Morillas, a leading brand and reputation consultancy in Spain, has officially presented its Beauty Trends Report 2025 at the Beauty Cluster event held in Barcelona on October 8. This report is an in-depth analysis that examines how the category is redefining its own rules to become a driving force of innovation. The study not only maps the present of the industry but also offers a strategic framework for brands to navigate and maximize the dynamism of a sector that is constantly evolving. The beauty category, which experiences an annual growth of 6% and is projected to reach 580 billion dollars by 2027, has consolidated itself as a mass consumption sector, encompassing from Generation Alpha to Boomers. Morillas' analysis identifies the main strategic macro-trends that are reshaping the landscape.
The five strategic pillars that drive the category
The report highlights five trend areas, each driven by key generational and social forces: Science has become an essential pillar of beauty, not only as an endorsement of efficacy but also as a communication tool that builds consumer confidence. Today, those seeking concrete results demand that brands demonstrate their commitment to research, and it is no coincidence that searches for specific ingredients have increased by more than 40% in the last two years, especially among Millennials and Gen X.
At the same time, social media has become the central stage of the industry. The creation of content and the role of influencers not only dictate trends, but also drive sales. Platforms like TikTok have shown that brands that combine entertainment and engagement can grow up to 34% faster than those that limit themselves to traditional marketing methods, while the use of Augmented Reality filters becomes essential to maintain the attention of digital consumers.
Ethics and social responsibility also hold a prominent place. Today's consumers seek brands genuinely committed to sustainability, diversity, and inclusion. In fact, 65% of Generation Z prefer products from companies that promote these values, and brands that integrate these principles into their DNA grow 1.5 times faster than their competitors.
Personalization is another unstoppable trend. Increasingly, consumers want skincare and haircare products tailored to their individual needs, and this directly influences their purchasing behavior. 76% of customers are more likely to buy from brands that offer personalized experiences, and almost 80% tend to repeat purchases and recommend those brands. Beauty thus becomes a space for self-expression, where imperfection and the unexpected are celebrated.
Finally, well-being and sensory experiences make the difference in a saturated digital world. Consumers are looking for products and rituals that combine physical and emotional care, offering a respite from the accelerated pace of modern life. Holistic well-being is consolidated as a strategic element, capable of connecting emotionally with the public and differentiating brands that know how to integrate body and mind into their proposal.
Strategic Decalogue for Beauty Brands
Morillas' report concludes with a decalogue of strategic actions for brands seeking to maximize their value in the dynamic beauty landscape:
- Ground the promise in purpose: Every brand must convey an aspirational "why."
- Emotional coherence: Values must be lived in every action.
- Avoid inconsistency: The experience and the message must be solid and consistent.
- Virtuous balance: Combine intangible value (trust) with tangible value (credibility).
- Invest in scientific narrative: Communicate efficacy with scientific backing.
- Master the phygital in retail: Transform physical stores into playful and digital experiences.
- Personalize experiences and products: Adapt to the expectation of 71% of consumers.
- Integrate ethics and inclusion: Promote diversity and social responsibility.
- Gamify loyalty: Interactive and experiential loyalty programs.
- Bet on holistic well-being: Products and rituals that balance body and mind.