New year, fresh start. 2025 is shaping up to be a dynamic year for beauty and wellness trends.
Longevity is this year’s buzzword as people seek solutions to live longer, ushering in product and tech innovations targeting healthspan, the length of time a person is healthy for within their lifetime. Beauty giant L’Oréal has already embraced this with its skin age calculator, while Netflix documentary Don’t Die: The Man Who Wants To Live Forever lifts the lid on the cultural craze of resisting ageing.
Meanwhile, the weight loss economy (fuelled by Ozempic and other GLP-1s in 2024) is shedding negative connotations, focusing on supporting healthier lifestyles and evolving natural alternatives like supplements and patches. The ‘undetectable’ aesthetic will move from celebrity circles to the mainstream, driving demand for subtle procedures like microtox (a lighter botox alternative), injectable moisturisers and volume-focused botox-adjacent skincare products, such as Skinceuticals’s P-Tiox wrinkle modulating serum or Orveda’s Youth Glove Protocol, designed to refill skin’s lost volume on the hands.
But that’s just the beginning. Beauty, health and wellness are becoming interchangeable as consumers take their quest for looking and feeling their best to new heights. Beauty’s aesthetic will continue to be defined by a tale of two converging narratives: individualism or freedom — reflected through the incoming ‘sea witchery’ trend (using moody, oceanic hues to create a siren-mermaid hybrid look) — and an effortless, refined appearance that will fuel demand for multi-tasking products. Experts predict there will also be a surge in product purification as consumers demand to know what makes up formulations.
Here’s our rundown of the beauty consumer behaviours and trends to watch out for in 2025.
Wellness is the new status symbol
According to management consultancy firm McKinsey, wellness is a $1.8 trillion global market, with the US alone growing 10 per cent annually to $480 billion, per the company’s Future of Wellness report. Wellness is now a status symbol, spanning nutrition, mental health and beauty. “We’ll see brands cater to this holistic ecosystem,” says Chris Salgardo, founder of Atwater Skincare.
One area poised for growth is next-gen supplements. Consumers, tired of pills, are embracing nascent formats like patches, which seamlessly integrate into routines. Front Row, an e-commerce and marketing agency, reported that Amazon searches for “patches” in health and personal care grew 59 per cent year-on-year in 2024. “[Supplement pill] bottle-based formats have their limitations today. For one, they’re not easily portable. Two, supplements now go far beyond nutrition; they’re used for everything from mental and emotional health to digestive health, to skin and hair health. As wellness habits evolve, people are looking for supplements that fit more seamlessly into their daily routines, and patches suit the lifestyle,” says Emily Safian-Demers, director of insights at Front Row.
