The beauty industry is undergoing significant changes as trends evolve to adapt to the fast-paced market and the diverse values of consumers. With social media playing a pivotal role, the traditional ways of defining and participating in trends are being challenged, indicating a shift toward more personal and layered market behaviors as we approach 2025.
Moj Mahdara, Managing Partner and co-founder of Kinship Ventures, weighs in on this transformation, stating, "Not at all. What still holds true are movements, communities, modalities, and education. The days of buying an audience and figuring out retention later are over." This perspective highlights the fact today's consumers—often referred to as prosumers—are far more knowledgeable and demanding than their predecessors, driving brands to offer genuine value and connectivity.
Alongside Mahdara, Jennifer Carlsson, founder of Mintoiro, emphasizes the emergence of niche subcultures within the beauty market, illustrating this point by saying, "If you think about it on a longer timeline, there are so many different options... I'd rather have 100 small brands creating different products than one big brand creating something generic." This statement reflects the desire from consumers for more personalized and unique products rather than homogenized offerings.
At the same time, the concept of trends is not disappearing; it is simply becoming more nuanced. According to Christopher Sanderson, co-founder of The Future Laboratory, the relationship brands have with trends is changing dramatically. He notes, "The answer is both yes and no... it’s simply the access to trends has changed." The discernment of consumers, influenced by quick access to information through platforms like TikTok and Instagram, allows them to differentiate between fleeting fads and lasting movements.
Today’s consumers are not just passive receivers of trends; they actively shape them. This leads to the question of how brands can keep pace and remain relevant. For Mahdara and her peers, it all circles back to authenticity. "Beauty trends absolutely still matter, but they’re more personal and layered now," she asserts. The focus is increasingly on values like sustainability, inclusivity, and technological advancements, which consumers demand alongside the traditional desire for aesthetics.
The speed at which trends can emerge spoke volumes at the heart of the interview with trend experts. The influence of social media cannot be overstated. It accelerates the virality of products, often compressing the timeline of consumer engagement and demand. This ever-accelerated pace has turned what we once knew as marketing strategies on its head.
Mahdara also highlights the importance of community engagement, explaining how trends now extend beyond mere product popularity—they represent movements among their loyal audiences. "Trends have become smarter, sharper, and harder to fake," she elaborates, pointing out how the connection to customers has evolved.
Then there's the shift from demographics to psychographics informing the market. Mahdara reflects this sentiment by saying, "Demographics still matter, but psychographics are where the magic is... It’s less about age and more about values, interests, and identity." Older generations increasingly engaging with platforms like TikTok demonstrates this dynamic, underscoring the need for brands to understand what drives consumer interaction on emotional and value-based levels rather than just age-based categories.
The report highlights how subcultures evolve and contribute to brand identity formation. Carlsson’s insights capture this realization: "There are those overarching trends and then small trends within them." These micro-trends are powerful as they cater to specific needs, leading to extensive growth opportunities for brands willing to engage with these segments.
Considering the future, the beauty industry appears poised for more dynamic shifts as it embraces individual consumer experiences over broad-spectrum trends. Experts agree the trends of the future will require brands to increasingly focus on unique customer narratives. Trends will certainly continue to exist, but they will be rooted deep within personal beliefs and community values.
This revolution calls for beauty brands to adapt swiftly and authentically, embracing the challenges and opportunities posed by the growing complexity of consumer behavior. The ultimate goal remains the same—connecting with consumers on levels of transparency and authenticity—to create longer-lasting movements rather than one-hit wonders.
Looking forward, as we venture closer to 2025, the intersection of technology and cultural movements will play pivotal roles. The sentiment surrounding beauty trends marks not just sales trajectories but shifting societal values around self-expression and identity reflection, creating rich terrains for brand storytelling.
With the drive toward innovation and consumer connection stronger than ever, beauty trends are set to reflect the ever-changing and increasingly personal nature of consumerism.