3 predictions set to impact the global beauty & personal care industry

Global market intelligence company, Mintel, has unveiled research that predicts future trends in approaches to beauty.

“By 2030, beauty will go beyond skin-deep,” says the market intelligence hub. “The beauty experience will shift from simply delivering results to regulating mood and evoking emotion, while imperfection will be the new perfection.”

Three key trends Mintel highlights include:

1. Metabolic Beauty.
2. Sensorial Synergy.
3. Beyond the Algorithm: The Human Touch Revolution.

But what do they actually mean?

1. Metabolic Beauty

Focusing on wellness-driven and personalised beauty, metabolic beauty focalises scientific advancements to aid products.

Andrew McDougall, Mintel director of beauty & personal care insights, says: “Advances in biomarker testing, metabolic monitoring and bio-intelligent tech are reaching mainstream accessibility, enabling tailored solutions for energy, hydration and cellular repair.

“Beauty brands will compete with health and wellness providers as trusted gatekeepers of preventative care,” Andrew continues. “Consumers will expect their moisturiser, serum and supplement to act not only as cosmetic enhancers, but as diagnostic tools that reflect inner health. This shift will reframe the role of beauty from indulgence to insurance: proof-driven, personalised and preventative.”

2. Sensorial Synergy

While sensorial benefits of beauty have long been viewed as important, they have traditionally played a secondary role. Mintel predicts that sensory experience will play a primary role in product purchase in future due to the ‘heightened need for emotional wellness’.

Andrew McDougall says: “Beauty has always been multi-sensory – the fragrance of a lotion, the texture of a cream, the sparkle of colour cosmetics – but framed as secondary to efficacy. Now, beauty is becoming less about outcomes, more experience-first, with sensory stimulation the primary driver of purchase.

“By 2030, beauty will be judged not just on results, but on its ability to regulate emotions and create memorable experiences. Brands that thrive will shift from clinical efficacy to experiential storytelling.”

3. Beyond the Algorithm: The Human Touch Revolution

Filters, AI and retouching have become linked with beauty standards of late. However, Mintel sees consumers becoming ‘fatigued’ by these expectations, with ‘imperfection and artistry’ stepping to the forefront.

“Consumers are turning toward beauty that feels human, expressive, emotionally real and even flawed,” says Andrew McDougall. “Brands that thrive will be those that showcase their makers, processes and flaws as proof of authenticity. By 2030, the most valued beauty experiences will be those that feel unmistakably human, emotionally resonant, creatively rich and impossible to fake.”

For more information, visit www.mintel.com