What do shoppers want? Beauty & Personal Care Trends 2025

Beauty & Personal Care is fiercely competitive. And consumer preferences are constantly evolving. To stay ahead, successful brands need to innovate with the latest ingredients and cutting-edge technologies. That means not just following trends but anticipating them.

PANOPTIC is IFF’s own trend and foresight platform for people-centric insights into the very latest market dynamics, consumer behavior and technological advances. It’s how we help brands make strategic decisions confidently and creatively — and how you can exceed customer expectations by aligning with their values and lifestyles.

Looking to develop innovative formulations? Here are the top trends we see shaping the year ahead in Beauty & Personal Care.

Escape the ordinary with immersive experiences

Life is stressful enough. More and more of us are looking to escape the daily grind of a world in crisis. To break away from the mundane and enjoy the moment. That means products and experiences that delight the senses and offer escapism, adventure, and a sense of newness. Consumers aren’t just looking for distractions. They crave exciting, heartwarming experiences that spark joy and foster deeper emotional connections.

Despite tough finances, many are seeking comfort in self-gifting. And they’re looking for creative, affordable treats that provide meaningful experiences. There’s growing appetite for immersive multi-sensory experiences, indulgent self-care, and affordable luxuries. In fact, 61% of people globally express a desire for experiences that evoke intense emotions, and searches for “immersive experiences” have surged by 144% on TikTok over the past two years.

What to think about

• Micro-moments of Joy: Offer glimmers of comfort and motivation in a chaotic world. Think small, delightful surprises through packaging, personalized messages, or interactive elements that engage consumers emotionally.
• Experiential Marketing: Immersive pop-up events allow customers to engage with products in unique ways. Beauty brands can create memorable experiences that enhance product visibility and foster community connections.
• Technology for Immersion: Shopping is becoming an immersive multisensory experience and it’s transforming how consumers engage with beauty and personal care. Brands can enhance real-life experiences with innovative interactive features and digital experiences that blur the lines between reality and imagination. 86% of people who purchased in-game virtual items bought the corresponding physical item, too).
• Self-care & Indulgence: Offer affordable luxuries that provide comfort and relaxation. This could include subscription boxes with themed self-care items or limited-edition collections that evoke nostalgia or excitement.

Consume consciously through mindful choices

Consumers are increasingly aware that health and wellbeing are not isolated concepts. They’re integrated into every aspect of our individual lives. And the focus is shifting towards a pro-aging mindset with personalized routines catering to precise needs.

Simply living longer isn’t enough. People want to live better. So they’re seeking out high-performance, highly efficacious products to match their skin type, lifestyle, and environmental concerns. They’re researching ingredients and benefits to make informed choices and enhance their overall wellbeing.

At the same time, economic pressures mean they are reconsidering what is truly valuable to them. Two-thirds of consumers are feeling the pinch — but 80% plan to maintain or increase their spending on personal wellness. So, they’re becoming conscious and cautious. Rather than complex, expensive, or exclusive products, they’re looking for real results, simple solutions, and attainable goals that fit seamlessly into their lives. And it’s not just about affordability. Safety, availability, ingredient quality, ethics, sustainability, and durability all play a role.

What to think about

• Personalization at Scale: Create personalized products and experiences catering to individual needs. Think customizable skincare routines and wellness plans that offer choices based on skin type, lifestyle, and environment.
• Simplicity & Accessibility: Streamline product offerings to focus on simple, effective solutions that resonate with consumers.

Embrace the era of responsible living

Consumers are more and more conscious of their environmental impact and expect brands to share this commitment, too. But they’re not willing to compromise on performance. As people become more committed to the planet, they invest time and resources to find new ways to live sustainably.

That means greater demand for transparency, honesty, and trusted sources for products and solutions. They expect brands to take the lead. Globally, 61% are inclined to purchase brands that mirror their personal values, compared to just 30% for those that don’t.

As they rethink how and where products are made, consumers’ ethical boundaries of what is natural are expanding. They’re redefining the relationship between nature and technology. Tech can draw inspiration from nature to augment and enhance the natural world. Innovations in biotech are paving the way for products that meet sustainability goals and deliver exceptional performance.

What to think about

• Community Engagement: Involve consumers in sustainability efforts, such as recycling programs or initiatives. This creates a sense of community and shared responsibility, enhancing brand loyalty.
• Upcycling Initiatives: Innovate with upcycled ingredients. It minimizes waste while showcasing creativity in product development, appealing to consumers interested in unique and sustainable options.
• Ingredients sourcing from biotech: Biotech allows brands to create high-performance ingredients through processes like fermentation and bioengineering, making these ingredients not only efficacious and can be more sustainable than traditional methods.

For consumers, 2025 promises to be a year of rethinking assumptions and re-evaluating choices. Engaging them in thoughtful, joyous, personalized ways will capture their attention and earn their trust.

Sources: JWT, Tik Tok, Accenture, Boston Consulting Group, Ipsos