economie

The biggest beauty industry trends you’ll see in 2025

October 21, 20240
Babba Rivera, Candace Mitchell, and Colleen Rothschild told BI what beauty industry trends they think will be big in 2025.

Becki Smith/Smith House Photos

Business Insider spoke with beauty founders Babba Rivera, Candace Mitchell, and Colleen Rothschild at Create & Cultivate Offsite in New York in early October.

Rivera is the founder and CEO of Ceremonia, a hair-care brand rooted in her Latin heritage. Founded in October 2020, the brand became one of the first Latina-owned hair-care brands to be carried by Sephora in 2022, and in 2023, WWD reported that the company raised $10 million to support its rollout in more than 500 of the retailer’s stores.

Mitchell is also in the hair-care industry as the founder and CEO of beauty-tech company Myavana. The company, which was founded in 2012 and is now reportedly valued at $50 million, uses an algorithm to create personalized product recommendations.

And, representing skincare, makeup, and hair care is Colleen Rothschild, who founded Colleen Rothschild Beauty in 2014.

Expect to see more of a “less is more” approach to skincare.
One beauty founder told BI she thinks personalized beauty will trend in 2025.

Mark Gunter/Contributor/Getty Images for Art Hearts Fashion

While Mitchell’s company, Myavana, is focused on personalizing the hair-care industry, she told BI, “The cool thing is this personalization can spread across every category, so skincare, makeup, fashion, even health.”

Custom skincare brand Curology, for example, was founded in 2014 and became profitable in 2022, with revenue surpassing $200 million, Retail Dive reported in January, citing an email from CEO Heather Wallace.

“So, what I’m pushing for now, especially with retailers, is to personalize the retail experience,” Mitchell said.

Myavana recently launched on Ulta. The tool can be found under the retailer’s “Discover” and “Virtual Tools” tabs as the “Hair Analysis” feature.

The application uses a photo of your hair and up to two of your main concerns — answers include “Shine,” “Thinning,” “Frizz Free,” “Heat Protection,” and more — to provide your hair type match. Based on the results, the program offers tips and product recommendations for shampoos, conditioners, oils and serums, and masks.

“I think that we’re going to see a big shift from a one-size-fits-all approach to a more personalized experience driven through technology,” Mitchell said.

Culture-forward beauty will also continue to grow.
One beauty founder said there should be a movement toward supporting inner beauty.

Rawpixel.com/Shutterstock

“So think about right now, beauty is all cosmetics; it’s all about your physical appearance. But what about inner beauty?” Mitchell said.

“Because when you think about it, the things that drive the emotions of how we should look, how we want to feel, it’s more so related to our self-esteem, our well-being, our sense of confidence, our identity. And I really believe that there should be a movement toward supporting the inner beauty of consumers,” she added, citing the impacts of social media.

In 2022, Business Insider reported that social media can negatively affect users’ body image because of constant comparisons.

Neha Chaudhary, MD, a child and adolescent psychiatrist at Massachusetts General Hospital and Harvard Medical School, told BI, “People end up creating unrealistic ideals for themselves based on what they see and feel distressed when they aren’t able to meet those ideas or self-expectations.”

With that, Mitchell said she thinks beauty is moving to become more experiential, with messaging promoting embracing one’s authentic self.

“What if we could learn how to do our makeup in an experiential format?” she asked. Or, what if we could look forward to hair wash days by including aroma therapy, music, or cool content involved in the experience?

“It is time to innovate and elevate the beauty industry,” Mitchell said.