New cosmetic trends in 2025

New cosmetic trends in 2025

Reinvention, rather than innovation, will remain the focus of the European beauty industry in 2025, according to Euromonitor International, as brands seek to expand consumer engagement through rebranding, targeted campaigns and premiumization.

The global beauty and personal care market reached €523 billion ($593 billion) last year, up 7% in real terms and 2.9% after adjusting for inflation, according to Euromonitor International. Western Europe’s market reached €105 billion ($119 billion), up 6% from 2023, with the top five markets – Germany, the UK, France, Italy and Spain – accounting for 73% of the region’s total sales.

Looking ahead, the market research firm said the global beauty market will grow at a compound annual growth rate [1] of 6% between 2024 and 2029, or 0.5% if inflation is excluded.

“That’s good news; beauty and personal care is still growing,” said Emily Hood, beauty and consumer health consultant at Euromonitor International, noting that the slowdown forecast for the next four years could still be readjusted because it’s tied to China’s current slowdown.

Speaking at in-cosmetics 2025 in Amsterdam last week, Hood said the cosmetics industry had seen a lot of innovation recently: a big pillar of innovation has been brands tweaking products within familiar parameters. However, she said pure innovation was slipping, with new product launches in Europe’s top five markets down 28% in 2024 from 2023.

Based on Euromonitor International’s recent industry innovation survey, she said current priorities for beauty companies going forward include targeted marketing campaigns, premium product launches and rebranding. “I think those trends are going to be very present in 2025 and 2026, and also looking towards the back end of the forecast,” Hood said.