20

30
Global Beauty and
Personal Care Trends 2030

Editor’s Over the next 10 years,
Note:
two distinct forces of
change will disrupt the
There’s too much
consumer landscape,
causing ripples and waves
to take in.
across industries worldwide.
First, the brand-consumer
relationship will shift in
And too little
a more seismic manner,
Sarah Jindal as the Fourth Industrial
Senior Global Analyst, Revolution mainstreams.
you can trust. Innovation and Insights,
Mintel Beauty &
The relationship between
brands and consumers will
Personal Care alter dramatically, putting
the consumer in the driver’s
You need an expert seat. Customers will dictate
what they want from
to tell you what you beauty and personal care
companies and how they
have to know. want to receive it.
Secondly, seemingly
Sharon Kwek similar consumers will
You need Mintel. Associate Director,
Mintel Beauty &
move in opposite
directions; behaviour is not
Personal Care binary, and demographics
will become increasingly
Experts in what unreliable. Consumers will
consumers want
and why.
Andrew McDougall
Associate Director,
Mintel Beauty &
Personal Care
fluctuate across a spectrum
of behaviour driven by
both information and
emotion. This polarisation
will create significant
challenges for businesses.
Looking ahead to 2030,
with the above two forces
in play, we have created
two beauty and personal
care trend spectrums. These
spectrums incorporate
Mintel’s expert category
analysis and global
consumer insight, offering
beauty manufacturers,
companies, and brands a
scale with which to explore
if and how they can adapt
to the varying mindsets of
beauty consumers.
We’ve taken a new
approach this year. Mintel
Beauty & Personal Care
Analysts worked with an
external panel of global
experts and thought
3
leaders from across
industries – including
beauty experts – to help
navigate the current
cultural landscape and
identify what it means for
the future. We examined
Mintel’s extensive library of
consumer trend predictions
and created a roadmap of
trends that are still in play
today to chart how we can
build future scenarios.
By focusing on key drivers
of consumer behaviour, we
honed in on the cultural
shifts that will have the
biggest impact on what
consumers want and why
over the next 10 years.
The result is an easy-to-
navigate trends landscape
that will inspire your next
big innovation.
4 5

The
Panorama
of Humanity
Consumers will explore the push-pull
between nature and science; each
must support the other to expand
beauty consumption.
 6 7
The spectrum:
science and nature
SCIENCE
Expect to see:
Advances in software, hardware,
apps, and augmented reality herald
the Fourth Industrial Revolution
and significantly change the way
consumers choose, purchase, and
interact with products.
The ‘vegan’ trend evolve into an
understanding of biotechnology.
As lab-grown products continue to
enter the market, consumers’ comfort
with biotechnology increase.
NATURE
Expect to see:
Consumers rely more on
their instincts and knowledge
and the role of the ‘expert’
come into question.
Trust come under fire with regard
to the information being shared
and the marketing tactics
employed by brands.
Clean beauty evolve as consumers
do more research than ever before
when making product choices
and brand transparency spans the
product life cycle.
8 9

Forecast: what’s mainstreaming

on the 2030 beauty shelf?
Direct
In 2030, create INTEGRATE THE the future
INTERNET OF THINGS.
products and The ability to measure, LEAD WITH

services that: monitor, and integrate data TRANSPARENCY.

In 2030, the clean
will change behaviour as beauty industry will just
these products fit seamlessly be the beauty industry.
into consumers’ lives. The focus will be on
transparency and an
FEATURE WASTE- eco-ethical mission rather
FREE CLAIMS. than fear marketing.
This will come about
BUILD TRUST WITH
as waste streams enter
SMART TECH, EXPERTS,
the product development AND INSTINCT.
pipeline in response Use emotion-driven tech
to sustainability. as a new way to measure
‘HACK’ BIOLOGY. potential success of a
product and navigate
As the focus shifts pricing before it launches.
from ageing to
ELEVATE longevity, with FOLLOW THE EARLY
ENGINEERED emotional and ADOPTERS: GAMING
AND HEALTHCARE.
NATURAL mental health Facial expression is
INGREDIENTS. taking centrestage, no longer enough to
These will be wholly new cosmetics will analyse emotions;
embraced by become essential brain-reading technology
can detect changes in
consumers who want for social survival. emotional states and
both organic and how this influences
sustainable production. decision making.
 10 11

Harness emotion-based Secure the first-mover

tech to predict success advantage
Neuromarketing will give brands new As consumers look to both nature and
ways to measure potential success technology to ‘hack’ their biology in 2030,
before a product hits the market. Brain- approaches to age management will
reading technology can detect changes evolve. The ageing global population will
in emotional states and capture non- create new standards of what it means
conscious aspects of someone’s decision- to age, and the conversation will shift
making. With this new pool of data to draw from ageing to longevity, moving beyond
from, businesses can feel confident of the outward appearance to emotional and
marketability and success of new launches, mental health. As life expectancy improves,
including pricing. growth in the beauty industry will be
accelerated and cosmetics will become
an essential item for social survival.

EARLY SIGNALS

Shiseido has discovered that functional

near-infrared spectroscopy (fNIRS) can
measure the cerebral flow of blood
response in the dorsolateral prefrontal
cortex (DLPFC) during a single-use product
application to indicate willingness to pay
for the product.

Japan-based Shiseido has discovered

that, during single-use product
application, dorsolateral prefrontal
cortex (DLPFC) activity correlates with
the willingness to pay for the product
in some people.
Source: shiseidogroup.com
12 13

Why you must act today

THE PATH TO MISTRUST IS FUELLED BY

SUCCESS ISN’T EASY.
Success is achieved by
MISUNDERSTANDING.
Mistrust of ‘clean’ and ‘green’
Every brand can
profit from change
offering information, labels will see consumers scrutinise
providing the full ingredient lists and question product
story, and avoiding efficacy. Trust comes into play in a big
misunderstanding. This is
essential for expanding
way for consumers looking to science
for answers, as well as those who
wherever they play
on the trend curve.
consumer understanding choose to go with their gut.
of biotechnology and
facilitating the dramatic
shift in conversation
around ageing.
DATA IS A GAME CHANGER.
Biometrics offers an innovative
way for companies to interact
more personally with consumers by
providing valuable customisations. But
brands must be prepared for backlash
if consumers feel their data is being
used inappropriately.
 14 15

Inspiration
from innovation
front runners

1
TEAM UP WITH TECH BUSINESSES
French company Spinali Design has
created swimsuits with an integrated
UV sensor that pairs with the wearer’s
smartphone. Taking into account the user’s
skin tone, it sends alerts when UV levels are
high or more sunscreen is needed.

2
SIMPLIFY WASTE-FREE LIFESTYLES
UpCircle Beauty is skincare that uses 1 2
leftover natural ingredients to formulate
products. Coffee grounds and brewed
tea are just a couple of examples of
3
repurposed waste used to make cleansers,
scrubs, and soaps.

3
LAB-GROWN IS THE NEXT-LEVEL
'ORGANIC'
Aderans and Japanese biomaterial
company Spiber will develop artificial hair
made of 100% protein. It can be permed
and coloured and won't easily break.
16 17

Identity
Traders
While toggling between
connection and disconnection,
consumers will seek out their tribe,
with beauty and personal care
brands serving as a facilitator.
 18 19

The spectrum:
connection and
disconnection

CONNECTION DISCONNECTION

Expect to see: Expect to see:

With the help of 5G and Consumers lose the ability to

mixed-reality technologies, the relate to one another on a human
world become smaller. level due to digital connections.

Remote-control services bring access Access to floods of information

to the geographically disconnected, have detrimental effects,
and village commerce open up once bringing into question the
unreachable markets. concept of authenticity.

More consumers ‘switch off’ and strive Consumers pick and choose
to find real world connections. elements of cult cultures
rather than completely
‘following the leader’.
20 21

Forecast: what’s mainstreaming

on the 2030 beauty shelf? Direct
the future
In 2030, create SIMPLIFY SKINCARE. INSPIRE FIERCE LOYALTY.
Slow beauty will take over with It will become the norm for
products and thoughtfully-crafted products brands to offer customers

services that: that encourage consumers to not simply a product, but a

lifestyle, as well as connect
pare back routines. them with the people, places,
and things that inspire them.
Even going so far as to study
behaviour outside of beauty
TAKE ADVANTAGE usage scenarios.
OF BIOMETRIC DATA.
Use data to assess EXPLORE REMOTE SERVICES.
As remote surgery becomes
consumers’ preferences
more commonplace and the
and rely more time and distance required
on psychographics for treatments are shortened,
to develop a better access to techniques and
understanding OVERCOME tweakments will extend far
beyond major metropolises,
of customers. GEOGRAPHICAL including self-administered
LIMITATIONS. beauty and aesthetic
Create an expansive treatments.
LEVERAGE SPACE- outreach across cities,
REACH THE UNREACHABLE
FARMED INGREDIENTS. towns and communities. CHANNELS.
Beauty products that Village-based commerce will
draw ideas from space transform supply for emerging
conditions, such as markets. The industry needs
to be ready to enhance
microgravity, and offer logistics to bring products to
a new approach to consumers faster and meet the
beauty claims. demands of those not living in
conventional locations.
 22 23

Decipher cult cultures Secure the first-mover

to understand who your advantage
customer wants to be As geographical limitations are overcome,
look to space for next-generation
Consumers want to align with lifestyle
products. Virgin Galactic’s Astronaut
brands based on their interests, but
Lounge in the New Mexico desert has
they don’t want to lose their identity in
flights scheduled to depart as early as
the process. They want the flexibility
2020. The broadening of travel horizons
to pick and choose what works for
will bring advances in technology that will
them, defining their own individual
be leveraged across other industries and
‘cult culture’. Successful lifestyle brands
generate desire for products that support
don’t just compile demographic data Fluff Casual space performance.
into a user persona and churn out Cosmetics is a
lifestyle brand
content, they dissect every aspect of targeted at the
their audience until they know what Gen Z consumer,
offering a
makes them tick. limited mix of
hyper-relevant
products. Virgin Galactic opened the first-of-its-kind
Source: Astronaut Lounge in New Mexico.
itsallfluff.com Source: virgingalatic.com

EARLY SIGNALS

Fluff Casual Cosmetics is a lifestyle

brand targeted at Generation Z,
with a limited mix of ‘hyper-relevant’
products to illustrate just how well the
brand knows its consumer.
24
Why you must act today
KEEP IT SIMPLE.
The act of simplifying will
evolve to encompass all
aspects of beauty and
personal care products,
not just the ingredient
list. Product mix, access
to information, and
supply chain will all
pare back in order to
meet the demands of an
informed consumer.
25
ONLINE COMMUNICATIONS
FRACTURE.
Social media created a follow-the-
Every brand can
leader mentality, but consumers are
breaking out of this behaviour, tired profit from change
of being ‘sold to’ by brands and
through influencers. Responsibility
will return to the brand to control
wherever they play
what it showcases, and ensure ease
of purchase from online interfaces. on the trend curve.
CONSUMERS SCALE BACK.
Fast beauty and fast fashion
have led to over-purchasing
and clutter. Consumers are moving
to a more minimal approach,
making investments in high-quality,
high-performing products. This
will include reuse and upcycling
wherever possible.
 26 27

Inspiration 3
from innovation
front runners

1
LEVERAGE BIG DATA TO DRIVE
NEW PRODUCT DEVELOPMENT
Monthly fragrance subscription company Scentbird
analysed its top-selling fragrances for both sexes
and discovered an overlap of 13 specific notes. It
used this to formulate four unisex fragrances.

1
2
TARGET THIRD PLACES FOR BRAND MARKETING 2
Beauty brands with a lifestyle affinity can create
community, stimulating human conversation, support,
and interaction. In IKEA’s Life at Home Report 2018,
three in 10 respondents said, three in 10 respondents
say they felt more at home in places other than their
home; the percentage is higher for city dwellers.

3
MOVE BEYOND DEMOGRAPHICS
Trends and behaviours transcend traditional
demographics. Expect partnerships with
philosophers to manage the ethical use of data,
especially as a backlash around using deep
personal data to craft campaigns and strategies is
on the horizon.
28 29

What now?
While thorough, the research and
expertise shared here is not exhaustive.
Just enough to make you ask, ‘What now?’

If you’re a Mintel client, log in to your account for

the full insight and analysis on our 2030 Global
Beauty and Personal Care Trends, including
what the c-suite must consider when thinking
strategically about the next decade.

If you’re not a Mintel client, and you have questions

or would like to discuss the trends further, please
visit mintel.com and get in touch to be a part of the
future of beauty and personal care.

We’d love to hear from you.

mintel.com
 © 2019 Mintel Group Ltd. All rights reserved.
About Mintel
Mintel is the expert in what
consumers want and why.
As the world’s leading
market intelligence agency,
our analysis of consumers,
markets, product innovation
and competitive landscapes
provides a unique perspective
on global and local
economies. Since 1972, our
predictive analytics and
expert recommendations
have enabled our clients to
make better business decisions
faster. Our purpose is to help
businesses and people grow.
To find out how we do that,
visit mintel.com.

mintel.com