In a fast-changing (and not always positive) society, brands need to adapt to new consumer expectations.
In recent years, a number of crises have shaken the public’s daily lives: health, environmental, economic… All these disruptions have had an impact on household purchasing habits and brand expectations.
In 2025, three major trends will redefine the cosmetics landscape: the rise of technology, a greater quest for transparency on the part of brands, and a marked preference for simplicity.
These changes reflect strong societal priorities, from the search for eco-responsible solutions to the adoption of technological innovations to facilitate beauty routines.
CosmeticOBS has designed this Minibook to help beauty professionals get to grips with their customers’ desires.
The author
A graduate of the European Institute of Journalism, Jasmine Salmi is a journalist specializing in the field of cosmetics. She joined the editorial team of CosmeticOBS-L’Observatoire des Cosmétiques in 2016. Her core areas of expertise are trends, eco-responsibility and the analysis of the beauty market.
Minibook 2025 “Cosmetics: 2025 trends”, english version, L’Observatoire des Cosmétiques’ edition (December 2024), 18 pages (ISBN: 978-2-493362-33-9), PDF format.
