10 Takeaways from Beauty Accelerate 2025

March 2025's Future of Beauty Innovation event brought together top beauty and personal care experts to share insights on emerging trends, challenges, and opportunities within the beauty industry. From cutting-edge research to packaging innovations, here are the key takeaways:

1. Authenticity and Data-Driven Efficacy

Peter Tsolis from Estee Lauder and Michelle Shieh from Amorepacific emphasized the importance of capturing efficacy with authentic data. As consumer knowledge increases, particularly through social media, brands must deliver not only effective products but also credible, science-backed claims. Premium brands need to balance high quality with what today’s consumers expect—transparency, authenticity, and demonstrable results. Additionally, focusing on generational-specific platforms is key to staying relevant and expanding customer reach.

2. Skinification and Procedure-Related Ingredients

The trend of skinification continues to grow, as ingredients and claims traditionally found in facial skincare are now expanding into body, hair, and nail care. For instance, moisturization from hyaluronic acid is being applied across categories. Brands are also incorporating ingredients typically used in cosmetic procedures, such as injectables, into everyday skincare products like serums. This trend reflects the growing consumer desire for more sophisticated, multi-functional products.

3. Packaging Innovation and Sustainability

Sara Clasen from Estee Lauder, Sushil Iyer from Kenvue, and Lorne Lucree explored the evolving landscape of packaging in beauty. Sustainability remains a top priority, with brands balancing eco-friendly designs with purpose-driven packaging. Notable innovations included Liquid Death’s canned water and Vacation’s sunscreen in a whipped cream can—examples of disruptive yet effective packaging. Simpler updates, such as Zyrtec’s transition from plastic to paper blister packs, demonstrate that small changes can make a big impact. Looking forward, expect to see more touchless features, on-the-go products, and biodegradable packaging alternatives.

4. The Longevity Trend in Beauty

As consumers live longer but with reduced healthspan, Morley Willoughby from L’Oreal highlighted the rising demand for products that help slow aging. This aligns with the longevity trend in beauty, which focuses on promoting overall skin health, rather than just treating aging. Brands should consider collaborations that blend beauty with wellness to create products that extend beyond skincare to overall well-being.

5. Generational Insights: Gen-Z, Gen-X, and Beyond

Jessaline Orlansky from Bubble shared that her brand actively engages with younger audiences through its Bubble Army community. By involving teens directly in product testing and development, Bubble ensures its products stay relevant, affordable, and highly rated. Meanwhile, Sarah Kugelman and Laura Geller highlighted that Gen-X women are often overlooked, despite having significant purchasing power and being active on social media. Contrary to misconceptions, older consumers care deeply about beauty and are increasingly digital-savvy.

6. Sun-ification of Beauty

Experts like Laura McCarthy from SuperGoop, Eduardo Ruvuolo from Beiersdorf, and Michelle Shieh from Amorepacific discussed the growing trend of incorporating SPF into everyday beauty routines. With SPF becoming more accessible across beauty categories, brands are making sun protection a core part of daily skincare. Despite regulatory challenges in the U.S., the efficacy of chemical and mineral SPF products remains consistent, with all speakers agreeing on the importance of sun safety.

7. Dermocosmetics and Science-Backed Beauty

The demand for dermocosmetics—products that combine beauty and dermatology—continues to rise. As consumers become more ingredient-conscious, it’s essential for brands to provide transparency and validation. Diversity in testing, especially across different skin types, was emphasized as crucial for gaining consumer trust. 

8. Consumer Connection in Hair and Scalp Health

Dr. Kelly George from Nutrafol shared the brand’s focus on building a strong consumer community, driven by the founders’ own experiences with hair loss. Nutrafol is expanding into new categories, focusing on innovation and consumer connection to maintain its position as a leader in the hair health space.

9. Agility and Authenticity in Brand Growth

Lorne Lucree and Jess Abrams emphasized the importance of staying agile in today’s rapidly changing beauty landscape. While viral moments can elevate brands, it’s crucial to stay true to the brand’s ethos and avoid jumping on every trend. Brands must plan for the future with tools like AI to remain adaptable while maintaining authenticity. Highlight’s role in streamlining product testing was also underscored, offering brands a more agile approach to R&D and marketing collaboration.

10. Beauty Inside & Out: Wellness and Beauty Integration

Tierney Wilson from Sakara Life and Jessie Reder from Maelys discussed the increasing connection between wellness and beauty. Their brands focus on authenticity and community, aligning with the growing belief that what you put into your body affects how you look. This wellness-beauty crossover is creating a new category of products that nurture both inner health and outer beauty. (And contribute to the evolving definition of "Better For You" within the greater CPG space.)

Beauty Accelerate highlighted the beauty industry's rapid transformation, where innovation, authenticity, and sustainability are at the forefront. As beauty brands adapt to these shifts, focusing on consumer needs, embracing technology, and staying true to their core values will be crucial for long-term success.