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Trendhub Beauty AW24/25: New Trend Book Preview

Updated: Dec 1, 2022

What is our obsession with anti-ageing beauty?

Ageing is a natural and universal process that we all go through, yet the stigma surrounding it fuels an industry generating $140 billion annually. The anti-ageing market turns you into a customer for life, but if we are all going to age anyway, why are products marketed as anti-ageing?

Industry giants reshaping the industry

In an attempt to remove the shame surrounding ageing, brands are shifting their messaging to champion it. The Body Shop found 43% of survey participants felt that the beauty industry negatively impacts their self-esteem, thus directly impacting their mental health. As a result, the company removed its anti-ageing narrative from one of its best-selling ranges and has made a notable commitment to reforming the industry for the good of its customer’s mental health and skin. They changed the name of their best-selling range from 'Drops of Youth' to 'Edelweiss,' a word associated with boosting the skin's defence mechanism and barrier function. This terminology change looks to the benefits of the products from a health perspective, as opposed to a purely aesthetic advantage.

Is Gen-X changing the stigma around menopause?

Conversations surrounding menstrual health and menopause have long been considered taboo, despite the fact, there will be 1.1 billion post-menopausal women in the world by 2025. The undervalued menopause market is evolving due to growing demand, and emerging brands and online communities are opening up discussions on topics previously disregarded and downplayed by the beauty industry.

The UK's number one, science-backed skincare brand, No7, has launched Menopause Skincare Range. The range has come about after five years of scientific research, using unique insights into how and why the skin changes as we age, specifically during perimenopause and menopause. The brand has also recently published a new scientific paper that uncovers unique insights on how declining oestrogen levels impact the skin barrier during menopause.

Actress Naomi Watts is the latest celebrity to launch a beauty line, but rather than a vanity project, her Stripes brand aims to change conversations about menopause. Stripes products encourage confidence and pride during ageing, accompanied by impactful graphics, tactile packaging and scientifically backed formulas.

Other brands like Womaness are the first of their kind to enter Ulta’s stores. Womaness supports many of the physical and skincare issues faced by women during menopause, from supplements that fight fatigue and hot flashes to soothing body and face creams as well as sexual wellness kits.

How will this impact shopping habits?

As we enter the age of realism, more realistic forms of beauty emerge. Consumers reject unrelatable and unattainable narratives commonly depicted by the beauty industry. Being the first generation to be raised with internet access, Gen X women have a lot more access to information and the ability to connect with more women like themselves through platforms like Facebook Groups as they bring these issues to the fore. Alienated by large corporate companies only representing this idea of youth, individuals turn to businesses that empower them with ideals that make a positive difference and make them feel good.

In support of their customer's mental health, brands look to holistic treatments to boost the health of skin, hair and nails, rather than purely centring physical products and their cosmetic benefit. For example, managing stress is an often-overlooked part of ensuring that our skin and mental health are taken care of.

To learn more about key influences and ideas evolving the beauty industry, scroll to our latest Trendhub release...


Each of our trend books starts with a digestible introduction to the season, outlining key shifts in consumer behaviour, specific to the market. These overarching ideas are set to impact the market throughout the course of this season.

Below we share an exclusive overview of the overarching ideas that will shape the AW24/25 season for beauty:

SAFETY-FIRST: A growing consciousness of how we feed, clothe and care for our bodies is leading to renewed demands for safe and nourishing products. The shift towards “clean” and plant-based beauty has helped raise our awareness of different ingredients, fuelling a more nuanced conversation about where nature and science can benefit our skin.

MULTI-SENSORY: Beauty and wellbeing are becoming increasingly multi-sensory. While the scent, texture and – of course – the visual effect of beauty products have long been important, new influences are raising the bar on sensory formulations.

GETTING REAL: The beauty sector has always been about balancing the aspirational and the realistic. While recent make-up mega trends have erred towards polished and perfected looks – contouring, cut crease eyeshadows and so on – a new, more realistic, ideal of beauty is emerging.


Following our big ideas and seasonal must haves, you’ll discover our key themes, featuring Key Ingredients & Treatments, Muses, Art Direction & Packaging, Textures and Product Focusses. Each theme is rounded off by a concise trend checklist.

KEY INGREDIENTS & TREATMENTS: We highlight key updates and focusses across ingredients, formulas and treatments for beauty and wellbeing.

MUSES: Evoking an attitude for each theme, these pages support marketing and

art direction.

ART DIRECTION & PACKAGING: Key directions for product styling and packaging in context to the theme.

TEXTURES: Summarising the key textures and finishes across products within

each theme.

PRODUCT FOCUSSES: Here, we highlight the defining products and looks across skincare,

wellbeing and fashion make-up.

Want to unlock more? Click the "Discover More" banner below, where you will be passed on to one of our team who can help you out with a discovery session.


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