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Do you know where beauty is headed?

Psychodermatology (the impact of emotion on skin), solid formulas (as opposed to liquid) and artificial intelligence (AI) are likely to be the predominant beauty trends leading up to 2025.

This is according to a report by trends prediction agency, WGSN, which specifies six key trends. The first is Flex-abilities, whereby the continuation of global crises will see stress become a more prominent feature of daily lives. ‘Emotional beauty’ is set to grow, with the connection between mind and skin at the centre of new product design, recognising the effect of emotion on skin conditions. Indulgent formulas that boost the mood are likely to become popular.

The second trend is Layered Realities, where ‘digital duality’ will add a sensorial layer to beauty through the use of personal avatars to help consumers with product choice. Rapid prototyping will enable businesses to work faster and more sustainably.

Trend three is Resource Ready, where businesses will use resource scarcity to drive more sustainable production and consumption, meaning lab-grown alternatives to rare natural ingredients, as well as compostable packaging.

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Fourth trend Urgent Optimism will see people losing trust in political processes and taking change into their own hands. There will be more activism from beauty brands around inclusivity, as well as the challenging of filtered images and unsubstantiated terms, such as ‘clean beauty’.

Preservation Mode is trend five and focuses on how a history of overconsumption will lead to demand for preservation in coming years. As well as more sustainable ingredient sourcing, this will mean a switch from liquids and creams to solid and powder formats that have a longer shelf life and are easier and cheaper to transport.

Image from Shutterstock

The last trend, Strategic Imaginations, is a move from the information age, where knowledge was the driver of growth, to the imagination age, where creativity will be valued more highly. For beauty, this will mean more multi-sensory design, using AI tools and neuroscience.