Is water the new luxury?


When it comes to industry trends, I like to keep one foot dipped into each pool – present and future. What’s happening in the here and now also feeds into what will shape the future. Year end always has me looking forward to what’s next – in my life, in my business, and especially in the ever-evolving beauty industry! Which is why I was tickled with delight to check out Mintel’s Trends 2025 Beauty & Personal Care report, revealing four key trends that are projected to revolutionize the beauty industry over the next decade. And what’s super cool is that we’re already seeing these trends addressed with so many innovations brought to market!

Back when I was a product developer in the corporate world, one of my fave parts about my job that got me totally jacked up was researching trends and discovering what new and amazing  innovations in packaging, technology and formulations that our vendor partners and labs were working on. I loved sharing these nuggets of info with my clients and I definitely intend on keeping the tradition alive here on the Hologram blog for all you folks!

So alas, here are the 4 key industry trends from Mintel’s super-duper report and why they’ll impact your beauty brand:


“The line between human and technological device is blurring as smart technology puts people in greater control of their individual health and beauty needs.”

Customized formulas, virtual mirrors, wearable tech – the demand for personalized data and solutions is definitely on the rise, allowing consumers to be more in the driver’s seat when it comes to how they navigate the beauty world.

But this doesn’t mean you have to invent the next tech gadget, unless that’s totally your jam! It’s definitely an interesting, and in my opinion, very key trend to keep in mind when exploring future retail distribution options. Check out and monitor what those retailers are doing in their bricks-and-mortars and digital platforms to navigate how your brand can fit into the relationships they are building with customers. How can your brand be leveraged on their digital platforms to gain more buzz and customer raves? Digital apps like Map My Beauty (a selfie powered makeup coach for step-by-step tutorials) can also be a great partner for emerging indie brands to gain more exposure with a wider audience!


“Water is set to become a precious commodity as consumption outstrips supply. The more consumers become aware of this, the more beauty brands will need to change how they manufacture and formulate products to limit their dependence on water.”

Mintel’s report also states that based on current consumption rates, the World Wildlife Fund estimates that by 2025 two thirds of the world’s population could be at risk of water shortages. Meaning that peeps are gonna be HELLA more conscious of how they use their water supply! Products like dry shampoo, non-rinse body wash, facial wipes, and alternative toothpaste options are already on the rise.

Brands can also gain competitive edge by opting for alternative water sources from lagoons, glaciers and plants in their products, positioning themselves as both eco-friendly and exclusive. Given this growing trend, factories and labs are also starting to take initiative and look at how they can conserve water through production too. Partnering with eco-conscious vendors can definitely add value to your brand story and really show customers that you’re really talking the talk AND walking the walk!


“Consumers are facing an energy crisis as the pace of modern life catches up with them. Aware of consumers’ need to make long-term lifestyle changes to address falling energy levels, beauty brands are delivering products that put energy claims at the forefront of their message.”

Tiredness, sluggishness, low-energy-ness…definitely not-so-great feelings that trouble many of us who are dealing with such a high-paced lifestyle! And studies definitely confirm this. According to Mintel’s research, a whopping 79% of UK adults say they hate feeling low on energy and 28% of Americans regard fatigue as a major health issue.

What does this mean for beauty brands? A huge opportunity to address this growing concern with energy-boosting products through innovative formulas that optimize energy on a cellular level, especially through skincare and haircare. Holla to the science techs out there! Energy-boosting complexion products like face primers, foundations, powders, concealers – that could TOTALLY be a thing (come to think of it, I’d definitely be first in line to buy)! And since overall health and wellness improvement is on the forefront in many consumers’ minds, brands can look at outside-the-box partnerships with food and lifestyle brands to create products that work synergistically to improve energy levels. I’m thinking energy-in-a-box kits containing a playful mix of ingestible and topical products that are part of a daily regime, perhaps even through a beauty subscription service that’s conveniently delivered weekly or monthly. Hummm definitely food for thought!


“The saying goes, ‘it’s what’s on the inside that counts’. Interest in natural ingredients is on the rise as more people dare to roll up their sleeves and get involved in the process of creating beauty products.”

No big surprise here, as the demand for more natural and organic beauty products has been a growing trend for quite some time! And if proof is in the puddin’ (or data rather), Mintel’s report states, “42% of UK personal care consumers buy natural and organic personal care products because they believe they are better for the environment. In the US, 57% of consumers purchase them because they don’t contain unnecessary ingredients or chemicals. What’s more, nearly half (48%) of Italian and Spanish consumers buy natural and organic personal care products because they believe the products are better for their health.” Ummm that’s a whole lotta population and demand!

With kitchens becoming the new “labs”, consumers are rolling up their sleeves to craft their own homemade beauty concoctions using everyday ingredients. But brands can totally play a role in the artisanal process by providing the ingredients or phases of products that can be mixed together and customized to create a tailored finished product. Think of it as easy DIY kits for beauty!


Well it’s kinda like the saying, “you can’t know where you’re going until you know where you’ve been.” What I find interesting is that these trends really echo what our society is experiencing today as a whole – becoming more eco-conscious, seeking more well-being and holistic lifestyles, using tech as a vehicle to tap into what our bodies need and how we can address these concerns.

The awesome part about beauty is all the super-cool breakthroughs and advancements that scientists and innovators are creating that keep the industry ever-evolving. The back-to-basics shift is also really exciting, with natural ingredients and a grassroots approach bringing beauty to a more simplified state.

While I’m sure these four trends certainly won’t be the only ones we’ll see over the next decade, they’re definitely great factors to keep in your back pocket as you continue to develop amazing products that peeps will absolutely loooove!

Which key trend matters to you the most? Tell me, tell me! Leave a comment below 🙂

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