Beautiful Thinking.
Awareness today can mean many things to many people, transcending generations and connecting customers in a shared desire to enhance their mental and physical wellbeing. The concept of mindfulness has evolved over time, fuelled by consumers’ desire to become both more conscious of the troubles of the world, whilst also seeking to escape from them.
Marrying outward consciousness with inward reflection, we explore some of the most interesting trends which will emerge in 2025 in this arena of elevated awareness.
The power of scent is one which has evolved significantly in recent years, providing the wearer with benefits beyond mere fragrance. Functional fragrances have the ability to contribute to our wellbeing, providing a sense of calm, clarity, and in our own home fragrance’s case – Beautiful Thinking – creativity.
2025 will see the explosion of the next generation of functional fragrances, those which support the elevation of our consciousness. Fragrances tapping into the power of our personal energy and spirituality are taking off, in line with the acceleration of holistic practices in wellness moving into the mainstream.
A number of celebrity, celebrated and specialised brands are already leading the charge; 2024 saw Bella Hadid’s hotly anticipated range of fragrances, Orebella, launch to market, alongside Charlotte Tilbury’s six ‘Law of Attraction’ and ‘Sacred Mist’ from Kate Moss’ line, Cosmoss.
Value hacktivism will continue into 2025 as a rise of the unsexy takes hold, complementing many consumers’ move towards a more focused yet highly effective regime which avoids the complicated and confusing multi-step routines as well as the influx of new brands continuously coming to market. In summary – we’re working smarter, not harder, and skin diagnostics via AI will make this possible amongst the masses.
Budget-friendly simplicity combined with genius marketing campaigns made 2024 a phenomenal year for CeraVe. This also cemented the credentials of beauty and skincare brands most often found in pharmacists and high street chains. Simple but effective beauty is the key, and we wait with baited breath to see which brand will emerge as the next CeraVe.
TikTokers of the world often film themselves swarming to pharmacies throughout European countries – predominantly France – where they indulge in practically-priced but highly efficacious products. We expect 2025 to see a steady rise in brands whose priorities move away from instagrammable packaging, instead building connection through the communication of unsexy efficacy, supporting customers in buying only what they need.
A significant move in self-awareness for 2025 is the increased ownership of personal data related to our health. It serves to open more doors to healthcare beyond what we can gain from GPs and clinics, which continue to be difficult to regularly access.
The explosion of AI married with the growth in holistic healthcare and the influence of longevity will support a rise in self-diagnosis and improved day-to-day wellbeing. This will be achieved through a greater understanding of the specific needs of our body. Proactive wellness will win out over reactive treatments, in which we become reliant on solutions which can work as quickly as possible after a condition has become established.
Tools which enable digestible data being visualised and translated into VMS supplements that drive the longevity moment which is moving beyond beauty and into health and wellness, will be very interesting to watch in 2025.
There is greater awareness than ever before of the long term damage treatments including Botox and fillers can cause in our quest to enhance the youthful appearance of our skin. Instead, consumers of all ages are prioritising preventative skincare which works to solve skincare issues before their effects can take hold of our skin.
A key progression in the longevity movement, it is further fuelled by the widespread acknowledgement that SPF is a daily requirement for our skin, no matter the climate or the time of year. In addition, the power of antioxidants and fighting against climate aggressors will gain momentum in 2025 and beyond, ensuring the oxygenation of our skin is protected and we see the subtle enhancements of our skin contribute to an overall healthy, naturally youthful appearance. Here we also expect to see postbiotics emerge strongly, to protect and improve the appearance of the skin barrier.
When looking through the lens of Free The Birds’ seven consumer archetypes – or attitudes – we see strong alignment with consumer beliefs that will drive these trends mainstream.
For the Beauty Harmonist who values products that enhance beauty in all forms, the power of Aura Elevation and fragrances which elevate personal energy will be key – a sentiment shared by the Wellness Trailblazer who value holistic and mindful practices. Both share this passion with the Track & Trend consumer, who above all seek products championed by celebrities and their social media peers alike.
Underconsumption Core will be beloved by the Routine Ritualist, who are on a constant mission to perfect simple, reliable routines in efficacious products. This move away from the OTT nature of multi-step routines also speaks to the Savvy Saver who prioritises value over all else, whilst the Eco Guardian will embrace this trend thanks to the alleviated pressure it puts on our planet.
Data Deployment will already be well underway amongst the Tech Voyagers, who’s drive to embrace innovation and tech-driven personalisation make them the leaders of the pack in utilising AI to aid their health. Naturally, the Wellness Trailblazer will be hot on their heels, as well as the Track & Trend who wouldn’t want to fall behind on showcasing their future-facing commitment to their wellness.
Due to their belief in subtle, high-quality enhancements that promote natural beauty, the Beauty Harmonists resonate well with Undetectable Beauty, whilst the long-term commitment of the trend also speaks to our Wellness Trailblazers. Power in the long-term practice of this trend also appeals to a Routine Ritualist.
Discover more behind what powers each of our consumer attitudes in our next generation trend forecasting reports, Crowsnest, where we lift the lid on how these powerful archetypes behave, and how brands can engage with them.
