Redefining the Future of Beauty-2030

WGSN and Grupo Boticário showcased the future of beauty during the 39th edition of South by Southwest on 9th March,2025, which was held in Austin, Texas.

Industry executives gathered at SXSW, a leading worldwide technology and innovation event, to discuss new trends. Due to receding age stereotypes, longevity was presented as a major theme. As the market moves towards age-neutral strategies, customers are looking for goods and services that support well-being and healthy ageing. In the upcoming years, this trend is anticipated to influence the wellness and beauty industry.

SXSW 1:Renata Gomide de Carvalho, VP of Marketing of Grupo Boticário & Carla Buzasi, CEO of WGSN

The necessity of shifting to these trends has been highlighted by Carla Buzasi (WGSN) and Renata Gomide de Carvalho (Grupo Boticário), who gave examples like the Women's Research Centre, which studies women's health, wellbeing, and beauty with an emphasis on menstrual cycles, menopause, and hormonal changes to develop targeted products and services, and the Silver Pact program, which empowers women over 45 through anti-aging solutions, skincare, and wellness initiatives, encouraging healthy ageing and inclusivity.

Highlighted points are:

Age Spectrum: A trend towards healthy ageing and longevity is being driven by consumers living longer and a decline in age stereotypes.
Intergenerationality: From Alphas to Boomers, brands need to adjust to the demands of a wide range of age groups.
Focussing on the final product while incorporating a variety of viewpoints is known as inclusive design.
Understanding how hormonal changes during menstruation, pregnancy, and menopause affect appearance and well-being is known as "hormonal beauty support."
Sustainability: The effects of climate change on human longevity and health.
Fashion, sports, interior design, cuisine, and beverages are all impacted by the longevity market, which goes beyond beauty.

How Did WGSN Uncover the Four Key Trends?

WGSN used a combination of industry knowledge, analysis, and research to identify the four trends that are transforming the future of beauty.

Focus groups and extensive surveys indicated a rising demand for inclusive, ecological, and natural beauty products. While trend forecasters and industry experts presented notions on the future of beauty, market analysis revealed new brands and inventive products. By combining the expert viewpoints of Carla Buzasi (WGSN) and Grupo Boticário, WGSN was able to identify four key trends: Biohacking, Longevity, Rewilding, and Mindful self-care.

Rewilding: A return to Nature

A trend that highlights the use of sustainable practices and natural substances in cosmetics. Customers are increasingly choosing organic and environmentally friendly products over those with harsh chemicals and artificial smells. This change entails the use of plant-based ingredients and ethical sourcing, with brands that promote transparency and circular practices by introducing probiotics and flaxseed oil into their products as well as eco-friendly packaging options like biodegradable materials and refillable containers.

Mindful Self-Care: A Focus on Wellness

A popular trend in health routines is mindful self-care, which places an emphasis on happiness and enjoyment. Customers are looking for products and hobbies that encourage rest and overall well-being. Brands are creating items like relaxing face masks, essential oils like rose, chamomile, and lavender, and serums with aromatherapy infusions to satisfy this need. These goods are designed to help people relax and recharge by lowering stress while promoting attentiveness. Masks with peptides, retinol, and antioxidants, for instance, can help increase collagen formation, enhance skin suppleness, and lessen the visibility of fine lines and wrinkles on mature skin. People can benefit from a calm, youthful, and glowing complexion by using these products in their self-care regimens.

Biohacking: The Science of Beauty

Biohacking is a trend that involves using technology and science to enhance physical and mental performance. Advanced skincare products like DNA-based and exosome-based skincare are examples of how biohacking is showing up in the beauty sector. Exosome-based products began to gain popularity in 2024, but by 2025, they had revolutionised the market. Exosomes, which are FDA-approved and supported by research, are well known for speeding up healing, lowering inflammation, and enhancing the effects of aesthetic procedures. Customers looking for efficient and focused skincare products are increasingly drawn to these products. The potential is enormous, ranging from delivering targeted medicines to reversing cellular ageing. As the cosmetic industry adopts this innovative technology, the market for sophisticated, customised goods will only grow.

Longevity: The Pursuit of Healthy Aging

The goal of the Longevity trend is to employ cosmetic products and activities to encourage longevity and healthy ageing. Customers are looking for goods with therapeutic effects, better circulation, and long-term skin health assistance, such as DNA repair creams and cellular rejuvenation serums. In order to help consumer take a proactive approach to their health and well-being, brands are also marketing preventative care solutions, such as infrared saunas, which promote detoxification and circulation, and NAD+, which supports cellular energy and repair, potentially leading to enhanced rejuvenation and psychological wellness.

In conclusion, shifting consumer attitudes and technical breakthroughs are driving a huge revolution in the beauty business. To put it another way, we may condense all four of these trends into a single term, Beauty Reboot, which expresses the notion of revitalising one's appearance, adopting new technology, and rebooting their aesthetic practice.