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In this episode of In Conversation With, Global Cosmetics News explores how Millennials—the generation that helped transform the modern beauty industry—are redefining cosmetics as they move into midlife. From the rise of independent beauty brands and ingredient-led skincare to digital-first discovery and wellness-focused products, Millennials have played a defining role in shaping consumer expectations, brand strategies and product innovation.

Now, their priorities are evolving. Healthy ageing, hormonal wellbeing, scientific efficacy and long-term skin health are becoming increasingly important, presenting manufacturers, ingredient suppliers and beauty brands with a new challenge: responding to changing consumer needs while maintaining the authenticity, transparency and innovation that Millennials have come to expect.

Elvira Ruppel – Product Manager, CLR Berlin, bringing an ingredient supplier's perspective on formulation innovation, scientific efficacy and the changing demands of beauty brands.

Estée Lalonde – Founder, Mirror Water, offering insights into brand development, consumer expectations and the growing relationship between beauty, wellness and self-care.

Viktor Konovalov – CEO & Co-Founder, PokPok.AI; Creative Director, Dragons Rouge, bringing expertise in artificial intelligence, consumer behaviour, digital innovation and brand strategy.

Millennials helped establish many of the trends that now define the global cosmetics industry, from independent beauty brands and ingredient transparency to inclusive marketing and wellness-led product development.

However, as this generation moves into midlife, its priorities are evolving. Healthy ageing, hormonal changes, skin health and long-term wellbeing are becoming increasingly relevant, creating opportunities for brands to move beyond conventional anti-ageing messaging.

The discussion examines how brands can remain culturally relevant to Millennial consumers without chasing every short-lived trend.

For manufacturers and brand owners, the challenge is to develop products that reflect changing skin, hair and body needs while maintaining the values that originally attracted this generation.

The commercial opportunity lies in recognising that Millennials are not abandoning their interest in beauty innovation. Instead, they are looking for products that offer greater relevance, credible performance and long-term value.

Millennials were among the first generations to embrace digital beauty discovery, moving from blogs and online reviews to social media, influencer recommendations and direct-to-consumer shopping.

Now, artificial intelligence, diagnostic tools and personalised recommendations are creating new opportunities for brands to understand consumers and develop more targeted products.

The discussion examines how technology is changing the way Millennials discover, evaluate and engage with cosmetic products.

For ingredient suppliers and manufacturers, technological advances are also influencing how cosmetic ingredients are researched, tested and brought to market.

Three areas of innovation are particularly relevant:

Consumer engagement: Using AI and digital technology to deliver more relevant product discovery and recommendations.

Ingredient innovation: Improving research, testing and the development of cosmetic ingredients.

Product personalisation: Creating beauty experiences and formulations that respond to individual consumer needs.

For B2B businesses, the challenge is to identify where technology delivers measurable value rather than simply introducing additional complexity into product development or marketing.

Millennials have consistently challenged the cosmetics industry to become more transparent about ingredients, sourcing, sustainability and product claims.

This demand for accountability has influenced everything from product packaging and marketing language to ingredient selection and formulation development.

At the same time, changing regulatory frameworks are creating additional considerations for brands, manufacturers and ingredient suppliers operating across international markets.

The discussion explores how regulatory developments are influencing the way products are developed, tested and marketed.

For ingredient suppliers such as CLR Berlin, these changes raise important questions about ingredient innovation, efficacy testing and the scientific evidence required to support product claims.

For beauty brands, regulatory compliance must also be balanced against the need to innovate and respond quickly to changing consumer expectations.

The discussion considers how businesses can strengthen consumer confidence through:

clearer ingredient communication

credible and substantiated product claims

responsible sourcing and formulation

transparency around product performance

regulatory compliance across international markets.

For Millennials, brand values and product credibility remain important considerations. For businesses, building trust requires consistency between marketing messages, product performance and the evidence supporting cosmetic claims.

Millennials helped bring ingredient-led skincare, wellness-focused personal care and inclusive beauty into the mainstream.

As this generation moves into midlife, the focus is evolving towards products that address changing skin, hair and body needs while delivering convenience, efficacy and genuine value.

The discussion examines how these expectations are influencing the types of products, formulations and ingredient solutions that brands are asking suppliers to develop.

Healthy ageing and hormonal wellbeing are becoming increasingly relevant to product positioning, alongside demand for scientifically supported performance.

However, innovation must also respond to wider consumer considerations, including affordability, ingredient transparency and ease of use.

For manufacturers and brand owners, this creates several important product development priorities:

Healthy ageing: Supporting changing skin needs without relying on outdated anti-ageing narratives.

Hormonal wellbeing: Recognising how changing life stages may influence skincare and personal care requirements.

Ingredient efficacy: Prioritising formulations supported by credible scientific research.

Convenience: Developing products that integrate easily into everyday routines.

Affordability: Balancing product performance and innovation with consumer expectations around value.

For businesses, the opportunity lies in creating products that combine scientific credibility with genuine consumer relevance.

However, innovation must also respond to wider consumer considerations, including affordability, ingredient transparency and ease of use.

For manufacturers and brand owners, this creates several important product development priorities:

Healthy ageing: Supporting changing skin needs without relying on outdated anti-ageing narratives.

Hormonal wellbeing: Recognising how changing life stages may influence skincare and personal care requirements.

Ingredient efficacy: Prioritising formulations supported by credible scientific research.

Convenience: Developing products that integrate easily into everyday routines.

Affordability: Balancing product performance and innovation with consumer expectations around value.

For businesses, the opportunity lies in creating products that combine scientific credibility with genuine consumer relevance.

Looking beyond 2026, the discussion turns to the next phase of Millennial beauty consumption.

As this generation enters midlife, healthy ageing, hormonal wellbeing, scientific efficacy and personalisation are expected to become increasingly important considerations for the cosmetics industry.

Rather than returning to traditional messaging focused on correcting the visible signs of ageing, brands have an opportunity to develop more positive approaches centred on skin health, wellbeing and long-term performance.

The discussion considers how consumer insight, ingredient innovation and technology can help businesses anticipate these changing needs.

For brand owners, the challenge will be maintaining cultural relevance while developing products that reflect a more mature and increasingly selective consumer.

For ingredient suppliers, opportunities may emerge from growing interest in scientifically supported formulations and targeted solutions for changing skin needs.

Meanwhile, AI and digital innovation offer potential new ways to understand consumer behaviour, improve personalisation and strengthen relationships between brands and their customers.

The central question is how the industry can continue evolving alongside Millennials without abandoning the transparency, authenticity and inclusivity that helped define their influence on modern beauty.

The episode explores five priorities likely to influence the next phase of Millennial beauty:

Healthy ageing and hormonal wellbeing: Greater attention to products designed around changing skin and body needs, with a shift away from traditional anti-ageing narratives.

Science-led formulation: Increasing emphasis on ingredient efficacy, research, testing and credible product performance.

AI and personalised beauty: Greater use of technology to support product discovery, consumer engagement and individualised beauty experiences.

Transparency and regulatory responsibility: Continued focus on responsible formulation, substantiated claims and compliance with evolving regulatory frameworks.

Performance, convenience and value: Demand for products that deliver meaningful results, fit into everyday routines and justify their price.

For manufacturers, ingredient suppliers and brand owners, understanding these evolving expectations will be essential to identifying opportunities for product innovation and long-term growth.

As Millennials enter their next life stage, the industry must respond with solutions that combine scientific credibility, consumer understanding and genuine relevance.

As Millennials enter midlife, the cosmetics industry faces a new phase of consumer demand driven by healthy ageing, hormonal wellbeing and science-backed performance. This episode explores how AI, ingredient innovation, regulatory developments and changing purchasing priorities are reshaping cosmetics—highlighting opportunities for manufacturers, suppliers and brand owners to remain relevant to one of the industry's most influential consumer generations.

In this episode of In Conversation With, Global Cosmetics News explores how Generation Z is redefining the global cosmetics and personal care industry.

Digitally fluent, highly informed and increasingly influential, Gen Z consumers are transforming how beauty products are discovered, researched, evaluated and purchased. Affordability remains important, but this generation also expects performance, ingredient transparency and authentic brand values—often prioritising these factors over hype and celebrity endorsements

Joining the conversation are Mallory Huron, Director of Beauty & Wellness at Future Snoops, and Florence Roghe, Founder of Collateral Projects and an NPD Beauty Specialist, who explore the changing behaviours and expectations shaping Gen Z’s relationship with beauty.

From scrutinising ingredient lists and consulting AI to checking TikTok reviews before making a purchase, Gen Z has access to an unprecedented amount of beauty information. This is creating a more discerning consumer who expects products to perform and brands to provide the information needed to make informed purchasing decisions.

The conversation also examines how AI, social commerce, influencers and user-generated content are transforming the path to purchase. Technology is making product discovery and shopping increasingly seamless, while personalised recommendations and AI tools are giving Gen Z greater control over how they build their beauty routines.

As Gen Z matures, its influence will extend beyond individual trends and products. The panel predicts growing demand for personalisation, flexibility and self-expression, with AI supporting product discovery while human and emotional connections remain central to the beauty experience.

For manufacturers, brands and retailers, success will depend on delivering genuine value without sacrificing performance, backing innovation with credible evidence and translating brand values into meaningful action.

In this episode of In Conversation With, Global Cosmetics News explores one of the beauty industry's fastest-emerging consumer groups: Generation Alpha. While most Gen Alpha consumers are still children, their growing influence on beauty trends, family purchasing decisions and future brand loyalty is already reshaping the cosmetics industry.

From the rise of "Sephora Kids" and growing concerns around cosmeticorexia to the impact of AI, social media and evolving regulation, manufacturers, brands and retailers face a new challenge: engaging younger consumers responsibly while earning the trust of both children and their parents.

Julia Wray – Freelance journalist and former Cosmetics Business Editor, bringing extensive knowledge of the global beauty industry and emerging consumer trends.

Dr Tiina Meder – Dermatologist and Founder of Meder Beauty by Dr Tiina Meder, offering a medical and scientific perspective on skin health, education and age-appropriate skincare.

Sam Farmer – Founder of Sam Farmer Young Adults Skin Care, whose brand has been developed specifically for young skin and the changing needs of younger consumers.

One of the biggest misconceptions is treating Generation Alpha as a single demographic. As Julia Wray points out, the generation currently spans toddlers through to teenagers, creating dramatically different needs and purchasing behaviours.

For younger children, products are chosen by parents and driven by gentleness, safety and playful packaging. As consumers move into their teenage years, effectiveness, fragrance, brand identity and social influence become increasingly important.

At the same time, Gen Alpha is proving to be exceptionally brand aware, commercially confident and influential in family purchasing decisions.

"Beauty is already ranking among the categories Gen Alpha most wants to spend their parents' money on." – Julia Wray

Throughout the discussion, all three panellists emphasise that education—not product proliferation—must become the industry's priority.

Dr Tiina Meder expresses concern that children are becoming preoccupied with appearance before understanding the basic function of healthy skin.

Instead of following TikTok routines or influencer recommendations, young consumers need to understand:

Sam Farmer echoes this approach, arguing that puberty—not social media trends—should determine skincare needs.

"Teenagers don't need complicated routines. They need cleansing, moisturising, sun protection and simple education." – Sam Farmer

Generation Alpha is the first generation to grow up surrounded by AI, smartphones and social commerce.

Technology is changing how younger consumers:

However, the panel also warns that AI-powered skin analysis and diagnostic tools are not yet designed for younger skin.

Dr Tiina Meder highlights the growing number of children receiving inaccurate age assessments and inappropriate ingredient recommendations through AI-powered skin analysis.

"Technology should help educate young consumers—not encourage unnecessary treatment." – Dr Tiina Meder

Meanwhile, Julia Wray expects augmented reality, AI and personalised digital experiences to become standard parts of the beauty journey as Gen Alpha matures.

One of the strongest themes throughout the discussion is the need for manufacturers to develop products specifically for younger skin rather than adapting adult beauty routines.

Sam Farmer argues that brands should ignore short-term ingredient trends and instead focus on proven cosmetic science and physiology.

He also challenges unnecessary ingredient claims, highlighting examples where products containing ingredients such as hyaluronic acid are marketed to teenagers despite offering little meaningful benefit to naturally youthful skin.

Dr Tiina Meder agrees that formulation should prioritise safety over novelty.

Manufacturers face the challenge of balancing:

The panel expects increasing scrutiny around products marketed to younger consumers.

Julia Wray highlights major developments including:

Dr Tiina Meder believes regulation alone will never solve the issue.

Instead, responsibility must be shared across the industry—from formulators and dermatologists to retailers, educators and digital marketers.

Sam Farmer agrees, arguing that brands themselves must take greater responsibility for explaining what cosmetic products can—and cannot—do.

"If a skin concern becomes medical, brands should guide consumers towards healthcare—not simply another cosmetic product." – Sam Farmer

The panel predicts that the next phase of Gen Alpha beauty will be shaped by:

Featuring: Jane Palmer, CEO, Nature Coatings; Elodie Carpentier, General Manager & Co-Founder, Le Rouge Français; and Shiyan Zering, Senior Research Analyst, Mintel

The color cosmetics sector is entering a new phase of transformation. While creativity, self-expression and trend-led innovation remain central to the category, brands are increasingly navigating economic uncertainty, changing consumer expectations, sustainability demands and evolving regulations.

In this episode of In Conversation With, industry experts discuss how value, trust, ingredient transparency, artificial intelligence and regulatory change are reshaping the future of makeup and creating new opportunities for brands that can successfully balance performance, sustainability and consumer confidence.

Consumers remain engaged with color cosmetics, but purchasing decisions are becoming increasingly selective.

According to Mintel's Shiyan Zering, value today extends far beyond price. Consumers are evaluating products based on:

As beauty routines become more streamlined, consumers are less willing to experiment with products that fail to deliver immediate results.

Pull quote: “Growth will come from solving everyday frustrations rather than chasing trends.” — Shiyan Zering

For brands, this creates opportunities to focus on wear performance, comfort, shade matching and products that simplify daily routines.

Demand for natural, transparent and non-toxic formulations continues to grow, particularly among younger consumers who are becoming increasingly knowledgeable about ingredients.

Jane Palmer believes sustainability and safety are no longer premium differentiators but baseline expectations.

Consumers increasingly expect:

Pull quote: “Consumers want proof, not promises.” — Jane Palmer

Elodie Carpentier adds that color cosmetics still lags behind skincare when it comes to certified natural and organic formulations, creating opportunities for further innovation.

Artificial intelligence is transforming both the consumer experience and product development process.

On the consumer side, technologies such as:

are helping reduce purchasing uncertainty and improve confidence.

Behind the scenes, AI is accelerating innovation by helping brands:

Pull quote: “Technology works best when it removes friction and helps consumers make confident decisions.” — Shiyan Zering

While sustainability remains important, consumers increasingly view it as an expectation rather than a differentiator.

The panel agrees that performance remains the primary driver of purchase decisions.

Poor-performing products that are abandoned before use create unnecessary waste and undermine sustainability efforts.

For ingredient suppliers, this means delivering sustainable alternatives that match or exceed conventional performance standards.

Jane Palmer highlights growing interest in:

Pull quote: “Price, performance and transparency have to work together.” — Jane Palmer

The industry continues to adapt to increasing scrutiny around:

Rather than slowing innovation, the panel views regulation as a catalyst for change.

New regulatory requirements are encouraging suppliers and brands to develop safer, more sustainable alternatives while improving transparency across the value chain.

Pull quote: “Regulatory pressure is forcing the industry to innovate faster and more responsibly.” — Elodie Carpentier

The panel identified several themes likely to shape the category in 2026 and beyond:

Together, these trends point towards a color cosmetics market where trust, performance and sustainability must work hand in hand.

This discussion explores how the color cosmetics industry is evolving beyond trends, with expert insights into consumer behaviour, clean beauty, artificial intelligence, sustainable innovation and regulatory change. For brands, suppliers and formulators, it offers a valuable look at the forces shaping the category in 2026.

In this episode of In Conversation With, Global Cosmetics News turns its focus to the global personal care market—a category forecast to reach US$167bn between 2023 and 2028, but one now operating in an increasingly volatile and resource-constrained environment. Just months into 2026, geopolitical disruption, inflationary pressures and supply chain instability are already reshaping how brands source, formulate and scale products.

Against a backdrop of rising raw material costs, oil price volatility and growing sustainability expectations, the industry is being forced to rethink efficiency, resilience and long-term value creation. The conversation explores whether this moment could accelerate a more circular, lower-impact approach to personal care.

• Jo Chidley – Founder, Beauty Kitchen UK & Reposit

Consumers may not always describe their purchasing decisions as “sustainable,” but Cope argues they are increasingly experiencing climate change and environmental degradation through a personal lens—whether through rising costs, pollution exposure or disruptions to everyday life.

“People are experiencing climate change as an economic threat and an existential health threat.”

This is fuelling what Cope describes as the “meconomy”: consumers embracing lower-impact products when there is a clear personal benefit, such as saving money, reducing waste or improving wellbeing. Rather than rejecting sustainability, consumers are demanding solutions that feel tangible, local and immediately relevant to their lives.

From the ingredient perspective, Enaux says brands remain committed to carbon reduction goals and are increasingly scrutinising product carbon footprint (PCF), biodegradability and bioaccumulation.

“The challenge today is to keep the function while reducing the carbon impact.”

This is accelerating demand for bio-based, multifunctional ingredients capable of delivering multiple formulation benefits at once—reducing complexity, lowering transport impact and improving efficiency. Suppliers are also responding to growing instability in fossil-derived supply chains by developing more predictable, bio-based sourcing models less exposed to geopolitical disruption.

At the same time, both consumers and formulators are moving towards “less but better” product design, favouring concentrated formulas, fewer fillers and more performance-led ingredients.

For Chidley, the biggest opportunity lies not in isolated product innovation, but in redesigning the systems surrounding consumption.

“The risk with technology is that we use it to make an old system go faster.”

Drawing on her experience with refill and return systems through Reposit, Chidley argues that many technically successful refill models fail because the wider infrastructure—collection, convenience and standardisation—has not been built to support scale adoption.

She believes the next phase of circularity will depend on industry-wide collaboration, moving beyond single-use packaging towards systems that reward participation, strengthen loyalty and create measurable commercial value. Beauty Kitchen’s retail partnerships, for example, have demonstrated that return systems can drive repeat visits and increase customer spend without additional discounting.

Innovation in personal care is shifting away from constant newness and towards efficiency, concentration and resource reduction. Cope highlights growing consumer interest in waterless and highly concentrated formats that position sustainability as a performance advantage—not a compromise.

“There’s no water, no filler—consumers are paying for more active ingredients.”

This aligns with broader consumer expectations around value and intentional purchasing, as brands increasingly frame lower-impact formulations as superior, more potent and more economical to use.

The panel agrees that consumer trust is becoming increasingly tied to transparency and credible sustainability communication. Cope points to rising demand for clearer, more standardised environmental labelling—similar to nutrition scoring systems—while Enaux warns that sustainability claims must move beyond offsets and vague messaging.

“Consumers want to feel they are paying for something real—not paperwork.”

Meanwhile, Chidley argues that regulation should not be viewed as a burden, but as a framework for redesigning systems more effectively. She stresses that the industry already understands many of its core sustainability challenges and should move proactively—rather than waiting for legislation to force change.

“Progress is still fragmented because businesses are responding individually rather than aligning around shared solutions.”

The panel predicts the next phase of personal care growth will be shaped by:

Intentional consumption, driven by value, durability and reduced waste

Chidley also predicts that collective action—not just individual brand responsibility—will become a core competitive advantage, particularly as regulation and consumer expectations intensify.

Bottom line: Personal care in 2026 is being reshaped by geopolitical disruption, rising operational pressure and growing sustainability expectations. The brands best positioned to succeed will be those that combine efficiency, transparency and circular thinking—while proving that lower-impact products can also deliver stronger value and performance.

In this episode of In Conversation With, Global Cosmetics News turns its focus to the global sun care market—a category that remains central to beauty, but is becoming more structured, disciplined and strategically driven. Valued at US$14.6bn in 2026 and projected to reach US$22bn, sun care growth is being shaped less by hype and more by strong portfolio management, retail execution, regulatory compliance and dependable seasonal demand.

As the category evolves, brands are being challenged to balance performance, sensory appeal, transparency and compliance—while responding to rising consumer expectations around sustainability, trust and everyday usability.

This Month’s Expert Panel

Jennifer O’Hara – Director of Technical Marketing and Commercialisation, INOLEX

Dr Inna Szalontay – Dermatologist & Founder, Libi & Daughters

Key Takeaways for B2B Leaders

1. Sun Care Moves from Basic Protection to Daily Skin Strategy

Consumers are no longer satisfied with seeing “SPF 50” on-pack and taking it at face value. According to Dr Inna Szalontay, today’s more skin-literate consumer wants to know how a product protects, what else it does for the skin, and how it supports long-term skin health.

“They do not ask for sunscreen anymore. They want sun strategy products that work.”

This is pushing the category beyond basic sun protection and into skin longevity, with rising demand for multifunctional formats including tinted SPF, barrier-support SPF, antioxidant-led formulas and products designed for specific use cases such as post-treatment skin, pigmentation-prone consumers and everyday urban wear.

2. Sensory Performance Is Now a Compliance Issue Too

Jennifer O’Hara argues that one of the biggest barriers to better sun care adoption is not just innovation, but education. Consumers want safe, reliable sunscreens, but confusion around filters and misinformation continues to affect uptake—particularly in the US.

“The best sunscreen is the one that you’re going to use.”

For suppliers and formulators, this makes sensory performance critical. If a sunscreen feels heavy, chalky or greasy, consumers are less likely to apply it consistently. The opportunity lies in creating lighter, more elegant and multifunctional formats that fit seamlessly into everyday routines and encourage habitual use.

3. Multifunctional Innovation Is Reshaping Product Development

Innovation in sun care is increasingly focused on efficiency, formulation quality and usability, rather than constant novelty. O’Hara points to growing interest in hybrid sunscreen systems, improved film formers, solubilisers and biodegradable performance ingredients that can deliver better wear, water resistance and comfort.

Szalontay adds that the next phase of formulation is about more than UV filters alone. New product development is increasingly incorporating DNA-repair enzymes, advanced antioxidants, encapsulation technologies and other ingredients aimed at supporting broader biological protection.

“Sun care is no longer just about filters. It’s about complete biological protection of the skin.”

At the same time, simplification is becoming more important: fewer ingredients, fewer steps, but smarter and more purposeful formulation.

4. Sustainability Demands More Than ‘Reef-Safe’ Language

Environmental scrutiny is intensifying across the category, especially around reef impact, packaging, lifecycle transparency and ingredient sourcing. Maggie Spicer notes that while consumers increasingly want “reef-safe” sunscreen, the term itself remains poorly standardised and scientifically contested.

“Consumers really want to see brands talk about this. We’re just still at a very early stage of having the right information and discourse.”

This leaves brands navigating a complex middle ground: consumers are asking valid questions, but the industry is still developing the tools and language needed to answer them credibly. As a result, ESG strategy in sun care is shifting towards broader transparency, with greater attention on biodegradability, lifecycle assessments, responsible ingredient sourcing and backend manufacturing impact—not just end-of-life packaging claims.

5. Regulation Is Becoming a Competitive Advantage

Sun care remains one of the most highly regulated categories in beauty, and complexity is only increasing. Differences in approved UV filters across markets, stricter testing requirements and growing scrutiny of both performance and sustainability messaging are all shaping NPD timelines and portfolio strategy.

“Strong brands that invest in clinical data and transparent communication will stand out.”

For O’Hara, regulatory alignment is also opening new formulation pathways, especially in the US market where the anticipated approval of new UV filters could significantly expand innovation opportunities. But as Spicer points out, claims governance must extend beyond SPF efficacy alone.

“Brands need a universal claims validation system—not one standard for performance claims and another for sustainability.”

That means marketing, regulatory and operational teams must work more closely together to ensure claims are robust, credible and globally defensible.

Looking Ahead: Sun Care Beyond 2026

The panel agrees the next phase of growth will be shaped by:

Daily-use SPF that integrates seamlessly into skin care and skin longevity routines

O’Hara also sees room for more playful, sensorial product forms that still meet strict regulatory requirements, while Szalontay predicts sun care will become increasingly embedded into broader skin health protocols rather than remain a standalone seasonal category.

“Simplicity will be with purpose.”

Bottom line: Sun care in 2026 will be defined by precision protection, disciplined innovation and rising accountability. In a category where compliance, consistency and trust matter as much as novelty, the winners will be brands that combine strong fundamentals with better sensory experiences, clearer communication and credible environmental strategy.

In this episode of In Conversation With, Global Cosmetics News turns its focus to the global skin care market—long considered the engine room of the US$450bn beauty industry—now entering a more cautious, value-led phase of growth in 2026. After several years of rapid expansion driven by premiumisation, price increases and constant innovation, the category is being reshaped by economic uncertainty, market saturation and rising consumer scepticism.

As growth moderates, skin care success is becoming less about hype and more about proof, trust and measurable value—with consumers expanding their definition of beauty to include wellness, prevention and aesthetic treatments.

This Month’s Expert Panel

Florence Roghe – Founder, Collateral Projects

Key Takeaways for B2B Leaders

1. Proof Replaces Promise in a Post-Hype Market

Consumers are more informed—and more cautious—than ever. Rougue notes that shoppers are no longer persuaded by vague “clean” positioning or unsubstantiated claims. Instead, they expect science-backed efficacy, transparent storytelling, and brands with clear authority.

“Consumers want products that work, but also a journey they believe in—built on credibility.”

Personalisation is also rising in importance, with consumers looking for routines tailored to their specific needs—fuelled by AI-enabled analysis and diagnostic-led recommendations.

2. Claims Substantiation Becomes a Core Capability

Dr Treasure argues that the consumer “thirst for knowledge” is forcing brands to strengthen not only the science behind claims—but also the way evidence is communicated.

“Claims need to be supported more robustly than ever—and explained in a way non-scientists can understand.”

She highlights a growing industry shift towards tiered substantiation, where mechanistic in vitro data is paired with clinical and user trial results to demonstrate both how a product works and what it delivers. She also flags a weak point in the current system: efficacy is often measured when products are freshly made, with less attention paid to whether performance holds throughout shelf life.

3. Emotional Beauty Gains Ground Alongside Efficacy

At brand level, Close suggests the market is splitting into two distinct consumer mindsets: highly educated shoppers demanding evidence, and an increasingly vocal segment that is simply overwhelmed by complexity, trends and constant “fixing”.

“There’s a shift happening—from changing how you look to changing how you feel.”

This creates an opening for brands to build emotional relevance through simplicity, comfort, sensoriality and confidence—without abandoning credibility.

4. Tech-Powered Personalisation Must Be Useful, Not Gimmicky

AI is shaping skin care across diagnostics, routine-building, retail support and product development—offering new routes to personalisation and responsiveness. However, Roghe stresses that brands must balance innovation with trust, including ethical and privacy considerations.

“It can’t just be fun—it needs to support real performance and credible claims.”

Dr Treasure adds that advances in in vitro testing are expanding the innovation toolkit, enabling brands to validate activity in more human-relevant ways. She also points to a major next step: developing more diverse skin models (by ethnicity, age and skin biology) to better reflect real consumers—bringing personalisation into testing, not just marketing.

5. Sustainability and Regulation Move Upstream

Sustainability is now a baseline expectation, but Roghe argues it must be embedded far earlier in NPD—from sourcing and traceability to lifecycle design. She points to rising EU pressure and the growing relevance of tools such as the Digital Product Passport, alongside ongoing interest in refillables, waterless formats and upcycled ingredients.

“Sustainability can’t sit on the surface—it has to be built into every stage of the product cycle.”

Dr Treasure offers a cautionary view of the “natural” bias, highlighting batch variability, land-use competition and the trade-offs of crop-based ingredients—suggesting the industry may need to consider whether controlled cultivation (including hydroponics) or biomanufactured alternatives can offer more consistent and sustainable outcomes.

On compliance, Roghe warns that tighter restrictions and ingredient bans—particularly in the EU and US—are increasing the cost of reformulation and slowing speed to market for those who aren’t prepared.

“Regulatory readiness needs to be embedded early—otherwise it becomes an expensive disruption.”

Looking Ahead: Skin Care Beyond 2026

The panel agrees the next phase of growth will be shaped by:

Close highlights a key tension: consumers may swing away from extreme minimalism, but they will want products that do more—while remaining stripped back, transparent and genuinely effective.

“Trend-led skin care is short-sighted. Consumers are clocking onto it.”

Bottom line: Skin care in 2026 will be defined by predictive insight, protective science and planet-positive accountability, but growth will increasingly reward brands that can prove value, simplify complexity, and build trust—without losing emotional relevance.

In this episode of In Conversation With, Global Cosmetics News turns its focus to the global hair care market—one of beauty’s fastest-evolving categories. Valued at approximately US$110bn in 2025 and forecast to reach US$151bn by 2030, hair care is being reshaped by shifting consumer expectations, scientific advances, sustainability pressures and tightening regulation.

As the industry moves into 2026, hair care sits at the intersection of wellness, performance and planet-positive innovation, forcing brands and suppliers to rethink how products are formulated, positioned and brought to market.

Hair care is increasingly treated through a skin care and wellness lens, with consumers prioritising scalp health, hair retention, growth and barrier protection. Huron highlights how TikTok and peer-led education have fuelled a cultural obsession with hair health—positioning routines as both preventative care and emotional self-care.

“Elaborate routines aren’t just about results—they’re about ritual, wellness and control.”

With economic uncertainty extending time between salon visits, consumers are investing more heavily in DIY education and at-home maintenance, reinforcing demand for high-performance products that protect long-term hair health.

From a brand perspective, De Moraes stresses that Gen Z expectations are uncompromising. Products must deliver consistent, visible results and clearly substantiate their claims—without premium price inflation.

“Sustainability is expected, but performance and affordability still come first.”

Consumers are increasingly proactive in questioning ingredients, sensitivities and safety—often influenced by social media narratives—making clear, educational communication across all brand touchpoints essential.

Ingredient and formulation innovation is accelerating, particularly in biotechnology, bond repair, peptides and proteins. Huron notes growing interest in hair plumping and volumising technologies that deliver results without structural damage.

O’Hara adds that suppliers are prioritising multifunctional ingredients that balance performance, sensory experience and safety—while reducing formulation complexity.

“Performance is king—but it has to feel good, be safe, and do more than one job.”

AI is increasingly used to accelerate ingredient and concept development, though panellists agree it must complement—not replace—human insight, creativity and real-world testing.

Sustainability is no longer a selling point—it is a minimum requirement. Younger consumers expect recyclable packaging, cruelty-free positioning and responsible sourcing as standard, excluding brands that fail to meet the baseline from consideration altogether.

“Consumers may not say sustainability is the reason they buy—but if it’s missing, they won’t buy at all.”

Concentrated, waterless and solid formats continue to gain traction, though adoption remains gradual due to entrenched consumer habits and perceptions of value. Education, rather than innovation alone, is now the key barrier to scale.

Regulatory pressure is rising around ingredient safety, salon-use chemicals and hair growth claims, particularly in Europe. Huron predicts tighter enforcement on marketing language as scalp care and growth categories expand.

O’Hara notes growing demand for alternatives to silicones, phenoxyethanol and certain quats, positioning suppliers that anticipated regulatory shifts ahead of the curve.

“Being ahead of regulation protects both brand equity and speed to market.”

The panel agrees that 2026 will be shaped by:

“Hair care is no longer just cosmetic—it’s preventative, emotional and increasingly personal.”

Bottom line: Hair care in 2026 will be defined by smarter science, stronger protection and planet-positive progress, as brands navigate rising consumer sophistication, regulatory complexity and sustainability expectations—without losing sight of performance.

In-Conversation With – Global Cosmetics News Podcast

Navigating the Year Ahead for the Global Cosmetics Sector

In this flagship episode of In Conversation With, Global Cosmetics News host Siobhan Murphy is joined by leading B2B journalist Julia Wray to map out the business-critical forces that will define cosmetics innovation, regulation, sourcing, and consumer demand in 2026.

Whether you’re formulating, manufacturing, marketing, or retailing cosmetic products, this conversation delivers expert insight into the converging macro shifts—economic, technological, regulatory, and consumer-led—that will shape your next strategic move.

“Cosmetics in 2026 won’t be defined by isolated trends, but by how well businesses adapt to their convergence.” — Siobhan Murphy

Sector Signals to Watch

Consumer Demands Evolve

Longevity & Nutricosmetics

Innovation Through Technology

AI at Scale

“AI must be explained, not just used. Transparency builds trust in cosmetic innovation.” — Julia Wray

Clinical-Grade Devices

Regulatory and Supply Chain Landscape

Environmental Compliance Tightens

Trade, Tariffs & Risk Strategy

Strategic Movements & M&A Outlook

Key Takeaways for 2026

 Listen to the Full Episode

Gain strategic foresight into how the cosmetics sector will evolve across regulation, technology, sustainability, and consumer expectation.

How science, policy, and consumer shifts shaped a transformative year in cosmetics

Welcome to our Year-in-Review podcast episode where we explore the seismic changes that reshaped the global beauty and personal care industry throughout 2025. In a landscape defined by rapid technological advancement, policy reform, and evolving consumer values, our expert guests—

Welcome to our Year-in-Review podcast episode where we explore the seismic changes that reshaped the global beauty and personal care industry throughout 2025. In a landscape defined by rapid technological advancement, policy reform, and evolving consumer values, our expert guests—Amarjit Sahota, Founder of Ecovia Intelligence, and Maggie Spicer, Founder of Source Beauty—join host Siobhan Murphy to unpack the critical forces that are setting the stage for 2026.

Key Themes That Defined Beauty in 2025

Sustainability Becomes Non-Negotiable

Environmental concerns such as carbon footprint, plastic pollution, and biodiversity loss remained top of mind for both consumers and regulators. With inflation and the cost-of-living crisis squeezing purchasing power, brands had to deliver affordable sustainability—value-aligned offerings that meet performance expectations without greenwashing.

Scope 3 emissions reporting became the new norm, driven by ingredient suppliers offering life cycle analysis data. Meanwhile, refillables, bioplastics, and waterless formats solidified their place in packaging innovation pipelines.

Biotech and AI Go Mainstream

From precision fermentation to plant cell technology, biotech reached commercial scale—powering novel actives and alternatives to ingredients like palm and coconut oil.

Artificial Intelligence reshaped:

Regulation Tightens – and Fragments

This year marked a shift from voluntary sustainability to regulatory obligation.

In the EU:

While the Green Claims Directive was delayed, its intention signaled a hardening stance on greenwashing and eco-label proliferation.

In the US:

State-led frameworks drove enforcement in the absence of federal policy:

Supply Chain Resilience: A Strategic Imperative

Tech-enabled upstream visibility helped brands of all sizes identify risks related to:

Maggie Spicer emphasized that this visibility is now as much about business survival as it is about compliance.

What’s Next in 2026?

Consolidation Over Acceleration

With a year of disruption behind, 2026 is shaping up as a year of consolidation, where beauty companies will:

A Divided Path Ahead

Europe is doubling down on green regulation, while the US sees a regulatory pullback under current political leadership. The result? A growing divergence in sustainability standards and reporting norms—placing a premium on agility and localized compliance.

About the Series

In-Conversation With ... is the flagship podcast from Global Cosmetics News, exploring how innovation, regulation, culture, and sustainability are reshaping beauty and personal care.