Mind-skin connection, solid and powder formulations, activism and digital duality to lead beauty trends into 2025

Over the next two years, the beauty industry will see solid and powder formulations replace liquids, new launches tap into the impact of emotion on skin and an increase in both activism and AI.

Trends prediction agency WGSN forecasted the future of the beauty industry in 2025 in its latest report, sharing six key trends.

The first is Flex-abilities, whereby the continuation of multiple global crises will see stress become more prominent.

“Emotional beauty” is set to grow, with the connection between mind and skin at the centre of product development, recognising the effect of emotion on skin conditions.

In addition, there will be acceptance of indulgence – for example, if partying makes you happy, do it but use products to avoid the skin consequences.

The second trend is Layered Realities, which focuses on a fusion of real and virtual through use of avatars, and mind-link technologies, such as platforms that measure emotional response to scents through brainwave activity.

Trend three is Resource Ready, where businesses will use resource scarcity as an opportunity for sustainable production, via lab-grown alternatives to rare natural ingredients, as well as compostable packaging.

Fourth trend Urgent Optimism will see people losing trust in political processes. WGSN says we will see more activism from beauty brands around inclusive beauty, and the challenging of filtered images and unsubstantiated terms, such as “clean beauty”.

Preservation Mode is trend five and focuses on our history of overconsumption. As well as more sustainable ingredient sourcing, this will mean a switch from liquids and creams to solid and powder formats that have a longer shelf life and are easier to transport.

Last trend Strategic Imaginations involves more multi-sensory design, using AI tools and neuroscience. Creative storytelling will also become even more important in the product sales process.

Women feel most confident about their looks when they are in their 60s

Ageing is a huge concern to many women approaching mid-life, but a new study suggests this dissipates when women reach their 60s, allowing them to feel more confident.

A new survey of 1,000 British women, by collagen supplement brand SoBodyCo, found that 66% of British women aged 60-69 claimed to feel confident in their appearance – more than any other age group, and significantly higher than those in their 20s.

This is despite 29% saying they had expected to feel most confident in their 20s – whereas actually only 53% of this age group reported feeling confident about the way they look.