Futuristic outlook: COSSMA

Mintel has identified three beauty trends that we think are particularly interesting for beauty and personal care (BPC) brands to pay attention to – now and in the future. These trends are created to help guide BPC brands alongside shifts in consumer attitudes and behaviours

With the lingering effects of the COVID-19 pandemic, fluctuating economic instability, increasing political unrest and new artificial intelligence (AI) around every corner, many consumers feel overwhelmed and distracted, resulting in interesting behaviour shifts. With this backdrop of concern and uncertainty, this year’s set of beauty trends emphasise how value will drive the importance of quality and how wellness will evolve to include the mind-body connection. They also look at how AI is set to disrupt the BPC industry. From wearable devices which provide real-time feedback on stress levels and skin health to advanced formulations, cutting-edge ingredients and technologies for targeted solutions – here’s a snapshot of what consumers can expect to see in 2024 and beyond.

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Neuro-Glow

The next chapter of wellness will be mind-body beauty, where mental well-being and physical appearance are interconnected. The ‘NeuroGlow’ trend suggests a comprehensive approach to beauty, improving external appearances and enhancing mental and emotional wellbeing through technology integration, partnerships, inclusivity and personalisation. Looking ahead, as our understanding of the mind-body connection deepens, Mintel expects the trend of integrating mental well-being into the beauty industry to become mainstream. Beauty brands, retailers and wellness providers will include mental well-being practices as a fundamental part of their customer strategy. Expect to see technology play a vital role in this trend, with AI, virtual reality (VR), and augmented reality (AR)applications personalising beauty experiences, tracking wellbeing metrics and offering virtual wellness consultations.Wearable devices will provide real-time feedback on stress levels and skin health, strengthening the mind-skin connection. Advanced data analytics, DNA testing and personalised algorithms will enable brands to innovate customised beauty products and regimens tailored to individual mental and physical needs. This trend will drive scientific research in psychodermatology (which explores the relationship between psychological well-being and skin health) and neurocosmetics (which focuses on the mind-skin connection) leading to evidence-based practices and products. Through this trend, brands have the potential to shift consumers towards prioritising holistic well-being, including integrating mental well-being practices into daily life and promoting a balanced and mindful approach to overall beauty and health

Beauty-AI

AI will transform the beauty industry by making it more personalised, efficient and effective, but governance and transparency will be critical to growth.The ‘Beaut-AI’ trend identifies how beauty brands can leverage information, like customer feedback on social media, to identify gaps and create innovative products tailored to specific needs. Looking ahead, AI will enable highly tailored beauty experiences based on individual preferences, genetics, environments and lifestyles.

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It will assist with precise skin analysis, personalised product recommendations and real-time wellness monitoring. AI collaborations with beauty professionals will generate new ideas based on feedback. In retail, AI will integrate with the physical store through smart mirrors, interactive displays and kiosks for personalised recommendations and virtual try-ons. AI can create realistic virtual influencers and tutorials, transforming influencer marketing. It could optimise sustainability and establish guidelines for fairness and transparency. The future of AI-driven beauty offers personalisation, advanced solutions, sustainability, co-creation and ethical considerations, providing consumers with innovative and inclusive experiences.

Sophisticated Simplicity

The beauty industry will experience a paradigm shift as consumers demand effective, high-quality products.The emerging ‘Sophisticated Simplicity’ trend emphasises the quality of ingredients, the proven effectiveness of products and the reassurance of simplicity. Consumers are more inclined to seek justification for premium pricing based on tangible results rather than superficial factors. We are seeing a new wave of ‘new-age minimalism’ and ‘coded luxury’, driven by industries like fashion, which emphasises investment in high-quality, minimalist pieces with timeless appeal.

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Looking ahead, brands that focus on innovation, expansion and eco-conscious practices are set to achieve growth. Expect to see companies invest in advanced formulations, cutting-edge ingredients and technologies for targeted solutions. Integrating technology will enhance product efficacy and provide personalised recommendations. Education initiatives will empower consumers to make informed choices. This will continue to evolve through innovation and expansion in the beauty industry. Companies will invest in research to develop advanced formulations, incorporating cutting-edge ingredients and technologies for targeted skincare and makeup solutions. Emphasising eco-friendly practices and ethical sourcing will attract environmentally conscious consumers. Integraing technology, such as sensors or apps, can enhance product efficacy and provide personalised recommendations. Education initiatives, including accessible resources and expert advice, will empower consumers to make informed choices, building brand loyalty and trust.