The beauty industry has rapidly changed over the last year, driven by evolving consumer preferences and innovative trends that are reshaping brand practices. Insights from Boots, Nielsen and Mintel highlight five key developments reshaping the sector:
Evolving beauty preferences in a diverse global market 🌍
The beauty market is becoming more personalised and regionally influenced. Nielsen reports that across emerging markets, consumers are blending modern beauty products with local, natural ingredients, while in mature markets like North America and Europe, there’s a shift towards niche brands offering bespoke solutions. Consumers now seek products tailored to their specific needs, skin types, and personal values.
The concept of “cross-category beauty” is growing in regions like Latin America and the Middle East, where beauty, skincare, and wellness overlap. While in the UK, 64% of beauty shoppers expect more diverse product options. Brands that can cater to both global trends and localised preferences are quickly building success.
Rise of social commerce 📱
Social commerce has quickly become a day-to-day global shopping tool for consumers, with 68% of purchases on these platforms driven by impulse. Platforms like TikTok Shop have redefined shopping experiences, ranking as the top e-commerce merchant for cosmetics during Black Friday 2024 (nielseniq.com). The ability to utilise free product feed integrations alongside organic content has given small and mid sized businesses the opportunity to quickly grow brand awareness amongst millions of users.
Personalised beauty and customisation💄
Consumers are increasingly seeking personalised beauty solutions, with Mintel stating that 50% of shoppers would be willing to spend more on personalised products. Advancements in technology and AI allow consumers to tailor their skincare and makeup routines to their specific needs. The Boots Beauty Trends 2025 report highlights that 70% of UK consumers believe beauty brands should offer more customised products to address individual skin needs.
Demand for eco-ethical practices 🌱
With the effects of climate change becoming more evident, consumers are expecting brands to adopt sustainable practices. 73% of consumers say they are more likely to choose brands with a commitment to environmental and ethical concerns. The Boots report reveals that sustainability is becoming a key factor in purchase decisions, with 64% of beauty shoppers opting for brands with eco-friendly packaging and responsible ingredient sourcing.
Increased wellness and beauty convergence 🧖
Consumers are increasingly embracing beauty products that prioritise overall wellness. The Boots Beauty Trends 2025 report identifies a growing demand for products that promote “beauty from within”, such as supplements, skincare with adaptogens, and products that support mental health. Additionally, 67% of consumers are now more interested in beauty products that incorporate both health and wellness benefits.
