How Beauty Can Tap into the $6.3tn Wellness Opportunity in 2025

• Beauty Sleep: Sleep is the second highest health and wellness priority for consumers, but where they have the most unmet needs. We predict this to be a prime market for growth this year, with innovative science-backed products steering development like US brand Noon’s functional mushroom gummies for deeper sleep, and French brand 5.6 Skin’s Night Hack intensive overnight repair cream, which supports skin regeneration. Keep an eye out for our sleep report dropping in February.
  
  
• Delightful Deodorants: Practical everyday personal care is being designed to delight the senses with sophisticated scents and textures. Our February report will decode how brands can take the humble antiperspirant to a more premium and aspirational level (see New Zealand’s Tronque).
  
  
• Healing Herbs & Botanical Wisdom: Consumers are excited by the healing power of plants across many beauty and personal care categories. Another February feature will deep dive into trends driving herbalism and botany in mainstream beauty, spearheaded by brands embodying a connection to nature via healing and enchanting ingredients like mānuka honey and lotus flower. See Flora Danica (Denmark), Reome (UK) and Raaie (New Zealand).

• Functional Fragrance: The rise of neuroscents (smells that trigger psychological responses) is revolutionising fragrance, with perfumers championing psychologically beneficial blends. Brands like UK-based Anatomē and Vyrao are already harnessing scent to support emotional and physical wellbeing. We expect more nuanced functional fragrances to emerge, infiltrating categories like home fragrance. Watch out for our report publishing in March, highlighting the likes of US neuroscent candle brand Caftari.
  
  
• Holistic Oral Care: More nuanced development in oral care is also progressing the functional category. This May, we will be exploring how this is playing out, and how brands such as Before (US) and Ayurveda-inspired GuruNanda (US) are boosting the category with natural toothpastes fuelled by demand for ‘cleaner’, elevated oral care routines.
  
  
• Sports & Active: In April, we’ll be delving into the booming demand for beauty products that optimise performance. Consumers like the Sports Extremists – seeking water- and sweatproof products as well as versatile sun protection solutions (see China’s Unny Club) – are key to engage with.

For more on wellness-driven consumers, see our Soft Sensorial beauty cohort, and for more on how we predict nature-inspired wellness to look for the year ahead, see our S/S 2025 Beauty Direction Lucid.