Looking back to move forward: 2025’s top innovation trends

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As the year wraps up, we’re reflecting on the standout trends that shaped 2025. From cutting-edge ingredient technologies to market-driven prototypes, our team stayed ahead of the curve, thanks to strong supplier partnerships and a pulse on industry needs.
2025 has been an incredible, innovation fueled year for beauty and personal care. Our dedicated team has worked tirelessly to bring forth the most cutting-edge formulations based off current market trends. Before we dive into a new year, revisit our favorite trend concepts from 2025.
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Mature Beauty

The mature beauty movement embraces the evolving needs of consumers aged 50+, celebrating skin that tells a story. These formulations go beyond anti-aging - they’re designed to enhance natural luminosity, reinforce skin resilience, and honor the grace of experience.
Elegance lift and firm décolleté cream
This lightweight, fast-absorbing cream targets the neck, décolleté, and chest to deliver deep hydration and a visibly lifted appearance. Powered by unique actives, it helps firm the skin, support elasticity, and enhance overall moisture for a smoother, more sculpted look.
Dermaluxe cream cleanser
This luxurious, sulfate-free cleanser gently removes makeup and impurities while delivering deep, lasting hydration. Enriched with ceramides, it helps replenish moisture and support the skin’s natural barrier - ideal for dry or sensitive skin.
Eye fortify cream
This gentle eye cream delivers deep moisture while reinforcing the skin’s natural barrier. Designed for delicate under-eye skin, it helps visibly define contours and promote a smoother, more refreshed appearance.
Overnight scalp elixir
This restorative serum works while you sleep to strengthen hair follicles, reduce visible thinning, and soothe scalp irritation. Designed for overnight use, it supports a healthier scalp environment for fuller, more resilient-looking hair.
Pout plumber vegan lip balm
This nourishing balm protects, moisturizes, and visibly plumps thinning lips. Infused with squalene and vitamin E, it delivers lasting comfort and a naturally fuller look.
Got that glow all over balm to oil
This solid balm melts into a silky oil on contact, delivering a non-greasy glow wherever applied - cheeks, lips, or anywhere in need of radiance. Formulated with a natural film former for long-lasting wear and a biofunctional active to help lift and define facial contours.
Ageless conditioning spray
This lightweight mist enhances softness and manageability while helping prevent mechanical damage. Formulated to support tensile strength and repair environmental stress, it also helps preserve natural hair color and delay the appearance of grays.
Daily shade UV protecting facial cream
This daily facial SPF does more than shield skin from UV rays. Infused with an innovative active, it helps protect against environmental pollutants while supporting a youthful, radiant complexion.
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Actively Beautiful

This trend celebrates smart, multifunctional formulas designed to support dynamic lifestyles. From early meetings to late-night workouts, these versatile prototypes deliver targeted benefits that hydrate, protect, and energize skin and hair on the go. It’s beauty that’s not just seen - it’s felt in motion.
High energy pre-workout body serum
Formulated to enhance skin firmness, texture, and luminosity, this high-performance serum features biofunctionals that help reduce visible signs of fatigue. An instant smoothing tensor delivers a lifted, firmer appearance, making it ideal forenergizing the skin before physical activity or daily wear.
Pollution protect water to foam hair rinse
This gentle, sulfate free cleanser effectively removes impurities without stripping natural oils. Formulated as a water-to-foam alternative to traditional shampoos, it features a biofunctional active that helps protect the hair and scalp from environmental pollutants.
Hydration sensation micellar water
This gentle yet effective micellar water removes makeup, cleanses the skin, and enhances hydration. Infused with advanced biofunctionals, it helps boost perceived luminosity for a refreshed, radiant complexion.
Refresh express non-aerosol dry shampoo
This portable, aerosol-free powder absorbs excess oil, minimizes dandruff, and revives hair between washes. Designed for eco-conscious consumers, it keeps the scalp balanced and hair feeling fresh - anytime, anywhere.
Stay fresh hydrating facial and body mist
This versatile mist delivers instant hydration while helping to balance the skin for a visibly fresh, healthy-looking complexion - perfect for use at home, post-workout, or on the go.
Post shower powdered moisturizer
This innovative, anhydrous powder transforms on contact with damp skin, delivering a luxurious, moisturizing body care experience - no water required.
Nighttime calming body cream
This indulgent body cream combines nourishing oils with advanced actives to deeply hydrate and soothe skin before sleep. Infused with a targeted biofunctional, it supports overnight repair and helps restore a visibly smoother, more refreshed appearance by morning.
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Hand Care

As hands take center stage in wellness routines, consumers seek formulas that deliver both comfort and care. These prototypes blend rich textures with high-performance ingredients to hydrate, shield, and pamper hardworking skin.
  • CeraBarrier hand serum - This elegant serum strengthens the skin’s barrier while deliveringlasting hydration and a silky-soft feel. Enhanced with ceramides, it’s designed to keep hands smooth, resilient, and moisturized.
  • Beautiful cuticle balm - This rich, squeezable balm delivers targeted moisture to cuticles, hands, and nails. Vegan-friendly and powered by a biofunctional active, it helps reduce visible redness and irritation while supporting nail strength and skin comfort.
  • Night renew hand cream - This intensive treatment delivers deep hydration while improving skin texture and tone. Formulated with extended-release retinol, it works overnight to visibly reduce signs of aging and restore a smoother, more youthful appearance to the hands.
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Sun Care

These bold, sensorial formulas feature unexpected textures and inventive formats that transform daily protection into a delightful ritual. Powered by a balanced blend of organic and inorganic UV filters, they meet modern consumer demands for efficacy, elegance, and fun in every application.
Vacation vibe dry body oil SPF body mist
This premium dry body oil mist combines UV protection with a luxurious skin feel, thanks to its emollient-rich formula. Designed for effortless application and a fast-absorbing finish, it leaves skin illuminated and smooth.
Buttermelt SPF glaze
This premium SPF formulation combines the elegance of a cream-gel texture with the skin-conditioning benefits of ceramides and emollients. Designed to glide on effortlessly, it delivers lasting hydration and a dewy, luminous finish.
Think zinc facial fluid
This mineral-based sunscreen glides on with a silky, low-tack texture for seamless application and comfortable wear. Designed for durability, it’s water- and sweat-
resistant - offering reliable, long-lasting defense against the sun.
Lock and block SPF setting spray
This weightless setting mist is engineered to lock in makeup while delivering essential daily UV defense.
Lagoon glow tanning gel
This innovative self-tanning gel features a lightweight hydrogel base that delivers deep hydration while incorporating oat-derived actives to help calm redness and irritation from UV exposure. Engineered for smooth, effortless application, it imparts a natural-looking tan and locks in moisture. Gentle enough for sensitive skin, it offers a radiant, sun-kissed glow -without the sun damage.
Sun splash tanning water
This tanning mist delivers a rich, sun-kissed bronze while soothing and smoothing the skin. Infused with hydrating ingredients, it leaves skin radiant, healthy, and ready to shine.

Missed us at Suppliers’ Day?

All listed formulas can be viewed through our Access Portal!
You can still dive into our Eras Remix: Beauty Then and Now - a curated look at historic beauty products reimagined for today’s consumer, along with our featured formulations. Register for our Access Portal to unlock 24/7 access to exclusive insights, cutting-edge formulas, and nonstop inspiration.All listed formulas can be viewed through our Access Portal.
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