Top 2025 trends for Health & Beauty retailers in 2025

2025 promises exciting opportunities for the Health and Beauty sector, driven by viral Social Media trends and shifting consumer priorities with a focus on sustainability and mental well-being. From innovative sleep rituals to minimalist skincare, and ancient remedies making a modern comeback. Find out how you can resonate with a growing crowd of empowered, wellness-focused shoppers below.

Sleepmaxxing

Towards the end of 2024 a new trend appeared on TikTok of “sleepmaxxing”. This was all about the quality of the sleep you’re getting, not the quantity. This has influenced wellness trends focusing on devices, supplements, lifestyle changes and other actions to encourage a better quality of sleep, regardless of how long you manage to sleep for. This includes things like weighted blankets, white noise machines, changing pillows/height of pillows, sticking to schedules and taking things like melatonin. While all of this can be helpful, and is trending on TikTok with almost 98.6m views, some of this could be a passing trend. However, some of this has been topping searches for a large portion of 2024, and is likely to stick around for at least the start of 2025, if not longer.

This is being championed by Gen Z and Millenials, two of the most influential shopping generations, who are big into mental health, burnout and trying to improve their productivity and focus.

Skinimalism

This started to appear in 2024, where customers' preferences moved towards a simple, stripped back routine. This is the antithesis of the 10+ step regimen trend which has reigned supreme for the preceding years, and has become popular as consumers try to maximise their time, and effectiveness, yet also save money in the cost of living crisis. It gained popularity on TikTok with over 1.5m views of creators stripping back their routines to become effective, however it is highlighted this isn’t a one size fits all routine, and users need to understand their skin and find a tailored approach that suits them.

Multitasking products have become very popular with this approach. Consumers look for SPF infused foundations, as well as including Hyaluronic Acid or Vitamin C. Lipstick infused with nourishing lip balms, as well as moisturiser's that include SPF or BB creams that include peptides etc.

Prejuvention

Prejuvention is a new term for adopting a proactive approach to skincare from a younger age, providing skin with a more resilient and healthier foundation as it matures. This is something mainly Gen Z has adopted, though some of the youngest millennials are jumping on it as well. It’s all about prevention over rejuvenation, and combating problems before they appear. This does extend beyond the Health and Beauty sectors into eating right and exercising but also means using effective skincare. It includes things like applying Vitamin C serum on a morning, good sunscreen, and applying Vitamin A or retinol on an evening.

Ancient Botanicals

For Gen Z, ancient remedies and traditional beauty rituals are proving to be attractive for many reasons, one of which is offering respite from their tech-heavy, hectic lifestyles. This trend explores why centuries-old remedies are striking a chord with the TikTok generation, and the opportunities this presents to brands. Nothing quite sparks a buzzy beauty trend than an ancient botanical ingredient that is rediscovered for its potent cosmetic properties.

Many ingredients that are experiencing a modern renaissance in beauty have crossed over from their popularity as a health, food or wellness trend, and the next ingredients set to surface in 2025 are no exception. Shea butter and baobab are still very popular after their resurgence a few years ago, with newer items such as Jade rollers and Gua Shas joining them in popular searches.

Nature Positive & Circular Beauty

Both Nature Positive Beauty and Circular Beauty have become popular terms as consumers are showing interest in where items originate, how they’re made and how this impacts ecosystems and the environment. Consumers want their products to be ethical, with recyclable or biodegradable packaging, or have refills available over purchasing full new products to minimise waste.

Ethical sourcing and protecting ecosystems have become hot topics, as consumers realise the damage that has already been done to many areas in the world.

Mental Health

In an attempt to get away from our technology-filled lives, consumers  are more and more interested in mental health benefits, and this extends to Health, Beauty and Cosmetics too. Offering aromatherapy and skincare rituals that focus on improving mental health as well as addressing concerns is likely key. Stress-reducing Essential oils, and soothing botanicals are likely to be key players, as well as Mindfulness inspired gift boxes could show increased popularity to help consumers take time out from busy lives.

Tailor-made Beauty

While tailor-made Beauty isn’t that new a concept, it has become very popular as consumers come to realise, one size does not fit all with skin and haircare. It has become the everyday to expect companies to offer some sort of ability to customise products, whether this is customisable bundles, or actual ingredients, a key expectation for consumers. Several companies are already capitalising on this, such as Skin+ me, Dermatica, Klira and Il Makiage for skincare and makeup, and Function of Beauty (has recently launched a skincare range) and Spoiled Child for haircare. Many of these offer a short quiz to suggest your items, then often offer a subscription service to get your items regularly. 

It’s also found that by bringing customisation, consumers feel this is a more personable experience and are often willing to pay more for a customised product.

2025 marks a shift in consumer expectations, it’s clear that Health and Beauty retailers must remain agile, innovative, and responsive to consumer needs. For brands, this isn’t just about following trends but building trust, creating value, and meaningful connections with shoppers who are more informed and empowered than ever.

Ready to elevate your eCommerce strategy in 2025? Get in touch with our team today and find out how Visualsoft can help you leverage the latest retail trends for long-term growth.