Trend update

Every year there are countless trends. Trends for the beauty industry as a whole and those trends for each segment like ingredients, packaging etc. Here in COSSMA’s new trend series, we try to collect as many trends for 2025 as possible. And not just any trends – your most important ones. Which ingredients can not be ignored? How to pack your products now? What tools help to develop the best products? How can we use KI to our advantage? Throughout the year we hopefully will get answers to all those questions… and many more! Let’s stay up to date!

Vegan cosmetics

Veganism is often considered solely in terms of food and diet, but vegan beauty is one of the fastest growing industries with consumers globally. Over the last decade, veganism has gained significant traction worldwide; the number of vegans in the UK quadrupled between 2014 and 2019, while 13% of consumers across Asia identified as vegan in 2021.1

Balancing social and traditional media

Social media’s impact on the beauty industry has been nothing short of remarkable. Brands are increasingly relying on digital platforms for quick and easy product launches, mass popularity, and near instant virality. Sometimes, all it takes is one influencer or a clever, eye-catching piece of marketing content to send a product skyrocketing across the globe. Leonora Eckley, Account Director, FMCG, Luxury, and Beauty at CARMA talks about how brands canmaster the art of balancing social and traditional media.

Beyond personalization

For beauty brands navigating the rapidly evolving landscape of cosmetic products, 
understanding the emotional dimension of packaging remains essential. Successful packages don’t merely contain products, they 
create moments of connection that strengthen loyalty. Jo Stephenson, Managing Director at Think B2B Marketing, talks about the 
importance of personalized packaging.

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Slow beauty

As the beauty industry navigates a period of slowed innovation, brands have a unique opportunity to align with the slow beauty trend and meet evolving consumer expectations.

Waterless beauty

For both brands and consumers, solid product formats offer a timeless, versatile, and extremely functional option – from the classic soap bar 
for day-to-day use to high-performance shampoo and conditioning bars that offer mild, yet effective cleansing and moisturizing capabilities. 
And all that while using less water…

Toxicity of mineral filters

Sunscreens’ environmental impact is composition dependent. The bioaccumu­lation of UV filters in the aquatic food chain and known ­harmful effects on aquatic organisms makes ingredient selection critical when 
designing a new product. 

Controlling Skin Inflammation

The concept that chronic skin inflammation may be the source of skin inflammaging is expanding and so natural ingredients that can address sources of skin inflammation are desired. Chronic skin inflammation driven by activation of caspase-1 via skin cell NLRP (Nod-Like Receptor 
Protein) inflammasome activation is a strategic target for new skin care technologies.

Gen Z: Navigating the suncare market

Gen Z are the next generation of consumers who are reshaping the beauty industry with their unique preferences and values. It is important to explore and understand their attitudes towards suncare and the growing demand for mineral UV filters. It is also important for us at Croda to look at what the formulation challenges are when developing suncare products but also to seek and advise on solutions with science backed data.

Skin cleansing products

Cleansing the skin is a crucial step in any daily routine. To maintain a healthy, radiant complexion, it’s essential to remove makeup residue, impurities, and environmental pollutants. Here, we showcase a selection of formulations and ingredient suppliers that highlight the latest advancements in skincare.

Wellness and the beauty industry

Brands are evolving products in line with consumer expectations regarding wellness – not only embracing imperfections but placing significant value on age-appropriate and gender-fluid skincare. Ine Mattheé from Oleon Health and Beauty talks about how wellness becomes a more important part of beauty.

Achieving sustainability

Sustainability has become a pressing issue across industries as global leaders strive to mitigate growing environmental concerns and address social inequalities. The cosmetics industry, valued at hundreds of billions of dollars annually, can have a significant role to play in promoting sustainable development. Aligning with the United Nations Sustainable Development Goals (SDGs) provides a strategic and comprehensive framework to guide this transformation. By incorporating sustainability into product design, supply chain management, marketing strategies, and corporate governance, the cosmetics sector can help achieve the global vision of a sustainable future.

From lab to shelf

The beauty industry is changing. Ingredients – their sourcing and their effects – become a 
huge focus point. Merve Samur from INCI Lab talks about how consumer trends influence 
brands and product developments.

Aging better, not just longer

Advancements in longevity research are shifting the focus from merely extending lifespan to improving healthspan–the years lived in good health. While modern medicine and lifestyle changes have increased life expectancy, aging remains closely linked to chronic diseases and declining quality of life. Emerging research on molecular hydrogen highlights its potential to counteract cellular aging, reduce oxidative stress, and promote overall well-being, offering a promising approach to achieve both longer and healthier lives.

Circularity: The future of Beauty

As sustainable practices become a driving force in consumer behaviour, the beauty, personal care, and cosmetic industries are finding themselves at a crossroads. No longer just a handy buzzword, circular and sustainable beauty focus on developing and designing products and processes that could minimise waste, reuse resources, and critically, extend the lifecycle of materials.

The potential for upcycled formulas

With fewer than 1% of global makeup launches using upcycled ingredients in the past 5 years –  
ingredient-focused sustainable concepts are a white space for makeup brands. Here Mintel suggests 
some innovations to disrupt this category.

Wellness and the beauty industry

Brands are evolving products in line with consumer expectations regarding wellness – not only embracing imperfections but placing significant value on age-appropriate and gender-fluid skincare. Ine Mattheé from Oleon Health and Beauty talks about how wellness becomes a more important part of beauty.

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