Mintel, the experts in what consumers want and why, has today (13 November 2019) announced two trends set to impact the global beauty and personal care market over the next decade:

  • The Panorama of Humanity: Consumers will explore the push-pull between nature and science; each must support the other to expand beauty consumption.
  • Identity Traders: While toggling between connection and disconnection, consumers will seek out their tribe, with beauty and personal care brands serving as a facilitator.

Looking ahead, Andrew McDougall, Associate Director, Mintel Beauty & Personal Care, discusses how these major trends are set to influence the beauty and personal care sector worldwide, including implications for manufacturers, companies, brands, and consumers.

The Panorama of Humanity

“Over the next 10 years, consumers will explore the push-pull between nature and science. Advances in software, hardware, apps, and augmented reality will herald the Fourth Industrial Revolution, significantly changing the way consumers choose, purchase, and interact with beauty and personal care products. As lab-grown products continue to enter the market, consumers’ comfort with biotechnology will increase. At the same time, mistrust of ‘clean’ and ‘green’ labels will see consumers scrutinise ingredient lists and question product efficacy. We’ll see biometrics offer an innovative way for companies to interact more personally with consumers by providing valuable customisations. But success will only be achieved by the brands that offer full transparency and avoid misunderstanding.”

Identity Traders

“We predict the next decade will see even greater polarisation with consumers fluctuating across a spectrum of behaviour driven by both information and emotion, connection and disconnection. Expect to see remote-control services bring access to the geographically disconnected, village commerce open once unreachable markets, and more consumers ‘switch off’ as they strive to find real-world connections. At the same time, consumers will lose the ability to relate to one another on a human level, while information overload will bring authenticity into question. Every purchase will be carefully considered as consumers move to a more minimal approach, making investments in high-quality, high-performing products, and reusing and upcycling products wherever possible. We’ll see consumers break free of the hold of social media influencers and responsibility will return to the brand. It will become the norm for brands to offer customers not simply a product, but a lifestyle, as well as connect them with the people, places, and things that inspire them.”

To find out Mintel’s predictions for what will mainstream on beauty counters in 2030, who the innovation front-runners are, and what brands must do now to stay ahead of the competition, download the free thought piece here.

Media interviews with Mintel Beauty & Personal Care Analysts are available on request from the Mintel Press Office.

Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Mintel Store Reports
    Discover your next big breakthrough
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View Reports
  • 2025 Trends
    2025 Global Trends
    Understand what’s new and next in consumer behaviour and the impact on marketing and innovation strategies....
    Discover trends
  • Mintel Consulting
    Are you after more tailored solutions to help drive Consumer Demand, Market Expansion or Innovation Strategy?
    Ask for a customised strategic solution from Mintel Consulting today....
    Find out more
Subscribe to Press Releases
Contact Press Office
Related articles
June 17, 2025
Current fragrance trends are heavily influenced by social media platforms such as Instagram and TikTok. Mintel’s The Future of Fragrance 2025 highlights how viral micro-trends and growing interest in discovery…
March 12, 2025
Indonesia is emerging as a major force in the global beauty industry, fueled by a youthful population, digital engagement, and evolving consumer preferences. With over 270 million people—more than half…
February 25, 2025
Thailand’s fragrances and scented products market is growing, with product launches increasing from two percentage points between October 2019 and September 2020 to 4% in the same period from 2023…

Free market intelligence downloads