Visions of beauty: 2024-2029 trends revealed

The concept of Vitalism (living stronger and longer) is the main theme of the second edition of CosmoVision. The study offers a predictive insight into macro-social trends and their effects in the beauty sector until 2029, with the objective providing strategic insights into the sector.

By Milena Bernardi

Technological innovation and social responsibility continue to shape the global beauty market which must be ready to meet the demands of a population with an increasingly longer lifespan. This is affirmed by the Beautystreams Future Collective, composed of experts from the biotechnology, sociology, art, design, digital technology, sustainability and medical science sectors who, during Cosmoprof Worldwide Bologna, offered an in-depth review of the trends that will shape the future of cosmetics.

The “beauty” of long-life

In a scenario in which the average age is increasing, it becomes fundamental to engage consumers along their entire lives. The definition of beauty is evolving hand-in-hand with preventative health needs, a change which brings with it important opportunities for the cosmetics sector. The scenario is constantly changing, from traditional methods directed at those who wish to acquire a younger look, to inclusive contemporary strategies that, instead, focus on natural changes as a celebration of life's journey.

Offering consumers the possibility to choose how to approach their age will be the theme of the near future for the different segments of the cosmetics industry.

Skin care and personal care

The concept of “vitalism” combines perfectly with skin and personal care. To this end, the cosmetics industry will have to adopt a dermo-cosmetic approach aimed at also addressing specific skin problems, including psoriasis, acne and rosacea. At the same time, a strategy focused on hormonal changes becomes fundamental for supporting certain stages of life such as puberty, pregnancy, menopause and andropause.

In addition, age-specific supplements, inspired by food models observed in the “blue zones” – regions noted for exceptionally healthy and long-life populations – favour pro-active and healthy ageing. As individuals gradually progress through life, there is a natural change in sexual and intimate well-being needs, creating new paths for growth in the beauty industry.

Hair care

For brands, changes in the structure and colour of hair in various stages of life are a basis for studying the development of ever more effective products. In areas such as Europe, North America and a number of Asian countries, the tendency to accept grey hair is on the rise, leading to a growing demand for enhancers that improve the hair’s texture and undertone. Anti-hair loss products are another category on the rise, as are strengthening products for the scalp.

Finally, the traditional segment of those who prefer to colour their hair, with large market shares reserved for hair dyes, and that of products that preserve the integrity of hair, continue.

Colour Cosmetics

Consumer preferences for the colour, texture and degree of make-up coverage are, again, influenced by ageing, but also by lifestyles and the environment. Consumer preferences are for coloured cosmetics that also offer skin care benefits. Light but covering formulae continue to be the preferred ones for mature skin, as they hide defects without highlighting wrinkles. Attention to comfort is essential for meeting the needs of skin which is ageing and becoming more sensitive.

Skin undertone can alter with age due to loss of pigment or, conversely, due to hyper pigmentation; concealers that even out tone therefore hold significant market potential.

Packaging Design

With the rise in demographic ageing, the rate of disability also increases. It therefore becomes crucial to design packaging with specific requirements, like caps which are easy to open or applications useable with just one hand. For people with visual impairment, graphic colour coding and easy-to-read print are essential for allowing the easy distinction of products. In addition, for those experiencing a decline in the sense of smell, there is the help of the Smart Dosage Dispenser for fragrances, an innovative tool that makes it possible to apply the correct quantity of perfume.