As the world continues to shift under the influence of technological advancements, evolving consumer priorities, and a pressing focus on sustainability, 2025 is shaping up to be a pivotal year for businesses. For the beauty and wellness industry in particular, understanding these dynamics is essential for crafting meaningful strategies that align with consumer behavior and emerging demands, most of which are fueled by a heightened focus on health, value, and sustainability. Global uncertainties, from economic fluctuations to climate change, have redefined priorities, pushing consumers to seek products and services that align with their values, enhance their well-being, and simplify their lives.
Euromonitor International’s 2025 Consumer Trends report reveals five pivotal trends that promise to reshape the landscape: Healthspan Plans, Wiser Wallets, Eco Logical, Filtered Focus, and AI Ambivalent. Each trend represents a unique facet of consumer psychology, highlighting demands for longevity, affordability, environmental responsibility, clarity, and ethical innovation. BeautyMatter breaks down these consumer trends.
Healthspan Plans: The Rise of Preventative Wellness
Healthspan, largely understood as the period of life spent in optimal health, is overtaking lifespan as a primary goal for consumers. The emphasis is no longer on simply living longer but on living better, with wellness taking center stage across multiple demographics.
Consumers are proactively seeking solutions to enhance their well-being at every stage of life, with vitamins and supplements leading the charge. The global retail market for these products is projected to reach $139.9 billion by 2025, reflecting sustained growth in preventative health practices. Notably, while 52% of consumers believe they will be healthier in five years than they are today, and 54% of consumers knowing which vitamins and supplements to take for their health goals and concerns in 2024, 34% of women are using supplements to specifically address menopause-related symptoms.
This shift is driven by the convergence of several factors:
Brands like Rootine are leading the way by offering DNA-based supplements tailored to individual health profiles, while Bayer’s partnership with Samsung utilizes wearable tech to explore solutions for menopause-related sleep disturbances. These examples highlight the opportunity for beauty and wellness brands to leverage technology and personalization.
In the beauty sector, brands that promote cellular health or biohacking solutions—like NAD+ supplements—saw their online SKUs tripled between 2023 and 2024,offering immense growth potential. Similarly, introducing skincare ranges that integrate with wearable technology to monitor hydration or UV exposure can cater to this growing segment.
Wiser Wallets: Strategic Spending in a Cost-Conscious Era
Economic uncertainty remains a key influencer of consumer behavior. While the report shows that global inflation is expected to stabilize at 4.2% in 2025, it remains higher in emerging markets, at approximately 5.5%. This prolonged pressure has reshaped spending habits, with 72% of consumers expressing concern over the rising cost of everyday items and 48% planning to save more in 2024.
Interestingly, the pursuit of value does not necessarily equate to seeking the cheapest option. Consumers are making strategic spending decisions, balancing affordability with quality and functionality. This mindset is particularly evident in the premium beauty segment, where growth consistently outpaces mass alternatives in key regions like Latin America, North America, and Western Europe.
For brands, this means offering tangible value through multifunctional products, loyalty incentives, and transparent messaging. Initiatives like Skechers’ collaboration with My Gym—which positions its slip-on sneakers as solutions for parents and seniors—showcase the value of designing products with cross-generational appeal.
The wellness industry has also seen innovations in loyalty programs. For instance, Blue Rewards by Al-Futtaim ties incentives to both premium purchases and everyday activities like bill payments. Beauty and wellness brands can adopt similar strategies by introducing tiered rewards that combine affordability with exclusivity, fostering consumer loyalty in an economically challenging climate.
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Eco Logical: Sustainability as a Core Expectation
Over time, sustainability has moved from being a brand differentiator to an essential business practice. However, the modern consumer has grown increasingly practical, often prioritizing affordability and efficacy over green credentials alone. In 2024, 63% of consumers reported trying to make eco-friendly choices, yet only 15% were willing to pay more for sustainable products.
This dynamic poses a challenge—brands must integrate sustainability into their offerings without passing excessive costs onto the consumer. One promising approach is using sustainability to complement product benefits rather than as the sole selling point. For example, beauty brands that emphasize refillable packaging or biodegradable formulas can appeal to consumers seeking both eco-consciousness and convenience. Also, the number of online SKUs with sustainability claims increased by 25% from 2022 to 2024, reflecting the growing accessibility of green alternatives.
According to the report, Procter & Gamble’s Tide evo, a concentrated laundry tile with paper packaging, and Nestlé’s sustainable KitKat, made with ethically sourced cocoa, are standout examples of brands innovating within the sustainability space. Beauty and wellness companies have also adopted similar approaches, creating eco-friendly products that align with consumer’s existing routines to facilitate adoption.
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Filtered Focus: Simplifying the Consumer Experience
Attention spans continue to drop, and that has also affected consumers. The sheer volume of options in today’s market often overwhelms them and this is increasingly leading to decision fatigue. Since brands are in a race for consumer attention, clear communication and optimized user experiences are strategic and pivotal priorities needed to stand out in a crowded marketplace.
By 2024, 67% of consumers actively sought ways to simplify their lives, with 35% stating that better site navigation would improve their online shopping experience. Beauty and wellness brands can capitalize on this trend by streamlining product discovery and enhancing user experiences. For example, clear, concise labels that highlight key benefits (e.g., “hydration boost in 24 hours”) help reduce confusion at the point of purchase. Meanwhile, livestream shopping platforms, used by 42% of consumers in 2024, allow brands to communicate product benefits directly while answering real-time questions.
Brands like Amazon, with its AI-powered assistant Rufus, are leading the charge in personalized shopping experiences where shoppers can ask the chatbot for product comparisons and recommendations, for example. In the wellness sector, curating products for specific life stages—such as pre-natal vitamins or post-workout skincare—can further simplify consumer choices while addressing targeted needs.
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AI Ambivalent: The Ethical Balance of Technology
Generative AI has become an integral part of consumer buying and spending. However, while this medium continues to intrigue consumers, skepticism surrounding its accuracy, ethics, and impact is growing. In fact, according to the report, by 2024, 43% of consumers considered generative AI a trustworthy source of information, but concerns about misinformation and job security persist. The report also highlights that 25% of consumers said incorporating generative AI into their shopping experience was advantageous in enhancing personalized assistance, while 27% said it was relevant for product recommendations.
In the beauty and wellness industries, brands are approaching AI with transparency and purpose. Companies like Dove, which has pledged never to use AI-generated imagery in its campaigns, exemplify ethical innovation. Brands like LG and Mastercard demonstrate how AI can enhance customer experiences and operational efficiencies, from fraud detection to personalized home hubs. For beauty brands, AI offers opportunities for virtual consultations, tailored skincare regimens, and predictive trend analysis. However, these technologies must be complemented by human oversight to ensure accuracy and build consumer trust.
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The trends shaping 2025 show a consumer landscape that values longevity, affordability, sustainability, simplicity, and ethical innovation. For beauty and wellness brands, aligning with these shifts requires a balance of creativity, transparency, and adaptability. By leveraging the insights from these trends, companies can position themselves not only as market leaders, but as trusted partners in consumer’s journeys toward healthier, more sustainable, and purposeful living.
