Each January, the Consumer Electronics Show (CES) sets the tone for innovation across industries. CES 2025 was no exception, showcasing cutting-edge technology that will shape consumer behavior and industry standards in the months to come. From AI-driven beauty diagnostics to sustainable kitchen solutions, this year’s event underscored the growing demand for personalization, convenience and sustainability across sectors.  

This year’s CES spotlighted a powerful theme in the beauty industry: the convergence of beauty and wellness. We’ve identified key takeaways and emerging opportunities that are set to redefine the industry in the months ahead, sparking meaningful transformations in how brands and consumers alike approach beauty. 

Here’s a closer look at what stood out, why it matters, and how we predict these emerging opportunities will redefine the industry, setting the stage for transformative growth in the months ahead. 

Personalized Beauty Goes High Tech 

This year, beauty brands at CES doubled down on personalization and precision, with technologies that transform skincare into a science. This has been an ongoing trend in beauty for some time, but innovations unveiled this year showcase deeper and more sophisticated capabilities than ever before. L’Oréal’s Cell BioPrint, for example, analyzes skin proteins to create bespoke anti-aging solutions. Similarly, Shiseido’s latest updates to their Skin Visualizer tool now lets consumers assess “invisible” skin conditions, such as capillary health. 

Why It Matters: Consumers continue to push brands to deliver results tailored to their unique needs. This shift signifies a merging of beauty and health, as brands leverage diagnostics and data to create hyper-targeted solutions. Over the next year, expect to see retailers offering in-store analysis tools and a surge in personalized product offerings. 

Sustainability Drives Packaging Innovation 

Beauty brands also turned their focus toward eco-friendly packaging solutions at CES 2025. Innovations like refillable containers, smart packaging, and biodegradable materials —such as Grabity’s Eco-Friendly Haircare Packaging crafted from coconut shells – promise to reduce waste while enhancing the consumer experience. 

Why It Matters: As consumers grow increasingly eco-conscious, brands that adopt sustainable practices will gain a competitive edge. Expect the next wave of beauty products to feature smarter, greener packaging, with companies leveraging these innovations as both a marketing tool and a way to meet stricter environmental regulations. We’re likely to see advancements such as modular refill systems and even compostable materials that are infused with nutrients like antioxidants which could enrich the soil after disposal. 

Virtual Try Ons Take the Spotlight 

Advances in augmented reality (AR) were a major highlight in the beauty space, with companies like Perfect Corp. debuting hyper-realistic virtual try-on solutions for makeup and hair color. The tools unveiled at CES this year have had some major upgrades compared to earlier versions, including hyper-realistic renderings that can simulate real-life lighting and textures, and AI-powered product recommendations based on the user’s facial features, skin tone, and product preferences.  

Why It Matters: Virtual try-ons are reshaping how consumers interact with beauty brands, making online shopping more engaging and reducing the need for physical testers. This trend is set to redefine retail strategies, with more brands adopting AR to meet the needs of a tech-savvy, convenience-driven audience. 

CES 2025 was a clear reflection of where consumer priorities are intersecting: personalization, convenience, and sustainability. These trends transcend individual industries, representing a broader shift in how consumers interact with brands and technology. For businesses, the message is clear: the consumer has expectations from brands, and it’s important to adapt or risk falling behind. As we move forward, the innovations unveiled at CES will undoubtedly shape consumer expectations, opening doors for brands to create meaningful connections and deliver on these evolving demands. 

About Jenna Hreshko

Jenna Hreshko is a Senior Vice President leading the Consumer Earned Media Practice at Marina Maher Communications. She has over a decade of experience across the entire consumer sector, including beauty, lifestyle, CPG, technology and more.

She is expertly skilled at pinpointing the most compelling brand stories, allowing her to break through the competitive landscape in unexpected ways. She understands what it takes to stand out in a crowded industry and can help her clients navigate the ever-changing media landscape with ease. An intuitive thinker, problem-solver and dot-connector, she understands how to bring big ideas to life, helping brands tell their stories in ways that deliver meaningful results.