The ingredient world is working hard to back up neuro claims, advance cellular and permeation activities, and carve out a sustainable yet engaging future for the beauty market.And with five key areas of ingredient innovation identified for 2025, there's a lot set to shift in beauty over the coming years.The global beauty and personal care market hit $593 billion last year—up 7% on 2023 in real terms and up 2.9% with inflation stripped away—with a CAGR forecast at 6% for 2024-2029 (or 0.5% without inflation), according to Euromonitor International. This growth is anticipated despite “the global economy being fairly unsteady,” explained Emilie Hood, Consultant for Beauty and Consumer Health at Euromonitor, because consumers—now in a state of permacrisis—are starting to ignore financial concerns and allow themselves a “little bit more financial freedom.”So, as the lipstick effect holds strong, what kind of innovations can we expect to propel beauty growth? And what areas are building momentum in 2025? BeautyMatter hit the show floor at industry's biggest global beauty ingredients tradeshow last week—In-Cosmetics 2025 in Amsterdam—to track the most important supply-side movements and innovations expected to shape the future of beauty.Brains: Neuro-Boosting BeautyLast year, neurocosmetics entered as a buzz word in beauty. And according to Hood, neuroscents—particularly those carrying stress relief claims—have already been disruptive in fragrances over the past year or so. But this year, ingredient suppliers are firmly backing neurocosmetic actives, largely for topical use.