2025 Beauty & Personal Care INS & OUTS

In 2025, the beauty and personal care industry continues to evolve with a renewed focus on sustainability, simplicity, and science-backed solutions.

From upcycled ingredients to skin-friendly formulations, this year’s trends are all about aligning with the well-being of people and the planet.

As consumers demand more authenticity and functionality, some outdated practices and overhyped concepts need to be left in 2024, so let’s explore what’s in and out for 2025, to keep you ahead of the game…

IN – What’s trending in formulation 2025?

Upcycled ingredients

By-products from food and agriculture, such as fruit seed oils, coffee grounds, and nut shells are making a statement in sustainable beauty.

Microbiome-friendly formulations

Prebiotics, probiotics, and postbiotics are redefining skincare, with brands prioritising formulas that support the skin’s natural barrier.

Multi-purpose hydrosols

Hydrosols like Lavender or Chamomile are no longer just toners but essential in mindful skincare routines.

Hyperlocal sourcing

Consumers value transparency and environmental responsibility. Brands are turning to locally sourced ingredients to reduce their carbon footprint.

Multi-purpose products

Simple, versatile products, such as all-in-one oils and balms are in demand as consumers seek to streamline routines and reduce waste.

Biodegradable textures

Brands are exploring biodegradable alternatives in everything from scrubs to sheet masks, ensuring sustainability extends beyond packaging.

Skinimalism-driven actives

Ingredients such as rosehip, bakuchiol, and squalane are now paired with simple natural ingredients for simplified, yet effective, formulations.

OUT – What should we be leaving behind?

Excessive ‘free-from’ marketing

Consumers are growing tired of fear-driven claims. They want to know what’s in a product, not just what’s left out.

Synthetic overload

Harsh synthetics and unnecessary additives are being replaced by naturally derived alternatives and transparent sourcing.

Greenwashing

Consumers are catching on… Authenticity is key, so claims like ‘natural’ or ‘organic’ without certifications or transparency are losing credibility fast.

One-size-fits-all products

Diversity matters. Brands ignoring specific skin and hair needs for different textures, tones, and climates are being called out by an increasingly inclusive market.

Over-packaged products

Minimalist, refillable, or compostable packaging is in, and anything wasteful is out.

Overly complicated routines

2025 is all about simplicity in everyday life. The 10-step skincare routine is losing popularity in favour of effective, low-maintenance regimes.

Overhyped ‘superfoods’

The avocado and kale trend is making way for less mainstream natural ingredients such as prickly pear, marula, and blue tansy.

2025 will be all about balance and wellness, with beauty and personal care trends merging innovation with streamlined simplicity.

In a world that often feels overwhelming, it’s the perfect time for brands to make wellness, beauty, and personal care simple, sustainable, and enduring for consumers.