Trends build and evolve over time—they don’t happen overnight. This is why it’s so important for brands to understand both how and why consumers engage in the beauty and personal care space in order to best plan for future success.
 
This year, Mintel’s annual Beauty and Personal Care Trends note that an emphasis on value will drive the importance of quality; wellness will evolve to include the mind-body connection; and AI is set to disrupt the BPC industry.

1. Sophisticated Simplicity: A New Era of Beauty in Which Less is More

The beauty industry is experiencing a paradigm shift, as consumers increasingly seek products that prioritize efficacy and functionality.
 
The ‘quiet beauty’ concept (a minimalist approach to appearance that subtly denotes class and social status) places emphasis on ingredient quality, proven efficacy and the reassurance of simplicity. Consumers are more inclined to pick their battles with cost, seeking justification for premium pricing based on tangible results rather than superficial factors.

2. NeuroGlow: The Next Chapter of the Mind-Body Connection

Consumers understand that psychological and life stage factors impact their appearance, underscoring opportunities for companies to explore the mind-body connection. As more scientific research is done to validate how mental health and lifestyle influence cosmetic needs, brands will increasingly look to incorporate science-backed neurocosmetic ingredients into formulations as a way to address needs – both mental and physical.

3. Beaut-AI: Harness the Benefits of AI, Without Overlooking the Pitfalls

AI will revolutionize the beauty industry, assisting efficiency, accelerating product development and promoting inclusivity. AI powered devices will upgrade consumers’ at-home routines, enhancing product performance and enabling hyper-personalized solutions. To further encourage at-home adaptation, it is essential that brands reassure consumers of data privacy and stay on top of evolving consumer sentiment and regulations.
 
About the Author
Clare Hennigan is Senior Global Beauty and Personal Care Analyst at Mintel.