Reflections from In-Cosmetics Global 2025

In-Cosmetics Global (8-10 April 2025), served as a platform for beauty and personal care industry brands and professionals to showcase pioneering ingredient technologies, sustainability initiatives and market trends. Several key insights presented during the conference have already materialised as key themes in company and product developments, highlighting the event’s role in shaping the strategic direction of the global cosmetics industry. These themes include ageing well, mood-based beauty, digitalisation, AI adoption and next generation sustainability.

Ageing Well and Mood-Based Beauty

Discussion around the ageing global population at In-Cosmetics highlighted a shift from traditional anti-ageing narratives to a more accepting approach, addressing consumer demand around looking to age well rather than prevent ageing.

This reconceptualisation embraces the emotional and psychological aspects of ageing, as well as the physical, with products that support self-esteem, mood and wellbeing

^{Source: Euromonitor International}

Innovation around incorporating nutricosmetic ingredients and sensorial elements – like scent – that evoke emotional responses was seen at In-Cosmetics Global 2025. This aligns with consumer demand for that provide self-care benefits, as well as the traditional beauty features.

Rather than reversing or preventing ageing, this trend encourages enhancing beauty at every stage of life. In 2024, 39% of consumers defined beauty as “being comfortable in their own skin”, compared to 26% who defined it as “maintaining a youthful appearance” (Euromonitor Beauty Consumer Survey, fielded June to July, n=20,130). The trend reflects a broader cultural movement towards authenticity and acceptance, where beauty is defined by confidence and vitality rather than youth.

Formulators at In-Cosmetics Global 2025 showcased many new ingredients in this space, like Zenakine™, created by ingredient company Croda, which alongside skin care benefits, is claimed to boost melatonin production to aid sleep, and Luceane™, again by Croda, which is claimed to reduce the impact of pollution on skin ageing. Ingredients that support skin resilience, reduce stress-induced damage and promote a sense of calm are likely to be seen in beauty products going forward, further blurring the lines between skin care and emotional wellness.Digitalisation and AI Adoption

Digital transformation was another major theme at In-Cosmetics Global 2025, with artificial intelligence reshaping the beauty industry. From ingredient discovery to product recommendations for consumers, AI is acting as a catalyst for innovation, and is elevating engagement with brands. We are already seeing virtual try-ons, AI diagnostics and chatbot consultations as standard in the purchasing journey, with tailored experiences building trust and loyalty. In-Cosmetics workshops and presentations showcased the next generation of this technology.

AI is also accelerating the development of new actives by assessing efficacy and safety before mandatory physical testing, as discussed by technology company Centric Software® at its stand. This innovation looks to reduce time-to-market, while also minimising waste and inefficiency. As digital tools become more sophisticated, the integration of AI is predicted to drive a new era of smart beauty, where data, science and creativity converge to meet evolving consumer needs quickly.

Next Steps in Sustainability

Sustainability at In-Cosmetics Global challenged the surface level “natural” and “green” claims, focusing instead on measurable impact, transparency and circular innovation. The industry is embracing next-generation sustainability through biotechnology, upcycled materials and waterless formulations, while also balancing waste reduction. Brands are prioritising traceability to ensure their products are genuinely eco-conscious, as failures alienate increasingly discerning consumers.

Packaging innovation also took centre stage, with refillable systems and biodegradable materials addressing the plastic crisis. Most important was the message that sustainability is no longer a niche concern – it is a baseline expectation. Consumers are demanding proof of environmental responsibility which, alongside regulation, is pushing companies to adopt more rigorous standards. This shift is fostering collaboration across the supply chain, as formulators, suppliers and brands work together to create products that are not only effective but also have a positive ethical and environmental impact.

Conclusion

In-Cosmetics Global 2025 proved to be an inspiring forum on the future of beauty. Longevity is going to be a key driver of trends in the future, with the ability to have a better life for longer the common denominator across all developments explored at In-Cosmetics Global, whether that be on a personal level, through personal use of products to promote healthy skin ageing, or, at a global level, the development of environmentally friendly alternatives to traditional cosmetics ingredients. This is already influencing strategies, reaffirming the conference’s role as a leading showcase for collaboration and progress in the rapidly evolving global cosmetics landscape.

Emilie spoke at in-cosmetics Global on 8-10 April 2025, where she shared insight on the rise of the beauty industry in Europe. You can download her presentation here.