Beauty: Top beauty trends revealed in new data-driven report

Why it is the topic trending:

• Shifting Consumer Priorities: After periods of digital overload and stress, consumers are increasingly prioritizing well-being and seeking beauty rituals that offer more than just aesthetic improvements. They are looking for products and routines that can help regulate their energy and calm their minds.

• Impact of Stress on Skin: Chronic stress is visibly affecting the skin, leading to issues like sensitivity, dullness, and breakouts. This drives the demand for products that specifically address these stress-related concerns.

• Desire for Efficiency and Simplicity: Busy lifestyles are fueling the need for minimalist routines and multi-purpose products that save time and reduce decision fatigue.

• Growing Interest in Self-Care: Beauty rituals are becoming a form of self-care and relaxation, offering consumers a way to nourish their bodies and minds.

• Influence of Social Media and Experts: Platforms like TikTok have empowered consumers to become more informed and take control of their beauty routines, leading to an interest in science-backed and DIY beauty solutions.

• Economic Factors: Rising costs and the post-pandemic trend of at-home treatments contribute to the popularity of DIY and biohacking beauty approaches.

• Focus on Authenticity over Perfection: The trend is shifting from追求 flawless looks to embracing natural features, driving demand for lighter coverage and products that enhance rather than mask.

• Continued Global Influence of K-Beauty: Korean beauty's emphasis on innovative ingredients and gentle, long-term skincare resonates with consumers worldwide.

• Nostalgia and Cyclical Trends: The resurgence of 90s minimalist beauty reflects a cyclical nature of fashion and beauty trends.

Overview:

The beauty landscape in 2025 is being shaped by consumers seeking more than just superficial enhancements. Driven by factors like increased stress levels, busy lifestyles, and a desire for well-being, the focus is shifting towards beauty solutions that offer functional benefits, emotional comfort, and scientific backing. This includes simplified routines, products that calm the nervous system, DIY and biohacking approaches, life-proof formulations, a move towards natural-looking makeup, the continued influence of Korean beauty, and the return of 90s minimalism. Zalando's "Beauty in Brief" report highlights these key trends, indicating a dynamic evolution in consumer behaviours and their impact on the beauty industry.

Detailed Findings:

• Energy reset & minimalist routines: Consumers are seeking simplified skincare routines with multi-purpose products that offer benefits like coverage, sun protection, and skincare in one step. Low-maintenance hairstyles are also gaining popularity.

• Nervous system regulation: Beauty products designed to calm the nervous system are becoming increasingly popular. This includes cortisol-lowering fragrances, calming skincare rituals, and barrier-restoring serums.

• Biohacking beauty: Consumers are increasingly interested in science-backed DIY beauty solutions, fueled by the popularity of cosmetic chemists on platforms like TikTok. Sleep is being seen as a key opportunity for skin rejuvenation, with products like overnight masks and scalp serums experiencing a surge in popularity.

• Life-proof formulations: The focus is on looking refreshed rather than flawless, with demand for products that are resistant to UV rays, humidity, and sweat, offering long-lasting coverage and hydration. Clutch-sized, on-the-go products are also expected to rise in popularity.

• Undetectable makeup: The trend is towards fresh-faced, breathable looks that enhance natural features with light coverage, minimizing contouring and heavy makeup.

• Korean beauty: K-beauty continues to be a major trend, celebrated for its innovative ingredients and gentle, step-by-step routines focused on long-term skin health. Dewy skin remains popular, along with the resurgence of skin cycling.

• 90s neutrals: Minimalist beauty styles from the 90s, including milky nails, neutral eyeshadows, slicked-back hair, and nude lips, are making a comeback.

Key success factors of product (trend):

• Efficacy: Products need to deliver real and noticeable results, addressing specific consumer concerns like stress-related skin issues or the desire for long-lasting wear.

• Simplicity and Convenience: Multi-purpose products and streamlined routines that fit into busy lifestyles are highly valued.

• Focus on Well-being: Products that offer calming or stress-relieving benefits, catering to the growing emphasis on mental and emotional well-being, will resonate with consumers.

• Innovation and Science-Backed Formulations: Consumers are increasingly knowledgeable and interested in ingredients and scientific evidence supporting product claims.

• Authenticity and Natural Enhancement: Makeup that enhances natural features rather than masking them aligns with current preferences.

• Gentle and Nourishing Properties: K-beauty's emphasis on gentle ingredients and long-term skin health is a key factor in its success.

• Nostalgia and Timelessness: Products and styles that evoke familiar and classic aesthetics, like those from the 90s, have a strong appeal.

• Accessibility and Availability: Brands that can make trending products readily available through popular retailers like Zalando will have an advantage.

Key Takeaway:

The beauty trends of 2025 are fundamentally driven by a desire for balance, well-being, and authenticity. Consumers are seeking beauty solutions that simplify their lives, address their emotional and physical needs, and enhance their natural beauty rather than masking it.

Main Trend:

The overarching trend in beauty for 2025 is the Prioritization of Well-being and Functionality, where beauty is seen as an integral part of self-care and products are chosen for their ability to address specific needs and fit seamlessly into busy lifestyles.

Description of the trend:

The "Prioritization of Well-being and Functionality" in beauty signifies a shift away from purely aesthetic goals towards a more holistic approach. Consumers are looking for products that not only make them look good but also contribute to their overall well-being, whether it's through stress relief, simplified routines, or long-lasting performance. This trend encompasses a variety of sub-trends, all pointing towards a more mindful and practical approach to beauty.

What is consumer motivation:

• Desire for Stress Reduction and Calm: Consumers are seeking beauty rituals and products that can help them manage stress and promote relaxation in the face of digital burnout and busy lives.

• Need for Efficiency and Time-Saving: With packed schedules, consumers are motivated to find streamlined routines and multi-purpose products that simplify their beauty regimen.

• Focus on Long-Term Skin Health: The emphasis is shifting towards nurturing the skin with gentle and effective ingredients rather than quick fixes.

• Desire for Authenticity and Natural Appearance: Consumers are increasingly embracing their natural features and opting for makeup that enhances rather than conceals.

• Empowerment through Knowledge: Fueled by online resources, consumers are more informed and motivated to take control of their beauty routines with science-backed products and DIY approaches.

• Value for Money and Practicality: Consumers are looking for products that deliver real results and fit into their lifestyles, making them more inclined towards functional and long-lasting formulations.

What is driving trend:

• Increased Awareness of Stress and its Impact: Growing understanding of the link between stress and skin health is driving the demand for calming and barrier-restoring products.

• Digital Overload and the Need for Offline Rituals: As people spend more time online, there's a counter-movement towards tangible self-care rituals.

• The Rise of "Skinfluencers" and Informed Consumers: Social media has democratized beauty knowledge, leading consumers to seek out specific ingredients and science-backed solutions.

• Time Scarcity and the Demand for Convenience: Busy modern lifestyles necessitate beauty routines and products that are quick and easy to use.

• Shifting Beauty Ideals: The definition of beauty is evolving to encompass naturalness and well-being over unattainable perfection.

• Economic Considerations: Budget-conscious consumers are exploring DIY and multi-functional options as cost-effective alternatives.

• Cultural Exchange and Global Beauty Influences: The continued popularity of Korean beauty and the cyclical nature of fashion trends contribute to the emergence and resurgence of certain styles.

What is motivation beyond the trend:

• Seeking Comfort and Control: Beyond just beauty, consumers are looking for ways to feel more grounded and in control of their well-being in a fast-paced and often overwhelming world.

• Investing in Self-Care as a Form of Resilience: Beauty rituals can be a form of self-nurturing that helps individuals cope with daily stresses and build resilience.

• Expressing Individuality and Authenticity: By embracing natural features and simplified styles, consumers can express their unique identities more genuinely.

• Connecting with Nostalgia and Familiarity: The return of 90s trends can evoke feelings of comfort and familiarity.

• Desire for Sustainable and Mindful Consumption: While not explicitly stated in the article, a broader trend towards conscious consumerism often underpins choices in personal care.

Description of consumers article is referring to:

The article primarily refers to beauty consumers who are digitally engaged, health-conscious, and value convenience. They are likely aware of current trends through online platforms like social media and e-commerce sites like Zalando.

• Demographics: The article doesn't specify a precise age range, but the mention of "digital burnout" and the resurgence of 90s trends suggests a broad range, likely including Millennials and Gen Z, who are active on social media and familiar with both past and present trends. The inclusion of searches for "Gen Z" and "Millennials" in the user's search history also indicates an awareness of these demographics in the context of beauty trends.

• Interests and Product Preferences: These consumers are interested in skincare, makeup, haircare, and body care products. They prefer products that are effective, multi-functional, and align with their desire for natural beauty. They are open to trying new ingredients and technologies, especially if they are science-backed and have positive reviews online. They appreciate brands that offer a wide range of price points, catering to different budgets.

• Shopping Habits: They are comfortable shopping online, as evidenced by the data from Zalando. They are likely influenced by trends seen on social media platforms like TikTok and Instagram. They are also likely to research products and ingredients before making a purchase. Given the focus on routines and specific product types (e.g., overnight masks, scalp serums), they are likely to be occasional to frequent category shoppers, depending on the specific product category.

• Lifestyle: They lead busy lives and seek routines and products that are efficient and easy to incorporate into their daily schedules. They value self-care and are looking for beauty rituals that offer a sense of well-being.

Conclusions:

The Zalando "Beauty in Brief" report paints a picture of a beauty industry in 2025 that is deeply intertwined with consumer well-being and evolving lifestyles. The trends highlight a move towards practicality, authenticity, and a more informed approach to beauty consumption. Brands that can cater to the desire for simplified routines, stress-relieving products, science-backed innovation, and natural-looking results are likely to thrive in this evolving landscape.

Implications for brands:

• Focus on Multi-Benefit Products: Develop products that combine multiple functions (e.g., makeup with skincare benefits, SPF inclusion) to appeal to consumers seeking efficiency.

• Emphasize Well-being and Self-Care: Market products as tools for self-care and stress reduction, highlighting ingredients and sensorial experiences that promote relaxation.

• Leverage Scientific Backing and Transparency: Clearly communicate the science behind product formulations and be transparent about ingredients to cater to informed consumers.

• Create Life-Proof and On-the-Go Solutions: Develop products that are resilient to environmental factors like heat and humidity and offer convenient, travel-friendly packaging.

• Support the "Less is More" Aesthetic: Offer lightweight, natural-finish makeup products and educate consumers on techniques for enhancing natural features.

• Embrace and Integrate K-Beauty Concepts: Explore innovative ingredients and gentle formulation approaches inspired by Korean beauty traditions.

• Tap into Nostalgia with Modern Twists: Consider incorporating elements of 90s minimalist beauty into product lines and marketing campaigns while keeping them relevant for today's consumer.

• Engage with Consumers Online: Utilize platforms like TikTok to share educational content, showcase product efficacy, and connect with the DIY beauty community.

Implication for society:

• Shift in Beauty Standards: Society may see a broader acceptance of natural beauty and a reduced emphasis on striving for an unattainable ideal of flawlessness.

• Increased Focus on Mental Health: The integration of beauty routines with well-being practices could contribute to a greater societal focus on mental health and self-care.

• Empowerment of Consumers: Access to information and the rise of DIY beauty can empower individuals to take greater control over their personal care.

• Potential for More Sustainable Practices: The trend towards minimalism and multi-purpose products could lead to more conscious consumption and less waste in the long run.

• Influence of Global Cultures: The continued popularity of K-beauty highlights the increasing interconnectedness of global cultures and their impact on beauty standards.

Implications for consumers:

• Simplified and More Efficient Routines: Consumers can benefit from streamlined beauty routines that save time and reduce product clutter.

• Access to Products Focused on Well-being: A wider range of products designed to address stress and promote relaxation will be available.

• More Affordable DIY Options: The rise of biohacking beauty offers cost-effective alternatives to professional treatments.

• Greater Emphasis on Natural Beauty: Consumers may feel more comfortable embracing their natural features with the "undetectable makeup" trend.

• Opportunity to Explore Diverse Beauty Philosophies: The continued popularity of K-beauty provides access to different approaches and ingredients for skincare.

• Nostalgic and Familiar Choices: The resurgence of 90s trends offers a sense of comfort and familiarity in beauty choices.

Implication for Future:

• Further Integration of Technology and Beauty: We can expect to see more technology-driven beauty solutions that personalize routines and track results.

• Greater Emphasis on the Science of Beauty: The trend towards biohacking suggests a future where consumers are increasingly interested in the scientific basis of beauty products.

• Personalized Beauty Experiences: Brands may leverage data to offer more tailored product recommendations and routines based on individual needs and concerns.

• Blurring Lines Between Beauty and Wellness: The connection between beauty and overall well-being is likely to strengthen, leading to more holistic product offerings.

• Continued Evolution of Beauty Standards: Beauty ideals will likely continue to shift, embracing diversity and individuality.

Consumer Trend (name, detailed description):

• Mindful Beauty: This trend reflects the increasing consumer desire for beauty rituals and products that contribute to overall well-being and mental health. It encompasses simplified routines, stress-relieving ingredients, and practices that promote relaxation and self-care.

Consumer Sub Trend (name, detailed description):

• Skinimalism: This sub-trend focuses on reducing the number of products used in a skincare routine, opting for multi-functional items that deliver multiple benefits. It's driven by a desire for simplicity, efficiency, and a focus on healthy skin rather than masking imperfections.

Big Social Trend (name, detailed description):

• The Wellness Movement: This broader societal trend emphasizes holistic health and well-being, encompassing physical, mental, and emotional aspects. The beauty industry is increasingly aligning with this movement by offering products and experiences that promote self-care and stress reduction.

Worldwide Social Trend (name, detailed description):

• Global Influence of K-Beauty: The continued global popularity and influence of Korean beauty practices and products demonstrate a worldwide interest in gentle yet effective skincare routines and innovative ingredients.

Social Drive (name, detailed description):

• Authenticity and Self-Acceptance: This social drive encourages individuals to embrace their natural selves and prioritize authenticity over idealized and often unattainable beauty standards. This manifests in the "undetectable makeup" trend and a focus on enhancing rather than concealing.

Learnings for brands to use in 2025:

• Prioritize ingredient transparency and efficacy: Consumers are increasingly educated and want to know what they are putting on their skin and what benefits to expect.

• Develop versatile, multi-tasking products: Streamline consumer routines by offering products that address multiple needs simultaneously.

• Create products that cater to sensitive skin and stress-related concerns: Acknowledge the impact of modern life on skin health and offer solutions.

• Offer both science-backed and natural formulations: Cater to a broad range of consumer preferences and build trust through credible claims.

• Invest in sustainable and ethical practices: While not explicitly a trend in the article, this is a growing expectation from consumers.

• Engage with beauty communities online: Platforms like TikTok are crucial for understanding emerging trends and connecting with consumers.

• Consider the resurgence of 90s aesthetics: Incorporate subtle nods to this era in product design and marketing to capture consumer interest.

• Offer convenient and travel-friendly product formats: Adapt to busy lifestyles with on-the-go solutions.

Strategy Recommendations for brands to follow in 2025:

• Innovate with hybrid product categories: Develop products that blur the lines between skincare and makeup, offering both immediate coverage and long-term benefits.

• Build brand narratives around well-being and self-care: Position products as tools that support mental and emotional health as well as physical appearance.

• Collaborate with cosmetic chemists and dermatologists: Partnering with experts can enhance credibility and appeal to the biohacking beauty trend.

• Create educational content on minimalist routines and stress-reducing beauty practices: Empower consumers with knowledge and position your brand as a trusted resource.

• Offer customizable product options or routines: Cater to individual needs and preferences in a way that aligns with the biohacking and personalized beauty trends.

• Develop fragrance lines that focus on mood and emotional well-being: Tap into the growing interest in scents that can calm or uplift.

• Design packaging that is both aesthetically pleasing and functional for on-the-go use.

• Utilize social media to showcase natural-looking makeup techniques and promote skin positivity.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.

In 2025, the core beauty trend revolves around the Prioritization of Well-being and Functionality, urging brands and companies to innovate by developing multi-benefit, stress-relieving products and transparently communicating their efficacy to meet the evolving needs of informed consumers seeking simplicity and natural beauty enhancement.

Final Note:

• Core Trend:

  • Prioritization of Well-being and Functionality: Beauty is increasingly viewed through the lens of self-care and practicality, with consumers seeking products that contribute to overall well-being and fit seamlessly into their busy lives.

• Core Strategy:

  • Integrate Wellness into Beauty Offerings: Brands should strategically align their products and messaging with the growing consumer focus on mental and emotional health, emphasizing the therapeutic and stress-reducing aspects of beauty rituals.

• Core Industry Trend:

  • Science-Backed Simplicity: The beauty industry is moving towards formulations that are both scientifically sound and easy to incorporate into minimalist routines, reflecting a consumer desire for effective yet uncomplicated solutions.

• Core Consumer Motivation:

  • Seeking Balance and Authenticity: Consumers are motivated by a desire to find balance in their lives and embrace their natural beauty, driving demand for products that enhance rather than mask and promote a sense of well-being.

Final Conclusion:

The beauty trends of 2025 signify a meaningful shift in consumer values and priorities. The focus is no longer solely on achieving a superficial ideal but rather on integrating beauty practices into a holistic approach to well-being. Brands that understand and cater to this desire for functionality, simplicity, and authenticity are poised for success in the coming year.

Core Trend Detailed:

The overarching core trend is the Prioritization of Well-being and Functionality. This means that consumers are increasingly looking at beauty products not just for their aesthetic benefits, but also for how they contribute to their overall sense of well-being and how easily they fit into their daily routines. This trend is a response to a variety of factors, including increased stress levels, busier lifestyles, and a growing awareness of the connection between physical appearance and mental health. Consumers are seeking products that offer practical solutions, simplify their routines, and provide a sense of comfort and self-care.

Key Characteristics of the Core trend:

• Emphasis on Self-Care: Beauty routines are becoming more about nurturing oneself and finding moments of relaxation and stress relief.

• Demand for Efficiency: Multi-purpose products and streamlined routines are highly valued by time-conscious consumers.

• Focus on Natural and Healthy Skin: The goal is increasingly about achieving healthy, radiant skin rather than covering up imperfections with heavy makeup.

• Integration of Wellness Principles: Ingredients and product benefits are often linked to concepts of calmness, balance, and overall well-being.

• Practicality and Performance: Products are expected to deliver tangible results and withstand the demands of daily life.

Market and Cultural Signals Supporting the Trend:

• Rising Interest in Mental Health and Wellness: There is a significant cultural shift towards prioritizing mental and emotional well-being, influencing consumer choices across various industries, including beauty.

• Increase in Stress-Related Skin Concerns: As mentioned in the article, chronic stress is manifesting on the skin, driving demand for products that address these specific issues.

• Popularity of Minimalist Lifestyles: A growing number of people are embracing minimalism in various aspects of their lives, including their beauty routines.

• Influence of Social Media and Online Communities: Platforms like TikTok and Instagram are shaping beauty trends and empowering consumers to seek out specific types of products and routines.

• Growth of the Global Wellness Market: The overall wellness market is booming, indicating a widespread consumer interest in products and services that enhance well-being.

How the Trend Is Changing Consumer Behavior:

• Consumers are researching ingredients and product benefits more thoroughly: They are more informed and want to understand how products work and what results they can expect.

• They are opting for fewer, but more effective, products: This shift towards minimalist routines means consumers are more selective about their purchases.

• They are prioritizing products that offer both immediate and long-term benefits: They want products that not only make them look good in the short term but also improve their skin health over time.

• They are seeking out brands that align with their values: This includes brands that are transparent, ethical, and prioritize sustainability.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Focus on developing products with clear well-being benefits.

  • Prioritize simple, effective formulations with high-quality ingredients.

  • Communicate product benefits and ingredient information transparently.

  • Consider developing multi-functional products to cater to the demand for efficiency.

  • Explore opportunities to integrate technology for personalized beauty experiences.

• For Retailers:

  • Curate product selections that reflect the trends towards well-being and functionality.

  • Provide clear and informative product descriptions that highlight key benefits.

  • Offer educational content and resources to help consumers navigate the trends.

  • Create shopping experiences that emphasize self-care and discovery.

• For Consumers:

  • Focus on building personalized routines that address their specific needs.

  • Prioritize products that promote skin health and overall well-being.

  • Become more informed about ingredients and product formulations.

  • Embrace a more natural and authentic approach to beauty.

Strategic Forecast:

• Continued growth in the "skinimalism" trend: Consumers will continue to seek out streamlined routines and multi-purpose products.

• Increased demand for products that address stress and promote relaxation: This will likely lead to innovation in ingredients and product formats.

• Further integration of technology in beauty: Expect to see more personalized and data-driven beauty solutions.

• Stronger emphasis on sustainability and ethical sourcing: Consumers will increasingly demand transparency and responsible practices from beauty brands.

• The line between beauty and wellness will continue to blur: Expect to see more products and services that take a holistic approach to well-being.

Final Thought (summary):

The beauty landscape of 2025 is characterized by a consumer who is seeking more than just superficial beauty. They are prioritizing their well-being, demanding functional and efficient products, and embracing a more natural and authentic approach. Brands that can align with these evolving needs and values will be the ones that succeed in this dynamic market.

Source: https://theindustry.beauty/top-beauty-trends-revealed-in-new-data-driven-report/