美容、健康与保健行业未来的五大关键趋势报告

Trends directing thefuture of the healthand beauty industry Introduction Contents The beauty and wellness category is evolving.No longer a siloed category of purchasefor asingle purpose, it is fast becoming afoundational pillar of how people live and,subsequently, how they shop. Simplified beauty The beauty market, once rooted in aesthetics,is now being reframed through a wellness andhealth-conscious lens. From skincare withlongevity-promoting ingredients, to tech-enabled self-care routines, the lines betweenwellness, beauty, and lifestyle are dissolving.The result is a more holistic, intentional,and experience-driven industry – one thatprioritises how we feel as much as how welook. Therefore, brands in the beauty andwellness space must deliver products andservices that encompass this entire mindset. Social wellness Tech-enabled optimisation Prevention as the new premium Key thought starters for brands This report explores five key trends that willshape the future of the beauty, health, andwellness industry. Inside-out beauty Beauty is no longer skin-deep.Consumers are increasingly viewingexternal appearance as a directreflection of internal health, andhence make-up, skincare and bodycare routines go beyond just anexternal focus. This shift is drivingdemand for products and experiencesthat work from the inside-out. Nearly 70% ofadults are modifyingdiet, sleep, and stresshabits to complementbeauty product use”(Mintel, 2025) Closely linked is the growing prioritisation of sleep.French brandNeuraé’s8new sleep mask combats thedisruptive effects that poor-quality sleep has on skinrepair, whilstLaneige’s9Lip Sleeping Max mask tapsinto the Gen Z practice of ‘sleepmaxxing’ for optimaleffectiveness of its moisturising formula.Tesco’s10(UK)have added ‘Sleep & Stress’ bay-end displays to theirbeauty and wellness aisles, whilstJohn Lewis11(UK)curated a luxury bundle of night products to ‘elevateyour night-time routine.’ Mental wellbeing is gaining traction as a beauty marketdriver, as products are increasingly designed to targetstress, burnout, and emotional balance alongsidephysical results.OLLY Vitamins3Mood + Skin range,for example, uses fragrance technology to boost moodalongside smoother, more resilient skin, whilstMatterof Mondays4target reducing stress with formulasdesigned to protect against digital fatigue.This Works5has released a fragrance of their sleep-improvementand skincare line called the ‘Stress Check MoodManager’ to ‘help modify mood, reduce feelings ofstress and restore a sense of calm to an agitated mind.’And retailers are merchandising accordingly too –creating tailored edits such asBoots6(UK) dedicatedcategory to ‘Wellness Beauty’ online, as well as in-storedisplays targeting emotions – seeGuardian’s7‘Let’s BeKind’ (Kuala Lumpur). Ingestible beauty is creating entirely new productpossibilities. Supplements are evolving beyond basicvitamins and minerals, now being positioned aroundvisible beauty and wellness outcomes. Consequently,ingestible beauty is showing up in new categories andoccasions, fromCrosstown1Doughnut’s collagen-infused limited-edition doughnut for Mother’s Day,toM&S’s2collagen and sea-moss (frequent skincareingredients) cold-pressed juice shots. The emergenceof beauty ingredients in foods signals a broadeningof the category in line with consumer perceptions thatinternal and external are intertwined. And alongside mental wellbeing,the infiltration of the medicalisationof beauty rounds this up. Medicube’s12pore pads have gone viral in recentmonths, depicting usage with tweezers for a clinicalbrand identity, whilstAnua PDRN13formulate theirhyaluronic acid in serum ‘capsules,’ a prescription forthe skin. The medicalisation of beauty implicates amovement towards practicality over aesthetics, asproducts are prioritised for administration andoptimisation, beyond just looking pretty on a shelf. K E Y TA K E A W AY Beauty and wellness as a category is evolvinginto holistic health, as consumers see internaland external as inherently linked. Brands mustthink beyond surface-level benefits and deliversolutions that integrate physical, emotional,and internal wellbeing. 72% ofGen Z areseekingmulti-useproducts tostreamlineroutines”(Cosmetics Business, 2025) Simplified beauty – less is more Whilst beauty and wellness is diversifying,the oversaturated market (and overall society)sees consumers rejecting excess in favourof minimalism. The ‘less is more’ approachis a rising minimalist trend in beauty, fromstreamlined routines, transparent ingredients,and purposeful consumption. 72% of Gen Z actively seek multi-use productsto streamline their routines. Brands are respondingwith products to satisfy this simplistic need, suchas US brandBrotege’s1all-in-one skincare treatmentthat packs retinol into a daily vitamin-rich moisturiserwith SPF 15. Where more than one product is necessary, simplifiedroutines step in.Kleonne2(UK) offers a straightforwarduser experience through its AM and