applying a one-size-fits-all strategy.

Formulating for the region’s extreme climate with lightweight, melanin-friendly textures (no white cast!), celebrating key Islamic and cultural dates like Eid and National Day and earning trust through science-backed education rather than empty claims.

While the Middle East is significantly influenced by the West, Arabic remains the dominant language. Going beyond translation by adapting content to local customs and sensitivities.

Collaborating with local creators and influencers is non-negotiable, as is agility in e-commerce and mall-driven retail, where trend-responsive launches prosper.

Brands that take this approach are already seeing growth across the biggest key players in the region (the UAE and KSA), both online and in-store.

Regulatory Essentials

The UAE and KSA are the two largest beauty markets in the Middle East, but their regulations and registration timelines differ significantly (3–6 months) depending on the category.

Halal certification is not obligatory, but it is a quick trust‑builder for the region. In the UAE, halal certification is voluntary, but halal-compliant formulations (alcohol-free, halal-sourced animal derivatives) are increasingly expected in mass and masstige segments.

Alcohol denatured for cosmetic purposes may be acceptable in the UAE, but in KSA (via GSO 1943:2016, SFDA), it is more strictly regulated. This attention to faith-based preferences demonstrates the utmost cultural respect and can significantly strengthen brand credibility in the market.

Bilingual labelling in Arabic and English is required, while advertising must stay culturally mindful (no nudity, limited skin exposure or use of explicit language).

A Skincare Renaissance

What’s happening in the Middle East is not a trend, but a seismic shift. Skincare is viewed as an investment in long-term skin health and has become a form of self-expression, wellness and cultural identity.

For formulators, innovators, manufacturers and brands, this is one of the most dynamic and innovation-ready beauty markets in the world.

If the past few years have shown us anything, it’s that the next big formulation opportunity is happening right here, in the Middle East.

Faiza Hussain will be speaking at in-cosmetics Asia about Beauty in the Middle East – Formulating for the Middle Eastern Consumer  on Wed 5 Nov, 12:30. To attend register for your free show badge here

For more Middle East insights and winning strategies in MENA (Middle East & North Africa) connect with Faiza on LinkedIn and at in-cosmetics Asia in Bangkok, 2025.

References

• Chalhoub Group, 2023. Middle East beauty market insights. Chalhoub Group.
• Euromonitor International, 2024. Middle East beauty and skincare market report. Euromonitor.
• Gen Z GCC Skincare Report, 2024. Consumer skincare preferences in the Gulf Cooperation Council region.
• Saudi Food & Drug Authority (SFDA), 2016. GSO 1943:2016 – Cosmetic products safety regulations.
• BeautyMatter (in collaboration with Beautyworld Middle East), 2024. Middle East Beauty Market Report: Past, Present, Future.

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In the race for cleaner, smarter beauty, a quiet revolution is unfolding – not in the laboratories of Paris or Seoul, but in the deserts of Riyadh and the fields of Kerala.

As sustainability moves from trend to requirement, India and the Middle East are becoming powerful epicentres of raw material innovation. While the beauty and personal care industry leans into conscious formulations and low-impact practices, these two regions are stepping up — not just as suppliers, but as creators of a new kind of chemistry.

A new frontier in sustainable beauty

Across the globe, beauty is redefining what innovation looks like. From Estée Lauder’s investments in biotech labs to L’Oréal’s Green Sciences roadmap, big beauty is no longer just about formulas, it’s about ecosystems that are future-ready.

While the West rushes to patent clean actives, regions like India and the Middle East are quietly building the future from the ground up: with laboratories, land, and legacy.

What is green chemistry?

At its core, green chemistry is a smarter way to build beauty —one that protects both your skin and the planet. It’s a framework that replaces wasteful, chemical-heavy methods for cleaner techniques like using natural ingredients, reusing leftover crops (like coffee or fruit peels), and using less energy in production.

For example, using plant-derived actives that break down naturally—like coconut-based surfactants or fermented botanicals—prevents pollution in water systems. Or by using ingredients made from food or farming by-products—like coffee grounds, fruit peels, or rice husk—that turn waste into high-performance skincare.

Rooted in region

From upcycled ingredients to low-energy extraction methods, green chemistry is no longer niche, it’s a necessity.

In India, ingredient labs are blending Ayurvedic knowledge with low-impact extraction methods to bring out the best in nature without environmental damage. Think botanical actives such as ashwagandha, moringa, and manjistha being stabilized for skin compatibility and long-term health, or saffron processed without solvents.

Meanwhile, start-ups in the UAE and Saudi Arabia are exploring waterless formulations, solar-powered processing units, and ingredients sourced from desert-resilient flora. These methods aren’t just efficient — they’re essential in regions where sustainability isn’t a luxury, it’s a necessity for longevity.

Tradition meets technology

India’s strength lies in its biodiversity and ancient wisdom. From turmeric to tulsi — once seen as folk remedies — traditional actives are now being clinically evaluated for anti-inflammatory, brightening, and barrier-repair properties. Labs are standardizing extracts to retain microbiome integrity and boost skin tolerance, giving traditional ingredients new appreciation in global markets.

In contrast, the Middle East’s superpower is survival. Native plants like desert date, ghaf tree, and prickly pear, are known for their ability to thrive in extreme heat. When formulated in skincare, they offer barrier repair, adaptive hydration, and antioxidant protection against oxidative stress and pollution.

Together, these ecosystems show how local biology can meet global beauty needs — not through extraction, but through existence across time.

Global eyes on local labs

The West is watching and taking notes. Global ingredient houses are increasingly investing in regional partnerships. DSM, BASF, and Croda have all made strategic moves in India and the GCC. They’re not just sourcing, they’re developing ingredients collaboratively.

Following this strategic shift, indie brands are also tapping into these regional ecosystems for ingredient authenticity, cultural resonance, lab access, and a rich sustainability story. In a world where greenwashing is rife, these partnerships are driving a wave of intentional innovation. This shift isn’t cosmetic, it’s foundational.

India and the Middle East are exemplifying what it means to build beauty at the root. Slow, not rushed. Green chemistry is no longer a Western ideal — it’s becoming a global standard, powered by local ecosystems that have always known how to adapt, evolve, and endure.

In these emerging hubs, what was once regional progress, is now a global signal.

References

L’Oréal Group (2021). L’Oréal’s Green Sciences: Roadmap toward more sustainable ingredients by 2030.
Estée Lauder Companies Inc. (2023). Estée Lauder expands R&D investments in sustainable biotech.
BASF (2022). BASF advances green chemistry with biodegradable and upcycled ingredients.
Croda International Plc (2023). Croda strengthens sustainability R&D with India-based innovation centres.
DSM-Firmenich (2023). DSM expands regional ingredient partnerships across the Middle East and India.
Vogue Business (2023). How apple peel found its way into your bathroom shelf: The rise of upcycled beauty.
Inolex (2023). Green chemistry for cosmetics: Designing safer, sustainable formulations.
Mintel (2023). Indian and GCC beauty trends: Ayurveda, desert botanicals, and climate-smart skincare

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Recent reports indicate that inclusive beauty brands are experiencing growth rates 1.5 times faster than less inclusive brands, indicating a strong market preference for diversity and inclusion. These have ceased to be promotional labels and have become essential pillars of structural change in beauty, fashion, and cosmetics. While the representation of different skin tones, sizes, and genders has gained ground in the last decade, new emerging trends go far beyond the conventional. We are heading toward a future where neurodivergence, molecular personalization, cyborg aesthetics, and multisensory inclusion will redefine what it means to be truly inclusive. Below, we look at some of the most interesting trends in our industry.

Neurodiversity in product and experience design: One of the most disruptive trends in 2025 is the emergence of products designed for neurodivergent people, that is, people who may have autism, ADHD, dyslexia, or sensory hypersensitivity. According to an April 2025 article in Vogue, luxury brands are developing cosmetic lines with fragrance-free formulas, applicators with very soft tactile stimulus, and textures specially designed to avoid sensory overload. We will also see this trend in the shopping experience: quiet environments, physical stores with non-intrusive lighting, and apps with simplified navigation. Inclusive design is no longer limited to physical accessibility but extends to the cognitive and emotional world.

Biochemical diversity: A few years ago, we experienced the boom in genderless makeup. Now, the trend is toward cosmetics designed explicitly for diverse hormonal profiles. According to a recent May 2025 issue of Business of Fashion, brands are launching products tailored to the hormonal variations present in transgender and non-binary people, which requires a deep understanding of the context and biochemical needs of the skin in these cases.

Multisensory inclusion – texture, sound, and sensory accessibility: Multisensory beauty represents a massive opportunity for innovation in our industry. A recent Allure publication indicates that the future cosmetics will look good and be designed to generate tactile and sonic sensations tailored to different sensitivities. We see very interesting examples in the market, such as lipsticks with low-frequency vibrations for people with hypoesthesia or brushes that generate a tactile buzz to guide people with visual impairments. Even eyeshadow palettes are being created that emit sounds when touched, helping to identify shades through hearing.

Cyborg aestheticism and transhumanist inclusion: On the fringes of inclusion, trends are developing that might seem bizarre but are gaining followers among diverse communities, such as queer and transhumanist. According to a Vogue publication from April this year, designers like Hyeon Lim in South Korea and collectives like MetaFlesh in Berlin are exploring makeup designed for robotic prosthetics, artificial skin, or electronic surfaces. In the market, we are seeing the fusion of technologies from other industries with cosmetics, such as the integration of LED circuits, microdevices that react to emotions, and body temperature-activated makeup to create new cosmetic concepts.

Black Dandyism: Aesthetic and Cultural Reclamation. Black dandyism has re-emerged as a powerful expression of identity and cultural resistance. This movement, which combines classic elegance with the self-affirmation of Blackness, was the central theme of the 2025 Met Gala, titled “Superfine: Tailoring Black Style”. Designers and artists have reinterpreted this aesthetic, highlighting the importance of representation and diversity in contemporary fashion. This trend is inspiring new cosmetic concepts.

Transition cosmetics: An emerging but profoundly relevant trend is that of products that accompany transition processes, not only gender transitions, but also climate and age transitions. The cosmetics industry faces an enormous challenge: elucidating the key biochemical and physiological mechanisms in these transition processes. We will surely see technologies launch with concepts aligned with this trend at upcoming trade shows like In-Cosmetics. We will also see scientific publications on new biochemical mechanisms and their role in transition processes.

Adaptive cosmetics for functional diversity: With the evolution of assistive robotics and bioengineering, some brands are creating makeup and personal care products specifically designed for people with paralysis, muscular dystrophy, or amputations. This includes adaptive packaging that opens with one hand, long-lasting formulas that resist prosthetics or mechanical friction, and automated application systems. The focus is on maximizing consumer autonomy and dignity.

Biometric Personalization: New devices are on the market that instantly analyze pH, moisture, sebum levels, and microbiome, allowing consumers to receive a hyper-personalized product in record time. There are also new 3D makeup printers for home use, capable of generating products with precise levels of coverage, texture, and pigmentation, based on each user’s preferences, regardless of skin color, gender, or medical condition.

Rainbow washing is a practice in which companies or brands use the colors or symbols of LGBTIQ+ pride (rainbow) superficially and without a real commitment to the community. It’s a marketing strategy to appear inclusive and progressive, but it’s not usually accompanied by internal actions or policies that support diversity and inclusion. The cosmetics industry can be considered one of the most inclusive in the world, and companies must carefully design their strategies to avoid rainbow washing, as it can lead to a loss of consumer trust and damage to brands’ reputations.

Inclusivity and consistency: Brands must be genuine and consistent in supporting the LGBTQ+ community and other groups, not limited to specific campaigns during Pride Month. They need to reach out to the community and understand their needs and communication styles.

Climate inclusivity and geographic diversity: Climate change also influences the inclusive approach to beauty. Some brands are developing products adapted to extreme conditions such as tropical humidity, desert drought, high altitudes, etc. This allows for true geographic inclusion, integrating the specific needs of people living outside the traditional urban centers of the cosmetics market. This trend gives visibility to populations not usually considered in the product design.

Radical Inclusion: An interesting article in The New York Times, from February 2025, indicates that some companies are abandoning traditional parameters of “universal beauty” and instead are implementing radical inclusion policies that may involve eliminating recruitment filters that may favor certain aesthetic features, creating campaigns starring people with facial deformities, vitiligo, paralysis, or visible tattoos, and offering makeup lines designed for those who apply makeup with one hand or have limited mobility, to name a few examples.

The inclusion of tomorrow will be personalized, collaborative, neurodiverse, biochemical, transhumanist, multisensory, and radically plural. In 2025, new trends not only expand the meaning of beauty but also transform the cosmetics industry into a space of ethical innovation, radical empathy, and authentic representation. From neurodiversity to multisensory design, these trends are not just promises of the future but acts of justice that reshape the present. Brands that understand that inclusion is not a strategy, but a responsibility, will lead an era where every skin, every body, and every story has a place. Beauty is a universal right.

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How tradition, innovation, and a skin-deep philosophy are quietly shaping the future of beauty

Beneath every healthy complexion is an entire ecosystem—a city of microscopic organisms that protect, hydrate, and heal the skin.

Across Southeast Asia, where glowing skin is almost cultural currency, the quiet secret may have always been the microbiome. As science begins to catch up with centuries-old traditions, microbiome beauty is becoming less of a trend and more of a movement.

Biology Beneath the Glow

The human skin is our largest organ. It is our first line of defence, our most visible reflection of health, and the body’s constant interface with the outside world.

It also hosts over a trillion microorganisms, known as the skin microbiome—a living barrier that controls our skin’s inflammation, hydration, and immunity.

Skincare dedicated to the human microbiome has one simple goal: to create balance so your skin’s ecosystem can thrive. When this balance is disrupted—by harsh cleansers, overuse of strong acid-based actives (like high-percentage AHAs or BHAs), or environmental stress—our skin reacts: with acne, dryness, redness, or dullness.

In aesthetic terms, a balanced microbiome shows up as calm, happy, radiant skin. It responds with improved texture, reduced sensitivity, and a strong skin barrier—making it more resilient to climate changes and pollution, especially in humid Southeast Asian environments. Today, ingredients like fermented rice water, kombucha extract, and yoghurt enzymes are appearing on product labels—not just for novelty, but because they work.

A Tradition Modernized

Across Southeast Asia, skincare rituals have long reflected a deep-rooted respect for balance and nourishment.

From herbal infusions to fermented ingredients, these practices have quietly supported the skin’s barrier for generations, long before the term “microbiome” became popular.

In Thailand, fermented rice water has been a part of women’s hair and skin rituals for generations. In Indonesia, jamu—a blend of herbal roots and fermented botanicals—has been consumed and applied to support gut and skin health. And in India, which shares centuries of overlapping rituals, modern skincare is revisiting ingredients like neem, turmeric, and sandalwood for their microbiome-boosting potential.

What’s changing now is how these traditions are being validated and refined. What was once seen as the start of a beauty journey is now being seen as the explanation of its success. It’s almost a living oxymoron: is what once felt anecdotal, now finally becoming measurable?

Why ‘Quiet’? A Cultural Insight

Unlike the West, where trends often dominate through viral campaigns, Southeast Asia’s relationship with wellness is more inward and generational. Consumers are less focused on instant results and more connected to daily rituals and intuitive direction.

Beauty here isn’t performed, it’s practiced. From oil massages to herbal steaming, these rituals speak directly to skin health, even before people understood why. Now, as skin conditions and over-treatment rise globally, the microbiome is emerging as the quiet explanation behind centuries of wisdom. Wellness-driven habits that once ‘just felt right’ are now being reverse-engineered—and finally make sense through the lens of modern science.

Global Interest, Local Intelligence

While Southeast Asian brands are taking a culturally sensitive approach, global conglomerates are taking notice.

In 2023, L’Oréal opened its first microbiome research centre dedicated solely to skin flora, signalling that the future of skincare is no longer just about actives and performance, but about harmony and repair. This centre allows them to tailor solutions with more precision for sensitive skin types, climate-specific conditions, and long-term sustainability.

Meanwhile, Asian brands are expanding globally with microbiome at their core.

For example, Shimmied, through its WASO line, has integrated fermented ingredients and probiotic technology into global launches, adapting Japan’s inward beauty rituals for international audiences.

The microbiome skincare market is projected to reach $2.97 billion by 2030, growing at a CAGR of 8.2%. What’s so interesting—and so unexpected—is that this time, a global trend is giving local brands an advantage. With access to native botanicals and a generational understanding of slow beauty, brands across Southeast Asia are uniquely positioned to lead the category—not just follow it.

In Southeast Asia, the shift toward microbiome-focused beauty has not arrived with loud claims or disruptive packaging. It has arrived quietly — through fermented rituals, ancestral knowledge, and modern formulations that honor the skin’s natural intelligence.

This is not a trend. This is a return. 

References

L’Oréal Group (2023). L’Oréal opens first dedicated microbiome research center.
Market Research Future (2023). Microbiome Skincare Market Research Report  Forecast to 2030.
Shiseido Company, Limited. (2022). WASO skincare powered by Japanese fermentation.
National Center for Biotechnology Information (NCBI). The skin microbiome: Current landscape and future opportunities.
Mintel (2022). Beauty and personal care trends in Southeast Asia: Skin microbiome and fermented ingredients

Potion’s Belief in Barrier-First Beauty

At Potion, we believe in formulating not just with function, but with integrity. Every product in our routine, our cleanser, serum, and sunscreen—are pH-formulated at 5.5 and designed to be microbiome-adapted from the start. We use active ingredients that don’t strip the skin’s natural defence, but rather reinforce it. Lactic acid, hibiscus extract, and aloe vera in our Come Alive probiotic serum help hydrate and calm the skin, while tea tree, salicylic acid, and glycerin in our cleanser purify the skin surface without stripping. Our brand philosophy ensures that the skin stays hydrated, supported, and strengthened over time—without ever disturbing its ecological harmony. It’s how we think about skincare from the inside out.

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Authored by Covalo

The beauty industry gathered in full force at in-cosmetics Global 2025, the world’s leading event for cosmetic ingredient innovation.

Held in Amsterdam, this year’s show buzzed with breakthroughs in sustainability, biotechnology, and personalized beauty solutions. As the official partners of in-cosmetics, the Covalo team walked the show with a sharp eye for what’s trending now and what’s to come. Covalo’s platform brings the best highlights of the event to your fingertips, year-round!

In this article, we reveal the top beauty and skincare trends Covalo observed, supported by their own Covalo exclusive data. Whether you’re a product developer, brand strategist, or simply a beauty trend enthusiast, here’s what you need to know to stay ahead in 2025 and beyond.

Trend #1 – Exosomes Take Center Stage in Innovation

Among all the innovations showcased at in-cosmetics Global 2025, one ingredient stood out as the undisputed frontrunner: exosomes.

These tiny, cell-derived vesicles – long studied in medical and regenerative sciences – have now fully entered the cosmetics mainstream, promising powerful benefits in skin rejuvenation, barrier repair, and cellular communication. From improving skin texture to enhancing wound healing and inflammation control, exosomes are poised to become the next-generation active in high-performance skincare. This adaptability makes exosomes a perfect match for targeted skincare claims aligned with current consumer demands.

The show floor was buzzing with activity around exosome-based ingredients. Covalo counted a variety of suppliers showcasing their versions, ranging from plant-derived (Carrot Stem-Exosome or PhytoCellTec Exosomes) and probiotic-based exosomes (PROBIOTIC-DERIVED EXOSOME SERIES), to those sourced from animal stem-cells (Milk-Exosome). This surge reflects both the promise and complexity of the category.

However, the buzz hasn’t come without controversy. Some attendees and formulators raised concerns about the ethical and regulatory implications of exosomes derived from animal tissues. Transparency in sourcing and manufacturing processes will be key to gaining consumer trust, and it is expected that this will be a point of differentiation as the market matures.

Covalo’s data confirms the scale of interest:

● Exosomes is currently the #1 most-searched term on their platform with almost twice more search volume than any other keyword. In fact, the search for exosome-related ingredients in 2025 is already four times higher than the entirety of 2024.

In short, exosomes are no longer niche. They’re quickly becoming a must-watch, multi-functional active ingredient at the forefront of next-gen cosmetic formulations.

Trend #2 – Dermocosmetics: Where Medicine Meets Beauty Products

Dermocosmetics, once limited to pharmacy shelves, are now front and centre in mainstream beauty. Consumers are increasingly treating their skincare routines like health regimens, prioritizing products that are effective, safe, non-irritating, and backed by dermatological science.

What makes dermocosmetics particularly appealing is their ability to deliver targeted solutions, while reinforcing overall skin health. For today’s conscious and knowledgeable consumer, that’s no longer optional, it’s essential. In response, brands are moving beyond aggressive spot treatments and embracing multi-targeted, barrier-friendly solutions. At the show, this translated into a wave of innovations combining clinical efficacy with microbiome-conscious design, a natural progression of both trends. Multifunctional ingredients like niacinamide, zinc, and azelaic acid derivatives, are among the most popular for different formulations.

The microbiome, once a buzzword, is now a pillar in modern skin health formulation. For example, acne-prone skin is increasingly understood not just as inflamed or oily but as an imbalance. This shift is especially evident in the anti-acne space, which has become the fastest-growing performance claims on Covalo in the last couple of months. Marketing claims like “microbiome-friendly”, “non-comedogenic”, and “clinically tested on acne-prone skin” are gaining traction with consumers seeking not just fast results, but holistic, skin-supported care.

As dermocosmetic innovation evolves, we expect to see more crossover between pharmaceutical-grade actives and consumer-friendly textures and claims. By aligning with microbiome science, it’s proving real anti-acne efficacy (and other dermatological concerns) doesn’t have to come at the cost of skin harmony.

Trend #3 – Longevity as the New Frontier of Functional Skincare

While anti-ageing has long been a mainstay in beauty, in-cosmetics Global 2025 made one thing clear – the narrative is shifting from reversing age to supporting longevity. This new paradigm is about sustaining the skin’s (and body’s) natural vitality, through science-backed, proactive care that emphasizes strength, resilience, and daily recovery.

Covalo’s data shows a clear and growing interest in this space. Terms like “muscle” are now among the top search terms, highlighting the convergence of skincare, body care, and performance wellness. Brands are beginning to blur the line between cosmetic and functional body and skincare, especially in categories like active ageing and femcare.

Another strong signal from Covalo’s data is the rapid rise in “night” as a search term, often connected to ingredients like bakuchiol, retinal, peptides, and hyaluronic acid. This reflects a growing awareness of consumers’ desires of overnight skin recovery as a key to long-term skin health.

The night routine has become a strategic time for renewal, especially as brands and consumers lean into ingredients that support cell turnover, hydration, and antioxidant defence while the skin is in repair mode. Longevity in beauty is about optimizing skin performance and resilience over time, supporting its natural functions rather than masking signs of ageing. It taps into the wellness mindset that’s driving growth across all self-care sectors.

A New Era of Cosmetic Innovation

From the rise of exosomes and dermocosmetics to the growing focus on longevity, in-cosmetics Global 2025 made one thing clear – the future of beauty is data-driven, health-focused, and deeply personalized. Exosomes, dermocosmetics, and longevity are the big trends of 2025 and it looks like they are not going anywhere anytime soon.

Covalo’s insights echo what we saw on the ground; brands are responding to consumers that are seeking performance, transparency, and solutions that go beyond the surface. As innovation continues to push boundaries, brands that align science with meaningful care will lead the next wave of transformation in skincare and wellness.

Exploring the latest global trends is easy on Covalo – discover awarded ingredients or 2025 ingredient launches!

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The rise of skincare-infused makeup

The lines between skincare and colour cosmetics are blurring as hybrid products surge in popularity.

These are makeup items (foundations, tints, lip and cheek products, etc.) enriched with skincare ingredients and claims. Driven partly by pandemic-era shifts toward minimalist routines, the hybrid cosmetics category has grown significantly and is predicted to keep expanding as consumers demand more benefits from makeup.

Market reports show multifunctional cosmetics on a steady rise (the U.S. hybrid makeup market grew to $0.76B in 2022 and is projected to reach $1.3B by 2032.

When I started as a formulator, every ingredient supplier was coming up with BB, CC, and DD cream pigments, and colour matching was a huge technology released after a long-held patent. That is why I was really interested to dive deep and learn more about what changed in this era.

Several factors fuel this trend:

• Efficiency & Convenience: Busy consumers enjoy saving time with 2-in-1 or 3-in-1 solutions. A single product that hydrates, protects (e.g. SPF), and provides coverage simplifies routines.

• Consumer “Skin-first” Mindset: Many shoppers now prioritise skin health even when wearing makeup. They seek “makeup with benefits,” preferring formulas infused with actives. This reflects a broader “skinification” trend in beauty, where even traditionally purely cosmetic items now boast skincare properties.

• Post-COVID Aesthetics: With the rise of natural, dewy looks and prolonged mask-wearing, heavy full-coverage makeup gave way to lighter, “your-skin-but-better” products. Tinted moisturisers, skin tints, and serum foundations gained traction as people sought comfortable, breathable coverage that doubles as skin care.

Innovation or Marketing?

Does anyone remember BB, CC, and DD creams, or is it just me?

In the early 2010s, Western markets were introduced to BB creams (short for “Blemish Balm” or “Beauty Balm”), inspired by Asian beauty trends. These products were marketed as all-in-one solutions that combined moisturiser, primer, foundation, skincare ingredients, and SPF protection. The popularity of BB creams led to the emergence of CC creams (“Colour Correctors”) and even DD creams (“Dynamic Do-All” or “Daily Defence”).

The current wave of “makeup-as-skincare” products incorporates elements of true innovation, but it also recalls this history. Savvy marketers are taking advantage of the demand for multifunctional products. For instance, a basic tinted moisturizer can be rebranded as a “skin tint serum with XYZ complex.” Similarly, a lip balm can be marketed as a “lip treatment with antioxidants.”

This trend is particularly noticeable in SPF products, as it helps navigate regulatory challenges by shifting the product’s primary focus.

A noteworthy example is micellar cleansing water, which was once considered revolutionary but is essentially just a gentle surfactant cleanser—an idea that has been around for over a century.

This highlights how effective rebranding can create a “new” category from existing concepts.

New wave of hybrid products: Case studies

To understand how this trend is unfolding, let’s look at a few recent product examples that blur the makeup/skincare line:

• Glow Recipe Watermelon Glow Niacinamide Dewy Blush: Even the term “blush” is used loosely here – Glow Recipe markets it as a “sheer tinted serum” for cheeks and lips, explicitly “not a blush” in the traditional sense. This clean K-beauty-inspired brand, known for fruit-infused skincare, launched the Dewy Flush serum in 2025 as part of its move into colour cosmetics.

Other examples abound: mascaras with lash-conditioning serums, lipsticks infused with peptides and butter, primers with probiotic skincare complexes, and so on. Even mass brands are adding vitamins to foundations or UV protection to setting sprays. This “skincare makeup is the new normal,” especially in markets like China, where it’s reported to be not the exception but expected. The key for companies is to ensure these hybrids deliver on their promises, which brings us to the behind-the-scenes formulation challenges.

Conclusion: A hybrid future demands collaboration

Since minimalism and signification became a trend, this evolution of classic BB, CC and DD creams was inevitable. The growing hybrid skincare trend is more than a passing fad – it represents an evolution in how products are conceived and marketed.

For R&D scientists, the task is to push formulation boundaries to genuinely integrate activities without sacrificing product quality. This means investing in new ingredient technologies (encapsulation, novel emulsifiers, stable active derivatives) and rigorously testing that these hybrids live up to their claims. It’s about ensuring that a “serum foundation” hydrates like a serum or that a “lip balm with peptides” can improve lip smoothness over time, not just contain a barely detectable amount of peptide.

For R&D marketers, the challenge is to craft a compelling story that is truthful and resonates with the modern consumer. History has shown that clever marketing can launch a product into stardom (as seen with micellar water or BB creams), but today’s skintellectual consumers will quickly call out products that over-promise and under-deliver. Transparency about what a hybrid product can and cannot do is key.

In conclusion, the hybrid makeup trend is both an exciting innovation frontier and a savvy marketing evolution. R&D scientists and marketers in beauty should work hand in hand – much like the products themselves blend multiple functions – to ensure we deliver truly effective, delightful hybrids. If we strike the right balance, we’ll continue to earn consumer trust and drive the industry forward, one multi-tasking product at a time.

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At-home beauty devices have surged from niche novelties to one of the industry’s fastest-growing segments. Once confined mainly to professional clinics or spas, technologies like LED light therapy masks, microcurrent facial toners, and even ultrasonic cavitation body-slimming gadgets are now available for personal use, and I will admit this is the cause of the article.

Last year, in one of my many trials in losing weight, I started to research how I can help my metabolism to work better; supplements and all the NADs that TikTok tries to make me buy, aside from the physical aspect of the breaking lipids made me start looking on the cavitation hence I started my research on at home tools.

The market for these DIY high-tech tools is expanding at a remarkable pace, growing four times faster than the overall skincare market and is projected to reach roughly $90 billion by the late 2020s. Analysts forecast the global home-use beauty device market will leap from about $17 billion in 2023 to nearly $92 billion by 2030, an astounding ~27% annual growth rate.

This rise reflects a perfect storm of innovation, consumer demand for at-home self-care (especially post-pandemic), and the convergence of beauty with advanced technology.

So why are we seeing this urge?

A Post-Pandemic Beauty Tech Boom

The COVID-19 pandemic was a major inflection point that catalysed the at-home beauty tech boom. In 2020, while colour cosmetics sales plunged, U.S. sales of beauty devices actually grew by 7%, according to Kline Group data, as people sought solutions for “mask” breakouts and spent hours on Zoom scrutinising their skin.

With extra time at home, consumers enthusiastically experimented with facial gadgets and electronic skincare tools. I think recession and turning back to work from the office really helped this category to grow, as instead of spending time in the salon, making a similar treatment at home is easier and quicker.

Tech-Driven Innovations and Device Categories

From high-tech facials to full-body treatments, a wave of innovation is making at-home beauty devices both more effective and more accessible. Today’s gadgets span a wide range of categories and technologies, often miniaturising or adapting professional equipment for safe home use. On the facial skincare front, LED light therapy masks have become ubiquitous in the premium beauty market.

Strategic Investments by Beauty Giants in At-Home Devices

The at-home beauty device market has witnessed significant investments from leading beauty giants, which is also a clue that this segment will grow further.

L’Oréal

At CES 2024, L’Oréal launched innovations like Colorsonic, an at-home hair colouring device for salon-quality results, and AirLight Pro, a professional hair dryer using infrared technology to care for hair and reduce energy use.

Unilever

Unilever invests in AI to improve consumer experiences, launching tools like BeautyHub PRO for personalised product choices, resulting in a 43% increase in purchase likelihood. Additionally, Dove introduced a virtual Scalp + Hair Therapist to meet the demand for personalised scalp care.

Hailey Bieber and ‘The Medicube Effect’

Hailey Bieber’s endorsement of the Medicube Age-R Booster-H highlights its popularity. This Korean beauty device uses electroporation technology to create temporary micro-channels in the skin, boosting the absorption of skincare products by up to 490%. Featured in a TikTok routine, it gained over 16 million views.

The device has various modes, including microcurrent and LED therapy, aimed at improving skin elasticity, reducing wrinkles, and enhancing overall radiance. Users report immediate improvements in texture and hydration, with long-term benefits for scars and fine lines.

During my recent trip to Korea, I noticed the “Medicube Effect” everywhere in beauty stores. It’s now on my Black Friday shopping list, as I’m excited to see how it enhances the products I create. In today’s “skintellectual” era, there’s a growing interest in at-home devices that bring dermatologist-recommended techniques into everyday routines.

The trend is further fuelled by celebrity endorsements and appearances in popular culture, making at-home beauty tech increasingly sought after.

Efficacy and Scientific Validation

With the rise of at-home beauty devices, a key question is their effectiveness. Initially met with scepticism, growing scientific validation suggests they can yield modest results with consistent use. A 2024 review found that these devices may improve skin ageing (like wrinkles and elasticity) with minimal side effects, yet more comprehensive research is needed for long-term validation.

Certain categories, like at-home LED therapy for acne, have shown stronger evidence. A 2025 meta-analysis found red and blue light devices significantly reduced mild-to-moderate acne. Dermatologists now often recommend these devices as adjuncts to traditional treatments.

For anti-ageing, although data is mixed, small trials show improvements in skin tightness and wrinkles with regular use of RF and microcurrent devices. User experience is crucial; success relies on consistent, proper usage and compatible skincare products. Overall, at-home devices can be effective when science-backed and used correctly, but they typically lead to gradual improvements rather than quick fixes.

Outlook: The Future of Beauty is High- Tech and At- Home

The future of at-home beauty devices is promising as beauty and technology continue to merge. More consumers are seeking professional results in the comfort of their own homes. By 2025, marketing efforts will focus on educating shoppers about how these devices work, particularly targeting tech-savvy individuals.

Additionally, these devices may lead to new methods of product delivery. Stricter regulations will support brands that invest in clinical testing and adhere to scientific standards.

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The cosmetics and personal care products market in Latin America is projected to be valued at US$67 billion by 2025, with an estimated CAGR of 4.3% between 2025 and 2030, positioning the region as the fourth largest globally, after Europe, Asia, and the United States, with Brazil and Mexico holding the largest market share. The market information indicates that online sales will account for 23% of the total market in this region this year. Below, we examine some of the most interesting trends for our region.

1. More selective and strategic consumers: According to thefoodtech.com, “The forecast of moderate economic growth and relatively effective inflation control in Latin America suggests an increase in consumption. However, consumers are becoming more demanding and cautious when choosing brands, seeking to optimize their spending and invest in products that provide additional value”.

2. Beauty gets up early: In Latin America, workdays typically start earlier than in other regions of the world. Our countries are characterized by a high percentage of urban versus rural populations, which translate into densely populated cities. In fact, some of the world’s largest cities are located here. This means that work life starts very early in some cities because consumers must deal with heavy traffic. This has created a very interesting trend that is usually quite typical and unique. There are places like beauty salons, hair salons, and nail spas that open at 5:00 a.m. so that consumers have time to get ready and leave on time for their respective jobs and activities.

3. Petmetics = Pet + Cosmetics: The growth of the middle class in developing countries has increased the demand for pet health products, especially for dogs and cats. Our furry friends are the industry’s new consumers. According to a recent publication on the america-retail.com website: “The pet health products market has experienced sustained growth in recent years, driven by greater awareness of animal health, the humanization of pets, and increased spending on their well-being. This sector covers a wide range of products, from medications to nutritional supplements, including hygiene products, cosmetics, and pest control”. In the region, it’s very common for people to consider their animals as part of the family, which is why we’re seeing a boom in pet-focused stores in major city shopping centers, as there’s a high demand for premium products, specialized services, and foods with special features. Pets are the new consumers of perfumes, skincare, makeup, and products with aromatherapy benefits.

4. Water scarcity: This trend is controversial, given that Latin America is home to some of the most biodiverse countries in the world. 2025 has been a year in which climate change has become more evident in the region, causing water scarcity in countries that have traditionally been rich in water resources. This new reality is generating changes in habits and personal care routines. There is a great opportunity in product innovation that simplifies personal hygiene routines and reduces water consumption.

5. Fitmetics = Fitness + Cosmetics: In the personal training field, there’s a growing concern for physical well-being. A friend told me a very interesting verbatim: “I was talking to my trainer yesterday, and he told me there are three types of people in our cities: those who are very fit, dedicated, and focused on their gym routines; those who don’t take care of themselves; and older clients who are more conscious of reaching old age functionally and strive to develop personalized routines.” This has led to a boom in fitness apps and cosmetic products for use before and during exercise (to look good at the gym, such as sport-proof makeup and hairspray), and post-workout products such as ultra-hydrating products, slimming boosters, and recovery products.

6. Local ventures: Niche cosmetics are experiencing staggering growth in the region. A recent LinkedIn post indicates that “The growth of local brands in Latin America is remarkable, outpacing the expansion of global brands by 50%. This phenomenon is due to a growing consumer preference for products that not only reflect their cultural identity but also meet the specific needs of each community. In countries like Mexico and Peru, for example, the demand for traditional and artisanal products has increased considerably, demonstrating how local products are becoming a key differentiating factor.” For this reason, we are seeing a boom in niche brands at the region’s main fairs and shopping centers.

7. De-influence: This is a growing trend in the region and has been covered by several portals. Recently, es.wired.com presented it this way: “The de-influence trend began in 2023 on TikTok in the United States, as a reaction from users who considered influencers’ posts to be excessively consumerist.” There are reports that consumer trust in influencer-sponsored posts has also declined.

8. Wellness: The wellness trend in Latin America for 2025 shows a significant evolution toward more holistic and personalized approaches. According to a Kantar study, 85% of consumers in the region are open to new forms of personal care that combine prevention, balance, and sustainability. There is a boom in supplements, wearables, yoga routines, apps, and products that promote a healthier life from the inside out.

9. Hard disccount: This trend will continue to expand in Latin America in 2025, driven by the search for low prices and attractive offers. It is growing rapidly because the pandemic and the economic crisis accelerated the adoption of this format, and Latin American consumers prioritize value over absolute price. These stores offer a proposition that combines affordability and quality. For this reason, it is very common to see these stores in all sectors and social classes, in shopping centers, and sharing space with luxury brands. These stores are distinguished by their proximity format, have narrow and bland premises, limited product offerings, use their own brands, and invest very little in advertising.

Latin America is consolidating its position as a key region in the global cosmetics market, not only due to sustained growth in consumption but also due to the cultural diversity that drives innovation in beauty products. With increasingly informed and demanding consumers, brands find this region fertile ground for testing new trends, adapting their portfolios, and connecting with an audience passionate about personal care. The combination of economic dynamism, social influence, and cultural richness positions Latin America as a strategic player in the evolution of the global cosmetics industry.

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Welcome to 2025!

I was inspired to write this column during my vacation on the Gold Coast in Australia, during a tram ride, where surfers and fans of this discipline begin and end their day with their feet exposed to different surfaces and aggressions such as the materials of public transportation, extreme temperature changes, contact with arid surfaces, exposure to sun, sea water, among others.

I think that our feet are an important part of our well-being and it’s here where our care and cosmetic routines should begin.

The feet concentrate our key energy points in the body. They support our weight, they carry us everywhere. With them we learned to walk, run, dance and have fun! They are our musical connection to the earth! Therefore, they deserve the best cosmetic treatment.

According to the Fortune Business Insights portal, the global foot care market had a value close to USD 3.84 billion in 2024 and has a projection of USD 4.05 billion in 2025 and USD 6.25 billion by 2032, with a CAGR of 6.41% during this period.  Below we will see the most representative trends for 2025.

• FFF Effect: From face to feet – This is one of the most interesting concepts that we are going to see in 2025 in this category. The migration from facial technology to foot care has begun and it is exciting to see how vitamins, hyaluronic acid, fillers, liposomes and skincare active ingredients in general are beginning to take center stage in new concepts.

• Foot skin barrier: The barrier trend also reaches this category. “Relief” is beginning to be an important claim for foot products and we are seeing new scientific publications on how some cleaning products can alter the microbiome of this area and consequently accelerate dehydration, peeling and sensitivity of the area. This year we will see very interesting new research on how to maintain the integrity of the skin barrier in this area and also a boom in the use of active ingredients such as ceramides, lactic acid, panthenol, occlusive emollients, natural oils, probiotics and ferments. Foot repair is the new black.

• Foot sunscreens: These products have two objectives, sun protection and benefits such as sand resistance, ultra hydration, reduction of redness, ultra softness, skin protective film, resistant to water and salt and, most interestingly, with protective agents against microbiotic imbalance for people. that keep your feet exposed.

• Microbiotic protection: Products with antifungal and antibacterial protection are in trend, we see ingredients such as zinc, tea tree oil, pre and postbiotics that help protect and repair the barrier function.

• Customized foot care: We are entering the era of democratization of foot care through more personalized treatments that are focused on specific needs for specific benefits such as ultra hydration, anti-aging and sensitive skin care.

• Products for diabetic feet: According to the IDF (International Diabetes Federation) 10.5% of the adult population (20 to 79 years) has diabetes. This is a population segment that represents a great opportunity for innovation for the cosmetics industry. This disease causes a decrease in blood flow to the foot, which produces many problems at the dermal level. Products for proper foot cleaning, gentle exfoliants for corns and calluses, moisturizing creams, masks, refreshing gels and in general products to prevent peeling, irritation and skin problems in the feet are on the rise.

• Feet masks: The boom in masks now reaches the feet in a variety of formats, we are seeing innovation in textures and properties, for example, masks in sock format with various benefits such as exfoliating, nourishing, ultra-hydrating and others, masks for cracked skin, silicone veils -like, sleeping masks for feet, butters, regenerating heel masks, balms for heels and toes, among others.

• Multifunctional: This category also enters the skincare simplicity and minimalism in routines concept, as there are very interesting multifunctional launches, such as masks and treatments for feet, heels, hands and elbows, all in one. We can see new concepts such as deodorants for the whole body, which can be applied to the armpits, chest, thigh, intimate area and feet.

• Inclusive pedicure: Most of new launches and concepts are universal. The new polishes, cuticle products, moisturizing and relaxing creams, aromas, textures and finishes in color designs are for everyone and this year they will cover ideas such as nail art, pearl effect, icy nails, milky effect among others. Minimalist pedicure is also trending, with simple designs and natural concepts. We also see new equipment and methods that guarantee a smoother and longer lasting polish effect. Healthy maintenance is essential.

• Athleisure beauty: Foot care for athletes is essential to ensure maximum performance. Therefore, this trend is one of maximum specialization. In athletes, skin care is related to dermatological aspect, which includes avoiding any type of alteration in the nails, the appearance of calluses or hyperkeratosis, and biomechanics. Cosmetic podiatry is a developing discipline.

• Foot detox: These procedures have gained popularity as a cleansing route for foot rejuvenation and aim to improve circulation, antioxidant effect, relax, remove toxins and impurities and improve skin health. We will see a boom in materials such as clays, activated carbon, bentonites, epson salts, essential oils, ginger, rosemary and turmeric among others. Night patches to remove toxins and impurities from the feet are also becoming trendy. Ionic foot baths today are an interesting concept by using equipment that releases ion systems that neutralize toxins in the skin. Scrub detox is another booming concept using ingredients such as sea salt, coffee and citrus derivatives.

• Pampered feet: In the wellness trend, the relaxation concept of is a main driver for this category linked by practices such as meditation, aromatherapy and mindfulness.

Feet are the new hands… Just as your hands show beauty and harmony, your feet are the key to elegance in every step you take, and cosmetics are the best allies to take care of them.

 



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The post What is new in footcare? first appeared on in-cosmetics Connect.]]> https://connect.in-cosmetics.com/trends-en/what-is-new-in-footcare/feed/ 0 22754 https://connect.in-cosmetics.com/trends-en/beauty-predictions-for-2025/ https://connect.in-cosmetics.com/trends-en/beauty-predictions-for-2025/#respond Thu, 05 Dec 2024 17:15:14 +0000 https://connect.in-cosmetics.com/?p=22631 Economic reports indicate that the year 2025 will present a stable global economic outlook, but with moderate growth rates. According to the projections of the International Monetary Fund (IMF), global growth will remain at 3.2% by the end of 2024 and will increase slightly to 3.3% in 2025. However, this stability may be affected by […]
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Economic reports indicate that the year 2025 will present a stable global economic outlook, but with moderate growth rates. According to the projections of the International Monetary Fund (IMF), global growth will remain at 3.2% by the end of 2024 and will increase slightly to 3.3% in 2025.

However, this stability may be affected by several factors, such as persistent inflation in some countries, trade tensions, geoeconomic fragmentation and the continuity of the wars in Ukraine and Israel. These factors will impact the trends in cosmetics by 2025.

The global cosmetics market has a projected value of US $758 billion by 2025 and a CAGR of 4.6% in the period from 2025 to 2033. Next, I want to share with you some of the projections that I consider most interesting for next year.

The consumer in 2025

The cosmetics trends for 2025 are closely related to technology and innovation. Health-based strategies will be key, as consumers will look for products that are not only effective but also address mental and emotional health.

In addition, the consumer of 2025 is expected to be more aware of the environmental and social impact of their purchasing decisions.

• Ageing population: The proportion of people over 65 years of age will continue to increase. For this reason, well-being and health will continue to be a priority for the main innovations of the cosmetic industry in this segment. The senior consumer is now multichannel and protagonist.
• Artificial Intelligence: AI will continue to transform the way we interact with cosmetic products and services. In 2025 we will see surprising advances in the development of skincare technologies, new molecules and new biochemical mechanisms based on AI. Also new skin diagnostic tools based on algorithms, which will lead to the recommendation of products and devices, all through AI. Virtual beauty advisors will also be key in 2025 because they will help consumers find the perfect product for them, being a key element for brand positioning.
• Robotic Process Automation (RPA): This is a term that will be a trend in 2025. It includes the development of robots that do complex and repetitive jobs, improving operational efficiency, both in R&D of actives, excipients and formulas, as well as in manufacturing activities and industrial production.

We will see a boom in fluid fragrances in perfumery, eliminating gender barriers and celebrating individuality. Thanks to new integrated technologies, we will also see new smart aromas trending that will adjust their intensity and duration according to body temperature, climate, or stress levels.

In 2025 we will see how inclusive beauty reaches new territories, promoting responsible diversity in segments such as the elderly, people with disabilities and special needs and also new concepts for specific cultures that respect and meet the needs of different population segments. Universal accessibility becomes a strong trend for next year through the design of products and services accessible to everyone, regardless of condition. Universal beauty is the new black.

Oral care will also be a trend and is one of the categories that will begin to grow the most. We will see new approaches in holistic care, aesthetics and health. In makeup we will see trending concepts such as Berry Makeup, Moonlite Skin, Vintage Mint, Grunge, Moonlight, Ingenuine Blue and Ultraviolet, among others.

• Advanced Psychographics: Brands will use data that captures not only consumers’ preferences but also their values, beliefs, and lifestyles to tailor their messages to each audience segment extremely precisely.

Pharmetics = Pharma inspiration for cosmetic innovation. In Medicine, we see one of the main trends in precision medicine, which focuses on treating each patient according to their genetic, environmental, and lifestyle profile. This will allow more accurate diagnoses and more effective treatments. Therefore, in 2025, the concepts related to “Precision Cosmetics” will begin to be a trend.

Telemedicine is a concept that allows patients to access high-quality medical services from anywhere, which is especially useful for those who live in remote areas or have difficulty getting around. Telecosmetics is also a concept that will gain relevance in 2025. This will allow interesting benefits for the consumer such as access to beauty experts from anywhere, personalization of treatments and products, reduction of costs and waiting time and greater convenience and flexibility.

Trending for next year we will see a rise in virtual consultations for skin analysis and recommendations, more precise personalization of personal care products, virtual therapies for skin problems, use of augmented reality to simulate treatments and greater integration with artificial intelligence for personalized recommendations.

All this will be possible with new video conferencing platforms, mobile applications, augmented and virtual reality, artificial intelligence and data analysis and machine learning. Telecosmetics is a great opportunity to improve beauty and cosmetic care.

• Real-World Evidence (RWE): This approach relies on clinical data obtained outside of traditional controlled trials. For this reason, companies will begin to innovate in-house clinical effectiveness protocols.
• Stress management: This will motivate purchases, and consumers will look for products and services that include emotional health in their self-care routines.
• Bio-Art: It is the creation of art using living organisms and biological technologies. In 2025 we will also see greater interaction of the cosmetics industry with art platforms and concepts.
• Virtual Impulse Buys: This is the trend of buying products online impulsively. In 2025, cosmetic brands will also carry out responsible purchasing campaigns.
• Luxury Re-commerce: This trend involves buying and selling used or recycled luxury products that will be trendy in 2025, including skincare, makeup, and fragrances.
• Virtual Fitness: The practice of physical exercise in virtual environments. We will see new fragrances and body care concepts that will complement this trend.
• Digital self-care: Applications, tools, and cosmetic products that promote well-being and beauty in the digital world.
• Bio-Hackers: These will consolidate themselves as one of the main target groups of the cosmetics industry, they are consumers who seek to improve their health and performance through technology and biotechnology.
• Virtual intimacy: Advancement of virtual reality and augmented reality in sexual experiences. Cosmetics has a great opportunity for innovation in this category.
• The “back to local”: Refers to the growth of local consumer brands, which are growing 50% more than global brands. This represents a significant change in consumer behaviour, prioritizing local products and services. In this sense, large companies are adapting their offer to the specific demands of each community to connect with consumers.
• Neo-Sensualism: A focus on sensory experience and the pursuit of pleasure through food, art, cosmetic products, music, and other forms of expression.
• Skin bioprinting: It is the creation of artificial skin using 3D printing. We will see very interesting advances in 2025 for both scientific and therapeutic purposes. Subcutaneous implants will also be a trend.

In summary, I think that the innovation drivers for 2025 will be related to artificial intelligence in the R&D process of active ingredients, excipients, and diagnostics, new cosmetic treatments for the effects of stress and improvement of health, the aging of the population, universal inclusion, oral care, pharma-inspired, biohacking, and telecosmetics.

 

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