A reimagined future for beauty brands and their consumers

When it comes to the beauty industry the reimagined futures trend can be broken down into three distinct concepts:

• Re-enchantment – Capturing consumers through a range of emotions and experiences.

• Wonder exploration – Exploring the beauty of nature and adapting product choices and routines to reduce negative impact.  

• Deep reconnection – Encouraging consumers to embrace deeper connections with themselves and others.

Re-enchantment – Capturing consumers through emotions and experiences

In an increasingly digital world, consumers are seeking products and experiences that offer deeper engagement and evoke emotion. Consideration of this should span purchase, packaging and product to capture interest at all stages. The trend is a chance for brands to reignite the magic of beauty and offer something beyond the ordinary. This is a strong opportunity to set brands apart as 70% of people can’t remember the last time a brand did something that excited them, yet 52% of people are willing to pay more for elevated shopping experiences.1 

Micro-moments of joy

Modern society is grappling with a joy deficit. The pursuit of productivity, success, and material wealth often leaves little room for genuine fun. Consumers are recognising the negative impact this has on their wellbeing and are actively seeking ways to re-enchant their lives.

In beauty, consumers are looking for products, routines and concepts that instil a sense of joy. In fact, 81% of beauty buyers actively seek out products that make them feel good while using them.2 This could include offerings with transformative textures, interesting colours or unique application experiences.

Some brands are also launching (or relaunching) products with nostalgic features to evoke happy memories and positive curiosity for consumers in times of change. This will appeal to the 60% of French consumers who enjoy things that remind them of their past or childhood.3
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Dark comforts

In an era where individualism and non-conformity are celebrated, brands are seeking new ways to stand out from the crowd. Offerings exploring dystopian themes and dark aesthetics are on the rise, providing an opportunity to break free from the conventional and embrace a more rebellious persona. This is inspired by themes of horror, fear, fantasy and escapism. Products often feature dark colour palettes, stark contrasts, and unconventional imagery. Black, grey, and deep reds dominate, creating a sense of mystery and intensity.4 
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Sensory and texture

Although consumers continue to search for products with proven benefits, they are increasingly prioritising favourable and desirable sensory attributes. How a product feels is critical to the first experience an end user has with it and a good first impression helps with continued use. Sensory experiences can also play a key role in perceptions of quality and even efficacy. In a study, over 88% of subjects found that emollients with a smoother texture were deemed as better quality.5

Whilst still popular, traditional textures (like creams and lotions) are taking a back seat as brands look to develop products with innovative and transformative textures that add a sense of fun and play to routines. From sticky jelly to soothing milk, getting creative with textures will allow brands to provide sensory experiences and shake off boredom. To capitalise on darker themes, ‘ick’-inducing textures, including peel-off films will appeal. 

Fragrance

Consumers are in search of unique and out-of-the-ordinary fragrances, with 46% of them expressing excitement about experimenting with new ones.6 Brands can captivate these consumers with offerings that transport them to uncharted territories and ignite their sense of exploration.

The most common fragrance component groups are linked to the reimagined futures trend and are associated with escapist and imaginative themes, such as fantasy, nature, or floral.7 Unconventional scents, including food-related fragrances, resonate well with escapists too, aligning with their desire for novelty, indulgence and sensorial satisfaction. 

Wonder exploration – appreciating the beauty of nature

2. The skinification of lips
​Consumers are now looking for ingredients-packed formulas that deliver colour and nourishment to the lips. The Skintentionals drive this demand. Equipped to handle whatever life throws at them, skintentionals are motivated by value in performance, appreciating functionalism and practicality along with an unwavering demand for efficacy. Now more than ever, consumers are educating themselves on the products they purchase, with 87% of US adults doing some BPC ingredient research.(5)

Interest is shifting from conventional lipsticks to alternative formats like lip oils, tints and stains. These new formats allow for more accessible and innovative ways to enter the hybrid category, as they can effectively provide skin care and cosmetic benefits. Balm and lip oil, in particular, have seen the most dramatic increase in consumer usage, from 24% to 33% and 14% to 25%. (6)

Just as SPF is becoming non-negotiable in skin care, peptides are that for lip care. Delivering robust support to thinning lips, peptides restore the look of fullness and reduce wrinkles. Lip care currently takes an 11% share of peptide products. With growing consumer interest, social conversations on peptide lip care have increased 4% YoY globally. (7)

In addition to peptide being the most searched skin care ingredient in relation to lip with a growth of 233.1%, Spate reports that Hyaluronic Acid, Vitamin E, and Collagen are also garnering interest as consumers look for education around, and products that contain these ingredients for lips.

Innovative formats:
“Jelly lipstick” is averaging 2.9K monthly searches with +75% predicted growth for the next 12 months, and “Lip mask” has 56.4K average monthly searches with +37.3% predicted growth for the next 12 months, according to Spate.

These formats garner interest in the category due to their cooling properties, less sticky after-feel, and intense hydration and conditioning benefits.

Croda Beauty’s Pomegranate Glossy Lip Oil is inspired by the “slugging” trend that creates an occlusive layer on the skin, enhancing moisturisation and plumper skin. The revitalising oily texture glides smoothly onto the lips, and thanks to Lipolami ER™ emollient, it provides a cushiony, cocooning effect and a light, non-sticky feel. Olecocraft™ LP-20 provides transparency and a rheofluidifying texture. Crodabond™ CSA offers a bright and long-lasting shine. Phytolea™ Pomegranate has excellent antioxidant, moisturising and nourishing properties, with a high refractive index; the oil may also help to impart shine.

Transparency

To assist consumers in making sustainable and more informed choices, they are seeking to understand what is in their products. It is often difficult for them to navigate ingredient lists, claims and regulations, with 69% of global consumers feeling that cost, easy access, and a lack of clarity prevent them from adopting a more sustainable lifestyle.9 

Brands can support their customers by providing clear claims and labelling, straightforward solutions and expert guidance to make decision-making easy, transparent and fun. It is important that claims are validated with 75% of Spanish consumers agreeing that beauty brands should provide more scientific evidence to validate the claims they make.10 This transparency will foster a sense of trust between brands and consumers. 

Deep reconnection – connections to ourselves and others

3. Back to bases
​Where is the makeup category seeing hybrid products, and why? Overall, a desire for lightweight textures and breathable formulations are in demand. Consumers want to feel that makeup is an extension of their skin care routine, not that they must sacrifice one for the other. The trend of prejuvenation is extremely relevant for the makeup category right now. Prejuvenation is the desire for preventive treatment for ageing. Consumers want to act now so they do not have to try and repair their skin later from the effects of ageing.

With primers usually being the first step in a makeup routine, there is an increased demand that this product provides a long-lasting skin finish, even after they take their makeup off. The use of primer has increased from 22% to 37% over the last year, with viral TikTok trends such as #GlassSkin, #PorcelainSkin, and #PearlSkin.(8)

Consumers are also looking to functional bases to address concerns such as skin barrier protection, anti-ageing, and post-procedure recovery, shifting focus to prevention as opposed to using bases to cover up impurities.

With a renewed focus on skin health, consumers are willing to sacrifice a face full of makeup to protect and heal their skin instead. Some main reasons consumers choose not to wear makeup include acne, hyperpigmentation, and conditions resulting from sensitive skin.

To regain interest in base makeup, brands should offer 2-in-1 solutions that help consumers address specific skin conditions.

As each category has a non-negotiable, the makeup category needs to prioritise skin health claims within their product. Mintel reports that sensitive skin claims in colour cosmetics have increased by 82%, the most significant increase in the category.(9)

Innovative formats:
Currently, multi-use sticks are the perfect solution for the on-the-go consumer. According to Mintel, stick is the second most common format for makeup product launches, with an +11% increase over the last year. (10) The multi-use component can usually be seen in lip, cheek, and eye tint sticks. “Liquid blush”, according to Spate, has 34.9K average monthly searches with +21.7% predicted growth for the next 12 months. Liquid makeup formats are desirable to consumers for their lightweight feel and hydrating properties.

Croda Beauty’s Ceramide Radiance Primer SPF 35 preps your skin to become the perfect canvas! Infused with DS-HydroCeramide™ 50, this primer locks in moisture while reinforcing your skin's natural barrier, creating a smooth, hydrated base for flawless makeup application. The addition of ChromaPur™ CV2 enhances skin clarity, while Luceane™ revitalises and energises your complexion for a healthy, luminous glow. Protect your skin from UV damage with the broad-spectrum defense of Solaveil™ XT-40W, and enjoy the luxurious, silky texture provided by Crodamol™ SSA. Achieve a perfected look with a primer that does more than just prep—it's skincare with a purpose.

Self-expression

As well as adopting a 'me mentality' in terms of self-care, consumers are also increasingly committed to being true to themselves and embracing who they are. This area of reconnection is about celebrating individuality, encouraging authenticity, and fostering a sense of empowerment and confidence through product and routine experimentation. 

Brands and their product ranges should align to consumer values and provide solutions for their personal attributes and needs, whilst encouraging them to experiment across personal care applications. In France, 47% of makeup purchasers enjoy experimenting with different makeup looks.12

The future of hybrid beauty

As quickly as education on the trends is understood, predicting where the hybrid category will go is even more critical for staying an innovator.

Hybrid beauty products can and will be affected by AI. As the beauty industry has already seen the advancement of AI for purposes such as analysing skin conditions and lifestyle habits, how can this specific category capitalize on these advancements?

As the interest in hyper-personalised products continues to grow, skin and DNA analyses could be the solution for creating hybrid products for individuals. As a one-size-fits-all approach does not always work, combining science with traditional beauty care ingredients and solutions can provide consumers with an individualised approach to their hybrid beauty routine. Combining ingredients based on a consumer’s specific skin needs can provide effective solutions that are convenient, cost-effective, and sustainably focused.

References:
(1) Precedence Research, 2023
(2) Mintel: The Personal Care Consumer – US – 2023​
(3) Mintel: Suncare & Skin Protection – US – 2024
(4) Mintel: GNPD, Suncare Format
​(5) Mintel: The Future of Facial Skincare
(6) Mintel: Colour Cosmetics – US – 2024
​(7) WGSN: TrendCurve 2024/25: Peptides
(8) ​WGSN: Future of Make-Up 2027
(9)​ Mintel: GNPD, Colour Cosmetic Skincare Claims
(10) ​Mintel: GNPD, Makeup Format

Summary

In this blog we have explored the widespread yearning for a brighter reimagined future and how the spectrum of value is being stretched by consumers to combine experience, emotions, purpose, connections and community.

The three core drivers of the trend we identified were: 
• Re-enchantment: Products and routines that create meaningful experiences and connect with consumers on a deeper, emotional level. They can help to instil optimism and open our eyes to future possibilities. 
• Wonder exploration: Consumers appreciate the beauty of nature and better understand its fragility. They expect brands to create more sustainable solutions that align with these values and limit impact on the world. 
• Deep reconnection: There is an expectation that everyone is welcome, served and seen within the beauty space. Brands and consumers are championing wellness, inclusivity, self-expression and connections with communities and ourselves.

Companies should be committed to helping their customers navigate this transformative landscape and unleash the power of a reimagined future. This can help form lasting connections and outrank beauty competitors.

References

1. Wunderman Thompson Intelligence, 2023, ‘The age of re-enchantment’.
2. Mintel, 2022, ‘Mintel Data BPC Big Conversation – UK, 2022’.
3. Mintel, 2022, ‘A focus on fun and nostalgia in beauty’.
4. WGSN, 2024, ‘Beauty Forecast A/W 25/26: Alt-Optimism’.
5. M. D. Antonijević, S. Owusu‐Ware, B. Sanchon‐Lopez, Emollient product design: objective measurements of formulation structure, texture and performance, and subjective assessments of user acceptability, Clinical and Experimental Dermatology, Volume 43, Issue 4, 1 June 2018, Pages 423–429.
6. Mintel, 2023, ‘Three distinct fragrance consumer profiles for beauty and personal care brands’.
7. Mintel, 2024, ‘Make Sense of Scents: Fragrance Trends 2024 and Beyond’. 
8. Hickman, C., Marks, E., Pihkala, P., Clayton, S., Lewandowski, R.E., Mayall, E.E., Wray, B., Mellor, C. and van Susteren, L. (2021). Climate anxiety in children and young people and their beliefs about government responses to climate change: A global survey. The Lancet Planetary Health, 5(12). doi:https://doi.org/10.1016/s2542-5196(21)00278-3.
9. NIQ, 2023, ‘The changing story of sustainability’.
10. Mintel, 2023, ‘2023 Beauty & Personal Care Trends EMEA Webinar’.
11. VML Intelligence, 2024, ‘The Future 100’. 
12. Mintel, 2022, ‘Patent insights: new pigment technology revives makeup’
13. Cosmetics Business, 2023, 'Influencer fatigue' has made way for a new breed of beauty shopping sites, https://cosmeticsbusiness.com/news/article_page/Influencer_fatigue_has_made_way_for_a_new_breed_of_beauty_shopping_sites/210048