2025 Global Beauty & Personal Care Trends
- Lumei Team
- Mar 19
- 3 min read
We did the research, so you get the insights. After analyzing industry reports and expert discussions, here are the top global beauty trends shaping 2025. Don’t miss it!
Everyone is an Expert: The New Beauty Consumers
Technology has democratized information - now, you can learn almost anything online. As digital access grows, consumers are becoming their own beauty experts. Education and transparency matter more than ever. Skinfluencers and beauty creators aren’t just selling products; they’re doing their due diligence, prioritising their audience, and holding brands accountable. In this new era, unethical and inauthentic brands won’t go unnoticed.
Did you know? 60% of consumers in Indonesia read their product packaging to check for the ingredients
source: Cosmetics Design Asia
Lumei’s insight & comment: Trust is built on knowledge and authenticity. Today’s consumers do their research—they know what they want and expect transparency. Offer science-backed formulas, clear ingredient information, and real results. Guide them with personalised experiences like dermatologist consultations, before-and-after challenges, and product-matching tools. Not every product is for everyone, and that’s okay—help customers make informed choices, set realistic expectations, and understand potential side effects. The brands that educate and empower will be the ones that stand out.
The Rising New Normal of Sustainability
“Sustainability is never gonna be the number one reason to buy your product, but it could be the top reason—or the number one reason—not to buy your product.” — Andrew McDougall, Director, Beauty & Personal Care (MINTEL)
Sustainability often comes with a premium price tag, making cost a key barrier to adoption. But as consumers grow more conscious, they expect sustainability to be seamless, not a sacrifice. According to Mintel, it’s not just about being eco-friendly—brands must pair sustainability with convenience and value. When sustainability is effortless and enhances the overall experience, it becomes a powerful differentiator rather than just a selling point.
Lumei’s insight & comment: The UN defines sustainability as “meeting the needs of the present without compromising the future.” For beauty brands, it’s more than just recycled materials—it’s about smart, practical choices. Less packaging, no unnecessary double boxing, and digital cards over printed ones. Small changes add up. Stay tuned for more in our next article. Make sustainability an effortless choice, not an extra effort. Read more about this topic in our upcoming article.
Skin Care with Purpose: Prioritizing Wellness, Prevention, and Comfort
The Paradox of Choice, a concept introduced by Barry Schwartz, suggests that the more options we have, the less satisfied we feel with our decisions.
Take the 12-step skincare routine, for example. While it was once seen as the gold standard, it now reflects the overwhelming number of choices consumers face. With so many steps and products available, skincare can start to feel more like a chore than a self-care ritual. Instead of confidence, many experience confusion, second-guessing whether they’re using the right products in the right way.
As a result, consumers are shifting toward simplicity, comfort, and convenience. Skincare should be an enjoyable and effective experience—not one that takes hours out of your day.
The GCI Magazine highlights the rise of multipurpose skincare as a response to this shift. The article also shares some interesting numbers, including that more than 60% of U.S. beauty consumers spend no more than 10 minutes on their facial and body skincare routine.
Lumei’s Insight & comment: Just like fashion trends cycle back every few years, beauty trends do too. Ever wondered what skincare routines past generations relied on? Their timeless rituals might hold valuable insights that can be reimagined today. Create a more mindful skincare experience for your customers, pair products with tools like cooling rollers to elevate self-care into something truly indulgent.
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