In the years to come, consumers will focus on "owning and individuality while prioritizing functional efficacy," as well as merging "climate adaptive beauty, localism, and minimalism," and "get back to basics through comfort, nostalgia, and slow living," according to market research firm Mintel, which shares its 2025 Global Beauty and Personal Care Trends report.
Here are Mintel's predictions for what beauty and personal care products will look like in 2025: Self-tanners will be repurposed into bronzers: "Consumers will work smarter (not harder) on their beauty routines, combining knowledge, tools, and technology to achieve personalized solutions for superior results," Mintel says.
"For instance, consumers may try to repurpose products like self-tanners as bronzers or using Vaseline for skinslugging their effectiveness with minimal effort."
Artificial intelligence will be at the center of products: "As Gen Alphas (born 2010-25) reach adulthood, their comfort with AI and virtual experiences will transform the beauty industry," Mintel says.
"As medical aesthetics (procedure and noninvasive procedures) become mainstream, products will be designed for pre- and post-invasive care, ensuring consumers achieve optimal results in a rapidly aging society."
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