The Global Beauty Edit: Finding Balance for Growth in 2025

As we step into 2025, one thing is clear: the beauty industry’s path to success lies in achieving balance. From innovation and tradition, to affordability and luxury, sustainability and scalability, and even personalisation and inclusivity—today’s leading beauty brands must walk a tightrope to truly thrive in this ever-evolving £1 trillion global market.

Beauty on the Rise: A Global Perspective
With global value growth at +7.3% year-on-year, the beauty sector continues to be a powerhouse. Emerging regions such as Latin America (+19.1%) and Africa-Middle East (+27.1%) are seeing rapid expansion, while mature markets like North America (+7.8%) and Western Europe (+7.7%) remain strong. While inflation plays a part, optimism is fuelled by rising incomes and a wave of new consumers entering the beauty space.

Retail’s Next Chapter: The Rise of Hybrid Beauty
E-commerce remains a major force, with platforms like Amazon, Shein, and especially TikTok Shop—now the top cosmetics merchant during Black Friday 2024—reshaping the way consumers discover and shop for beauty. Social commerce is booming, with 68% of purchases driven by impulse.

However, in-store retail is far from redundant. Beauty lovers still crave tactile experiences and expert consultations, especially when investing in premium skincare. Yet retailers face new challenges—security measures like locked shelves are turning shoppers away, with 43% less likely to return to such stores.

To win in 2025, brands must harmonise online convenience with immersive in-person experiences. The hybrid retail model is no longer optional—it’s essential.

Innovation Meets Integrity
Innovation remains the heartbeat of beauty. From K-beauty-inspired ingredients like snail slime and lactobionic acid, to AI-powered virtual try-ons and skin diagnostics, brands are redefining the beauty journey. But alongside innovation, consumers now expect transparency and ethical responsibility. Clean beauty, cruelty-free claims, and sustainable packaging are non-negotiables.

Inclusivity, too, is key. Whether addressing hair loss, hyperpigmentation, or underserved skin tones, brands must show up for every consumer—with honesty and purpose.

Generational Beauty: Speaking to Every Age
Beauty ideals are shifting across generations. Gen Z and Millennials lean into skincare-first routines and values-led purchases, while Gen X and Boomers still favour heritage brands and are embracing wellness and anti-ageing innovations.

A one-size-fits-all approach won’t cut it. Data-driven, multi-channel marketing strategies tailored to generational behaviours will be crucial.

Final Thoughts: Balance Is Beautiful
To lead in 2025, beauty brands must strike a meaningful balance. Fuse innovation with sustainability. Marry digital ease with tactile connection. Honour tradition while embracing the new. And most importantly—stay authentic. In balance, we find the future of beauty.

Source: www. nielseniq.com/global/en/insights/commentary/2025/the-global-beauty-edit-seeking-balance-for-growth-in-2025/