Mintel’s 2025 Global Beauty and Personal Care Trend “Gastronomia” has grown steadily in recent years and shows no sign of slowing down. What started as a fun and quirky “gourmande” trend in beauty has evolved over time into a trend toward healthy beauty, natural ingredients and concern for the environment.

Below are three newly launched personal care products, with innovative packaging, and that speak to the growing trend in creative freedom to experiment and blur the line between beauty and food.

Graydon Superfood Mask + Scrub

Launched in August 2017 in the U.S., these powder capsules can be mixed to create a mask or scrub using superfood ingredients.

The packaging is innovative because, while “mix it yourself” powder masks aren’t new, this product offers a unique format. The pre-portioned, single-use gel capsules and glass jar are reminiscent of vitamins and supplements. One capsule is opened and the powder can be mixed with water to create a simple cleanser or mask, or can be combined with existing skincare products for added efficacy. The brand recommends on their blog that consumers play around in the kitchen adding ingredients like coconut oil and mashed avocado. Picking up on Mintel’s “Gastronomia” trend and consumers’ recognition of superfoods, the mask incorporates a variety of ingredients including shiitake mushrooms, chia seeds, green coffee, activated charcoal and astaxanthin.

Hint Sunscreen SPF 30

These transparent sunscreens, which were launched in the U.S. in February 2017, are fragranced and packaged to look like healthy drinks. The brand takes an innovative approach to positioning the products, with a segue from its drinks. Hint, the fruit water company, has moved into beauty with Sunscreen Sprays in three fresh fruit fragrance options: grapefruit, pear and pineapple. The brand promotes its drinks as natural, healthy alternatives to soft drinks and is taking the same position with the sunscreens, which have a “free-from” positioning and botanical ingredients. When it comes to their packaging, the spray cans really stand out, as they are designed to resemble fruit water drinks with evocative visuals of fruit slices around the neck and down the sides of the cans, and bottle-style caps. The combination of the fruit fragrances, ingredients and packaging fits perfectly with Mintel’s Gastronomia trend, showing how the beauty industry can draw on the drinks industry for inspiration.

Hairy Jayne Make Your Own Hair Oil Kit

This DIY at-home hair oil kit launched last year in the UK, with an innovative concept: The 100% natural kit features coconut oil, jojoba oil, avocado oil, and sweet almond oil. These recognizable ingredients are highly appealing to hair care consumers. The products are packaged together in a cardboard box, much like fresh food delivery boxes, and also include a pipette allowing consumers to mix and make oils to their own specifications. The product takes inspiration from the food industry in concept and packaging, and allows consumers to mix together their own individual hair oil, delivering on the do-it-yourself component of the Gastronomia trend.

About the author:

Sarah Jindal is a senior innovation and insights analyst, Beauty & Personal Care at Mintel, and has over 16 years of experience developing ingredient technologies for beauty and personal care companies. Having worked for a variety of companies over her career, Sarah has gained an in-depth understanding of the industry and draws upon not only her work experience but also degrees in Biology, Biochemistry, and Evolutionary Biology. To learn more about Sarah’s work and Mintel Beauty & Personal Care visit www.mintel.com/beauty-personal-care.