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2025 marks a critical inflection point for beauty. The sector, once defined by diversity and creativity, has grown increasingly monotonous, as global norms are flattened by algorithms and homogenised ideals.
In a provocative campaign in October 2025, skincare brand The Ordinary called out the beauty industry’s reliance on pseudo-scientific language.
MAC Cosmetics has named Grammy‑winning singer‑songwriter Chappell Roan as its newest global brand ambassador, bringing one of music’s most visually expressive voices to the beauty giant’s global stage in 2026.
Beauty has become monotonous, influenced by powerful algorithms that entrench long-standing ideals. Its future depends on embracing complexity, friction and cultural depth to spark genuine connection and consumer curiosity.
Hyrular is a new luxury beauty brand bringing a surreal, sci-fi edge to make-up.
Tested in space' is fast becoming the ultimate badge of innovation – a signal of exceptional quality and in-house expertise. If a product can survive space, it suggests the brand’s everyday offerings are built with the same advanced thinking and craftsmanship.
EcoBeautyScore, the first science-based environmental scoring system for cosmetics and personal care, has officially launched with support from over 70 global manufacturers and trade associations.
New York beauty brand Laura Geller Beauty has launched the captivating campaign Own Your Age, embracing the idea that age doesn't limit beauty, but enriches it.
Culture is experiencing a move from clean to cluttered, but this consumer shift is not just about aesthetics.
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