Personal Care Trends

Part
01
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Part
01

Personal Care Trends - Consumer

Three consumer-focused trends in personal care products are the rise of the modern single consumer, the continued obsession with wellness, and transparency.

Modern Singles

  • The personal care sector is responding to the growth of the single, modern consumer by creating products that offer the self-indulgence these consumers want and branding their products for consumers looking to "invest in themselves."
  • Driving this trend is the increasing number of consumers living alone by choice and the relative increase in their spending power.
  • For example, in China, Single's Day is a big selling day for beauty brands, with brands like L’Oréal Paris and Estée Lauder creating marketing campaigns and products just for that day.

Wellness

  • The consumer wellness trend has influenced the personal care industry, with personal care items being linked to vitamins & supplements, fitness, medicine, and travel/hospitality.
  • The trend is drive by consumers' desire for wellness in all aspects of their life. The desire has been driven by social media like Instagram.
  • Examples of this include makeup brand Glossier's partnership with Equinox and Lululemon's post-workout branded personal care line.

Transparency

  • Consumers are now demanding transparency in both ingredients and pricing for personal care products.
  • The desire for increased transparency is a result of the increase in available information provided by the digital age and a lack of trust between consumers and brands.
  • One example of a personal care company capitalizing on the transparency trend is skincare brand The Ordinary from Deciem, which emphasizes "hyper-transparency" in their ingredients, manufacturing process, and pricing.

Research Strategy

Trends were determined based on their inclusion in multiple expert publications.
Part
02
of four
Part
02

Personal Care Trends - Packaging

Three trends in personal care packaging are ease of use, fashionable packaging, and product add-ons.

Ease of Use

  • Innovations in consumer care products that make the products easier to apply are increasingly popular.
  • This trend has two main drivers: the need for product differentiation and the desire of consumers to have a more convenient personal care routine.
  • One example of this trend is Method brand soaps, which come in sturdy, appealing rigid containers with built-in pumps. Additionally, Method offered soap pouches for consumers to refill these containers when they are empty.

Fashionable

  • Fashionable packaging, or packaging that follows current fashion trends in colors and materials, has become increasingly important for personal care products.
  • Driving this trend is the need for product differentiation and consumers that care more about the innovative appearance of their products.
  • One example of this is Ona New York, which drew consumers to their skincare brand with their premium glass packaging and clean, traditional appearance.

Add-Ons

  • A final trend in packaging for personal care products is the inclusion of add-on products, like applicators or product samples.
  • The trend is driven by the need for product differentiation.
  • One example of this trend is beauty company Albéa, which offers applicators within their makeup products.

Research Strategy

Trends were chosen based on their inclusion in multiple expert reports.
Part
03
of four
Part
03

Personal Care Trends - Product

Three trends in products in the personal care industry are beauty diversity, encapsulated products, and multi-function products.

Beauty Diversity

  • Beauty and personal care products that offer a wider range of shades and formulations for all races and ethnicities are currently in demand.
  • This is being driven by increasing discretionary spending power among women around the world, as well as a new, modern definition of beauty that includes embracing personal differences and multiculturalism.
  • Examples of personal care brands offering products that reach a wider-range of diverse consumers include Fenty Beauty, Uoma Beauty, and Tarte Cosmetics, among others.

Encapsulated Products

  • Single-dose skincare capsules are a new trend in personal care products, having first become popular in Europe and now moving to the US. Encapsulated products are more resistant to sunlight and air exposure, making the products last longer.
  • The trend is being driven by consumer desire for convenient, easy-to-use personal care products.
  • Examples include Evelom Cleansing Oil Capsules and FUR Bath Drops.

Multi-Function Products

  • Personal care brands are now offering products that offer multiple functions in one product.
  • This trend is driven by consumers wanting products that meet all their needs (greater personalization) and are still quick and easy to apply.
  • One example of this is the St. Ives Gentle Smoothing Oatmeal Scrub & Mask, which can be used either as a face scrub or left on the skin for a short time as a face mask.

Research Strategy

Trends were determined based on their inclusion in multiple expert publications.
Part
04
of four
Part
04

Personal Care Trends - Industry

Four industry trends in the personal care market include overall market growth, growth in the APAC region, increased M&A activity, and growth of the skin care and cosmetics segments.

Overall Market Growth

  • The personal care market globally will see continued growth at a CAGR of 6.9% from 2019 to 2025.
  • This is being driven by an increase in disposable income worldwide, population growth, an increase in the employment rate for women worldwide, and a worldwide increase in the importance of and desire for high quality personal care.
  • An additional driver is the increase in male interest in personal care and beauty worldwide.

APAC Region

  • The personal care market in the APAC region is expected to see large growth in the upcoming years.
  • Driving this trend is a growing desire to maintain personal appearance in this region and a drastic increase in disposable incomes.

Mergers & Acquisitions

  • The personal care market is seeing an increase in merger and acquisition activity, especially with established brands purchasing and even developing startups.
  • This is being driven by the high value of the startup brands, which are attracting young consumers who want innovative products.

Skin Care & Cosmetics Segments

  • The skin care and cosmetics segments are the largest growing segments within personal care.
  • This is being driven by rising concern about skin care and a rising geriatric population, which are increasing the demand for UV protection and anti-aging products.

Research Strategy

Trends were determined based on their inclusion in multiple expert publications.
Sources
Sources