The global health and beauty industries are undergoing rapid transformation. New priorities—holistic wellness, personalization, technology integration, sustainability, and inclusivity—are reshaping products, services, and consumer preferences. According to McKinsey’s latest Future of Wellness study, the global wellness industry is valued at US$2 trillion, with a significant contribution by Gen Z. This represents a community of consumers who value their well-being from body, mind to soul.
Below is an overview of the most influential trends for buyers and suppliers operating internationally, to capture success in this industry.
1. Holistic Wellness & Longevity
The industry now recognizes that beauty is much more than skin deep; consumers increasingly seek integrative approaches that address physical, mental, and emotional well-being. For example, skin health routines are being combined with practices that promote better digestion, sleep, and mental health according to the Global Wellness Institute. Products that link outward beauty to inward wellness—improving mood and confidence while addressing physical concerns—are on the rise.
Expect more products combining traditional ingredients (Ayurveda, Traditional Chinese Medicine, Amazonian botanicals) with contemporary scientific innovation, appealing to consumers’ desire for effective solutions rooted in both heritage and evidence-based science.
2. Personalized & Technology-Driven Experiences
Personalized Healing Journeys: Individualized plans—driven by bio-individuality and real-time health insights from wearables—are powering holistic wellness. Services such as personalized nutrition, virtual energy healing, and tech-enabled community wellness programs are set to expand globally.
With the help of AI-Powered Skincare & Smart Devices, such as smart mirrors and connected beauty devices that can analyze skin in real time, suggesting optimal products and routines tailored to each consumer’s unique needs, are gaining traction. In addition, AR tools let users virtually experiment with makeup before making a purchase, which appeal to younger generations accustomed to interactive interfaces and hyper-personalized offerings.
3. Makeup Trends: 2025/2026 Aesthetics
This autumn, expect bold eye looks as the renaissance of eye shadow is underway—ultra-matte shades swept to the brows, lavish use of metallic gold, and pops of pastel and blue dominate the runways as predicted by Harpers Bazaar. At the same time, statement lips: deep red, berry, and fuchsia lip colors (often with a 1990s flair or paired with minimal-face looks) are “in” for both casual wear and high-fashion statements.
That said, glowy, minimalist skin is still on trend, matched with therapeutic, skincare-first minimalist foundations. Products that deliver results with minimal effort and simplified routines are also popular.
4. Sustainable & Inclusive Practices
Beauty brands are now being held accountable for their entire value chain, with demand intensifying for eco-friendly sourcing, responsible manufacturing, and minimal-waste packaging, as reported by the International Natural and Organic Cosmetics Association. Hybrid ingredients created through biotechnology (lab-grown actives that mirror botanicals) are reducing environmental impacts and redefining the meaning of “natural” beauty.
Consumers increasingly demand proof of sustainability claims and clear, science-based product efficacy. The focus is shifting from marketing buzzwords to transparent evidence.
Brush Up Your Beauty & Wellness Business!
The beauty and wellness landscape for 2025–2026 is defined by innovation, responsibility, and hyper-personal relevance. Notwithstanding traditional beauty concepts, brands need to embody whole-person wellness into their products to retain customers. Buyers and suppliers who leverage cross-disciplinary research—merging science, tradition, and advanced technology—while embodying sustainability and inclusivity, are set to lead in this highly dynamic global market.
Join us and other beauty and wellness experts at the upcoming Beauty & Wellness Expo on 14-18 August 2025 to appreciate the beauty of everything: from cosmetics, skincare products to wellness devices!
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Beauty & Wellness Expo FAQ
How is Technology Changing the Beauty Industry?
Technology powers personalized experiences through AI-driven product recommendations, smart devices that analyze skin, and AR/VR for try-ons. This allows brands to deliver hyper-personalized solutions and streamline buyer decision-making.
How to Incorporate Wellness and Longevity into Beauty Businesses?
Today’s consumers seek products and routines that promote mental, emotional, and physical wellbeing. This includes merging traditional botanicals with modern science, focusing on digestive health, sleep, and confidence through personalized plans and tech-enabled insights.
How Should Global Buyers & Suppliers Adapt to these Trends?
Prioritize sourcing from brands emphasizing transparency, technology, sustainability, and inclusivity. Collaborate with technology providers to enhance personalization, and seek innovative, lower-impact formulations and packaging.
