Skincare will sit at the intersection of scientific regeneration and intuitive wellness. Skin ageing is being reframed as a form of cellular ‘wounding’, prompting a shift toward formulations inspired by regenerative medicine. Expect breakthroughs in skin-barrier repair, collagen replacement therapies, and stem cell technologies. Claims around bio-stimulation and longevity will become the most in-demand in skincare. In a survey of nearly 600 consumers about the future of appearance, 97% expressed concern about ageing^¹.  

Makeup and colour cosmetics will be shaped by next-gen ingredients and finishes, protection, emotion-driven technology, and soft power influences. The skinification of makeup has reshaped how consumers expect cosmetics to work. Supercharged by biomimicry and tweakment-grade actives, formulas will blur the lines between clinical skincare and makeup, delivering age-defying results with minimal, skin-first makeup finishes. 48% of beauty consumers favour non-invasive tweakment options, including makeup, to enhance appearance^².

‘Heat ageing’ solutions will be the new conversation in suncare as global temperatures climb causing thermal damage to the skin. Expect boom in sunscreen formulations effective for all skin tones, transparency about development process, UV filter choice, and wearing comfort as SPF becomes base layer of all skincare. Brands will invest in clinical testing to demonstrate how the product can reduce skin surface temperature. 

Skincare will see the savviest generation as Alphas coming to adulthood in 2028, while Millennials, Gen X and Boomers continue to seek age-agnostic solutions. Makeup, on the other hand, will have emerging opportunities for Gen Z and Alphas, alongside mature makeup solutions for Millennials and Gen X. Allowing skin to age is expected to become a choice, instead of an inevitability, while skincare wellness, clean beauty, and sustainability will continue to trend.