Delivery
This report comes in PPT.
Key findings
Consumer pricing sensitivity and desire for affordability are rising in skin care
Skin care is undergoing a heightened focus on value. Globally, since 2020, consumers have been placing greater importance on lower price against other features in skin care, resulting in a redefinition of mass beauty and polarisation between mass and premium skin care. The success of C-beauty skin care and private label skin care dupes are indicative of this trend.
Growing appetite for science-backed beauty
More consumers are looking for specific ingredients, proof of efficacy, and clinical formulation, motivated by an underlying demand for safety, transparency, and healthy living. Dermocosmetics, which emphasise skin health benefits and proven results, have seen tremendous success since dermocosmetics retail sales and usage frequency are up globally in 2024.
Health claims, daily usage, and sales growth ramp up sun care globally
Beauty consumers are increasingly gravitating towards brands that align with their long-term health goals. This has particularly benefited sun care as more consumers are aware of how sun damage accelerates the ageing process and now have increased daily sun care usage globally. Value-added properties, such as colour correcting sunscreen, are not only expanding sun care’s multifunctional positioning but also encouraging consumers to actively control health outcomes.
Immersive, entertaining and shareable experience cultivates consumers’ loyalty
In a content-saturated environment, brand loyalty is earned through storytelling, not just products. Brands that create personalised, culturally resonant content across omnipresent platforms will better connect with younger and more fragmented audiences.
Hair care benefiting from sustainability innovation in ingredient sourcing and packaging
Hair care players are aiming to reduce overall packaging materials and use more eco-friendly materials, like biobased sources or biodegradable options. Refill options are more plentiful in hair than a year ago, as players (particularly premium hair care brands) expand choices, while innovation continues in waterless, powder, solid or other formats.
Our expert’s view of Beauty and Personal Care in 2025
Key findings
The beauty and personal care industry sees a slowdown in growth
Top Five Trends in Beauty and Personal Care in 2025
Top five trends uncovered
Consumer pricing sensitivity and desire for affordability are rising in skin care
Shift to price and value and reliance on stocking up benefits mass C-beauty brands
Walgreens premiumises private label skin care to further price accessibility
Prioritise price accessibility and communicate value, efficacy and benefits
Appetite for science-backed beauty propels popularity of dermocosmetics
Dermatologist-founded and -developed brands for skin of colour debut in India
Personalised subscription-based Viome extends diagnostics to oral health and oral care
Commit to research and efficacy to gain trust among consumers
Health claims, daily usage, and sales growth ramp up sun care globally
EltaMD’s “green sunscreen” makes big debut for its multifunctionality and skin health
Proprietary ingredient from oral supplements elevates health benefits of facial serum
Showcase health-driven outcomes and ecosystem of wellness positionings
Immersive, entertaining and shareable experiences cultivate customer loyalty
K-beauty Rom&nd embraces Paris Olympics-inspired themed pop-up store
e.l.f. beauty dives further into creating content by launching in-house production arm
Where consumers spend their screen time and offline moments shapes what they buy
Hair care benefiting from sustainability innovation in ingredient sourcing and packaging
Davines’ sustainable strategy in packaging and ethical sourcing helps differentiate hair care
Sustainable beauty gains momentum following passage of EU packaging laws
Commit to refills, sustainable sourcing, and certifications to reduce footprint
Future implications
Opportunities for growth
Download table of contents
Download Sample PDF Report
Beauty and Personal Care
This is the aggregation of baby and child-specific products, bath & shower, colour cosmetics, deodorants, depilatories, fragrances, hair care, men's grooming, oral care, skin care and sun care. Black market sales and travel retail are excluded.
See all of our definitions
