According to Euromonitor International, the global beauty and personal care market is projected to reach $716 billion by 2025, growing at a compound annual rate of 5.1%. This growth is driven by rising consumer demand for personalized, sustainable, and innovative products across skin care, nail care, and cosmetics.
To explore how brands are preparing for the future, industry leaders from Glamnetic, Dieux, and Kevyn Aucoin Beauty shared their insights on what suppliers should prioritize in 2025. Their expert perspectives reveal key opportunities in sustainability, transparency, and innovation across formulations, packaging, and product design.
Nail care: Meeting demand for at-home beauty solutions
The at-home beauty market continues to grow, particularly in nail care, where consumers seek high-quality, salon-style results from the comfort of their homes. Ann McFerran, Co-Founder and CEO of Glamnetic told CosmeticsDesign that suppliers play a pivotal role in helping brands meet this demand through high-quality materials and efficient production processes.
“By offering high-quality, customizable materials, efficient production processes, and ensuring safety compliance, suppliers enable us to create premium, salon-quality products,” McFerran explained.
Sustainability is also an increasing priority for brands and consumers in this space. McFerran highlighted the importance of using eco-friendly, durable materials to reduce waste without compromising quality.
“For us, sustainability starts with the materials—using eco-friendly, durable options that reduce waste while ensuring the luxury look and feel our customers expect,” she said.
Packaging innovation is another area where suppliers can make an impact. McFerran predicted a shift toward recyclable, biodegradable, or refillable packaging as consumers become more environmentally conscious.
“Consumers are becoming more conscious of their environmental impact,” she noted. As a result, “suppliers that prioritize sustainable packaging and clean formulations will be well-positioned to help brands meet evolving consumer expectations.”
Skin care: The role of transparency and ingredient integrity
As regulatory changes loom, Charlotte Palermino, Co-Founder of Dieux, stressed the importance of transparency in maintaining consumer trust. In a market increasingly wary of misinformation, she argued that brands must prioritize clear communication around product ingredients and safety.
“Transparency is key,” Palermino stated. “When regulatory agencies aren’t holding people accountable, we have to be transparent.” Therefore, she advised brands to “share the information and educate consumers on what works, why it works, and why it’s safe.”
Palermino cautioned suppliers against perpetuating fear-based marketing tactics, particularly around “non-toxic” beauty products.
“Stop feeding into non-toxic narratives or the insinuation that some ingredients, like parabens, are dirty,” she said, as “the call is coming from inside the house.” She further explained, “no one should be surprised that after years of scaring people about their cosmetics, consumers are now distrustful of everything.”
To combat skepticism, Palermino advocated for data-backed product development, including clinical testing and the disclosure of ingredient percentages. These steps, she maintained, can help brands demonstrate product efficacy and safety to increasingly discerning consumers.
Cosmetics: Nostalgia meets innovation
The cosmetics sector is experiencing a resurgence of nostalgic trends, with consumers seeking products that blend bold aesthetics with modern formulations. Drita Paljevic, Lead Makeup Artist at Kevyn Aucoin Beauty, predicted that velvet textures will gain popularity this year as a luxurious alternative to dewy finishes.
“‘Velvet is the New Dewy’ reflects a growing consumer interest in more luxurious textures,” Paljevic explained.
Another emerging trend is the return of bold makeup looks for special occasions. Paljevic advised brands to balance bold pigmentation with ease of use to appeal to consumers at various skill levels.
“It’s very important to include products not just for professionals, but also for beginners,” she said. “Education is key to helping consumers feel confident using bold colors and textures in their daily routines.”
Nostalgia-driven trends like “Elevated 2000s Grunge” are also making a comeback. Paljevic suggested that brands modernize these looks with skin-friendly formulations.
“Consumers have requested cleaner makeup formulas than when the original trends first emerged,” she said. Therefore, “moisturizing and skin-loving ingredients will keep the makeup fresh and comfortable for today’s users.”
Paljevic also highlighted the rise of “Office Siren” makeup, which prioritizes functionality without sacrificing style.
“Consumers will gravitate toward multi-use products,” she explained. For example, she illustrated, “the Sensual Skin Enhancer from Kevyn Aucoin Beauty can work as concealer, foundation, contour, and an eye base.” Products like these are “versatile products [which] meet the needs of everyday wear while also performing well for special events.”
Key opportunities for suppliers in 2025
The expert insights from Glamnetic, Dieux, and Kevyn Aucoin Beauty reveal several key areas where suppliers can add value:
- Customization and Scalability: Suppliers can help brands meet growing demand for at-home beauty solutions by offering customizable, high-quality materials and scalable production processes.
- Sustainability and Clean Formulations: Eco-friendly materials, recyclable packaging, and clean formulations are essential for aligning with consumer values.
- Transparency and Data-Driven Innovation: Suppliers should support brands in educating consumers about product safety and efficacy, using clinical testing and clear ingredient disclosures to build trust.
- Versatility and Nostalgia: The resurgence of nostalgic aesthetics and demand for multi-use products present opportunities for suppliers to help brands innovate within established trends.
With the global beauty market poised for significant growth, suppliers that prioritize innovation, sustainability, and transparency will be crucial partners in helping brands meet consumer expectations and regulatory requirements.
As McFerran concluded, “It’s about setting a new standard for beauty that delivers on every level.”
