The mantra “less is more” will be taking center stage, when it comes to the beauty industry in 2025. It’s a trend we saw happening a couple of years ago, with both makeup and skincare brands paring back in both branding style and ingredients – but as we move into 2025, this will be the direction of travel for all brands who intend to keep up with the zeitgeist…
This is a shift that hasn’t simply been plucked out of the air – makeup and beauty brands are streamlining both their offerings and their ingredients, to align with a growing consumer demand for simplicity and sustainability.
There is a definite movement away from the days of elaborate 10-step makeup routines that were popularised by Instagram’s “Get Ready With Me” videos. Today’s beauty enthusiasts are seeking routines that require less time and energy, but that give the same results or better. This shift also reflects a broader movement toward a more ethical and environmentally friendly approach to beauty, with an emphasis on reducing waste, minimising environmental impact, and cutting down on harsh chemicals.
The fact is, consumers are becoming increasingly selective, favouring products that deliver results, tick numerous sustainability boxes, won’t harm their skin and will instead improve their general health and well being. These are tall orders, but there is a big pay-off – once consumers find these hero products they will stick with what works and tell their friends about them too. This will create excellent opportunities for brands to foster community and cultivate loyalty.
Not to mention that this discerning approach is also paving the way for the next big thing in beauty: longevity.
The narrative around aging is transforming as consumers focus on maintaining healthy skin for the long haul. In 2024, “longevity” is expected to dominate the beauty industry as its foremost trend. Beauty aficionados are making smart choices today to ensure they reap the benefits of skin health in the future.
‘Searches for ‘skin repair’ have surged by a third on boots.com over the past year…’
Shoppers are actively seeking honest products that also enhance skin in the longe-term. For instance, searches for ‘skin repair’ have surged by a third on boots.com over the past year. Retinal, a powerful ingredient known for its anti-aging properties, is gaining popularity, with Google searches for ‘Retinal’ increasing by 73% in the last year.’
‘Longevity is expected to dominate the beauty industry as its foremost trend…’
An obvious progression of this approach, is that consumers are focusing on the inside to get results on the outside. Brands like Dirtea exemplify this shift by offering pure powders, super blends, and gummies that prioritise internal health, with the promise of external results. They exclusively use organically-grown mushrooms in their products, ensuring consumers are fuelling their bodies with pure, pesticide-free ingredients directly harvested from nature. Their Tremella powder, for instance, takes an inside-out approach to external beauty, potentially increasing the body’s production of hyaluronic acid and collagen, thickening hair, strengthening nails, and reducing fine lines and wrinkles.
Sustainability has long been a primary concern but it’s now become a cornerstone of the beauty industry. Consumers are looking beyond just aesthetics, demanding that their beauty routines contribute positively to the environment. The 2023 Clean Beauty Survey identified and underscored this shift, with #CleanBeauty garnering over 1.9 billion views on TikTok and 6.1 billion tags on Instagram.
‘Clean beauty champions sustainability, emphasising eco-friendly practices in both packaging and ingredients.’
Brands like Skin & Tonic Skincare are amongst those leading the way, pledging to be planet-conscious, and toxin free: “We use only the finest, purest ingredients responsibly sourced for a healthy, radiant skin. Absolutely no nasty additives or toxins and there never will be. We never test on animals and all our packaging is recycled and recyclable.”
What’s more, it’s easier than ever to verify green credentials by checking packaging, websites, and social media channels. Vegan formulas are also on the rise as ethical sourcing gains prominence. One standout innovation is plant milking technology, which extracts valuable compounds from plants without causing harm. This method allows plants to thrive and be harvested multiple times a year, balancing environmental sustainability with product efficacy.
The future of makeup and skincare
As the beauty industry continues to evolve, the focus on sustainability, simplification, and longevity will drive a more holistic approach. For the industry, this means rethinking product lines and development strategies. By focusing on durable packaging, long-lasting formulas, and sustainable practices, beauty companies can meet consumer demands while fostering brand loyalty. If brands can rise to this challenge, they will not only gain loyal consumers but also set new standards in the industry, defining what it means to truly care for oneself and the planet.
