Beauty consumers today crave deeper knowledge and predictive insight on skin care needs and expect effective tools and products with a proactive approach, says Guive Balooch, L'Oréal's Head of Open Innovation.In January, this year, French beauty titan L'Oréal Group unveiled a flurry of tech innovations at the Consumer Electronics Show [CES] in Las Vegas, including its Cell BioPrint—a tabletop hardware device providing personalized skin analysis in minutes, including skin's biological age and ingredient responsiveness. The tech, which analyses skin through advanced proteomics—the study of how protein composition in the human body effects skin aging—was unveiled under an exclusive partnership with Korean microfluidics start-up NanoEnTek. Cell BioPrint will pilot under a L'Oréal brand in Asia later this year.Barbara Lavernos, Deputy CEO in charge of research, innovation, and technology at L'Oréal Groupe, says the device offers consumers the ability to “proactively address the beauty and longevity of their skin.” And this, according to Guive Balooch, Global Managing Director for Augmented Beauty and Open Innovation at L'Oréal Groupe, is an opportune area for beauty in 2025."People Want to Take the Guesswork out of Skincare" “We're seeing many beauty tech trends emerge and sustain,” Balooch tells Beauty Matter. “The shift from reactive to proactive treatments is a big one. AI algorithms will analyze biological data, predict the effectiveness of products, and provide personalized insights into skin health.”This move towards proactive treatments, he says, is a “paradigm shift” in beauty, and one set to significantly shape the future of industry.