With the end of the year approaching, players across the industry are giving their own predictions on what the key personal care industry trends of 2025 will be.
Mintel has published their 2025 Beauty and Personal Care Trends Report1, and Euromonitor has launched their Top Global Consumer Trends 2025 report2.
Last month, just before they were published, we took part in a Skin Care Trends Roundtable organized by Cosmetic Business. During the discussion, we shared our own trend predictions, and offered insights into how sustainability, a key focus for both industry and consumers, could shape these trends.
In this article we will take you through the trends we shared and explain how our solutions can help you to address them, whilst also meeting growing expectations relating to sustainability.
Consumers and personal care players focus on sustainability
Before we get to the first trend, let’s explain what we mean by ‘focus on sustainability’.
- From a consumer perspective, we are seeing increasing interest in ingredients, with greater value being placed on those that are natural and sustainably sourced. At the same time, consumers are afraid of greenwashing. They feel like companies need to have a role in sustainability, but have overpromised and underdelivered. Consumers want realism and transparency.
- From an industry perspective, Personal Care is focused on improving the impact it has on people, planet and biodiversity. Businesses want to appeal to consumers and have their own sustainability targets to fulfill.
Now on to our first trend…
Skin care trends - value, value, value
In this skin care trend, consumers are increasingly looking for functionality and effectiveness. They want ingredient quality, proven efficacy and simplicity. They demand tangible results - proof that there is value in their purchases. Some are willing to pay a premium for this value. Others are more concerned about increasing living costs, and will proudly look for cheaper substitutes, but they are not prepared to sacrifice value.
As increasing numbers of consumers begin to value natural and sustainably sourced ingredients, we predict that companies will accelerate their green transition. Their outbound communications will focus on sustainability to appeal to conscious consumers. At the same time, traceability of supply chains and ingredient transparency will become increasingly important, as consumers and businesses seek to understand their impact on supply chains and the environment.
How can AAK support your journey?
Through the development of traceable, resilient and sustainable supply chains – and continuously working on improving the impact we have on people, planet and biodiversity we want to be able to give transparency and prove points to consumers that there is value in their purchases.
You can read more here about our shea, canola and coconut supply chains here: Sustainability
Medicalization of beauty
The second skin care trend we have identified is the medicalization of beauty – in which consumers are looking at wellness holistically, and the line between beauty and skin care, and medical, is blurring. We can see this trend reflected in the rise of dermo-cosmetics which, according to Euromonitor, have grown by 34% in the period 2021-2023, and are expected to continue to grow above industry average3.
Dermo-cosmetics have become a standard for safety and efficacy, and linking to the value trend, are seen as being backed by scientific evidence. However, in dermo-cosmetics the focus is on efficacy and safety rather than sustainability/naturality.
Traditionally, fossil-based emollients such as mineral oils and silicones have been used, which are safe and highly stable. Plant-based derivates, on the other hand, are prone to oxidation, which can lead to challenges relating to color, odour, or impact on skin. To support the industry and the consumer focus on transitioning an increasingly big segment into natural, sustainably sourced ingredients optimized to maximize their oxidation stability will be a must.
How can AAK support your journey?
Our high oxidative stable oils and butters are much needed tools to enable the green transition, while bringing peace of mind to formulators with regards to stability.
You can learn more about the importance of oxidative stability when working with naturals by watching our academy one the topic here. In our product section, you can read more about our LIPEX Shea and LIPEX Bassol C, two of our high oxidative stable emollients, with best-in-class stability.
Neurocomsetics and emotional skincare:
Continuing the holistic wellness theme, we move on to a new trend – which we have named neurocomsetics and emotional skin care.
This skin care trend highlights an increasing awareness of the mind-skin connection. On the one side there is the more scientific (neurocomsetics) aspect of it which acknowledges that skin conditions and skin appearance can influence your state of mind, as well as how stress and mental issues impact the skin.
Then, there is the more emotional/sensorial side - emotional skin care. This is where consumers are increasingly aware and confirm that skin feel, texture and overall sensory perception can bring them security and peace of mind, and that the experience of using a product can provide pleasure and satisfaction.
What this means from a green transition/sustainability perspective is that, when transitioning from ingredients that have been traditionally used, more sustainable alternatives will need to deliver the same or similar texture and sensory performance.
How can AAK support your journey?
To support your green transition, we have developed a wide range of tools to help you achieve target sensories, textures, aesthetics and consistencies. Look at our shea tree to learn more about our shea-derived light esters, liquid and solid butters.
LIPEX SheaLuxe TR, our latest addition, allows you to obtain light, dry, non-greasy formulations (get inspired here!). Liquid shea, is the perfect complement to our shea butters to achieve a broad range of textures and consistencies based on a beloved ingredient.
Skinification/multifunctionality
Our last skin care trend highlights how consumers are looking to simplify their personal care routines. They are interested in and prefer products that provide multiple benefits, which can support this streamlining. This has led to a progressive blur of the categories, leading to the skinification of makeup and haircare - bringing skin care-related benefits to hair or make up products. It has also seen the introduction of all-in-one products.
From a sustainability perspective, what we can already see is that this is leading to an increasing focus on naturality in applications beyond skin care, with ingredients traditionally used in skin care penetrating other categories. Going forward, it will be necessary to develop sustainable multifunctional ingredients suitable for multiple applications.
How can AAK support your journey?
Our La vie en rose Creamy Matte Lipstick and Candy Floss Blush Stick are great examples of the skinification of make-up, and our Skin restore Balm can be used anywhere, anytime and by anyone!
What we have learned since!
With the trends My knowledge is power, Turning the tide and Think slow move fast, Mintel highlights consumers’ desire for visible results and simplifying routines, with sustainability being a baseline expectation, and a growing understanding of the mind-gut-skin connection.
Euromonitor highlights Healthspan plans, Wiser wallets, and Eco logical, which once again refer to the focus on value, overall wellness, and sustainability without compromising quality.
It’s good to know that others agree with our predictions, and that the personal care industry trends we have identified will indeed play a key role in skin care during 2025.
We hope you enjoyed the read. Don’t hesitate to contact us if you want to know more!
1. Mintel. Beauty and Personal Care trends, 2025.
2. Eurmonitor. Top Global Consumer trends, 2025
3. Euromonitor. Sustainable Ingredients & Packaging: Consumer Trends & Industry Responses, April 24
