Understand what’s new and next in global consumer behaviour and the impact on beauty and personal care marketing and innovation for 2025.
Looking to the future, Mintel’s global beauty and personal care experts embarked on an exploration of the influences on consumer behaviours and attitudes. After conversations with our fellow Mintel analysts across a range of categories and markets around the world, we focused our investigation on three themes that we think will be influential in 2025 and beyond: embracing ownership and individuality while prioritising functional efficacy, the merging of climate-adaptive beauty, localism and minimalism, and, finally, back-to-basics through comfort, nostalgia and slow living.
The 2025 Global Beauty and Personal Care Trends are:
(My) Knowledge is Power: Consumers will work smarter (not harder), combining knowledge, tools and technology to achieve personalised solutions for superior results.
Turning the Tide: With the effect of climate change becoming more evident, brands will be expected to consider eco-ethical implications as consumers demand a seamless connection between ethical practices and high-performance beauty solutions.
Think Slow, Move Fast: Emphasising prevention over repair and embracing simplicity, consumers will start their ‘routines’ sooner in life, integrating nostalgic and sensory-rich experiences in pursuit of personalised skincare.
Our methodology for identifying the future global beauty and personal care trends that matter
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For those new to Mintel’s annual trend predictions—or as a reminder to those who may have forgotten—our living, growing prediction model adapts to the unforeseen. Centred around the seven Mintel Trend Drivers—Wellbeing, Surroundings, Technology, Rights, Identity, Value, and Experiences—the model supports the fluid acceleration or deceleration of a trend according to the reality of individual markets. It allows us to be more adaptive and reactive to change and to continue to focus on the future.
Our recommendations identify how beauty and personal care brands can grow from and adapt to shifts in consumer attitudes and behaviours. Unlike other trends in the marketplace, our predictions are backed by robust data and expert opinions, ensuring that what you read here is meaningful and actionable.
After you’ve read and digested the 2025 Global Beauty and Personal Care Trends, you’ll probably have lots of questions, mainly about what comes next. That’s the perfect time to get in touch with Mintel Consulting. We can help you digest the data and analyst expertise, then apply them to your growth goals. Like an extension of your Marketing, Insights and R&D team, we deliver tailored opportunities that propel market expansion and fuel consumer demand. Answer the question, ‘What now?’ and discover how Mintel Consulting can offer a customised view of your marketing and innovation strategy.
