TREND INSPIRATION: 5 FALL/WINTER 2025 FASHION WEEK TRENDS

Khaite Fall/Winter 2025 - The Impression

Fashion Week is in flux - both structurally, as calendars shift, and culturally, amid a rapidly changing political landscape. This season, designers embraced this feeling of bold contrasts: reference-heavy maximalism clashed with sharp ’90s minimalism, while fashion became a tool for resistance, with brands using the runway to make powerful political and social statements.

Here are highlighted five key trends we spotted during this season’s Fashion weeks.

Corpcore: Back in the boardroom

Calvin Klein Fall/Winter 2025 / Stella McCartney Fall/Winter 2025 / Jane Wade Fall/Winter 2025 - The Impression

Corporate dressing is making a comeback. Sharp tailoring, crisp collars, mannish overcoats and perfectly fitted trousers offer a palette cleanser to the years of work-from-home sweats. This new iteration is not just a Gen Z interpretation of corporate culture, served up in the stylised aesthetic of Severance, but a real status-defining look. In this new vision, even the humble lanyard is a coveted accessory.

• Calvin Klein (NYFW) defined the "corporate chic" look in the ’90s, and now Veronica Leoni reinvents it for a new generation, blending sharp silhouettes with a modern, understated sensuality.

• Gliding through the sleek corridors of "Stella Corp", models embody a modern working wardrobe that effortlessly shifts from day to night. Stella McCartney (PFW) reinvents power dressing with confidence, blending masculine precision with feminine allure.

• At Jane Wade (NYFW), officewear is reimagined through the lens of employer-employee surveillance culture. Work badges, phones and folders become statement accessories, blurring the line between function and fashion.

Fur: Commanding style

Khaite Fall/Winter 2025 / Prada Fall/Winter 2025 / Gucci Fall/Winter 2025 - The Impression

In the spirit of excess, fur returned as a grand symbol of power and unapologetic luxury. Faux and vintage styles also made an appearance, as designers embraced the texture to craft looks that exude drama and confidence. 

• Featuring 90s-style waterfall overcoats and cropped trenches, Khaite’s (NYFW) tonal, tactile collection is inspired by the aesthetic of David Lynch and the streets of New York.

• Miuccia Prada and Raf Simons (MFW) continue their bold experimentation with fur, extending themes from the menswear collection. Oversized faux fur collars envelop structured overcoats worn as dresses, while blazers are reimagined with striking patchwork fur details across the body and lapels, blurring the line between classic tailoring and avant-garde texture play.

• Gucci (MFW) revisits its heritage, drawing inspiration from the brand’s early ready-to-wear era with a distinctly vintage aesthetic. Paying tribute to founder Guccio Gucci, the collection embraces nostalgia through opulent, chunky faux furs, blending past elegance with a modern, theatrical edge.

Poppy Red: Look-at-me colour

Issey Miyake Fall/Winter 2025 / Ferragamo Fall/Winter 2025 / Tory Burch Fall/Winter 2025 - The Impression

This season, Poppy Red dominated the runways as a bold and electrifying statement colour. Designers embraced its intensity through monochromatic, head-to-toe looks, reinforcing red’s undeniable presence as both powerful and provocative. Whether in sleek tailoring, fluid gowns or avant-garde outerwear, the striking hue radiated energy and defiance. 

• Issey Miyake (PFW) reimagines fluidity with a red-on-red knitwear set, expertly cut and knotted to shift and transform with each wear, creating an ever-evolving silhouette. An asymmetrical sculptural dress further explores movement, wrapping the body in dynamic folds.

• Inspired by choreographer Pina Bausch, Ferragamo (MFW) designer Maximilian Davis explores the tension between romance and movement. Red takes center stage, symbolising passion, connection and the push-and-pull of relationships. Flowing silhouettes and structured tailoring mirror Bausch’s expressive choreography, blurring the lines between restraint and release, emotion and precision.

• Tory Burch (NYFW) reinvents American sportswear with a functional yet elevated approach, punctuated with shocks of poppy red. A matching jacket and bag, accented with multi-pocket utility, embrace practicality, while a bold red hue injects energy and sophistication. 

Precious Stones: Heavy metal revival

Givenchy Fall/Winter 2025 / Maison Sara Chraibi Fall/Winter 2025 / Alice+Olivia Fall/Winter 2025 - The Impression

From gem-encrusted tops to rhinestone-studded faces and gem-topped nails, the season embraced opulence and craftsmanship, with designers incorporating precious elements into both clothing and beauty, making bold, baroque statements.

• Sarah Burton’s debut at Givenchy (PFW) was defined by a kind of discipline, a discipline where her artistry still shone through. A gem-encrusted top was reminiscent of a cascading necklace, showcasing her meticulous eye for craftsmanship.

• Maison Sara Chraibi (LFW) adorned models’ faces with crystals and rhinestones, placing them under the eyes, along the cheekbones, and on the body, matching lavishly embellished hairpieces.

• For Alice + Olivia (NYFW), nail artist Miss Pop elevated chrome Salon Perfect press-on nails by adorning them with sparkling gemstones and pearls, adding more than a touch of decadent glamour.

Bedhead: Untamed beauty

Prada Fall/Winter 2025 / Gucci Fall/Winter 2025 / Vettese Fall/Winter 2025 - The Impression

Loose, tousled waves and natural textures projected a relaxed and refined look - as if models had just stepped out of bed. The look exudes freedom, celebrating a relaxed, untamed aesthetic that's polished enough for the runway but effortlessly chic.

• Prada's collection challenges traditional notions of beauty, exploring femininity in new ways, questioning gender, appearance and mannerisms. The show, freed from the male gaze, redefines beauty with intentionally frizzy hair, blending both polished and undone looks to reflect a more liberated and fluid interpretation of femininity.

• Loose, disheveled and artfully unkempt, Gucci models sported hairstyles with frizzy textures, embracing an effortlessly undone, carefree aesthetic that contrasted with traditional polished looks.

• Inspired by her Romanesque culture, designer Kari Vettese (NYFW) created a sensual aesthetic that was topped off by morning-after, slept-in hairstyles.

The CIC Take

Maturity and maximalism permeated Fall/Winter 25 collections, as designers embraced the reemergence of corporate culture and “boom boom” dressing – with out-there opulence challenging the recent dominance of Quiet Luxury. In this new era, a shifting political landscape is visibly influencing consumer behavior, fueling a resurgence of extravagant, bold looks reminiscent of the '80s and '90s.

This is just a snapshot of our analysis from Fashion Week - contact us for our latest in-depth NYFW Fall/Winter 2025/2026 report.

TIKTOK TREND INSPIRATION: MARCH 2025

Sources: @iamdoechii_ / @janelthebear / @mimiermakeup

Every month the Cosmetics IC social media team takes the pulse of TikTok to unearth the biggest beauty trends, viral hacks and buzzing products. In February, The Grammys red carpet encouraged fans to experiment with a bold new look, while others were inspired by the classic allure of feline energy. Discover the top three trends from March 2025:

1/ Proud Face Tape

Facelift tapes are having a moment and are turning from hidden accessories to proud ornaments. At The Grammys, rapper Doechii wore her signature face tape above her hairline, turning the face-lifting tool into a statement accessory. Rhinestones were also added to further draw attention to the tapes. We also saw apparent face tapes at Valentino Fall/Winter 2025 during Paris Fashion Week, elevating this TikTok trend as a luxury statement. With cosmetic procedures losing their taboo amongst Gen Z beauty fans, the choice to expose face tapes takes transparency one step further, with the embellishments adding an extra editorial spin.

Influencers: @charlottelooks, @natashajanewood, @pinknews, @itsurgrlaisha, @itsurgrlaisha 

Hashtags: #facetape - 186.2M views

2/ Pink Undereye

Aiming for a bright and flawless look, TikTokkers are blending pink products (blush or lip oils) with their regular concealer, or directly appplying pink-toned concealers to the undereye. Instead of simply covering dark circles, the pink hue has an illuminating effect, delivering a subtle glow and natural flush. Key products include Maybelline’s Instant Age Rewind Eraser in pink, the Kosas Revealer Extra Bright Serum-Powered Color Corrector in pink and the NYX Pro Fix Stick Corecting Concealer.

Influencers: @beautyybylucyy, @huda_gash, @mimiermakeup, @lizziebowker

Hashtags: #pinkundereye - 74.3M views, #pinkundereyetrend - 86.2M views, #pinkblush - 401.1M views, #kosasconcealer - 151M views

3/ Black Cat Energy

This sub trend of the #DarkFeminine aesthetic embodies the independent, detached and self-assured nature of black cats. Inspired by the personification of dark feline energy represented in characters like Morticia Adams or Cat Woman, beauty fans are creating bold and enigmatic looks that focus on the eyes with tight, elongated wings lined in black, with a soft and smokey lid.

Influencers: @janelthebear, @sarahnewsfx, @s.ophiegracee

Hashtags: #blackcatenergy - 220.4M views, #darkfemininemakeup - 58.3M views

The CIC Take

Our social media team brings you an indispensable guide to all things viral, listening in to the trending beauty conversations on TikTok and Instagram. A monthly edit filled with data from our social media data partners, Spate and Tribe Dynamics. 

Includes: Monthly Top 10 brands in EMV, Top 10 brands by followers, the latest trending looks and viral products on TikTok. Also available as a monthly service.

For more information on our Social Books, Inspiration Reports and consultancy services, contact us.

Sources: Cosmetics IC – March 2025 

Spate NYC - TikTok US until Week of March 2, 2025

Trend Hunting at MakeUp in Los Angeles 2025

Photo: Cosmetics IC - Innovation Awards - Venice Beach - Capsum

MakeUp in Los Angeles X LUXE Pack 2025: A Standout Year for Beauty Innovation

The Feb 2025 edition of MakeUp in Los Angeles X LUXE Pack marked a stellar year for the West Coast’s premier beauty event, drawing over 4,928 visitors and an impressive lineup of exhibitors unveiling their latest innovations.

From cutting-edge formulations to breakthrough packaging solutions, here are our “coup de cœur” innovations that caught our eye:

#1 – Formula - Over the Rainbow Lip&Cheek - ARTCOSMETICS

Over the Rainbow Lip&Cheek - ARTCOSMETICS

A breakthrough in hybrid beauty, that integrates three distinct textures—creamy blush, glossy balm, and radiant highlighter—into a single, travel-friendly tool. Engineered with advanced molding technology, it preserves the integrity of each formula, ensuring seamless application and optimal performance. Its ergonomic triangular design enhances precision, catering to the demand for intuitive, multi-functional beauty solutions. Compliant with Sephora and Ulta Beauty CLEAN standards, this innovation reflects the market shift toward high-performance, responsibly formulated products.

By combining sensorial richness with cutting-edge technology, ARTCOSMETICS delivers a versatile, on-the-go essential for modern beauty routines.

Why is it interesting?: We love the clean, visually attractive, 3-in-one formula – glossy, jelly, and creamy in a drop-shaped stick.

#2 – Formula - Moisture-Boost Splash Cream - JO COSMETICS, INC.

Moisture-Boost Splash Cream - JO Cosmetics, INC.

The Moisture-Boost Splash Cream merges Japanese skincare artistry with innovative Splash technology. This gel-cream features a unique two-layer structure, with 80% serum encapsulating potent beauty ingredients. Upon application, it bursts into a refreshing fluid, deeply hydrating while addressing dryness, dullness, acne, wrinkles, pores, and irritation. Its completely transparent formula showcases advanced fermentation science, delivering a transformative skincare experience in every jar.

Why is it interesting?: This formula embodies the Japanese art of formulation, featuring a completely transparent gel-cream made with 80% serum.

#3 – Packaging - Paperfoam Twist Up Stick - TOLY GROUP

Toly’s PaperFoam Twist Up Stick

Toly’s PaperFoam Twist Up Stick pioneers a fully paper-based retractable mechanism, a feature previously only achievable with plastic. Unlike existing options that blend paper and plastic, this innovation delivers a high-performance, user-friendly alternative without compromising functionality. By solving a key challenge in paper packaging, it offers a truly sustainable solution for eco-conscious consumers.

Why is it interesting?: A groundbreaking plastic-free design with a fully functional paper-based mechanism.

#4 – Accessory - The Dream Ring - IMEI DIVISION

The Dream Ring - IMEI DIVISION

The Dream Ring is a jewel-like facial massager designed for on-the-go use. This elegant ring effortlessly targets hard-to-reach areas, combining beauty and functionality in a compact accessory. Its sleek, ergonomic design allows for a soothing facial massage anytime, enhancing circulation and relaxation with a touch of style.

Why is it interesting?: Embodying our Key Prediction for 2025, The Culture of Delight, The Dream Ring combines a joyful beauty ritual with a comforting self-care moment, encapsulated in a cute wearable. 

#5 - Packaging -  Nuon – Technology-infused skincare cap 

Nuon – Technology-infused skincare cap 

Nuon Medical Technologies integrates clinically proven light therapy directly into skincare packaging, turning the cap itself into an active treatment tool. This smart packaging utilizes blue light to eliminate acne-causing bacteria and red light to stimulate collagen production, reducing fine lines and wrinkles. Designed for targeted treatment, it enhances absorption and accelerates visible results, with studies showing up to 75% acne reduction and 30% more collagen production.

Why is it interesting? This is a game-changing fusion of skincare and clinically-proven light therapy delivered in a super-convenient format.

THE CIC TAKE

The standout innovations from MakeUp in Los Angeles 2025 highlight how beauty is embracing technology, sustainability, and multifunctionality to enhance both performance and user experience. As predicted in our 2025 Key Predictions white book, The Age of Resonance, beauty is evolving with tech-infused skincare, eco-conscious packaging, and ergonomic design that simplifies routines while delivering efficacy and delight. These innovations perfectly align with the industry's shift towards practical, sensorial, and science-backed solutions.

The Age of Resonance is available now. Contact us for more details.

BEAUTY TALK: ADAPTIVE FUTURES - THE VISIONARY ALIGNMENT OF TECHNOLOGY AND BEAUTY

Photo by Makeup in Los Angeles 2025 - Alex Rawitz (Creator IQ), Leila Rochet (Cosmetics IC), Valérie Grandury (Odacité), Jana Bobosikova (KikiWorld)

At MakeUp in Los  Angeles, key thought leaders, Alex Rawitz from CreatorIQ,  founder of Odacite, Valérie Grandury, and co-founder of Kiki World, Jana Bobosikova, joined Leila Rochet in a Beauty Talk to discuss one of the agency’s Key Predictions for the years ahead - Adaptive Futures. The panel explored how consumers are leaning deeper into technical narratives and scientific storytelling as a culture of bold innovation sweeps through the industry. 

“Beauty will become a dynamic, future-ready force that combines the microscopic scale of biotechnology innovations with the expansive opportunities of virtual realities.”

— Leila Rochet, Cosmetics IC

A New Reality

In this evolving territory, hyper-personalized products and experiences are made possible by the embrace of new technologies, while the ingredient space is transformed by novel AI processes and lab-grown innovations.  As consumers increasingly embrace AI-driven creativity, with 65% believing it will enhance artistic expression and progress (Vox), beauty brands have a unique opportunity to leverage the current enthusiasm for tech-powered innovation. The consensus amongst consumers seems to be that if AI can simplify their lives then it is worth embracing - over half of U.S. Gen Zers support brands using generative AI for personalization (Statista).

“We are seeing that advanced technologies and devices are really influencing the beauty industry, alongside lab-grown ingredients. These facets are transforming how consumers experience beauty, creating a very dynamic market,” explained Leila. 

New product launches demonstrate the potential for technology to further transform how consumers engage with, and experience beauty, whether it is through embarking on a  ChatGPT-authored glow-up, booking in for an Aescape robotic massage, or leaning into AI-powered diagnostics with SmartSKN’s Muilli AI Dermascope and L’Oréal’s Cell BioPrint. These innovations demonstrate the power of AI to offer incredibly nuanced experiences, hyper-attuned to individual needs, from health diagnostics to skin analysis to empowering bold makeup looks. 

Science-backed Beauty is Winning

What is clear, is that brands that are embracing consumers’ prioritization of scientific narratives are reaping the rewards. In his presentation, Alex Rawitz highlighted The Ordinary’s ongoing surge (a +59% uptick in EMV,  and +36% growth in Community YoY), propelled by a number of viral product launches, including the Squalene + Amino Acids Lip Balm (June 2024). Likewise, healthy-aging brand One Skin has seen an incredible +450% increase in Engagement thanks to a narrative of biohacked skincare. 

“In 2024 many of the top performers and many of the outlier performers when it comes to growth, were relatively new brands founded in the last five or ten years, which are taking a vegan and cruelty-free ethos to their product lines while also foregrounding science in their brand story” suggested Alex. 

CreatorIQ data analysis also confirms the growing consumer appetite for the convergence of cosmetics and skincare, with Alex highlighting the increasingly central role science and scientists are playing in the makeup space. “There’s unquestionably dramatic momentum” behind this trend, according to Alex, as skincare-first brands invest in expanding their ranges to include cosmetics. Odacite is a good example of this evolution, with the French skincare brand, which is grounded in biotechnology and skin science, introducing tinted SPFs to its range.

AI-Enhanced Efficacy

As beauty brands seek future resilience, biotechnology, and AI-driven formulations are emerging as industry game-changers. Lab-grown ingredients and AI-enhanced product development tools, such as Debut’s BeautyORB, which utilizes AI to scan over 50 billion ingredients, are paving the way for sustainable, high-performance beauty solutions.

In this context, AI-controlled farms will become a critical asset to brands focused on ring-fencing their sustainability. Odacite’s combination of “natural luxury and clinical science” was inspired by founder Valérie Grandury’s personal health struggles, as she recovered from cancer treatment. Valérie discovered that “by choosing the best of science, which is Western medicine, with the therapeutic benefits of botanicals, you can actually have amazing results.” 

This realization inspired Odacite’s approach to formulation, which is centered around biotechnology and AI-controlled farms to ensure the sustainable development of their key ingredient, Edelweiss. The brand utilizes an AI-controlled environment to grow the hardy botanical to the most potent outcomes. “There’s no element that we don’t control,” explained Grandury. A central computer regulates optimum growth conditions, providing a constant feed of data, which is then analyzed to improve the next growth cycle. “The beauty is that we can  harvest every three months, we have no seasonality.”

Transforming Experience through Tech

Technology is also powering a new wave of co-created products and experiences, acting as a conduit for deepening consumer engagement and collaboration. NFC-enabled beauty brand Kiki World raised $5 million in 2024 to build on its proposition of offering a blockchain platform that allows users to vote on product designs, earn loyalty points, and unlock discounts. NFC-enabled products further enhance the engagement experience, rewarding community interaction beyond purchases.

Co-founder Jana Bobosikova explained the process behind the concept is, primarily, to foster loyalty in beauty fans by engaging them in the creation process but also the company is committed to being active participants in the future of the industry by investing in next-gen technologies. The aim is to create a commerce community of emotionally-invested stakeholders, connected by new technologies. “We’re not really a beauty company. We’re a technology company” stated Bobosikova.

THE CIC TAKE 

In the future, advanced devices, lab-grown ingredients, and digital extensions will seamlessly blend to deliver new, boundary-pushing experiences. Here’s how brands can prepare for Adaptive Futures:

• Invest in AI-controlled environments or lab-grown alternatives to ensure long-term viability and differentiation.

• Use AI as a facilitator of self-expression. Blockchain-enabled co-creation platforms can foster deeper consumer loyalty and engagement.

• Introduce hyper-personalization at scale. AI-driven diagnostics will dominate beauty consultations, empowering consumers with precision recommendations tailored to lifestyle and life-stage needs.

Our 2025 Key Predictions white book, The Age of Resonance, is out now. Contact the team today for more information.

The Age of Resonance: 5 Key Trends for 2025 and Beyond

Credits: Nick Fancher via Deathtostock

The Age of Resonance marks a new phase for the beauty industry - one defined by curiosity, creativity, and conviction. In this emerging landscape, beauty evolves beyond aesthetics to become an immersive and emotionally charged experience, where well-being, inclusivity, and self-expression converge.

In our 2025 White Book, the Cosmetics IC team decodes the societal shifts and breakthrough beauty innovations that will transform the shape of the industry for the years ahead.

"In an era of transformation and growing societal consciousness, consumers are seeking more than just efficacy - they crave meaning, emotional engagement, and experiences that align with their evolving lifestyles. Beauty is becoming a space where science meets sensoriality, where ancestral knowledge informs innovation, and where self-expression transcends norms." Leïla Rochet, Chief Inspiration Officer of Cosmetics Inspiration & Creation

Discover 5 inspiration territories to fuel your future innovation:

1 - ADAPTIVE FUTURES: The Visionary Alignment of Technology and Beauty

Technology and biotechnology will seamlessly merge to create hyper-personalized, intelligent solutions. AI-driven tools and scientific advancements will redefine performance, pushing beauty toward a new era of adaptability and precision.

Technology is ushering in a new era of co-created products, enhancing consumer engagement through Web3, blockchain, and AI. In 2024, NFC-enabled beauty brand Kiki World raised $5 million to create a platform where users vote on designs, earn loyalty points, and unlock discounts, with NFC products driving community interaction beyond purchases.

AI is also unlocking new creative dimensions. Beauty brands are experimenting with generative AI and wearable tech to enable deeper self-expression. Studio Halia’s Alter Collection integrates NFC chips into sculptural jewelry, unlocking augmented reality beauty experiences.

In beauty, biotech advancements are transforming formulation processes. AI-powered ingredient platforms, like Debut’s BeautyORB, analyze billions of ingredient combinations to optimize both efficacy and sustainability. Lab-grown actives, such as Odacité’s AI-cultivated Edelweiss, are setting new standards for precision skincare.

In the future, beauty will evolve beyond aesthetics, meeting the needs of a dynamic, performance-driven consumer who seeks intelligent, responsive solutions.

2 - DEEP RECONNECTION: Honoring Nature, Culture, and Ancestral Roots to Redefine Sustainability

In an era of rapid change, consumers are seeking grounding experiences and ethical beauty solutions that enhance their connection to nature, heritage, and cultural traditions. Sustainability is evolving beyond environmental responsibility to incorporate ancestral wisdom and elemental purity, creating a more meaningful and holistic vision of beauty.

As awareness of climate change and biodiversity loss intensifies, brands are responding with emotionally resonant narratives. Issey Miyake’s Spring/Summer 2025 collection paid tribute to traditional papermaking, using delicate Japanese washi to reflect nature’s fragility. Meanwhile, Pavels Hedström’s Gaia Communication System translates plant signals into tactile sensations, deepening our emotional bond with the natural world.

Beauty is also turning to ancestral practices and indigenous ingredients to create authentic, culturally rich formulations. HYEJA’s Clarifying Lotus Hydrator combines Korean traditions with modern science, while Nordic and Japanese bathing rituals are inspiring self-care experiences that reconnect consumers with water’s elemental power.

Brands will also rethink materials and packaging, such as Attitude’s Oceanly Eyeshadow which introduced plastic-free, biodegradable packaging, while packaging for Credo’s new skincare line incorporates recycled ocean plastics, reinforcing the shift toward circular beauty.

In the future, beauty will not only honor nature and tradition but also inspire a deeper, more poetic connection with the world around us.

3 - LIFE IN MOVEMENT: Redefining Beauty Through Motion, Adaptability, and Strength

In a world that never stops moving, beauty is shifting to emphasize fluidity, adaptability, and strength, celebrating bodies in motion rather than static perfection. Athleticism and power become the new aesthetic ideal, redefining confidence through physical expression.

As the boundaries between fashion, sports, and beauty blur, brands are responding with designs that enhance both performance and aesthetics. Balenciaga’s collaboration with Under Armour fuses high fashion with functionality, while Loewe’s CloudTilt 2.0 sneaker merges sleek design with movement-enhancing technology. In beauty, innovation follows suit - Respire’s Solid Cleanser and NuFace’s FIX MicroWand are designed for efficiency and portability, catering to active lifestyles.

Strength and resilience will take center stage, with athletes and performers leading the way, like Ilona Maher, rugby Olympian who recently became Paula’s Choice’s first Skincare Coach. Products like Lemme Tone Gummies and Josie Maran’s Pro-Retinol Body Butter are emerging, celebrating the sculpted, powerful body.

Future beauty will be functional, empowering, and protective, designed to support movement, endurance, and self-expression in an ever-evolving world.

4 - THE CULTURE OF DELIGHT: Joyful Escapes and Sensory Delights as Anchors in a Chaotic World

In a world of constant chaos, beauty is evolving beyond appearance to become a tool for emotional well-being and joy. Delightful, sensory experiences provide a much-needed break from daily pressures. Beauty and luxury become vehicles for pleasure, engagement, and self-reconnection, turning mundane routines into moments of happiness.

Nostalgia plays a significant role in this shift, with iconic childhood figures making a comeback to evoke a sense of comfort and cultural connection. At Paris Fashion Week SS25, Coperni collaborated with Disney, creating whimsical designs that celebrate childhood magic. In beauty, collaborations like Dearcloud x Miffy reimagine beloved characters, linking nostalgia with modern self-care.

Brands will also increasingly embrace playfulness in packaging and experiences. The rise of collectible, toy-inspired products, such as Creer Beaute’s Tamagotchi Balms and Fwee's Pudding Pots, offer consumers a playful way to interact with beauty. In the realm of hedonism, consumers seek small, joyful experiences, reflected in pop-up environments like Louis Vuitton’s Murakami Wonderland, which redefines retail as a space for joyful, imaginative escape.

Beauty is now an opportunity for sensory pleasure. With an increasing demand for tactile products, brands like Pleasing and Fwee are creating beauty rituals that engage the sense of touch, turning skincare into an indulgent, playful experience.

In the future, beauty will continue to offer consumers joyful escapes, transforming everyday rituals into multisensory experiences that combine delight with connection.

5- AGELESS HORIZONS: Redefining Beauty Through Inclusivity and Longevity

Our perception of aging is transforming from a limitation to an ongoing narrative of self-expression and empowerment. The growing demand for personalized solutions, inclusive representation, and longevity-focused innovations reflects a broader, more nuanced understanding of beauty that embraces every stage of life. This trend is helping to redefine the narrative around age, celebrating wisdom, experience, and inclusivity across all generations.

In skincare and wellness, a unified language is emerging, with younger consumers adopting preventative routines and older generations focusing on well-aging. Brands are creating products and rituals that cater to diverse needs, responding to this demand for intergenerational dialogue. 

At the same time, age representation is gaining traction in fashion and media, with mature models being celebrated for their experience and confidence. Campaigns from brands like Caudalie and beauty influencers such as Grece Ghanem and Fred Mécène show that ageless beauty is no longer a distant ideal but an attainable and empowering reality.

In the future, beauty will continue to innovate, prioritizing longevity and inclusivity, with advanced skincare technologies and doctor-led brands leading the way, merging beauty and wellness into a seamless, ageless experience.

The CIC Take

For an up-close look at our 5 Key Trends for 2025 and Beyond visit our booth (K49) at the upcoming MakeUp in Los Angeles (Feb 12 & 13) where our CIO Leila Rochet will personally talk you through a selection of international products at our Inspiration Bar, curated to illustrate many of the themes above.

The full version of our 2025 White Book: The Age of Resonance is available now, contact us for more information.

INNOVATION AT CES 2025

This year’s CES 2025 showcased a captivating blend of innovation, emotion, and practicality, highlighting how technology continues to blur the line between functional utility and emotional connection. From robotics to personalized skincare, here are some standout innovations that inspired us and offer intriguing implications for the beauty and wellness industries.

Credits: Mirumi by Yukai Engineering

Mirumi: A Futuristic Take on the Charm Trend

Charm trends are evolving in extraordinary ways, and Mirumi, the robotic companion, is a prime example. This clip-on creature is designed to evoke deep emotional connections by mimicking the behaviors of a shy baby. Responding to touch and sound, Mirumi redefines our interactions with technology by encouraging moments of bonding. It’s a fascinating exploration of how future-forward designs can tap into human emotions to create meaningful connections, even with machines.

Credits : Yukai Engineering - Dezeen

Nékojita FuFu: The Minimalist COOLING Robot

Nékojita FuFu by Yukai Engineering brings simplicity and whimsy to the forefront of innovation. This tiny, cat-shaped robot blows air to cool down hot food or drinks using a randomized “Fu-ing” algorithm that mimics human behavior. At a hyper-competitive tech fair filled with groundbreaking advancements, this minimalist device stood out as a comforting reminder of how emotional connections, even with seemingly frivolous products, can resonate deeply in an increasingly complex world.

Credits: Therabody

Therabody Coach: Personalized Wellness Through AI

Therabody, known for its popular massage guns, unveiled Coach, an AI-powered digital recovery platform that sets a new standard in wellness technology. Integrated into Therabody’s app, Coach analyzes user data and feedback to provide personalized recovery routines and wellness recommendations. For example, if you’ve just completed a 5K run, Coach will suggest recovery techniques tailored to your activity to reduce soreness and enhance performance. This innovation emphasizes how data-driven personalization can make wellness more accessible and impactful, offering exciting possibilities for beauty and self-care technologies.

Credits: L’Oréal Groupe ©

L’Oréal Cell BioPrint: A Revolution in Skin Intelligence

One of the most groundbreaking unveilings was L’Oréal Cell BioPrint, a tabletop device rooted in longevity science and advanced proteomics. In just five minutes, this portable lab-on-a-chip analyzes the protein composition of a user’s skin to reveal its aging trajectory and provide personalized skincare insights. This innovation marks a significant leap forward in consumer skin intelligence, empowering users to make more informed choices about their skincare routines. It’s a clear indication of how the beauty industry is leveraging science and technology to push the boundaries of personalization.

THE CIC TAKE

CES 2025 reminded us that innovation isn’t just about advancing performance or features. The most impactful developments are those that combine cutting-edge technology with emotional resonance, simplicity, and a focus on human connection. Whether it’s bonding with a robotic charm, finding comfort in whimsical devices, or unlocking the secrets of personalized wellness and skincare, the future of innovation is as emotionally compelling as it is functional.

At Cosmetics Inspiration & Creation, we’re always on the lookout for transformative trends and innovations that shape the future of beauty and wellness. Visit our website to explore our latest reports on skincare, makeup, and emerging technologies that are set to redefine the industry.

LONDON INSPIRATION TOUR

The team recently went to London, seeking inspiration in the most innovative retail spaces and product innovations. Along the way, we discovered captivating concepts that merge creativity and commerce, from immersive pop-ups to thoughtfully designed flagship stores.

Discover four of our favorite finds from London:

Beauty Pie London - Photo Cosmetics Inspiration & Creation

Beauty Pie

Pop up in Mayfair (November 22 to December 1, 2024)

With its Mayfair’s pop up, Beauty Pies introduced a tactile way to explore its online offerings. Situated at 35 Brook Street, the space featured the brand’s 2024 gifting collection and hero products across skincare, makeup, fragrance, and body care.

Visitors could test products, attend workshops with industry experts, and place online orders with complimentary express shipping. A dedicated photo booth added an interactive touch, encouraging social media engagement and amplifying the brand’s festive presence.

Benefit - The Benemart

Carnaby Street (since November 13, 2024)

Benefit has opened a fourth Benemart pop-up installation, reimagining its Carnaby Street boutique with a playful grocery store-inspired theme. Visitors can grab a shopping cart and wander through aisles where iconic products like the POREfessional Primer and Precisely, My Brow Pencil are reimagined in nostalgic packaging, including "Peas, Love & Pores" cans and "Whole Latte Lashes" coffee cups. This playful design adds a storytelling element to the shopping experience.

In November, Benefit expanded the concept with its first virtual 3D shopping experience, offering an immersive online shopping experience.

The Benemart by Benefit - Photo by Cosmetics Inspiration & Creation

IKEA’s Hus of FRAKTA - Photo by Cosmetics Inspiration & Creation

Ikea - Hus of Frakta

Pop up on Oxford Street (November 28, 2024 to March 2025)

IKEA’s Hus of FRAKTA reimagines its iconic blue bag as the centerpiece of a conceptual pop-up on Oxford Street. The space features a gallery-style display celebrating the FRAKTA bag’s cultural significance and a curated collection of products inspired by its signature blue. Visitors can personalize their FRAKTA bags with bespoke lettering at the in-store atelier or immerse themselves in an experience that evokes stepping inside the bag, complete with ASMR soundscapes, mirrored walls, and 3D lighting. The visit concludes with a playful “press for candyfloss” wall offering blue candy floss.

Located next to the upcoming IKEA Oxford Street store, the pop-up highlights democratic design while elevating an everyday essential to a design icon.

Pureseoul

Westfield, London

As K-Beauty continues to influence the global beauty market, PureSeoul offers a curated experience celebrating over 60 Korean brands, including viral favorites like Medicube and Aprilskin.

Opened in December 2023, the Westfield store features highlights such as a dedicated sheet mask wall and TikTok sensations like Laka’s Soul Vegan Lip Balm. Positioned as a hub for K-beauty enthusiasts, PureSeoul’s strategic partnerships with leading brands enrich London’s dynamic beauty scene, bringing the best of Korean innovation to a wider audience.

PureSeoul at Westfield - Photo by Cosmetics Inspiration & Creation

INSPIRATION TOURS

Our Inspiration Tours are individually tailored guides to the world’s best beauty cities. From the K-beauty capital of Seoul to the laid-back cool of Los Angeles - we know where to shop and what to see to inspire your next innovation.

Contact the team today for more information.

Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)

Transcendent Nature: Bold Ambitions for a Better Future

Pic: Cosmetics Inspiration & Creation at the MakeUp in NewYork - with Leila Rochet (Cosmetics Inspiration & Creation), Sarah Jindal (Mintel) and Sebastien Bardon (Capsum)

At MakeUp in New York, key thought leaders Sarah Jindal from Mintel and Sebastian Bardon, CEO of Capsum, joined Leila Rochet to discuss the theme of Transcendent Nature, exploring the imperative to leverage visionary science and technology to realize a more holistic and environmentally responsible future for the beauty industry. 

During this Beauty Talk, Leïla Rochet introduced the major changes and new initiatives seen internationally in ethical sourcing and sustainability. Sarah Jindal presented the latest analysis from Mintel’s consumer research, focusing on the latest international changes in the beauty market. The discussion continued with Sébastien Bardon, CEO and co-founder of Capsum, a science-driven contract manufacturer specializing in microfluidic technologies applied to Beauty.

“In the future, sustainability will be tackled with innovative ideas and partnerships across industries, leading to solutions that benefit both people and the environment. Responding to growing consumer pressure, eco-native brands will drive an industry-wide transformation, setting new standards in eco-desirable packaging and ambitious makeup innovations.”

— Leila Rochet - CIO - Cosmetics Inspiration & Creation

Consumer expectations are rapidly reshaping the industry when it comes to clean beauty, driving brands to demonstrate a deep commitment to sustainability and ethics that goes beyond surface-level trends. Here are the key highlights from the conference:

A New Consumer Imperative

Consumers are demanding solutions that benefit both people and the planet, driving brands to prioritize investments in ethical sourcing and production. Products backed by data and experts will gain traction with savvy, but skeptical, consumers -  30% say they trust a brand if it has strong sustainability initiatives, according to Mintel.

“We know consumers want to live more eco-friendly lifestyles,” said Jindal, who highlighted a significant shift in consumer power, with one-third of U.S. adults now saying they are committed to sustainability.  “A few years ago, people wouldn’t have believed their actions mattered, but now there’s optimism. Positive sentiment like this is powerful, as it fully engages people with brand initiatives, creating alignment between consumer behavior and brand messaging.”

This shift is encouraging cross-industry collaborations between eco-native brands and innovators working in science and technology, a dynamic that is integral to the Capsum lab, admitted Bardon.  As a company built on experimentation, Capsum is investing in B2B companies that are leading the field in terms of ingredient, packaging, and device innovation - ensuring their team is fed a steady stream of insights and inspiration. “Sustainability is central to our work,” he explained. “The dual focus on product attraction and environmental promises is challenging but vital.” Critically, Capsum’s CEO noted that they are guided by their clients, noting that constant engagement is key to staying ahead of their demands.

Biotechnology: A Transformational Force

“In fashion, food and product design, we are seeing ambitious new developments in sustainable innovation with the emergence of novel materials and ingredients that radically reduce our reliance on non-renewables,” explained Leila Rochet, CIO of Cosmetics IC. The agency highlighted the emergence of biologically engineered textiles or materials used in other industries.

Biotechnology is becoming more than a tool; it is becoming the backbone of sustainable innovation. “Over the past three years, we’ve seen an 89% increase in products mentioning fermentation, a 312% increase in references to the biome, and a 146% increase in the use of terms like biotech or biotechnology on packaging,” revealed Jindal. 

Brands increasingly call out these aspects on packs to educate consumers and differentiate their offerings. By focusing on lab-grown sustainability benefits and using science-led influencers, brands can help overcome consumer uncertainty and appeal to the 24% of U.S. consumers who would like to learn more about lab-grown ingredients.

Advancements in this field are enabling the development of sustainable, lab-grown ingredients that rival—and often exceed—the performance of traditional ones, like Capsum’s microencapsulated active ingredients that deliver both superior results and sustainability.

Full Transparency

The shift toward sustainability demands more than innovation in formulation; it extends to ethical practices across the supply chain. Over one-third of consumers (39%) aged 18-44 now want products to be ethically sourced.

Young consumers are driving this shift, many of whom don’t differentiate between what’s good for the environment and what’s good for people. For Jindal, it comes down to younger generations feeling they have more to lose, noting that “eco-ethical positioning, covering topics like biodiversity and responsible sourcing, resonates deeply with younger generations because they’re more invested in ensuring the planet remains inhabitable for a longer time.” 

Capsum is investing in vertical farms to ringfence its ingredient sources, allowing scientists to grow plants with boosted potency while retaining water and avoiding the wastage typical in open fields. “This level of control ensures consistent quality and traceability, meeting growing consumer expectations,” explained Bardon. 

THE CIC TAKE 

The future of beauty lies in applying science and technology to transcend nature. This means exploring regenerative practices and sustainable ingredient sources that severe the industry’s reliance on non-renewables. Brands will only unlock a greener future by thinking beyond clean, and by democratizing efficacy and adding value to forge a powerful pact between science, technology and nature.
Our What’s Up #21 report (out now) explores consumers’ desire to reconnect with the grounding elements of nature, as we grapple with the impact of climate change. This calls for brands to invest in novel biotech materials, botanical-infused products, and medicine and wellness practices that harness nature’s therapeutic healing powers, bringing nature-powered innovation to the fore. 

Contact the team today for more information.

(All statistics provided by Mintel)

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MEET THE FOUNDER: DANESSA MYRICKS TALKS ARTISTRY AND INCLUSION

At MakeUp in New York 2024, our Chief Inspiration Officer Leila Rochet sat down for an exclusive conversation with acclaimed beauty brand CEO and Founder, Danessa Myricks. 

Renowned for its artistry, innovation, and comprehensive approach to inclusivity, Danessa Myricks Beauty has quickly gained recognition from global beauty fans. Rooted in creativity, the brand champions individuality and self-expression, chiming with the values of today’s Gen Z.

For these hedonistic beauty fans, makeup is integral to a new treat-based culture. The boom in concert makeup, couture-inspired makeovers, and character-driven narratives on social media, signals a new era of creativity as pleasure becomes a key driver for thrill-seeking consumers. This culture shift is enticing consumers to experiment with bold looks, explore new personas, and indulge in lavish artistry.

Discussing the trend for self-treating as a polycrisis coping mechanism, Leila and Danessa explored the imperative for joy in makeup and the rising call for sensory considerations when it comes to NPD. 

“Danessa’s infectious passion for beauty and her intuitive understanding of the transformative power of makeup resonate deeply with today’s consumers. Her autodidactic approach has given her a unique perspective, allowing her to create products that are intimately attuned to the needs and desires of real people, regardless of their gender, age, or skin story. In Danessa’s world, makeup is not a mask but a tool of empowerment – an opportunity to celebrate one’s individuality and unleash creativity.”

— Leila Rochet, Cosmetics Inspiration & Creation

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Leila: Could you start by telling us a bit about your journey into this industry? 

Danessa: I’m an accidental makeup artist, an accidental brand founder, and even an accidental photographer. I was simply living my life and adapting as things happened. At 30, I was a displaced worker; the company I worked for shut down. As a single mother with a newborn and a 7-year-old, I had to rethink my life. I was working at a publishing company that produced beauty magazines. The lives of the makeup artists and photographers there seemed exciting, while my job was just to feed my kids—nothing that sparked inspiration. My relationship with beauty was complicated; the industry wasn’t welcoming for someone like me. But seeing the artists in that space made me want to be creative. I decided to teach myself makeup in my basement. I worked for free for about a year, then landed my first commercial job, and the rest just unfolded from there. It’s been about saying “yes” to opportunities and having the courage to step into them.

Leila: What were the biggest challenges you faced as a self-taught artist? I imagine it wasn’t easy reaching the success you enjoy today.

Danessa: Oh, definitely not easy. The biggest challenge was my lack of knowledge. I was figuring things out as I went. But, honestly, I’m grateful for that ignorance because it allowed me to carve a different path without being told what was “possible” or “impossible.” I learned by dreaming and experimenting, and I had to overcome fear at every stage. Even now, every day feels challenging and a bit scary, but I keep moving forward with courage.

Leila: What was the social and political backdrop like at the time you started? Did it influence your vision?

Danessa: Absolutely. My brand is very personal; it’s a reflection of my story and the stories of the people I encounter. It’s deeply connected to the social and political climate. I create with a focus on solving problems people face and addressing what they feel is missing. So, yes, the backdrop has always influenced my brand’s vision.

“My inspiration comes from those who came before me—like my parents, whose struggles were far greater than mine. I feel a responsibility to keep going and make space for others who look like me. Every success, every “yes” I achieve, creates room for someone else to thrive in this industry”

— Danessa Myricks, MakeUp in New York 2024

Leila: Your brand is recognized for its inclusivity and versatility. How do you ensure that your products cater to such a diverse range of skin tones and types?

Danessa: My brand is about people’s stories. It’s about creating a space where everyone feels seen and represented. When I think about developing a product, I literally close my eyes and think about all types of people. My team represents the world, and we’re constantly listening to customers’ stories. The challenge has been finding partners who share our commitment to inclusivity, especially since some formulations are not designed to work across all skin tones. For example, certain base formulas are pure white, which can look great on lighter skin but doesn’t work for everyone. So, we’ve had to search for partners who understand our goal to create for everyone.

Leila: Makeup has become a form of self-expression, especially with “treat culture” gaining popularity. Consumers now see beauty as a source of creativity and comfort. How does that influence your brand’s vision?

Danessa: It’s everything. Makeup is about problem-solving, but it’s also about joy. I remember my mom introducing me to blue eyeliner, which made my eyes pop. Makeup has this incredible ability to make people feel something. So, when we develop products, we focus on how it affects all the senses. The goal is to bring joy inside and out. It’s not just about confidence; it’s about amplifying who you believe you are.

Leila: Speaking of product development, can you share some insights into your innovation process? How do you come up with new ideas, like the latest palette?

Danessa: We dream big. Our development process starts with what we call “DREAM”—D is for “Dreaming”, R is for “Reimagining”, E is for “Ease of Use”, A is for “Accessibility”, and M is for “Magic”. We create with everyone in mind. Each product is designed by dreaming and reimagining, and we focus on accessibility to make sure it’s available to everyone. It’s about creating things that didn’t exist before and approaching them from a new perspective.

Leila: That’s inspiring! Let’s talk about the future. What’s next for Danessa Myricks Beauty?

Danessa: Oh, I have big plans! We’re reimagining what skincare and makeup could be. Could they be one and the same? Do routines need to stay as they are? I want to explore new ways for people to experience skin and complexion products.

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KEY STATS - DANESSA MYRICKS BEAUTY

• +61.5% increase year-over-year in TikTok searches (1)

• +25.9% increase year-over-year in UK Google searches (2)

• #38 ranking in EMV, representing a +56%  year-over-year increase (3)

Sources: (1) Spate NY Tool - US TIkTok views - from Sep 10, 2023 to Sep 8, 2024 vs. Sep 11, 2022 to Sep 10, 2023

(2) Spate NY Tool - US Google searches - from Sep 2023 to Aug 2024 vs. Sep 2022 to Aug 2023

(3) Tribe Dynamics - Jan 2024-Aug 2024

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THE CIC TAKE 

Our What’s Up #21 report (out now) explores the rise of feel-good makeup and the desire for beauty that brings glimmers of joy to the daily routine. The surging popularity of Danessa Myricks Beauty demonstrates the necessity for brands to expand access to artistry to all consumers, as self-celebration becomes a key driver for Gen Z consumers. Contact the team today for more information.

SOCIAL MEDIA SNAPSHOT: THE SLEEPMAXXING MOMENT

In the past few months, trends like #MorningShed and #SleepyGirlMocktail have blown up online. With the rise of the "Sleep Economy," sleep has become a focal point for both beauty and wellness, prompting brands to develop innovative products aimed at enhancing sleep quality. This movement goes beyond a fleeting trend—it's evolving into a lifestyle, as new narratives and rituals surrounding sleep gain momentum.

Sources : @maytemyers / @misspeytonsmith / @joatgains

The Sleep Surge

In this new phase, sleep optimization is about a lot more than clocking eight hours. It is about improving sleep hygiene, sleep quality, and the entire sleep experience. Brands are tapping into this by developing products designed to optimize bedtime routines, leading to huge growth in sleep-related searches across social media. 

• ‘Sleep’-related searches grew +124% (YoY - U.S. TikTok - Oct 29)

• Searches for ‘sleep hygiene’ skyrocketed by +222% (YoY - U.S. TikTok - Oct 29) 

The Daily Shed

#TheDailyShed is a relatively recent trend that emerged in early summer. It involves revealing one’s wake-up beauty routine, focusing on the removal of nighttime products. Common elements include skincare treatments, like overnight peeling masks, anti-wrinkle patches, and undereye masks. It also extends to haircare, like silk bonnets or heatless curlers to maintain hairstyle and reduce frizz. Beauty enthusiasts also showcase the removal of mouth tapes, chin straps, and nasal dilators, used to regulate breathing. 

• ‘Daily Shed’ searches grew +253.5% (quarter-over-quarter - U.S. TikTok - Oct 29)

The Sleepy Girl Mocktail

The #SleepyGirlMocktail is a beverage that gained popularity on TikTok in 2023 and has continued to trend into 2024. It's touted as a natural sleep aid, typically made with tart cherry juice, magnesium powder (+95.3% YoY TikTok views - Oct 29), and a splash of seltzer or lemon-lime soda. Proponents claim that the melatonin in tart cherry juice and the calming effects of magnesium can promote better sleep.

Brands like Moon Juice (+41.2% YoY TikTok views - Oct 29) have taken the opportunity to surf on the TikTok trend and deliver "Sleepy Girl™ Mocktail" supplements and recipes. Moon Juice’s signature sleep supplement is Magnesi-Om®, which contains three bioavailable forms of Magnesium and L-Theanine to enhance calmness. In October 2024, it also released the Cherry Sleepy Magnesi-Om, which more closely reflects the taste of the original Sleepy Girl Mocktail recipe, popularized by @gracie_norton.  The brand even boldly claims to be the  “Home of the Sleepy Girl Mocktail 🍒💤”.

• ‘Sleepy Girl Mocktail’ has over 118.6M views on U.S. TikTok ( +711.7% YoY U.S. TikTok views - Oct 29)

Credit: Moon Juice

Nasal Dilators & Mouth Tapes

The most viral sleepmaxxing items on TikTok are mouth tapes and nasal dilators, which are often used in tandem to encourage breathing through the nose. Users claim they improve sleep quality, resulting in better overall health. Intake Breathing is one of the most popular nose strip brands on TikTok, however, some are taking a DIY approach, making their own breath-enhancing devices: @raizashow’s tutorial involving using two magnets and a strip of tape has garnered more than 28M views in less than 2 months. 

With the increasing popularity of nasal dilators and mouth tapes, experts are raising safety concerns and skepticism over the lack of scientific evidence to support their beneficial claims. Instead, sleep experts recommend focusing on basic sleep hygiene practices like maintaining a constant sleep schedule and creating a comfortable sleep environment, as well as limiting screen time before bed. James Wilson, known as The Sleep Geek, says consumers need to exercise caution when it comes to the whole sleepmaxxing movement. He believes that overemphasizing sleep optimization can lead to ‘orthosomnia’: the unhealthy obsession with achieving perfect sleep, which ultimately increases stress and anxiety and thus worsens sleep quality.

THE CIC TAKE

The sleep economy is expanding, as consumers demand products that are increasingly personalized, high-performing, and nuanced - 37% of U.S. consumers are looking for enhanced sleep products that also address cognitive functioning, stress, and anxiety management. This is a dynamic and thriving market, where engaged consumers are open to experimenting with new tools, treatments, and rituals. Our latest Inspiration Report, Higher Perspectives - The Future of Skincare and Wellness,  explores the emerging opportunities arising in sleep performance as consumers align their beauty and health goals. Contact us for more information.

“Moving beyond sleeping better, new products are focusing on helping consumers maximize every moment,
including their downtime. The Nighttime Performer is prominent amongst the one-third of Americans who are interested in sleep monitoring devices and sleep-optimizing products and will invest in high-performance nighttime treatments and services. For them, sleep is intrinsic to wellness, and they will invest in rest to unlock peak daytime performance. With almost 9-in-10 Americans recognizing that quality of sleep matters more than quantity, there remains a huge opportunity for recovery-focused products.”

— The Nighttime Performer, Higher Perspectives - The Future of Skincare & Wellness, Cosmetics IC

(U.S. TikTok data source: Spate)

COSMETIC360 - Strategic Innovations Shaping the Future of Cosmetics

Death to Stock - Daniel Faro

At Cosmetic360 on October 16-17, 2024 in Paris, the Cosmetics IC team explored key innovations redefining the future of beauty, from eco-conscious alternatives to bio-inspired actives, advanced UV defenses, and transformative textures. These discoveries reflect the industry’s strategic response to rising demands for sustainability, biomimetic technology, and long-lasting efficacy. Here, we highlight the standout technologies that promise to shape the next generation of cosmetics, addressing critical market needs with groundbreaking solutions.

1. Eco-Conscious Innovations: The Rise of Microplastic Alternatives in Cosmetics

As consumers increasingly seek sustainable cosmetic solutions, interest in microplastic alternatives has surged (U.S. Google searches for microplastics are up +73.7% YoY - Spate (from Oct 2023 to Sep 2024 vs. Oct 2022 to Sep 2023)). This demand has fueled innovations in microplastic-free ingredients designed to offer functional and environmentally friendly replacements.

• Codif - Sensory Apple Pomace

Derived from upcycled Brittany apples, this micronized apple powder provides an alternative to PMMA, a microplastic soon to be banned in Europe. Sensory Apple Pomace delivers a matte, blurring effect on redness and imperfections, while tribology tests demonstrate its enhanced softness, reducing friction sound on the skin for a smoother sensory experience.

• Dionymer - Biowaste-Derived Polyester

A fully biodegradable alternative to petroleum-based polymers, Dionymer’s PHBV is made through fermentation and is 100% biobased. This microplastic-free solution replicates the functionality of PP, PE, and PLA without the environmental impact, supporting cleaner, sustainable formulations.

2. Nature’s Defense Mechanisms: Biomimetic Skincare Innovations 

As bio-inspired ingredients gain popularity in skincare (global TikTok views for biomimetic have risen +21.3% YoY - Spate - (from Oct 29, 2023 to Oct 27, 2024 vs. Oct 30, 2022 to Oct 29, 2023)), novel active ingredients are emerging, rooted in nature’s adaptive mechanisms and refined through advanced biotechnology.

• Solabia - Serenibiome 

After eight years of research, Solabia developed Serenibiome, a bio-inspired ingredient derived from the epiphytic fungus Pseudozyma flocculosa, which naturally protects plants by producing lipids that guard against environmental stressors. This glycolipid-based active, stabilized through a biomimetic fermentation process, is designed for sensitive and atopic skin. Serenibiome selectively targets Staphylococcus aureus, a bacterium commonly linked to skin inflammation, helping to rebalance the microbiome, reduce neurogenic inflammation, and repair the skin barrier. Clinically tested, Serenibiome reduces redness, itching, and dryness, while increasing hydration and supporting the skin's overall resilience.

• Provital - Shiloxome

Shiloxome is an innovative anti-aging ingredient designed specifically for mature skin, particularly those affected by menopause or post-menopausal changes. Using the pioneering Triplobiome™ Technology, Shiloxome draws from endophytic organisms naturally present in cork oak. This yeast-derived active mimics the cork’s defense mechanisms, which protect it from environmental damage. Shiloxome offers strong anti-pollution and antioxidant benefits and promotes relipidation by boosting ceramide NS synthesis, helping to restore the skin’s protective barrier and resilience against urban stressors.

3. Advanced UV Defense: Long-Lasting Protection and SPF Boosting

With growing interest in long-lasting UV protection (global Google searches for Long Lasting + Sunscreen are up +77.2% YoY - Spate (from Oct 2023 to Sep 2024 vs. Oct 2022 to Sep 2023)), new innovations are enhancing sunscreen efficacy and durability.

• Seprify – SkyWhite

Awarded the COSMETIC360 Raw Materials Award, SkyWhite offers a multifunctional cellulose-based alternative to titanium dioxide. Its 3D structure reflects UV rays, boosting SPF without TiO2. SkyWhite also emulsifies formulas and adapts color intensity: added in water, it produces a whiter effect, while in oils, it amplifies color depth.

• Skinosive - Bioadhesion Technology​

Skinosive’s Bioadhesive Technology secures active ingredients on the skin’s surface, demonstrated in tests on chemical UV filters. It enhances protection by adhering sunscreen to the stratum corneum, preventing deeper penetration and offering up to 8 hours of proven UV defense, even under external stress.

4. Revolutionary Textures: Helical Emulsion in Cosmetics and 3D Printing

In the realm of innovative formulations, two cutting-edge technologies are reshaping cosmetic textures, merging precision and advanced design for a superior sensorial experience.

• Experis - Helical Emulsion Technology

Experis introduces a new philosophy in natural formulation with its Helical Emulsion Technology, a sensory-driven, multifunctional approach (99% natural origin). Unlike traditional emulsions, where oil droplets remain separate and release rapidly, Helical Emulsion Technology distributes oil along this helical matrix, achieving a continuous, controlled release. This structure provides a gradual, immersive sensory experience, optimizing skin affinity, enhancing penetration, and creating a seamless fusion with the skin.

• ABC Texture - 3D-Printed Cosmetics

This patented 3D printing technology creates futuristic, airy textures in solid cosmetics. By incorporating up to 99% air in a controlled three-dimensional matrix, these cosmetics offer a lightweight application, reducing the greasy or sticky feel of traditional balms and sunscreens. The unique 3D structure also improves foaming in rinse-off products by increasing air and water interfaces, while the design minimizes oil content, enhancing texture and sensory appeal.

The Cosmetics IC Take

The innovations showcased at Cosmetic360 illustrate a robust evolution toward products that blend functionality with sustainability, bio-adaptive properties, and sensory appeal. These advances affirm the cosmetics industry’s commitment to both environmental responsibility and scientific innovation, positioning it to meet growing consumer expectations with high-performance, eco-responsible solutions.

Our team of experts is available to work on your latest innovations or tailor an inspiration report specific to your need.   

Contact the team for more details.

TREND INSPIRATION: SS25 beauty Snapshot

Palomo Spain NYFW SS25 - Lexie Moreland WWD

Following a packed SS25 fashion week schedule, the Cosmetics IC team highlights the most inspirational beauty looks from Paris, Milan, London, and New York.

Loewe PFW SS25

Simone Rocha LFW SS25

Loewe (PFW) went futuristic with oversized, silver cat eyes, giving the models an otherworldly and avant-garde appeal. There was a dramatic touch of nature at Simone Rocha (LFW), where floral masks made of carnation petals mirrored the collection for a breathtaking runway look.

Area NYFW Fall 2024

Chopova Lowena LFW SS25 - @laurenfreynolds

Area (NYFW) marked its 10th anniversary with a striking, all-over beauty statement. Tattoo-like stencils across models’ faces and bodies echoed the fingerprint-like patterns on the garments. Colourful clusters of gems framed the eyes in a sharp, wing-like design at Chopova Lowena (LFW), adding charm and sparkle to a standout beauty look.

Marni MFW SS25

Palomo Spain NYFW SS25

Marni (MFW) made waves with ultra-arched, pencil-thin eyebrows, blending old-school glamour with avant-garde beauty. Palomo Spain (NYFW) stunned with slicked-back hair and bleached brows, paired with bold orange accents for an avant-garde finish.

Diesel MFW SS25

Mugler PFW SS25

Diesel’s models (MFW) stunned with colored contact lenses, pushing fashion into sci-fi territory with a look straight out of Dune. Known for their bold designs, Mugler (PFW) pushed boundaries with sharp, V-cut bangs that covered the models’ faces, adding an ultra-edgy vibe.

The CIC Take

This is just a snapshot of our analysis from Fashion Week - contact us for our latest in-depth report.

Credits:
@theimpression_
Loewe
Simone Rocha
Area
@laurenfreynolds
Marni
Palomo Spain
Diesel
Mugler

I Feel Good 2024: Innovations in Wellness

Death to Stock - Photo Shauna Summers_

The latest advancements in clean formulations and natural beauty resources were showcased over two days at the recent I Feel Good event in Paris (September 17- 18, 2024). Ingredient and product innovations underscored the growing alignment between the worlds of beauty and wellness. Trend and Digital Assistant Anna shares her top 5 discoveries from the event, where award-winning innovations signalled the dominant role biotechnology would play in the future of clean beauty.

OUR TOP 5 INNOVATIONS:

Lutein-Fortified Beverage - Eye health support drink by Azelis

Winner of the Public Acclaim Achievement Award, the Lutein-Fortified Beverage is formulated to support eye health with three clinically-researched ingredients: lutein, lycopene, and zeaxanthin. These compounds are known for protecting against blue light and supporting visual function. The drink is flavoured with mandarin and features an innovative formula that keeps the active ingredients suspended in the liquid, ensuring consistent delivery. Consuming 2 to 3 mL daily for optimal eye support is recommended. 

Vecollage Fortify L - Biomimetic vegan collagen by Adara

Vecollage Fortify L, winner of the Best Innovation Award, is a skin-identical collagen obtained via biotechnology through yeast fermentation. As a biomimetic collagen, it allows for improved skin penetration and effective action. Moreover, it is highly effective in protecting the skin's network and preventing degradation. The increasing demand for collagen in skincare stands out as it aligns with the current market trend. Additionally, it has a solid ecological advantage, neither synthetic nor derived from animal sources.

Charcoal scrub - 100% upcycled exfoliating treatment by Laboratoire LBP 

This scrub, awarded Best Formulation this year, uses 100% natural, upcycled ingredients for sensitive skin. It includes charcoal from the food industry, rose water from Damask rose distillation, and a moisturizing agent derived from gin distillation with barley ferment. The treatment is applied in a thick layer and offers a pleasant sensory experience while being eco-friendly and completely clean.

Pschiit Beauté - Innovative nutri-cosmetics spray by Kares-Up

Aiming to simplify beauty routines, Pschiit Beauté is a nutri-cosmetics anti-ageing buccal spray that competed in the Public Acclaim Achievement category. Unlike traditional nutri-cosmetics, which often come in capsule formats that can feel too medicinal, this innovative spray offers a more approachable alternative. With just two sprays, it delivers a potent dose of anti-ageing ingredients, making it both practical and user-friendly. Its concentrated formula provides visible results with minimal effort. The sugar-free composition and pleasant rose flavour enhance the experience, encouraging seamless integration into daily habits.

Sensol 100 - Sustainable innovation in cosmetics by GreenTech

Sensol100, a functional ingredient that competed in the Innovation category, is derived from the refinement of upcycled avocado oil. A process of decolourization and deodorization transforms the oil into a light beige, butter-like texture. Rich in essential fatty acids, including oleic, linoleic, and palmitic acids, Sensol 100 plays a vital role in skin regeneration without relying on palm oil. Suitable for all types of emulsions, it is also ideal for tinted lip balms, providing excellent pigment dispersion and a silky texture similar to silicone, allowing for the replacement of silicones and mineral oils. Additionally, Sensol 100 has a coating effect on hair fibers, ensuring easy incorporation while offering beneficial biological properties. Its 100% natural composition features a simple and effective INCI.

THE CIC TAKE

Exhibitors demonstrated how beauty and wellness are increasingly interconnected as consumers’ well-being ambitions are closely tied to their relation to beauty. The event underscored the opportunity in targeted inner-outer solutions, while the realization of exciting new formats (beverages, buccal sprays) shows the potential to unlock new beauty rituals.

Our trend research and innovation consultancy is informed by our many visits to industry exhibitions and events, where our team tracks fresh-from-the-lab innovations and ingredients. Further insight and inspiration are available in the agency’s latest trend report, Higher Perspectives: Makeup Inspiration from the U.S.

Contact the team today for more information!

PARIS INSPIRATION TOUR: Must-see stores in Le Marais

Continuing our Inspiration Tour of Paris, the team highlights its most inspiring new spots in Le Marais, a neighbourhood known for its mix of independent boutiques and innovative concept stores.

Discover some of our must-sees in Le Marais:

Korres - Photo Cosmetics IC

Korres

76 Rue Vieille du Temple, 75003

The Korres boutique in Paris's 3rd arrondissement symbolizes the Greek brand's commitment to natural beauty and botanical science. The store seamlessly blends apothecary tradition with scientific innovation, creating a warm and welcoming atmosphere reminiscent of an old pharmacy. The boutique’s material palette of stone, wood, and glass fosters an organic ambience that reflects the ingredients' purity.

Products are displayed by range and organized by skincare category or ingredient. Posters on the walls highlight the benefits of key ingredients such as honey and Greek yoghurt.

DOVER STREET MARKET

35-37 Rue des Francs Bourgeois, 75004

The iconic retail concept of Dover Street Market, founded by the visionary designer Rei Kawakubo, has landed in a 17th-century Parisian mansion. The store experience is rooted in discovery and driven by experimentation, distinguished by its innovative fusion of art, fashion, and culture set within a disruptive retail environment. Unlike traditional stores, DSM is conceived as an artistic space where every corner offers a new narrative. The interiors are intentionally non-linear, featuring bold art installations, innovative architectural structures, and product displays that challenge conventional retail design. Clothing is showcased on rounded, curved forms, ensuring that no piece touches the walls, creating a fluid, immersive experience. Raw materials like concrete, metal, and wood create an industrial aesthetic, contrasting with luxurious elements and contemporary artworks. The store operates as a living art gallery, allowing customers to explore and discover iconic fashion pieces in a setting that constantly evolves.

Dover Street Market Paris - Photo Cosmetics IC

Dover Street Parfums -  Photo Cosmetics IC

DOVER STREET PARFUMS

11 bis Rue Elzevir, 75003

Dover Street Parfums is the only DSM location in the world devoted entirely to beauty, featuring a carefully curated selection of niche brands known for their unique vision. The store's design is distinctly futuristic, starkly contrasting its surroundings. Fragrances are displayed in egg-shaped niches, showcasing iconic fashion favourites like Maison Margiela, Helmut Lang, and Byredo, alongside cult brands like Arpa Studios, Golf le Fleur, and Raer, as well as scientific skincare lines. Spanning two floors, the store strongly emphasises non-binary cosmetics, reflecting a modern approach to beauty.

The store layout is designed to invite customers to explore and uncover hidden gems in its various nooks and crannies, offering a shopping experience filled with unexpected discoveries.

NEURAé

48 Rue Sainte-Croix de la Bretonnerie, 75004

The Neuraé concept store goes beyond merely selling products; it fosters a holistic experience that encourages customers to connect their emotional well-being with their skincare routine, establishing itself as a must-visit destination for innovative wellness spaces.

The store offers the brand's full range of products and features three distinct spaces dedicated to education and wellness. These include a meditation corner, a masterclass area, and an interactive headband experience. Here, a headband connects to a screen where the wearer’s emotions, evoked by applying Neuraé products, are visualized as artistic expressions. This interactive approach blends skincare with emotional well-being, making the store a truly immersive experience.

Neuraé - Photo Cosmetics IC 

INSPIRATION TOURS

Our Inspiration Tours are individually tailored guides to the world’s best beauty cities. From the K-beauty capital of Seoul to the laid-back cool of Los Angeles - we know where to shop and what to see to inspire your next innovation.

Contact the team today for more information.

Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)

PARIS INSPIRATION TOUR: Around the 8th arrondissement

The team recently wandered from the 8th to the 1st arrondissement, seeking inspiration in Paris’s most innovative retail spaces. Along the way, we encountered the diversity and depth of the city’s shopping scene - from dynamic pop-ups to immersive concept stores.

Discover 6 of our favorite finds from the 8th:

KAIST X AMOREPACIFIC - Photo Cosmetics IC

KAIST X AMOREPACIFIC

Centre Culturel Coréen, 20 rue la Boétie, 75008

A collaborative installation from KAIST (Korea Advanced Institute of Science and Technology) and the K-beauty group Amorepacific explores the fusion of technological innovation and beauty. Merging minimalist Korean design with interactive technology, the experience begins with a skin tone scanner that identifies the visitor’s ideal color palette and recommends products from the Amorepacific brand, TONEWORK. Following this, AI technology analyzes the specific undertones of the skin using a small card placed on the jaw to suggest the most suitable shade of Hera foundation, tailored to desired preferences (a luminous finish, a darker shade, or specific undertones like yellow or pink). The recommended shades can then be tested on-site, with over 205 custom foundation options available. Purchases, however, must be made online.

CAFE DE LA ROSE

52 Avenue des Champs-Élysées, 75008

Located on the iconic Champs Elysées, the Café de la Rose Lancôme offers a multisensory experience that captures the essence of the brand through its star ingredient: the rose. Upon entering, the subtle fragrance of roses immediately immerses visitors in the Lancôme universe. The café's décor is a palette of pinks, accented with touches of gold and white, and accompanied by oversized floral motifs and elements inspired by the brand’s fragrances. A cafe counter serves rose-inspired pastries crafted by Nina Metayer (recognized as the world's best pastry chef in 2023 and 2024), which can be eaten out on the flower-covered terrace or taken away in personally customized gift boxes. The whole experience is elevated by dancing robots that pluck a Lancôme rose from a display, allowing customers to spray it with their chosen fragrance.

CAFE DE LA ROSE - Photo Cosmetics IC

SKIMS POP-UP - Champs Elyséess - Photo Cosmetics IC

SKIMS

60 Avenue des Champs-Élysées, 75008

The SKIMS pop-up store (until September 3rd), situated in the atrium of the Galeries Lafayette Champs Élysées, presents an edited selection of products from the celebrity brand. Though located at the heart of the department store, the presence of SKIMS is signposted by mannequins dressed in the brand's signature shapewear, displayed prominently at the entrance and along the main staircase. The pop-up allows clients to explore the Fits Everybody line, featuring underwear, bodysuits, and t-shirts, as well as the Seamless Sculpt collection, which includes shapewear, loungewear, and ready-to-wear pieces in cotton. Additionally, select items from the swimwear collection are also available.

ON

65-67 Avenue des Champs-Élysées,75008

Cult running shoe brand ON has unveiled its second store in Paris and its largest to date. The 1,513m² flagship occupies a classic Haussmannian building, but the Parisian charm on the exterior gives way to an industrial and functional interior that has become a signature aesthetic of the performance-led brand. Stone walls, LED light panels, and concrete floors create a modern, minimalist atmosphere, complemented by industrial display units, counters, and stainless steel shelving. The store spans three levels: the first floor features tennis and training collections, the lower level is dedicated to running shoes, bags, and accessories, and the upper level showcases lifestyle products, indicating the brand's expansion into a broader fashion label.

ON - Champs Elysées - Photo Cosmetics IC

Issey Miyake Paris - Photo Cosmetics IC

ISSEY MIYAKE

28 Rue François 1er, 75008

Located on Rue François 1er, the 360m², two-storey ISSEY MIYAKE store combines art and fashion in a setting characterized by contemporary architecture. The interior, crafted by Tokyo-based designer Tokujin Yoshioka, features two walls entirely covered in anodized aluminum, painted in a custom shade of orange, creating an energetic and futuristic atmosphere. The store reflects Issey Miyake's approach, emphasizing minimalist design and a detailed exploration of materials and forms, consistent with the brand's avant-garde ethos. The store is designed to function as an integrated brand experience, displaying the innovation and craftsmanship associated with the brand's global reputation. Here, visitors can discover elements from the Pleats Please, Homme Plissé, A-POC ABLE, Bao Bao, and 132 5 collections, with the Homme Plissé collection further supplemented by an explanatory corner featuring videos that delve into the details of the collection.

MAISON DYPTIQUE

7 Rue Duphot, 75001

Designed as a living space, this 400 m² boutique on Rue Duphot blends retail with culture, within the architectural elegance of a Parisian apartment. The boutique is a showcase of craftsmanship and artistry, hosting exhibitions, workshops, and events throughout the year. A key feature of the Diptyque experience in this boutique is the dedicated space for fragrance customization. In the summer, the boutique transformed to host an ephemeral space celebrating the centenary of Villa Noailles, where ten young French artists were given carte blanche to create unique decorations on the large-format candles available for sale.

Diptyque - Photo Cosmetics IC

INSPIRATION TOURS

Our Inspiration Tours are individually tailored guides to the world’s best beauty cities. From the K-beauty capital of Seoul to the laid-back cool of Los Angeles - we know where to shop and what to see to inspire your next innovation.

Contact the team today for more information.

Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)

Sporting BEAUTY: Expanding the codes of luxury

Credits: Getty Images/Christian Petersen/ Shacarri Richardson

As the dust settles after the spectacular closing ceremony of the Paris Olympics, the intersection of two powerful cultural forces—luxury and sports—comes into sharp focus. In recent years, the worlds of sports and fashion have converged in unexpected ways, with athletes transforming from mere sports icons into fashion and beauty trendsetters. This evolution redefines luxury perception, moving it beyond the confines of traditional elegance and into the realm of strength, resilience, and aspirational living.

The Olympics have accelerated this trend, solidifying the connection between sports, luxury, and beauty like never before. As luxury strategist Eric Briones aptly puts it, "As luxury Maisons seek new avenues of influence, aligning with sports movements—particularly the Olympics—means becoming part of a broader cultural shift." For fashion and beauty brands, this is an opportunity to redefine female beauty as not just glamorous but also powerful and healthy—a vision that resonates deeply with a Millennial audience increasingly devoted to fitness and wellness as a lifestyle.

In this article, we explore how the codes of luxury and beauty are being expanded through the lens of sports culture, and what this means for brands looking to stay ahead in an ever-evolving marketplace.

Luxury meets Sports – Fostering common values

Credits: Louis Vuitton/LVMH

LVMH made a culture-changing move when it became the first luxury brand to sponsor the Olympic Games, with a partnership valued at 150 million euros (accounting for nearly 1% of the conglomerate’s 2023 profits). The investment reflects LVMH's commitment to expanding its influence far beyond athlete endorsements and its desire to align itself with the aspirations and ideals of athletes and sports fans alike. 

The premiumization of the Olympics signals a clear shift in power dynamics and is part of the wider "luxuryfication" of sports, which sees brands increasingly targeting middle-class consumers seeking to emulate the lifestyles of elite athletes. What unites these, apparently distant, universes is the pursuit of excellence and quality.

From Chaumet-designed medals to French athletes wearing Berluti-designed outfits at the opening ceremony, and medal bearers donning vintage-style, distinctly French LVMH uniforms, the House’s influence has been evident. And LVMH's investment has already yielded impressive results. The brand has dominated social media conversations surrounding the Games, generating significantly more value than its competitors.

Connecting Beauty, Athletes, and Volunteers – A new era of influencers

The Olympics have always been a platform for showcasing athletic excellence, but today, they're also playing a pivotal role in ushering in a new era of influencers. With gender parity achieved for the first time and the rising influence of Gen Z, beauty culture is becoming an integral part of the sporting landscape.

Gen Z’s seamless integration of beauty into their everyday lives has led to a surge in sports and beauty partnerships, with brands like Glossier and Fenty Beauty leaning into the global exposure of the Olympics to extend their influence with this cohort. 

Glossier's ongoing partnership with the US women's basketball team not only provides athletes with beauty products but also leverages their massive social media following to propel the brand even further in the minds of consumers. As the popularity of the sport, and the individual profile of its star players, continues to soar, Glossier becomes intertwined with a powerful projection of style, success, and excellence. It’s a magnetic mix, and we can expect to see more of these types of collaborations in the future. 

Always a brand taking the most inclusive approach, Fenty Beauty brought another type of influencer to global attention during the Games - the volunteer. Over 600 of them, aged 18 to 21,  received Fenty Beauty makeup kits and tutorials, which allowed them to create “designated looks” with guidance from an on-site MUA (Source: Forbes). The global TV exposure of volunteers during the medal ceremonies ensured Fenty products were consistently on show. 

Beauty - An empowering medium in sports 

Credits: Getty Images/Sam Barnes / Sha'Carri Richardson (left) and Noah Lyles (right)

Forget race times, this year, the Olympics was captivated by a new kind of performance: beauty. Athletes like Sha'Carri Richardson used bold nails, expressive hairstyles, and tattoos to tell their personal stories of resilience and self-belief. From Richardson's Olympic-themed nail gems, emblazoned with her iconic "I'm not back. I'm better" message, to Noah Lyles' electric blue "icon" nails, beauty became a platform for self-expression and empowerment.

It was evident that beauty is increasingly being embraced by athletes as a means of amplifying their stories and achievements on a global stage. In this way, beauty has become an effective medium for connecting supreme health with personal identity.  This taps into a powerful cultural shift: 70% of consumers now prioritize health and appearance, and athletes embody that perfect blend (Source: McKinsey & Co - The top wellness trends in 2024 - January 2024). Beauty brands are taking notice, integrating with sports to connect with an audience where fitness is a core part of their self-identity. 

The Cosmetics IC Take

In this evolving landscape, luxury brands are venturing into the sports arena, aligning their ambitions with a new cultural movement and embracing values of resilience, health, and elevated performance. 

The Olympics have helped to propel a new vision of femininity, one where beauty is intrinsically linked to success. And brands are already adapting to this cultural shift by forging targeted partnerships with sports stars. Serena Williams’ Wyn Beauty, launched in April 2024, exemplifies this integration. Marketed as “makeup you can move in,” Wyn Beauty combines clean, high-performing ingredients with innovative textures designed for active lifestyles. This approach underscores a growing focus on sweat and smudge-proof formulas, addressing the needs of consumers who value both performance and aesthetics.

Similarly, the Athletic Cosmetic Company’s water-resistant mascara, The G.O.A.T. The Greatest of All Time (January 2024), highlights the shift towards cosmetics that withstand rigorous activity. These developments reflect the broader trend of blending beauty with sports, catering to the evolving demands of an active and style-conscious audience.

Further insight and inspiration on the new perceptions of luxury and the links between sport and beauty is available in the agency’s latest trend reports: Higher Perspectives: Makeup Inspiration from the U.S.

Contact the team today for more information!

Gen Alpha – Next Gen Power

Photo: Indu - source Instagram

Generation Alpha is making waves in the beauty industry as indirect purchasers but also as a major influence over other generations. However, the #SephoraKids phenomenon – young skintellectuals buying into adult-skewed beauty brands - has raised concerns regarding marketing to minors and has triggered a wave of scrutiny into beauty brand ethics. Now, this cohort of 2 billion is being catered to by a new wave of brands that speak directly to their needs. 

Who is Gen Alpha?

Gen Alpha is the generation born from 2010 (to 2025), totaling over 2 billion people worldwide - making them the largest generational cohort. More than digital natives, they are also the first generation to experience remote services - from streamed entertainment to virtual classrooms.

Beauty addicts

Gen Alpha is a generation of beauty addicts, with teens now spending an average of $324 annually on core beauty products, up +23% YoY (Source: US - Piper Sander). Gen A’s projected combined spending power in 2024 exceeds $5.39 trillion, surpassing Millennials and outpacing Gen Z. It is clear that there is a huge opportunity for brands to capture the imaginations of this highly engaged demographic.

Major household influencers

Gen Alpha exert more influence over their parents than any other generation that has preceded them - 92% of Gen Alpha parents say their children regularly introduce them to products, services, or brands (Source: DKC’s analytics group). This influence extends over nearly every product category, including Prestige beauty, where spending in households with children outpaces those without (16% vs 6%, Source: Circana). Prestige fragrance sales among higher-income households (over $100,000) with children also grew at twice the rate compared to households without children (Source: Circana Q1, 2024). 

Creating a new Eldorado

Progressive brands are beginning to walk the tightrope between appealing to Gen Alpha skintellectuals while mitigating the ethical dilemma of promoting responsible skincare usage. 

These include brands like Indu (UK), which has just secured $5.1M in seed funding (led by Unilever Ventures) and will launch into US stores in 2025. Formulated for and by teens, Indu works with a community of over 250 young consumers to develop its product range and marketing campaigns. In June, the brand launched the Indu 101 blog - a content platform designed to educate teens about skincare and provide a safe space for experimenting with new makeup trends. Also taking an educational approach, teen skincare brand Byoma (UK) has created the “MiSKINformed” campaign to highlight misinformation in the skincare space.  Bubble (US) recently collaborated with the Pixar movie Inside Out 2 (a movie about the mental health experiences of a pre-teen) to create a three-step barrier-boosting routine designed to address “your days’ ups and downs”. 

The Cosmetics IC Take

Between business opportunities and ethical dilemmas, brands must consider this generation with caution. Successful brands already operating in this space (outlined above) not only share an affordable and accessible price point but also share a transparent approach that appeals to both Alphas and their parents.  Brands must propose age-appropriate answers to young consumers’ needs and take on the role of educators and myth-busters (as we’ve seen Dove and Kiehl’s do to great effect recently).

As Alphas exert their influence over the industry, the agency continues to pay close attention to their behaviors and needs. To understand the specificities of this fascinating new generation of beauty consumers and explore new business opportunities, contact us today for your Gen Alpha Beauty report. In the meantime, you can explore our latest trend report, Makeup Inspiration from the USA: Higher Perspectives, where we dive into the current dynamics shaping the makeup sector.

TikTok: July 2024 Trend Inspiration

Sources: @illumin_arty / @christendominique / @hayleybuix

Every month the Cosmetics IC social media team takes the pulse of TikTok to unearth the biggest beauty trends, viral hacks and buzzing products. In July, summer skin is high on the agenda with the rise of a new bronzer hack, and character-driven looks continue to capture the imagination of creative makeup fans. Read on to discover which pop icon’s look is on everyone’s moodboard this month.

1. Bronzer as concealer - New beauty hack

TikTokers are trying a new technique to correct the color of dark undereye circles. The trick is to use bronzer as a color corrector to darken the area around the eyes, blend, and then apply concealer over the top. The warm tones in the bronzer cancel out the purple tones in the dark circles and open up the features to create more definition. The trend demonstrates the expanding use of bronzers beyond traditional applications.

#concealerhack (711.8M total views in the US)

@christendominique / @mimiermakeup / @makeupbymonicaa/

 2. Flower bag hack - arty vibes

TikTokers are becoming increasingly skilled at finding ways to express their creativity. This month, they are using a technique that involves filling a small plastic bag with water, tying it then painting the bottom in bright colors. The painted side of the bag is then pressed against the skin, leaving the impression of a flower. More detail is then added by hand, to create bold and intricate artworks.

#flowermakeup (33M total views in the U.S)

@illumin_arty / @natashajanewood / @hicosmina

3. Lisa Blackpink makeup - Kpop Tok

K-pop star Lisa from Blackpink has triggered a new trend on TikTok with the release of the video for her solo single “Rockstar”. Fans are transforming into Lisa’s high-glam look, with ethereal skin, double-lined iridescent eyes, super-glossy lips, and crystal accents.

#lisablackpink (794.6M total views in the U.S)

 @hayleybuix / @taontm / @abigelic

The Cosmetics IC Take

Our new trend report, Higher Perspectives: Makeup Inspiration from the U.S., explores how treat culture continues to impact the U.S. beauty sector, which filters through in TikTok users’ love of high glamour and celebrity-inspired looks (#lisablackpink). The report also examines how new consumer archetypes are adopting an art student mentality to experimentation, thinking outside of the box to bring new levels of creativity and invention to the makeup space (#flowermakeup).

For more information on our Social Books, Inspiration Reports and consultancy services, contact us.

Sources: Cosmetics IC – July 2024 

Spate NYC - US TikTok searches - MoM (From June 16, 2024 to July 14, 2024 vs May 19, 2024 to June 16, 2024)

Design Inspiration: Copenhagen

Photo Credit: Tekla

During June 12-14, international brands and designers descended on the Danish capital for 3daysofdesign. This year’s festival asked exhibitors to “Dare to Dream”, and imagine radical design solutions to today’s challenges. 

Leading Scandinavian brands, including Hay, Tekla, Hem, and Muuto, took part in exhibitions and pop-ups all across the city, showcasing new products, novel concepts and unexpected collaborations. This year, a number of beauty brands also exhibited, exploring the axis of lifestyle and well-being through a series of immersive activations.

At 3daysofdesign, radical ideas tackled contemporary issues – sustainability, inclusivity, health, well-being - but with an emphasis on the type of elevated beauty, emotion and craft that is intrinsic to Scandinavian savoir-faire. 

Within this dream realm, unconventional ideas emerged, carrying profound meanings that hinted at possibilities once thought unattainable.  Designers explored uncharted territory with natural and recycled materials, pushing boundaries for a healthier planet and a more empowered future. While beauty brands demonstrated the overlap of lifestyle, emotion and well-being, via a series of intentional and purposeful activations. Read on to discover Cosmetics IC’s highlights:

The Ordinary x Home in Heven

Photo credits: Frederik Lentz Andersen

The Ordinary, known for its affordable, considered skincare, collaborated with NYC-based conceptual glass studio Home in Heven to create an interactive installation that explored the theme of sustainable reuse.  Riffing on the brand’s core pillar of transparency, Heven created sculptural (fully working) glass bathroom vanities, made from recycled The Ordinary bottles. 

Aesop Aromatorium

Photo Credits: Brian Buchard / Aesop

Aesop introduced the multi-sensorial Aromatorium at Transcendence, a new exhibition concept in Refshaleøen. Curated by renowned Danish architect Frederikke Aagaard, Transcendence seeks to challenge our understanding, perception, and acceptance of materials in the objects and experiences around us.

The Aromatorium invites visitors to tell the time through scent - fragrances are chosen to reflect different times of the day and are dispensed directly on the wrists via a lab-like device. The travelling booth (first shown at Milan Design Week) brings Aesop’s fragrances to life in a uniquely multi-sensorial way. 

The Cosmetics IC Take

The relationship between the home and personal well-being is reinforced by the growing presence of beauty brands at key global design events.  Dive deeper into the latest wellness trends in our Inspiration Report: Beauty Protopia, available now.

Inspiration Tours: Introducing Berlin

Art Museum - Berlin - Copyright - Cosmetics IC / Pic by Solène Albecq

Renowned for its avant-garde art scene, cutting-edge nightlife and conceptual retail, Berlin never fails to inspire. Cosmetics IC recently visited the cultural capital to discover how one of Europe’s most vibrant cities is becoming a key hub for Beauty inspiration. Art Director Solène Albecq reveals her three must-visit stores.

1- HIGHSNOBIETY

Highsnobiety - Copyright - Cosmetics IC / Pic by Solène Albecq

Unter den Linden 40

10117 Berlin

Open: Monday to Saturday 11am-7pm 

www.highsnobiety.com

ID Sheet

Purveyor of street and sneaker culture Highsnobiety has opened a new flagship store in the heart of Berlin’s Mitte district.  With a raw, industrial aesthetic, the store’s interior embraces the type of utilitarian aesthetic synonymous with 20th-century Berlin architecture. The material palette includes concrete, styrofoam, glass and stainless steel, which provides the ideal minimalistic backdrop to the meticulously curated collection of menswear, womenswear, accessories, sneaker, lifestyle and beauty brands. 

Inspiration Seeds

Agility is a key component of the store experience - the vast space is designed for flexibility, and will become a space for community interactions and brand activations. The aim is to build a real-life cultural hub on par with Highsnobiety’s online profile. 

2- LAUNDROMAT

Laundromat - Copyright - Cosmetics IC / Pic by Solène Albecq

Stargarder Strasse 74

10437 Berlin

Open: Tuesday to Friday 2pm-8pm, Saturday 11am-8pm

ID Sheet

Laundromat is a new store concept from Adidas that offers clothing rentals, curated second-hand items and collaborations with local artists. Adidas branding is kept to a discreet minimum - the aim here is to emphasise sustainability through rentals and by extending clothing lifespans. Local rental platform Pool offers a hand-picked selection of Adidas items, while the Berlin-based Westend Vintage provides an edit of cult retro streetwear and sneakers (collaborators will change regularly). 

Inspiration Seeds

This is a bold concept from Adidas, which leverages Gen Z’s appetite for re-sell and second-hand clothing to elevate its sustainability message. The store, designed to resemble a laundromat, is a constantly evolving space that is intended to platform local creatives, artists and brands that share a community-centric, planet-friendly approach.

3- FRAU-TONIS PARFUME

Frau-Tonis Parfume - Copyright - Cosmetics IC / Pic by Solène Albecq

Zimmerstraße 13

10969 Berlin

Open: Monday to Wednesday 10am-6pm, Thursday to Saturday 10am to 7pm

www.frau-tonis-parfum.com

ID Sheet

A must-visit for fragrance buffs, Frau-Tonis Parfume produces contemporary, unisex scents inspired by nature and the city itself. The minimalistic philosophy extends to the brand’s marketing (there is none) and their sales approach is one of customer-led exploration. All scents are made in Berlin. 

Inspiration Seeds 

Customers are invited to create their own perfumes, assisted by brand scent experts, and made at the in-store workshop. Everything here is about clarity and transparency - of ingredients and process.

INSPIRATION TOURS

Our Inspiration Tours are individually tailored guides to the world’s best beauty cities. From the K-beauty capital of Seoul to the laid-back cool of Los Angeles - we know where to shop and what to see to inspire your next innovation. Contact the team today for more information.

CONTACT US

For more information, email the team at contact@inspiration-creation.com or visit the website at www.inspiration-creation.com.

Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)