Based on its current market observations and consumer survey data, Mintel has identified key trends in personalised beauty that it foresees to push through in 2025.
At the INNOCOS Longevity event held in Singapore from November 6 to 8, KinShen Chan, Principal Beauty Personal Care Analyst at Mintel, shared on how the sector has evolved in the past five years.
In 2019, there was a noticeable shift towards personalisation, with consumers demanding tailored solutions that address their unique needs. By 2023, consumers were becoming more sophisticated through the access to information on social media and other digital platforms to educate themselves.
On the flip side, viral social media trends that claim to provide “maximum results with minimal effort” have led to a rise in misinformation.
“There is a fitness chewing gum that claims to help create a defined jawline. There is also an influencer who talked about how sunscreen is ‘toxic’ and could be ‘more harmful than sun burning’, which is a dangerous rhetoric.
“I think brands have a part to play in counteracting such misinformation. At the same time, it is an opportunity for brands to position themselves as trusted sources and enhance consumer engagement through informed dialogue,” Chan said.
In 2025, technological advancements and hyper-personalisation are expected to continue transforming the beauty industry, driving innovations such as artificial intelligence (AI)-powered diagnostics and customised beauty regimens that embrace individuality and allow for a more precise approach to skin care and makeup.
This is supported by Mintel’s data indicating that 83% of Indonesian Gen Z consumers want more beauty products that are specifically designed for their age, and 74% of Chinese adults like to be among the first to try new technologies.
On a cellular level
Alongside the shift from anti-ageing towards longevity in the cosmetics space, Chan believes that cellular health can be better leveraged to promote skin longevity and “unlock smart personalisation”.
For instance, there has been growing attention on the development of personalised beauty products using induced pluripotent stem cells (iPS cells) derived from an individual’s own blood.
This process is said to ensure high biocompatibility and minimise adverse reactions, and could enable the creation of products that cater to specific skin needs and preferences in both ingredients and delivery formats, such as gels or creams.
“This could redefine industry standards for product customisation and propel innovation in beauty formulations.”
Notably, it was announced in July that Japanese cosmetics major Kosé, biotech company I Peace, and iPSF (iPS cell extract) supplier Reju have entered a strategic partnership to develop personalised beauty products using iPS cells.
In terms of “next trending ingredients”, Mintel anticipates a greater focus on cellular senescence, a process that is particularly beneficial for wound healing.
Chan cited Timeline, a longevity skin care brand backed by L’Oréal, as an example.
Its proprietary Urolithin A supplement, Mitopure, boosts cellular longevity by activating mitophagy and improving mitochondrial function, which play a vital role in skin health, including regulating skin pigmentation and maintaining the skin’s barrier function.
“It sounds very interesting from a marketing angle to talk cellular regeneration, but whether consumers can really notice the difference, that’s something that brands need to consider.”
Predictive personalisation
While consumers are paying more attention to the efficacy and functionality of ingredients, there is another set of consumers who are increasingly aware of the mind-body connection and are seeking beauty from the inside out.
A survey by Mintel found that 96% of Filipino adults agree that maintaining good mental health is key to overall well-being, and 65% of Australian adults enjoy products that remind them of the past and bring about nostalgic comfort.
Furthermore, there is a heightening emphasis on prevention over repair, which opens up opportunities in imaging technology and longitudinal research.
For example, L’Oréal and Verily have started on a multi-year study aimed at exploring the biological, clinical, and environmental factors influencing skin and hair health over time.
“Brands can utilise longitudinal tracking data to gain deeper insights into the relationship between biomarkers and skin health. Additionally, they can harness the power of AI to identify white spaces, and develop diagnostic tools and personalised solutions for consumers,” Chan added.
Traditionally, skin care-related research centred around efficacy in brightening and hydration, but beauty brands today are looking more at the association between other intrinsic and extrinsic factors, such as sleep, and skin issues.
A study conducted by P&G evaluated how sleep deprivation causes facial skin yellowing, while a study done by Shiseido tried to correlate blood vessels’ impact on skin elasticity.
The latter study showed that the blood vessels of a younger consumer are more compact, which better supports the skin’s extracellular matrix and structure. In comparison, an older consumer’s blood vessels are sparser, and therefore leads to sagging skin.
In addition, there remains “huge potential” in 3D and video facial imaging.
“2D imaging, where you take a single image and compare certain endpoints such as brightness, hydration and surface texture, is often used in imaging devices. But recently, we are seeing brands exploring 3D imaging technologies.
“As skin health is influenced by circadian rhythms, blood flow etc., a single imaging frame is not enough to tell one’s skin condition. So, I think video imaging is definitely the way forward. Nevertheless, there’s the challenge regarding the signal-to-noise ratio [which affects the quality of an image] that brands need to overcome.”
