The global beauty and personal care industry reached $570.1 billion in 2023, growing by 3% from the previous year and adding $18.0 billion in sales.¹
In 2023, nearly 48% of industry professionals launched products related to health, underscoring the increasing focus on wellness and personal care.¹
This growth was driven by a surge in wellness trends and a growing consumer appetite for products focused on skin health. Innovations that enhance value perceptions, along with advances in AI and personalisation, are set to continue shaping the market in the years ahead.¹
Looking to the future, the beauty and personal care sector is projected to grow at a 3% CAGR from 2023 to 2028.¹
For brands, understanding these trends is essential – but it is equally important to recognise how these trends can drive success in specific regions and for their unique product offerings. From sustainable performance to mindful beauty and inclusivity, the path to success will require both strategic insight and the ability to adapt to the rapidly shifting landscape of beauty.
At Cosmoprof and Cosmopack Asia 2024, hundreds of brands and suppliers showcased their latest products, setting the stage for the future of the beauty industry. Meiyume made its debut at Cosmopack, unveiling how the industry’s evolving trends are influencing innovation and highlighting its diverse portfolio of product launches from global clients, including Givenchy, Shu Uemura, Fendi, Hennessey, Avoskin, Child’s Farm, Listerine, Herbal Essence, Marc Jacobs, Guerlain, and Christian Dior, among others.
Meiyume’s presence demonstrated how trends are transforming not only consumer preferences but also how they translate into packaging designs and formulation creations that the market demands. With its Beauty Intelligence Platform (BIP), an AI-driven tool that captures real-time global trends, Meiyume is at the forefront of pushing boundaries in both packaging and formulation.
2025 beauty trends and their impact
1. Sustainable Performance
As climate change reshapes consumer expectations, brands are adopting eco-friendly technologies such as upcycling, refillable packaging, and regenerative sourcing. According to a recent sustainability trend report by Meiyume’s BIP, the beauty industry generates an estimated 120 billion units of packaging waste annually, much of which ends up in landfill.
Furthermore, with beauty contributing 1% of global CO2 emissions, the industry is facing mounting pressure to reduce its environmental footprint. Sectors like bathcare, haircare, and skincare are leading in eco-friendly materials and refillable options, while colour cosmetics are catching up.
Notably, sustainability claims tied to packaging have surged to 67%, and brands are diversifying with innovative formats such as jars, cases, and flexible sachets to reduce waste.
Although these formats make up a smaller market share, they showcase innovation in reducing packaging waste with minimalist approaches like refillable or single-use sachets.
Sustainable packaging
Meiyume exemplifies sustainable packaging innovation with its latest collection – IRIS – at Cosmopack Asia 2024. Crafted from eco-friendly, infinitely recyclable aluminium, the lightweight design optimises packaging for efficiency and reduced shipping volume.
The IRIS line offers refillable options, balancing eco-conscious design with practical functionality. Tailored for masstige brands, it delivers stylish, responsible solutions for all categories, enabling brands to embrace sustainability without compromising on quality or aesthetic appeal.
Additionally, Meiyume’s Molded Paper Pulp Jar, a finalist at the Cosmopack Awards, is a biodegradable packaging solution made from bamboo and bagasse. This innovative alternative to single-use plastic maintains both durability and visual appeal, pushing the boundaries of sustainable packaging.
Brands like Garnier and Lush are leading the way with refillable and package-free options, showing that sustainability can coexist with consumer demands for performance and style. According to Meiyume’s BIP, balancing efficacy with sustainability remains a challenge in skincare, but with over 40% of products now using eco-friendly packaging, progress is clear.
For example, Biossance uses sugarcane-derived plastic, proving that sustainable solutions can protect delicate formulations without compromising on performance. Across all categories, beauty brands are reimagining packaging, proving that sustainability and performance can go hand-in-hand.
Regenerative beauty insights
Regenerative beauty insights are becoming increasingly significant. Consumers now prioritise products that are ‘not harmful to nature’, with 46% of respondents in the US and Europe deeming this a top sustainability concern. Regenerative sourcing allows brands to create products that are both effective and sustainable, with no need for consumers to compromise one for the other.
Meiyume’s showcased its UK ODM collection at Cosmopack, an insights-driven range featuring regenerative beauty as one of its three key collections. As brands evolve, regenerative beauty is positioning itself as a key way forward, ensuring that beauty products are not only high-performance but also have a positive environmental impact.
2. Mindful Beauty
The rise of mindful beauty marks a shift toward holistic, long-term routines that prioritise wellbeing and prevention over quick fixes. As consumers increasingly gravitate toward products that promote slow living and emotional wellbeing, they prioritise comfort, simplicity, and sustainability, blending traditional wisdom with modern innovations.²
Unlike the ‘anti-ageing’ trend, which focuses on resisting the natural process of ageing and preserving youth through topical solutions, longevity science views ageing as a natural process. The goal shifts from simply looking young to looking vibrant and healthy, with beauty seen as a reflection of wellbeing and vitality.
This philosophy aligns closely with mindful beauty, which advocates a holistic approach to selfcare. This encourages consumers to embrace ageing naturally, nurturing both body and mind to foster health and vitality, and a more authentic expression of beauty.
Optimising texture and colour
Packaging plays a crucial role in enhancing the sensory experience by engaging multiple senses to create a deeper connection with the consumer. Textures can add a tactile dimension, such as stone or wood finishes, inviting touch and creating a sense of luxury or naturalness and promoting mindfulness.
Colours can be carefully chosen to evoke emotions – calming pastels for relaxation, vibrant hues for energy, or muted tones for sophistication.¹ Built-in precision applicators add a functional aspect, offering convenience and ensuring an optimal product application while elevating the overall experience.
For example, Korean beauty make-up brand 3CE’s Mystic Moods collection is based on ideas of healing energy, reflected in the packaging’s soft pastel and cool candy bright tones. This allows consumers to explore their own energy and mood through experiences that inspire them.
Beauty insights for innovation
In its UK ODM collection, one of Meiyume’s collections is titled Lifestage Beauty which integrates key beauty insights into product development. For instance, hormonal changes during menstruation, pregnancy and menopause are being addressed with products that balance health and beauty.
3. Embracing Self
Modern beauty is about celebrating individuality, inclusivity and cultural heritage. Consumers are moving away from rigid beauty standards, seeking products that reflect their unique identities, with an emphasis on diversity and gender neutrality.
Gen Z consumers are challenging unrealistic beauty standards, demanding more authentic and attainable representation from brands. They increasingly expect brands to destigmatise flaws and embrace a more inclusive definition of beauty.³ Recognising the growing demand for representation, Meiyume is developing gender-neutral products and inclusive formulations that cater to a wider range of skin tones and hair types.
Additionally, Meiyume is exploring ways to celebrate cultural heritage through its fragrance collections, integrating storytelling and tradition into packaging and product design. As beauty trends evolve globally, many practices, from skincare rituals to makeup techniques, are borrowed from different cultures and amplified through social media.
While trends like the ‘fox eye’ popularised by Bella Hadid or the global fascination with Korean clear skin reflect cultural influences. They also emphasise the need to embrace one’s own natural features. Brands such as Fable & Mane blend ancient wisdom with modern beauty needs, adapting practices like Ayurveda for today’s routines while respecting their origins.
Ultimately, this trend encourages individuals to find inspiration in global beauty practices while staying true to their own identity, celebrating diversity and prioritising authenticity over mere trend-following.
Additionally, consumers are urging beauty brands to be more inclusive, where brands are shifting towards personalised approaches that cater to diverse needs, empowering people to embrace their natural features and craft routines that reflect their unique identity. This focus on individuality fosters confidence and promotes self-expression.
For example, Australian haircare brand Sisterwould worked with Vision Australia to include braille on all bottles plus a tactile imprinting system to help differentiate products for those who cannot read braille, exemplifying how inclusivity and innovation can work seamlessly together to address diverse consumer needs.
Looking ahead: A vision for beauty
Meiyume is setting the standard for the future of beauty with its commitment to sustainability, inclusivity and mindful innovation, helping brands redefine beauty in 2025 and beyond. As the industry evolves, Meiyume will lead the way with exciting showcases in 2025 at Paris Packaging Week, LuxePack New York, and Cosmopack Asia, presenting sustainable, impactful solutions.
By championing ethical practices and staying ahead of trends, Meiyume is shaping a conscious world where true beauty reflects harmony between people, planet and innovation.
References
1. Euromonitor. 2024.
2. Mintel. 2025 Global Beauty and Personal Care Trends.
3. Mintel. Three Things Brands Need to Know About Marketing to Gen Z Consumers.
