Mintel (a market research firm) and Black Swan Data (a specialist in online conversation analysis) have just released their report, “Beauty & Personal Care Demand Signals.” Based on an analysis of more than 16 million online posts about the U.S. beauty and personal care market, the report identifies several trends that are expected to shape the market in the coming months.
The concept of longevity is becoming increasingly popular. Consumers are rejecting the anti-aging narrative, which they view as too negative and outdated.
The general public wants to maintain healthy skin over the long term. For brands, the challenge is to move away from the anti-aging narrative and focus instead on resilience, performance, and long-term skin health
Skinimalism
After years of complex routines and endless product launches, consumers are overwhelmed. Skinimalism isn’t just about doing less, but doing better, with multifunctional products.
This trend extends to makeup, hair care, and body care, where hybrid formats are gaining ground.
Sensory cosmetics
The third trend concerns the experience. Historically, beauty focused on visible results. Chronic stress and exhaustion have changed the game. Consumers are transforming their routines into moments of relaxation and emotional regulation. Texture, scent, and application rituals are becoming value criteria in their own right.
Body care enters the era of resilience
Long relegated to the background, this category is experiencing a resurgence of interest. Expectations are rising. Weight loss, aging, and the use of GLP-1-type medications visibly alter the skin’s firmness and elasticity. A demand is emerging for products that support these changes.
