From March 20 to 23, 2025, the Italian city of Bologna vibrated to the rhythm of the Cosmoprof trade show. As every year, the Grand-Messe of the cosmetics scene brought together exhibitors from all over the world and thousands of visitors. As usual, the forward-looking agency Beautystreams has produced a report based on the trends identified at the show.
Five major trends stood out at the 2025 edition of the event.
V for Vulva
“Intimate care and sexual well-being are now the focus of attention. We are witnessing the rise of a segment that has long remained on the margins: intimate care. Now it’s establishing itself in the beauty world as a pillar in its own right.”
Buoyed by a liberation of speech about sexuality and the body, the sexual wellness market exceeded $23.5 billion in 2023 according to Precedence Research, and could reach $52.7 billion by 2034, with an annual growth rate of 7.62%.
Brands are no longer hesitating to offer targeted solutions, from intimate comfort to vulvar care, via connected objects. Distributors are following suit.
“Intimate care is becoming an integral part of the beauty offer,” notes Beautystreams. “Sephora and Cult Beauty now include sex toys, vulval moisturizing gels and post-waxing serums in their selections. Far from being a marginal trend, intimate well-being is now a legitimate part of the overall beauty routine.”
Liftoff
The line between cosmetics and aesthetic medicine continues to blur. According to the American Association of Plastic Surgeons, “by 2024, non-invasive aesthetic procedures accounted for 80% of all …
