In 2025, science, technology and personalization are coming together like never before, with a stronger focus on holistic wellbeing.

Today’s consumers are moving beyond conventional beauty products, seeking solutions that not only address their specific needs, but align with their broader health and lifestyle priorities.

Analysts at the Kline Group say the following key trends are shaping the beauty industry in 2025 and beyond:

Longevity

Consumers are increasingly focused on combating aging and enhancing quality of life through innovations that promote longevity. The rise of infrared saunas, NAD+ therapies, wearable health tech, GLP-based weight loss programs and comprehensive health screenings such as MRI scans reflects the increasing demand for preventative care solutions.

Companies such as Oura Ring and Samsung Galaxy Ring, offering real-time insights into health metrics, and AgelessRX, delivering science-backed treatments, are empowering individuals to take a proactive approach to longevity. Looking ahead, about one-third of the dispensing skin care physicians surveyed in the Kline Group’s latest Physician-Dispensed Skin Care: US Perception and Satisfaction Survey indicated that weight loss and preventative care are on their radar, as they show a strong interest in investing in these areas in 2025.

Exosomes

Exosomes are redefining skin care by unlocking the power of cellular regeneration. In 2024, exosome-based skin care generated significant buzz, and this momentum is extending into 2025 as consumers increasingly turn to hyper-luxury products infused with exosomes. Emerging exosome-based skin care brands, such as (Plated) Skin Science and Elevai, saw their sell-in sales grow by 200% and 80%, respectively, in 2024 compared to 2023, according to Kline’s professional skin care market insights and data.

Future advancements could enable personalized formulations to target specific concerns such as aging, pigmentation and acne. Furthermore, exosome-based therapies may rival or even surpass invasive treatments such as Botox and fillers. 

Scalp Detox

Consumers increasingly recognize the importance of a healthy scalp as the foundation for healthy hair. Inspired by skin care, scalp detox involves deep cleansing and exfoliation beyond regular shampoo, targeting residue from dry shampoo and styling products, dirt, dead skin cells and oil buildup.

This trend extends beyond at-home treatments, with professional services gaining traction. Hair salons commonly offer deep cleansing and exfoliation, and this is now expanding to specialized scalp clinics, particularly in China.

According to Kline’s professional hair care market insights and data, deep cleansing stands out as the fastest-growing function within the professional scalp care category. Key product lines targeting this function include Paul Mitchell‘s Tea Tree Special Detox Line and Freewill‘s Scalp & Detox Line.

Next-Gen Sun Care

Consumers’ expectations for sun care are evolving, driven by heightened health awareness, sustainability concerns and demand for multifunctionality. According to Kline’s professional skin care market insights and data, sun care is the fourth-largest product category in the US market, registering the highest growth among all categories in 2024.

This category is experiencing significant advancements, with dual-benefit product launches and a stronger focus on inclusivity. Supergoop, La Roche-Posay, Colorescience and ZO Skin Health, among other brands, are setting new benchmarks with innovative products that address shoppers’ demand for formulations that integrate seamlessly into daily routines, analysts say.

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