The beauty industry is undergoing a fundamental transformation which is being driven by evolving consumer values and expectations. Armaan Mehta, co-founder of indie technology brand Odore, shares his perspective on the business.

In his words:

As we look toward 2025, several key trends are reshaping not just what beauty means, but how brands need to position and market themselves to remain competitive. For brands, understanding and adapting to these shifts will be crucial if they are to succeed in an increasingly dynamic market.

So, what can we expect to see in 2025? Here are the trends I am keeping an eye on…

The Rise of Beautility and Cultural Influence

One of the most significant shifts we’re witnessing is the emergence of ‘beautility’ – the consumer demand for beauty products that deliver multiple benefits beyond their primary function.

This trend is being particularly influenced by consumers cutting back on the quantity of purchases for financial reasons, the rising trends of ‘underconsumption core’ and minimalism, as well as and  beauty traditions from regions such as West Africa and the Far East, which are known for their use of natural, multifunctional ingredients.

For marketers, this presents both opportunities and challenges. Success will require more than simply incorporating trendy ingredients; brands need to authentically connect with these cultural beauty traditions while avoiding appropriation.

In practice, this means identifying and collaborating with credible voices who can speak authentically about ingredients like shea butter and moringa powder, all while ensuring marketing campaigns respect and accurately represent these cultural heritage elements.

Clean Beauty

Consumer behavior is driving the transition of clean beauty from a market differentiator to an industry standard.

Customers are becoming increasingly savvy. They are actively seeking out (and avoiding) specific ingredients. And they are doing so with help from online communities, content creators and peer groups– meaning brands can no longer hide behind vague claims or clever marketing.

This transparency demands a complete rethinking of not just product formulation, but entire supply chains and manufacturing processes. Marketing teams must be prepared to communicate honestly about ingredients, sourcing and sustainability efforts. The winners in this space will be brands that can tell compelling stories about their clean beauty journey while backing up their claims with verifiable actions.

The Inclusive Beauty Revolution

The beauty industry’s approach to inclusivity is also undergoing a radical transformation.

Consumers now demand to see products tested and demonstrated on people they can identify with, leading to a shift toward more relatable voices that we call nano-influencers.

This evolution requires marketing teams to rethink their approach to product demonstration and advocacy. The key lies in building diverse communities of nano-influencers and creators with larger audiences, who can speak to different experiences and needs. Brands need to move beyond token representation to create genuinely inclusive marketing strategies that resonate with various communities and maintain authenticity.

Male Grooming Becomes Mainstream

2025 will see the male beauty market reach new heights. This presents unique opportunities for brands willing to break traditional gender barriers in beauty marketing.

Success in this space requires more than simply repackaging existing products in masculine colors – instead, it demands understanding and addressing specific male consumer needs and preferences.

Marketing teams therefore need to identify and engage with male influencers who align with their brand values while avoiding stereotypes. This requires a delicate balance of normalizing male beauty routines while acknowledging and respecting that male consumers may approach beauty differently than traditional market segments.

How To Get Ahead in 2025

To effectively capitalize on these trends, beauty brands need to focus on several key areas:

• Authentic representation: Work with creators who have genuine connections to specific beauty traditions or experiences, ensuring marketing campaigns ring true with target audiences.
• Transparent communication: Develop clear, honest messaging about ingredients, sourcing, and manufacturing processes, preparing to answer increasingly detailed consumer questions.
• Community building: Create spaces for different consumer groups to share experiences and feedback, using these insights to inform product development and marketing strategies.
• Strategic partnerships: Identify and cultivate relationships with nano-influencers who can speak authentically to specific aspects of your brand’s story, whether it’s clean beauty credentials or cultural influences.

The beauty brands that will thrive in 2025 are those that can adapt quickly to these evolving trends without sacrificing authenticity in their marketing approach.

The future of beauty marketing lies in building genuine connections with diverse communities alongside delivering products that meet increasingly complex consumer demands. Brands that invest in understanding and engaging with these trends now will find themselves well-positioned to lead the industry’s evolution in the years ahead.

About The Expert

Armaan Mehta is co-founder of Odore, the customer engagement platform transforming the way beauty brands connect with their customers. While Odore collaborates with leading conglomerates like L’Oréal, LVMH, Shiseido and Kao, the platform supports brands of various sizes across the beauty industry. Odore provides a full suite of services, including brand fans and advocates management, customer data activation, cross-channel marketing, product sampling, and advanced analytics. These tools can be used individually or together to improve marketing effectiveness.

Established in 2020 by Mehta and his cofounder Karan Gupta, Odore has since managed tens of millions of customer profiles and facilitated thousands of marketing campaigns, helping diverse brands refine and elevate their marketing strategies. Backed by venture funding, the platform continues to grow and expand its offerings as it helps brands master the challenges of digital marketing and thrive.