The beauty industry is buzzing with potential. As 2025 revenue estimates in the US alone are expected to reach £104 billion, it’s clear that beauty is no longer just skin deep.
The industry is evolving fast, and in the butchered words of a certain superhero’s dead uncle: “with great industry net worth comes great responsibility”.
Consumers today aren’t content with the old, established ways, yet as the industry evolves to keep up with demand, so too do the trends of the vox populi.
Understanding where the industry is headed can be as complex as trying to reconstruct a scrambled egg, so to save you the faff of such an endeavour, we’re here to help. Let’s peek into the future of the beauty industry, with the six top trends for 2025 and beyond.
1. Organic ingredients & sustainability
Buyers today expect brands to be kind to the planet. Over 65% of consumers seek out environmentally friendly options, and more than half are happy to pay a bit extra if products tick the sustainability box.
Have you heard the chatter around “clean” beauty? A report from Nosto discovered that 68% of shoppers keep an eye out for clean labels, while 59% are drawn to products that proudly bear the natural and organic tag.
It’s not just talk, either. Statista has revealed that the global market for natural beauty products is forecast to hit nearly £59 billion by 2031.
Retail giants like Boots in the UK, and Walmart in the US are already taking notice, the latter of which recently opened a dedicated clean beauty shop, offering products free from a specific list of ingredients. The former recently outlined progress on their sustainable blueprint, with a roadmap of net-zero carbon by 2040.
Key points:
-
Consumer priorities: 65% seek environmental credentials, 55% willing to pay extra.
-
Market growth: Natural beauty market estimated to hit £59 billion by 2031.
-
Brand actions: Adoption of “clean” labels and sustainable practices.
2. Biotech innovations
There’s a subtle magic happening in the labs these days. The pointy hats are finding gentler alternatives to those traditional methods of sourcing ingredients, which can take a toll on the environment, through the use of biotechnology.
So, how does it work? Rather than relying solely on traditional harvesting, some companies replicate natural processes in the lab to produce key compounds sustainably.
For example, skincare company Algenist uses lab-based methods to manufacture Alguronic Acid - a compound from microscopic algae that helps protect and regenerate skin cells.
Evolved By Nature is another company that has brought sustainable compounds into their products using biotech research. They released its Barrier Redux Emulsion, which featured Activated Silk 33B as a main ingredient.
Doing this boosted search volumes for their brand by over 200% over 2019, showing just how important these sustainable ingredients are to consumers.
Key points:
-
Exciting change: businesses are incorporating biotechnology into their beauty products
-
Promising rewards: consumers are actively searching for more sustainable brands
3. Demand for men’s beauty
Did you know that the hashtag #mensskincare has racked up roughly 1.9 million views on TikTok? It’s a clear sign that the market for male beauty products is booming.
Search trends tell the same story. Searches for “men skincare routine” have shot up by an astonishing 857% over the last five years. Not only that, but projections suggest that the men’s beauty market could reach around £110 billion by 2030.
More than half of men are now embracing a wider range of skincare products than they did just a few years ago.
New and established brands alike are stepping into the arena. Men’s skincare brand, Atwater, offers a straightforward line of effective skincare for men, while Manscaped has diversified beyond grooming tools to cater to a broader beauty audience.
It’s an exciting time for male grooming, with plenty of opportunities for brands to connect with this increasingly savvy consumer base.
Key points:
-
#mensskincare has reached 1.9 million on TikTok
-
857% rise in search for ‘men skincare routine”
-
Men’s beauty market projected to reach £110 billion by 2030
4. Hyper-personalisation with AI and AR
Personalisation is fast becoming crucial to keeping customers returning.
About 71% of consumers now expect a custom shopping experience that speaks directly to their needs, and when brands succeed in this area, nearly 80% of shoppers are more inclined to make repeat purchases and recommend the company to others.
In the beauty sector, personalisation has taken on a quite tangible form. Nearly 60% of shoppers claim they are more likely to buy if offered an online quiz that recommends products based on their unique profile.
Interactive tools such as AR makeup try-ons and AI-driven skin analysis are gaining popularity. Technology companies have crafted interactive modules that give customers the chance to try skincare and makeup products virtually, with some retail giants offering virtual cosmetic consultations and augmented reality experiences to blur the lines between online and in-store.
And these developments are showing huge adoption. According to Semrush, “AI skin analysis” searches have increased over 1000% since 2020.
Key points:
-
Expectations: 71% want personalised shopping; 58% favour online product quizzes.
-
Tools: AR try-on and AI skin analysis.
-
Examples: Prose Hair’s questionnaire and interactive modules from tech partners.
5. Brand engagement
Social media has transformed into a potent sales channel for the beauty industry. Nearly half of all social media users now make purchases directly on these platforms, a statistic that speaks volumes about shifting consumer behaviour.
In the case of beauty products, social platforms have become particularly effective, with around 60% of users reporting a purchase after spotting a product online.
TikTok and Instagram, in particular, have become central hubs for beauty brand interaction, with an impressive 89% of TikTok users purchasing beauty products after seeing it featured on the platform.
This is where influencers and user-generated content plays a massive role in this trend. For instance, the skincare brand Truly Beauty built significant momentum on TikTok, rapidly growing its following and enjoying high engagement rates through authentic, unfiltered content.
With their transition into a video-first platform, Instagram remains a key location where influencers’ endorsements and natural product placements lead to remarkable spikes in sales.
If you’re a brand wondering how to make your mark, consider this: engaging on social media is about creating a community that feels seen and understood.
Key points:
-
Nearly 50% of social media users buy directly on these platforms.
-
89% of TikTok users make purchases after viewing products or recommendations from influencers.
-
Instagram's visual appeal and influencer endorsements have proven to be strong conversion tools.
6. More diversity and inclusion
Beauty brands are opening their eyes to the importance of inclusivity and diversity.
While 43% of people enjoy a variety of beauty representations in ads, nearly one in five still feels overlooked. It’s a wake-up call for the industry, particularly for brands that wish to truly connect with diverse consumer bases.
Racial bias in product offerings is a persistent issue. A report by Mckinsey found that while Black consumers contribute over 11% of beauty spending, Black-owned brands capture only about 2.5% of the revenue.
This discrepancy has not gone unnoticed, and it’s prompting brands to rethink how they cater to every skin type and tone.
Thankfully, some brands have already taken steps in the right direction. Diarrha N’Diaye’s Ami Cole, for example, was launched specifically for melanin-rich skin and offers a range of rich, natural shades. And of course, Fenty Beauty continues to set a high standard with a vast array of foundation shades and gender-neutral options.
The message is clear. Representation matters.
Key points:
-
Ad representation: 1 in 5 feel underrepresented in ads.
-
Market disparity: Black consumers spend over 11% but secure only 2.5% revenue share.
-
Great examples: Ami Cole and Fenty Beauty set benchmarks in inclusive beauty.
Stay ahead of the game with Velstar
If one thing is clear, the beauty eCommerce landscape is brimming with exciting opportunities.
From a steadfast commitment to natural, sustainable products, to the charm of personalised shopping experiences and the delightful surprises on social media, the future is full of promise.
So, what does this mean for your brand? It means that listening to your consumers, understanding their expectations and values, has never been more important.
No matter where you are in your business journey, Velstar is here to help. As a Shopify Premier Partner, we’ve partnered with some of the biggest beauty brands, specialising in building, growing, and scaling beauty brands, to help them meet the needs of their customers.
Get in touch to see how we can help your business grow.
