The beauty landscape is evolving rapidly, driven by shifting consumer preferences, emerging technologies, and a growing emphasis on values that resonate with modern buyers. At the recent Beauty with Bite event held at Fenwick's newly revamped Newcastle Beauty Hall, industry experts provided a look into these shifts, sharing valuable insights into what's trending and how retailers like Fenwick are curating experiences that meet diverse customer needs. We brought together beauty industry insiders, including Sharmadean Reid, founder of The Stack World, along with Fenwick’s own Vesa Kalho and Rebecca Hill, to discuss these very trends.
Beauty•29 October 2024
Inside The Beauty Hall - Top Beauty Trends for 2025 and Beyond
Today’s beauty buyers are more discerning than ever before.
By The Stack World
Consumers want more than a product—they’re looking for brands that resonate with their values and lives. — Vesa Kalho, Fenwick Head of Beauty Buying
Today’s beauty buyers are more discerning than ever before. They are not just looking for the latest cosmetic product—they are searching for brands that reflect their personal values and lifestyles. This shift is prompting brands to rethink how they communicate and connect with their audiences. Fenwick’s beauty team emphasized that the importance of brand storytelling is paramount. Consumers increasingly demand transparency and authenticity, making it essential for beauty brands to share their journey, their ethical stance, and their commitment to sustainability.
One of the most prominent trends discussed was the move towards skinimalism, where the focus is on fewer, but more effective products that prioritize skin health. Consumers are leaning toward minimalistic beauty routines that offer efficacy without overwhelming complexity. The demand for multifunctional products that address multiple skin concerns in a single formula is also on the rise, as buyers seek simplicity and results without the need for an extensive product arsenal.
“Beauty is increasingly about skin health, simplicity, and results without complexity.” — Rebecca Hill, Fenwick Senior Beauty Buyer
Equally important is the growing need for inclusivity across all beauty categories. As consumers demand that beauty brands cater to all skin tones, ages, and identities, Fenwick’s beauty team is ensuring that their Beauty Hall reflects this commitment. Inclusivity is not just about variety; it’s about creating an environment where everyone, regardless of their background or appearance, feels represented and valued. This trend is shaping the way brands select their product lines and how they market themselves to a wider audience.
At the same time, authenticity is becoming the cornerstone of successful beauty brands. Gone are the days when glossy ads and celebrity endorsements were enough to sway customers. Today’s buyers crave brands that feel real and accessible, those that are transparent in their practices and inclusive in their offerings. The beauty industry is moving away from the polished, unattainable ideals of the past, toward a more grounded and relatable approach that values connection and trust.
Top Beauty Trends for 2025 and Beyond
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1.Fragrance as a Personal Statement*
Fragrance is experiencing a resurgence as a preferred luxury, with consumers viewing it as an intimate expression of personality. Fenwick has responded by expanding its fragrance offering with niche and premium brands, including Le Labo, Penhaligon’s, and exclusives like Matière Première. The appeal of fragrance, especially post-pandemic, ties to the human need for connection and sensory experiences, which is also fueling an interest in both “signature” scents and fragrance “wardrobes.” This shift includes the trend of layering, where consumers creatively combine scents for a unique personal signature.
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2. TikTok and the ‘Blind Buy’ Phenomenon*
Social media’s influence, particularly TikTok, is impacting consumer purchasing behaviors. Fragrances are increasingly being bought based on online recommendations and emotional associations—without a prior physical trial. This shift highlights the importance of storytelling in fragrance marketing, as brands pivot to evoke emotions and atmospheres rather than relying solely on scent descriptors.
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3. Simplicity in Scent Profiles: Singular Hero Notes*
A notable trend in fragrances is the move towards simplicity with "singular hero notes" like vanilla or rose. Brands like Matière Première reflect this trend by creating fragrances centered on one dominant note, which allows customers to layer or modify the scent. This singular focus offers a clear, recognizable fragrance profile, allowing consumers to personalize their scent further without altering its primary character.
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4.The Rise of Scent in Body and Skincare*
Scent is permeating body care and skincare products, with certain scents like orange blossom and musk becoming signatures across categories. This trend aligns with the growing focus on at-home wellness, as customers seek to recreate a spa-like experience at home. Premium scented products add an element of luxury to daily routines, supporting the idea of “affordable luxury” as a response to the current economic climate.
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5.Personalization and Exclusive Experiences*
Fenwick’s beauty department is prioritizing brands that offer unique experiences and services, such as bespoke engraving or personalized consultations exclusive to Fenwick customers. This focus caters to a premium audience that values exclusivity and memorable in-store experiences over discounts, differentiating Fenwick from competitors.
"Being selective and having a clear strategy is essential. Not every brand fits every retailer."
6. Longevity Over Fast Trends As trends on social media quickly come and go, Fenwick remains focused on brands with enduring appeal. The team emphasized that while they monitor social media for emerging trends, they are cautious about jumping on every passing trend, instead opting for brands that can sustain relevance.
After the panel discussion, guests toured the Beauty Hall, where they could experience firsthand how these trends are being applied. Fenwick’s Beauty Hall isn’t just a retail space—it’s a reflection of the future of beauty: a place where brands align with the values of today’s consumers and where inclusivity, authenticity, and simplicity guide the way. In this space, beauty isn’t just about looking good—it’s about feeling empowered, represented, and connected.
The Short Stack
Today’s beauty buyers are more discerning than ever before. They are not just looking for the latest cosmetic product—they are searching for brands that reflect their personal values and lifestyles.
By The Stack World
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