Health, environment and technology in the future of the beauty industry

The major trends which, according to Euromonitor International and Mintel, will affect the beauty sector in 2025 and beyond. Health and longevity will drive the choices of global consumers, attracted by natural and planet-friendly ingredients. Biotechnological innovations and AI are key tools for personalised beauty.

Milena Bernardi

Staying competitive is a market objective, whatever the sector in question. Top Global Consumer Trends 2025, the recent research conducted by Euromonitor International, starts from the assumption that global consumers are increasingly oriented towards the search for longevity and are, as a result, making significant changes aimed at a healthier lifestyle. In a society shaped by the cost of living, ecological aspects and expectations of wellbeing, companies are adapting to the changing habits of the population, creating new business opportunities. Consumers are increasingly informed, looking for reliable products and services that provide targeted, long-term solutions. Giving priority to innovation and loyalty in business strategies will be essential for addressing the evolution of behaviours and for driving growth.

Health and wellbeing

For the global population, living healthier and longer has become a real need and an objective to be achieved.
On the basis of the latest data, the global sales of VMS (vitamins, minerals, and supplements) will reach 139.9 billion dollars in 2025, driven by the ageing trend of the population, the "after-effects" of Covid and technological developments. At the same time, the use across all generations of intelligent devices or apps to monitor the state of health has increased while, between the first and second quarter of 2024, online launches of brands dedicated to cellular health grew by 135% (vitamins and supplements categories) in as many as 32 countries.
On the basis of these findings, Euromonitor has drawn up a number of recommendations for beauty companies:

• develop targeted products for personal wellbeing, personalising specific solutions for addressing problems linked to various stages of life;
• use scientific evidence and proven results to highlight how formulations and devices support longevity;
• work with technology or diagnostics companies in order to offer personalised health assessments and real-time monitoring solutions.

More strategic and rational shopping

The prolonged period of economic uncertainty has created new purchasing habits. Even though global inflation has come back down, shopping has become more strategic and now consumers evaluate the value of their purchases, establishing priorities. Almost half the sample examined declared to have saved more in 2024, while 72% expressed concern about the price increases of everyday products. 50%, however, declared to be willing to spend more, provided they save time.
The figure of the more informed consumer also emerges from Euromonitor’s report: 57% of the sample have carried out in-depth research on products and services and only 18% have made repeated impulse purchases in 2024.
Buyers evaluate how a product or service can meet an immediate need, but also provide benefits in the future. This means that the less expensive options are not always the preferred choice.
Euromonitor forecasts, moreover, that premium options will grow more rapidly compared to standard or economical price bands in a number of regions such as western Europe and Latin America, but not in others.
Overall, quality, functionality, practicality and price will be the key factors that will affect future purchasing decisions.
Beauty companies will therefore have to focus on segmented campaigns, developing products able to transmit a real added value and offering incentives in the short and long-term for increasing loyalty.

Sustainability: what it costs me

According to Euromonitor, trust in declarations regarding the sustainability of products has not wavered over the years, but economic accessibility continues to be the main obstacle in purchasing decisions, with 40% of consumers affirming that a high price prevents them from choosing a green alternative.
In general, consumers are adopting a more pragmatic approach to sustainable consumption, the green aspect of which is often considered fundamental, but not the only motivating factor.
Euromonitor points out that the development of sustainable products is not slowing down and that the number of SKUs (Stock Keeping Units) online with a sustainability claim in 11 mass consumer sectors in 25 countries has passed from four million in the second quarter of 2022 to five million in the same period of 2024.
The beauty and personal care industry has made considerable efforts to improve the offer of sustainable products, generating sales for over 120 billion dollars in 2023, the highest turnover among all sectors.  
To reinforce this trend, companies need to study sustainability claims based on tangible evidence, communicating the real advantages that these products offer, associating these with the characteristics of effectiveness, quality and safety.

The 3 Mintel macro-trends

A prediction regarding new beauty trends also arrives from Mintel with the “2025 Global beauty and personal care trends” report, according to which a higher level of education of the world's population, climate change and greater attention to prevention will underpin the new trends. Over time consumers will rely more and more on technology for managing their health and beauty: brands have the task of accompanying them on this journey.  

(My) conscience is power. With the increase in the level of education in all continents, in 2025 consumers will be ready to take control of their habits, abandoning traditional practices, embracing biotechnological innovations and exploiting artificial intelligence for a personalised beauty oriented towards results, emphasising individuality and long-term skin health. An upsurge in devices that offer immediate analyses and results is therefore predicted, allowing users to take immediate informed decisions.

Invert the trend. With the increasingly evident impact of climate change, consumers are demanding products which, besides performance, also prioritise environmental responsibility. Beauty brands will adopt regenerative agriculture to produce biosynthetic ingredients with minimum impact, designed to adapt to environmental and physiological changes in real time, fusing technology and nature.

Think slow, move fast. In 2025 the slow living approach will increasingly emphasise comfort and emotional wellbeing. Ingredients, textures and products will evoke simpler times, focusing on sensorial experiences that soothe and nourish. Brands will have to take account of new “informed consumption” models, creating effective products that are attentive to the consumer's budget. Regenerative beauty will emerge as a key concept, combining sustainability, mental wellbeing and longevity.