Hey beauty founders!
The beauty industry is shifting — fast. What felt cutting-edge two years ago now feels outdated, and consumer expectations are rewriting the rules of brand relevance. From the way we talk about ageing, to the rise of lab-grown ingredients, to AI becoming part of our everyday beauty routines — the future face of beauty is taking shape right now.
So the question isn’t if these shifts will take hold, it’s: how will your brand stay relevant as they do?
Here are three big shifts you need to know about (and how to adapt before you get left behind).
1. Age-Agnostic Beauty → From Anti-Ageing to Pro-Confidence
The old “anti-ageing” narrative is losing its grip. More consumers are rejecting the idea that getting older is a flaw to fight — instead, they’re seeking products that support skin health at every stage. Hydration, radiance, moisture, glow — these are the new markers of success.
How to Stay Relevant:
Showcase models of all ages, tones, and textures — real skin, not filters.
Shift your messaging from youth to confidence and radiance.
Build products around skin needs, not shame-based anti-ageing claims.
2. Biotech Ingredients → Sustainable Science in Your Skincare
Lab-grown moisturisers, bio-fermented hyaluronic acid, sugarcane-derived squalane — once futuristic, now here. Beyond being cool, biotech ingredients matter because they’re more sustainable, requiring fewer natural resources than traditional harvesting.
How to Stay Relevant:
Educate your customers: explain the benefits simply (skip the jargon).
Highlight sustainability and safety — show how biotech is both eco-friendly and effective.
Keep it fun: think visuals, analogies, and easy storytelling over heavy science lectures.
3. AI-Powered Personalisation → From Overwhelm to Hyper-Curation
Hundreds of serums on the shelf? Cue decision fatigue. AI is cutting through the noise with virtual try-ons, skin diagnostics, and personalised recommendations. Instead of “what do I choose?”, customers now hear “this is what works for you.”
How to Stay Relevant:
Physical spaces: turn stores/salons into experience hubs powered by AI tools.
Digital-first brands: use AI-driven data for smarter remarketing, retargeting, and loyalty loops.
Position AI as a helpful guide, not a cold machine — this is about enhancing human beauty, not replacing it.
💡 Final Thought
The future of beauty isn’t about chasing trends — it’s about recognising the cultural and technological shifts happening right now, and positioning your brand to meet them with confidence.
Stay curious, stay adaptive, and most importantly: stay relevant.
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That’s it for this week.
As always, thanks for being here! And if you need support for growing your beauty brand, you can just reply to email and I’ll get straight back to you.
Mel Jenkinson
