10 Trends Setting the Pace for Beauty & Wellness in 2025
Direct from the desk of Front Row's Director of Insights, Emily Safian-Demers is breaking down the top 10 trends that will shape the future of beauty and wellness in 2025 and the implications of these trends for brands and consumers.
1. New Luxury Lexicons
How we signal status is changing. Beauty, wellness, and health are now cultural cues of wealth and luxury, dethroning clothing and leather goods.
According to Glossy, “The COVID-19 pandemic created … economic and societal changes, [and] shifted many of our shared values. Popular idioms like ‘cash is king’ and ‘health is wealth’ took on new meanings set against a backdrop of a global recession and rapidly spreading coronavirus. All at once, our health became the one luxury we couldn’t buy.”
2. Wellness Empires
This shift in luxury is filtering down into the mass market as well. Wellness-adjacent athleisure brands are expanding their purview into physical wellness products and offerings. From Reebok’s new line of supplements to Alo’s move into the sexual wellness category, now is the time for supplement and skincare brands to react.
3. Women’s Wellness Ecosystems
New launches from brands like Ovii, Olly and Hello Cake touch on previously underserved, if not once taboo, issues like Menopause, PCOS, and Female Sexual Dysfunction. Meanwhile, other brands are creating new categories entirely. Seed designed the first clinically-validated, microbiome-focused vaginal probiotic suppository, Perelel is redefining holistic prenatal vitamins, and Ritual launched a fertility-supportive lemonade.
These products offer targeted solutions at manageable price points, and signal growing interest in telehealth providers, over-the-counter supplements and natural ingredients focused on women’s health. Now, other brands are eager to capitalize on every step in sexual health, with equal momentum in both reproductive care and immediate pleasure.
4. Wellbeauty
Consumers are increasingly linking internal wellbeing with physical health and appearance — 72% of Gen Z and Millennials have engaged in or are interested in beauty and self care activities to combat stress and anxiety, according to data from Ypulse.
In response, beauty brands are stepping in to offer mood boosters and joy. Other brands are reformulating products to scientifically boost users’ moods. The family behind luxury beauty brand Sisley launched a neurocosmetics brand, Neuraé, in March 2024. The brand is pioneering “neuroscientific skincare” with proprietary mood-boosting ingredients that interact with neurotransmitters and hormones to target neural pathways.
5. Sleepmaxxing
The search for wellness can happen around the clock…even when you’re sleeping. Beauty consumers are stacking their beauty and wellness habits overnight—reflecting a shift in priorities. Optimizing your sleep has become one of the hottest wellness trends as we head into 2025. According to Dazed, “Weighted sleep masks are selling out online and sleep tech trackers like the Oura Ring are flying off shelves. The technology itself isn’t new (Oura launched in 2015 and Fitbit brought out a sleep analysis feature in 2022) but it has transcended the CEO circles that it initially gained popularity. Now, it’s not just the tech bros or team rise-and-grind tracking every moment of their nightly sleep.”
6. Next-Gen Supplements
New supplement forms are hitting the market. While supplement sales continue to grow, the move away from traditional capsules aligns with what WWD has called “Pill Fatigue.” A new wave of topical supplements like patches, creams and sprays are capitalizing on this, and offer a slow drip of core ingredients without as many fillers, additives or digestive issues as other formats.
These new forms allow for a more seamless integration into daily habits—and reflect a shift in how consumers think about their supplement intake. In September, Starbucks quietly rolled out AG1 supplement drinks at select locations in the US, offering a supplement alternative to morning coffee. And bespoke wellness programs like EQX Optimize use supplements to tailor each fitness plan, while hydration patches can measure your sweat levels to flag which electrolytes you need.
7. Degendered Beauty
Male beauty consumers are making themselves heard, redrawing traditional gender lines. Teen boys are now embracing elaborate skincare routines, while TikTok "It Boys" are breaking barriers by promoting makeup use among men. This shift is not limited to younger generations; men across age groups are increasingly investing in grooming products, with the global male grooming market expected to reach $115 billion by 2028.
Men's fragrances are also outpacing growth in women's, indicating a broader acceptance of personal care products among male consumers. E-commerce platforms like Amazon are becoming go-to destinations for male beauty shoppers, offering a discreet and convenient way to explore and purchase products. Social media influencers and celebrities have helped to normalize male grooming and challenge traditional notions of masculinity. As a result, brands are expanding their offerings and marketing strategies to cater to this growing demographic, recognizing the potential of the male beauty market.
8. SkinGPT
For years, wearables have unlocked unprecedented access to personalized health data. Now, brands are using AI to take those measurements one step further—turning them into personalized health plans.
Oura and Whoop spearheaded the move towards “AI Coaching” by integrating chat features that allow users to ask their devices questions like “What kind of workout should I do today?” or “How much sleep do I need?” In the world of beauty, RoC Skincare is leveraging AI to deliver “highly personalized and evolving skin care recommendations,” while Haut.AI has secured a patent to do the same while anonymizing your data.
Across the board, AI is allowing brands to build hyper-personalized recommendations — and they’re becoming the norm. Consumers are turning to AI tools as trusted advisors; Vogue reported in November 2024 that gen Z is using ChatGPT as a dermatologist, turning to the tool to ask for advice on skin concerns.
9. The Ozempeconomy
The Ozempic obsession is spurring a spinoff industry of alternatives and sister products. With their meteoric rise, drugs like Ozempic have fueled growing interest in synergistic products. In April, The New York Times reported both GNC and The Vitamin Shoppe were highlighting formulas for GLP-1 side effects; adding electrolyte, fiber and protein powders under dedicated displays. Meanwhile, SoWell launched a three-supplement “GLP-1 Support System,” and Nestlé created a line of frozen meals for GLP-1 users.
In September, Vogue reported that Kourtney Kardashian’s supplement brand, Lemme, had launched “an over-the-counter, plant-based supplement named GLP-1 Daily,” and natural alternatives have continued to crop up. Topics like “Ozempic Skin” and “Ozempic Face” have also been trending, and triggered interest in “firming” solutions and creams.
10. 360 Wellness Worlds
Brands who sell health and wellness products are expanding to create brand worlds or ecosystems of wellness services that complement or enhance those products. This shift reflects two of our key trends: firstly, consumers are increasingly integrating wellness into every aspect of their daily lives, and secondly, brands are striving to provide a more cohesive and immersive experience.
By developing brand worlds that encompass a range of complementary wellness services, companies are able to keep consumers engaged within their ecosystem. This strategy acknowledges that a single supplement or product is no longer sufficient to meet modern wellness aspirations. Instead, consumers are seeking holistic lifestyle solutions that seamlessly integrate various elements of health and well-being, prompting brands to evolve and offer more comprehensive wellness experiences.
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