Energy-boosting products and home beauty kits among trends to shape next decade

The next decade in beauty will be defined by smart technology, artisanal and DIY products, fighting fatigue and water conservation, according to Mintel.

The analyst has identified four key trends set to impact global beauty markets between now and 2025 and said beauty brands must innovate to satisfy consumer demand for products that focus on natural ingredients while also maximising on advances in technology.

Labelled “Augmented Human”, Mintel’s first trend focuses on the blurring line between humans and technological devices.

The analyst said we will see more diagnostics, and increasingly customised formulations as wearable technology continues to give consumers more insight into the inner workings of their own bodies.

Mintel’s Director of Insight for its Beauty and Personal Care division, Vivienne Rudd, said, “New product development in augmented reality is providing the next step in virtual mirrors and real-time visualisation of the effects of beauty products on the skin and hair. 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.”

Trend two, “Water: the new luxury”, suggests that water is set to become a precious commodity as consumption outstrips supply. 

Consequently, said Mintel, beauty brands will formulate products in a way that places less dependence on water. In the UK, 33% of consumers told Mintel they would pay more for fixtures that save on water or energy bills.

Rudd added, “Brands will not only source water from different oceans, lagoons and glaciers, but they will climb mountains and harvest fogs to gain the purest possible droplets. The key to beauty brands’ success lies in younger consumers’ adoption of these innovative measures.”

The third trend, “Power play”, focuses on a consumer need to boost energy levels as modern lifestyles lead to fatigue.

Mintel research showed that nearly four in five UK adults (79%) hate feeling low on energy and that in the US, tiredness or fatigue is the second biggest health concern.

Rudd said, “Beauty 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 haircare products…A new generation of colour cosmetics will also emerge, enhancing the energy levels of the skin as well as its outer appearance.”

The fourth trend, “Gastronomia”, surrounds the idea of “kitchen beauty”, products that can be made at the kitchen table but still reflect the latest beauty trends.

The trend will, said Mintel, be driven by growing interest in natural ingredients and a desire for consumers to feel in control of their products.

“Brands will need to shift their focus to highlight artisanal processes while also making it easier for consumers to make products at 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,” said Rudd.