Mintel | Global Beauty and Personal Care Trends 2025

Published on November 08, 2024 by Yidan Zhong

Against the backdrop of a rapidly growing global beauty and personal care market, consumer needs are changing. According to Mintel's 2025 Global Beauty and Personal Care Trends Report, there are three key trends that brands need to focus on in the coming years: knowledge empowerment, green turnaround and slow aesthetics. These three trends represent the diversification of consumer needs and the demand for more personalization, the integration of beauty and health, and eco-friendly innovation.

01 Knowledge Empowerment: The Deep Integration of Technology and Personalized Demands

Today, as technology continues to advance, consumers' demand for personalized beauty care is increasing. They are not only concerned about the actual efficacy of products, but also want to meet their unique needs through scientific means and innovative technology. mintel points out that the trend of knowledge empowerment will guide brands to utilize big data, AI, AR and other advanced technologies to help consumers gain a deeper understanding of their own skin conditions and needs, so as to obtain customized solutions.

1.1 Personalized Skincare Powered by Big Data and AI

Big data and AI-based skincare solutions have made their way into the product systems of many brands. For example, smart skin testers and customized skincare apps give professional product recommendations by analyzing users' skin data. This approach not only helps consumers choose products that better meet their needs, but also gives brands the opportunity to collect more user data so that they can continuously optimize their product and service experience.

1.2 Improve consumers' beauty knowledge

Beauty brands can also strengthen their interaction with consumers through the trend of knowledge empowerment, spreading beauty and skincare knowledge through social media and online platforms to improve consumers' beauty knowledge. For example, brands can publish content on skin care science and ingredient analysis to help consumers better understand the ingredients and efficacy of their products. This type of knowledge empowerment not only enhances consumers' trust, but also gives them more confidence in using the products.

02 Green Turnaround: The Dual Challenge of Environmental Innovation and Sustainable Development

As global environmental awareness continues to grow, consumers expect brands to respond to environmental challenges through innovation. The green turnaround trend means that the competitiveness of brands in the future will not only lie in the efficacy of their products, but also in their commitment to environmental protection and innovation, as pointed out in Mintel's report, which states that consumers no longer care about superficial “green labels”, but rather about the substantial contribution of brands to environmental protection.

2.1 Packaging innovation centered on 'eco-friendly' materials

Brands can respond to consumer demand for environmentally friendly packaging by adopting eco-friendly materials. For example, adopting recyclable materials, reducing the size of packaging, and using biodegradable materials are all possible approaches. In recent years, many brands have moved towards plastic-free packaging or have adopted biodegradable materials to reduce their environmental impact. By innovating in packaging, brands can directly demonstrate their environmental protection concepts and enhance consumers' sense of identity.

2.2 Simplify ingredients and shorten supply chains

The trend towards environmental protection has also led to the development of “simplified ingredients” and “shorter supply chains”. More and more consumers are looking for simple and efficient skincare products, while brands are reducing unnecessary chemical ingredients and sourcing raw materials locally or regionally to reduce carbon emissions while pursuing product efficacy. This ensures the freshness and traceability of raw materials and helps fulfill consumers' desire for natural and green ingredients.

2.3 Moving towards carbon neutrality and zero-waste goals

Consumers are also increasingly interested in brands achieving carbon neutrality and zero-waste goals. Brands can achieve zero carbon emissions by calculating their carbon footprint, supporting environmental programs, and adopting clean energy. For example, some brands compensate for the carbon emissions generated during the production of their products by planting trees and supporting ocean cleanups, thus enhancing their environmental image.

03 Slow enjoyment aesthetics: the fusion of physical and mental health and beauty care

In the fast-paced modern life, more and more consumers begin to seek physical and mental balance, and beauty has become part of their pursuit of inner health. The Slow Aesthetics trend reflects consumer demand for the combination of physical and mental health and beauty, emphasizing a lifestyle attitude of slowing down and enjoying the process.

3.1 Skincare rituals that enhance self-care

Slow Aesthetics is not only a beauty regimen, but also an attitude of relaxation. Brands can help consumers gain a moment of peace in their busy lives by designing unique skincare rituals. In recent years, many brands have introduced skincare products with natural fragrances and soothing ingredients, allowing consumers to relax and enjoy a deeper self-care experience.

3.2 Product ingredients emphasize “functionality” and “pleasure”

An important feature of the Slow Enjoyment Aesthetic is that product ingredients should not only have beauty functions, but also focus on the sense of pleasure. To meet this trend, brands have begun to add essential oils, aromatic ingredients, as well as calming and soothing ingredients to skincare products to help consumers experience pleasure during use. In addition, some skincare products are designed with cooling and warming sensations to provide a richer sensory experience.

3.3 Mutual support of beauty and mental health

Beauty is not only about external care, but also about internal mental health support. Studies have shown that a good skincare experience can significantly enhance a person's emotional state. In the coming years, brands can combine product marketing with mental health to advocate that skincare is not only about enhancing external appearance, but also about having a good emotional experience and psychological fulfillment. For example, brands can emphasize the connection between skincare and relaxation and meditation in their campaigns, or even design skincare kits or online courses with guided meditation to help consumers de-stress while taking care of their skin.

The global beauty and personal care industry will focus more on consumers' individual needs, brands' environmental responsibility, and the integration of beauty with physical and mental well-being. Brands will need to leverage advanced technology to meet consumer demand for personalized and effective products, innovate in terms of environmental protection to respond to consumer demand for greener products, and introduce products that meet the concept of “slow beauty” to help consumers feel more relaxed and happy in their daily care.

These trends will undoubtedly reshape the future of the beauty industry and present new opportunities for brands. By keeping up with these trends, brands can become more competitive in the marketplace while realizing their goals of social responsibility and corporate sustainability. In the future, technology, environmental protection and health will be the three core pillars that will lead the beauty and personal care industry, and will bring consumers a better product experience and quality of life.