Mintel report examines 4 trends set to impact beauty by 2025

NEW YORK — In the next 10 years, the beauty category will be responding to macro changes both environmentally and technologically, according to a new report from Mintel, “Trends 2025: Beauty & Personal Care.” The research and market insight firm has identified four big areas that of change in the next 10 years in the category. 

 

The first big change coming will be due to the continuedblurring between human and technology brought on by a desire for consumers to be in control of their needs. In particular when it comes to wearables, Mintel reports that 48% of U.K. suncare users would want an app they could use to track skin or mole changes and 30% of American women say would use a skin care product that comes with built-in diagnostic tools. Mintel predicts that devices will be able to go under the skin by 2025. 

 

“New product development in augmented reality is providing the next step in virtual mirrors and real-time visualization of the effects of beauty products on the skin and hair,” Mintel’s senior innovation and insights analyst Sarah Jindal said. “What’s more, wearables will increasingly become part of the body, from micro patches that monitor skin condition to ingestibles that send information to connected devices from the stomach, tracking the movement and efficacy of beauty supplements. However, as new technology enables consumers to track the impact of beauty products, brands will be under greater pressure to prove efficacy.”

 

Beyond enhanced wearables, the category will be impacted by a growing shortage of water, according to Mintel. As a result, companies will explore beauty options that don’t require as much water to get the desired results. Consumers are also interested in water sources that don’t strain existing resources. 

 

“The key to beauty brands’ success lies in younger consumers’ adoption of these innovative measures,” Jindal said. “They must appeal to their youthful idealism, passion and desire to change the world with products that clearly state how they are addressing the issue of water shortages. There will also be a greater need for brands to help consumers control their water usage, and transparency will be come to the forefront like never before.” 

 

As life gets more hectic, Mintel says that brands will see pressure from consumers looking for products that can re-invigorate them and return potentially low energy levels. Mintel’s report says that in China, a holistic approach to beauty requires discussion of a healthy lifestyle and the skin care benefits to balanced diets, getting enough sleep and exercise. The company also predicts that new color cosmetics will emerge that can enhance the skin’s energy levels. 

 

“Brands must tangibly illustrate how their products can impact consumer energy levels for the better, thought work on energy-boosting products is already underway, particularly in skincare and hair care products,” Jindal said. “We should expect to see more hair care brands improve the condition and longevity of the hair by stimulating cellular energy.”

 

Finally, consumers will take their cue from the likes of Lush, purveyor of handmade cosmetics and try to involve themselves in the process of creating their beauty products. The interest in natural beauty is driving an interest in DIY beauty products that can be in a consumer’s home. 

 

“Looking at the decade ahead, we’ll see brands borrow inspiration from the meal kits developed by food companies, propelling the subscription beauty box model to the next level,” Jindal said. “With the ever growing interest in pursuing more natural lifestyles, consumers will find themselves getting involved in the creation process to ensure their beauty and personal care products are more transparent.”