Last month over 10.000 people gathered in Amsterdam for in-cosmetics Global, the most significant date in the calendar for players across the personal care value chain.
The AAK team was present at stand 1E30 to introduce our latest innovations and inspirational formulations and engage in many fruitful discussions with our customers and partners. We truly appreciated your visits, and it was a pleasure seeing so many new and familiar faces!
More, better, bigger
This year felt like there was more of everything! More products in the innovation and sustainability zone, more presentations covering more topics, more and bigger stands. It was difficult to cover it all, but we did our best to capture the most relevant takeaways to share with you.
The rise of biotechnology
Biotechnology is gaining significant momentum in personal care driven by technological advances, a focus on resource efficiency and waste, and consumer demand for natural and sustainable products. This could be clearly seen in the number of biotech-based products on display in both the sustainability and innovation zones. In addition to fermentation-based ingredients, marine and plant biotechnology stand out as growing areas within personal care.
Quality, efficacy and value for money remain the number one product features consumers are looking for
If there was something that all presenters were aligned on it was that quality and efficacy remain the first priorities when choosing personal care products, and that quality takes precedence over low price. Transparency is key, especially for younger consumers like Gen Z, that are willing to pay extra for ingredient transparency as a proof point of the value of their purchases. This focus on value and efficacy is the basis for other trends that continue to very much to the fore:
- Dermocosmetics – a category that has experienced significant growth and is expected to continue to do so, driven by the perception of science-backed beauty.
- Multipurpose claims – widely spread and growing, offering proof of value and helping consumers to reduce the number of products they need. Check out AAK’s Golden Glow Hair and Body Oil as an example of a multipurpose hair and body product.
- Skinification - the inclusion of skin care benefits in categories beyond skin care – continues to grow and is now spreading beyond haircare, to make-up and body care. For examples and inspiration, check out our Youth renewal hand cream, Dermabalance scalp lotion and Bronze Bombshell Creamy Eyeshadow.
The buzzword of the show - longevity
Another area where there is industry consensus is how the focus on anti-aging has evolved into longevity. What this means is that the approach is no longer a corrective one, but a preventive one – it’s about putting life into your years and not adding years to your life. Most ingredient functions remain, but we also see the introduction of ingredients with more long-term effects. This will put pressure on methods that support smaller, but progressive, effects. AAK’s Skin longevity foundation stick, is an example of how to protect your skin while looking your best.
Embracing wellness - a holistic view of beauty
The perception of beauty has shifted from a more superficial to a more holistic view – where both inner health, and mental health are reflected outside. There is an increasing awareness of the mind-skin connection, and an acknowledgement that skin care routines enhance mood and well-being.
We understand this at AAK and believe that to facilitate a green transition, it will be key to have a broad portfolio of ingredients with different sensory and textures so that consumers can achieve their desired sensorial experiences. At in-Cosmetics we showcased LIPEX IllipeSoft FFL, one of our soft technologies, as well as our liquid shea products, and how by blending them in different ratios very different end formulations can be achieved: Squeeze Me Jelly Lip Balm and Matte Shield Lip Balm Stick.
The role of AI and technology across the personal care value chain
Discussing AI and technology in personal care is definitively not new – but what we now see is that the role of AI is being discussed, and adopted, across the value chain. It can:
- Accelerate and enable significant savings in initial molecule screening, as well as in reformulation exercises and initial efficacy testing
- Support with personalization of routines
- Enable at home salon solutions for consumers, and much more!
An evolving view on Sustainability, Sustainability 360°C
Our final takeaway from the show was that natural is no longer enough. Consumers are increasingly looking for sustainable products, and when they do that, they no longer care just about the origin of the raw material. Instead, they want to understand the overall impact of their purchase, not only on the environment but also on people and biodiversity. Younger generations, like Generation Z, prioritize products that give them transparency, and those that have a strong social and environmental focus.
This was clear in the show, both from the topics of the presentations covered in the Sustainability Zone Theatre and Forum, but also from the products showcased there. We frequently encountered concepts based on upcycling, byproducts, biodegradability, biodiversity, carbon footprint, and being socially responsible – supporting the idea that sustainable now goes well beyond natural.
In the sustainability theatre, AAK delivered two presentations:
- Working together to reduce scope 3 emissions, and sustainability goals, where we covered FLAG-related risks, mitigation strategies, and how aligning sustainability targets can help suppliers and manufacturers meet climate goals and future-proof supply chains.
- Aligning sustainability and beauty trends with a natural silicone alternative, where we shared our approach to balancing functional and sensory benefits with environmental considerations with LIPEX® SheaLuxe TR, a natural silicone alternative.
The cherry on top of the cake was that LIPEX® SheaLuxe TR was awarded Silver in the Green Ingredient Award category, a recognition that highlights our commitment to sustainable innovation in personal care. Read more about LIPEX SheaLuxe here.
Thanks to all the AAK Personal Care Team for making this possible, and specially to our colleagues Gwyn Davies and Lena Nilsson, for orchestrating everything. Thanks too to Charlotte Leproust, Mahmoud Shallah and Alyssa Elvambuena, for designing the inspirational formulations that have been mentioned in this article.
Sources:
Euromonitor: Beauty Outlook, Innovation in Personal Care (In-cosmetics, 2025) & Snapshot Europe: The Gen Z beauty consumer (In-comsetics 2025)
Kline: Ingredient trends: Navigating the Challenges of Emerging Tends (In-cosmetics, 2025)
Mintel: Think Slow, Move Fast (In-cosmetics, 2025) and Turning the Tide (In-cosmetics, 2025)
Cosmetics & Toiletries: How biotechnology is shaping the future of Beauty Products (In-cosmetics, 2025),
In-cosmetics 2025 panel discussions: Embracing Wellness: How Beauty is Being Redefined and The AI-Powered Beauty Revolution: How Technology is transforming future formulations.
