As we stand on the brink of a new year, one question is buzzing through the beauty and personal care industry: What’s next? With an audience that’s both informed and empowered, consumers today are looking beyond simple promises; they want tangible results, ingredient transparency, and sustainable practices.
At Stephenson, we predict that 2025 will be the year of more mindful beauty choices, with consumers actively choosing products that offer them control, cater to their unique features, and respect the planet.
Let’s dive into three of the biggest trends we see shaping formulations and product development in the year ahead!
Taking control over beauty choices
For nearly six years, dermal fillers were all the rage, with consumers using them to shape, plump, and smooth. But recently, a shift is underway. Many consumers are rethinking fillers and non-surgical enhancements, opting instead to highlight their natural beauty and individuality. 1
This shift comes amid rising awareness of the risks associated with unregulated cosmetic treatments. A recent BBC News report noted that, in the UK, non-surgical cosmetic procedures remain largely unregulated, with Scotland reported as having one of Europe’s highest rates of unqualified practitioners offering these services.2 The consequences of poorly performed procedures can be severe, including infections, blocked arteries, and even blindness, sparking a call for better consumer protections and legislative action.3
The trend toward natural beauty is more than a reaction to health concerns; it’s also about aesthetics. A 2023 audit by the British Association of Aesthetic Plastic Surgeons (BAAPS) reported a 27% decline in filler procedures compared to the previous year.4 Clinicians are finding that fillers may last far longer in the face than previously thought, causing many consumers to reconsider their options as they seek a balanced, harmonious appearance.
At Stephenson, we support this shift towards safe, natural beauty solutions.
Our Durosoft range, made of naturally derived polyglyceryl esters, is perfect for creating skincare formulations that promote anti-aging and moisturisation without invasive treatments. We believe in empowering consumers to embrace and care for their unique skin and features safely and effectively, with products that support healthy ageing and natural beauty.
A focus on climate-conscious choices
The future of beauty isn’t just about looking good – it’s about doing good. According to Mintel’s 2025 Global Beauty and Personal Care Trends, sustainability is no longer a luxury or an option: it’s a basic expectation. Beauty consumers are now holding brands to a high standard, seeking products that are sustainable and socially responsible, all without compromising on performance.5
This shift has led to a growing interest in ingredients produced through green chemistry, including esterification and the use of sustainably sourced botanicals. Raw materials certified by the Roundtable on Sustainable Palm Oil (RSPO), for instance, are becoming standard as the beauty industry moves towards greater sustainability. As climate change impacts continue to intensify, consumers are looking for brands that align their ethics with high-performance formulations, making eco-ethical standards an integral part of their purchasing decisions.
At Stephenson, we’re fully invested in this mission. Our products, from Melt & Pour soap bases to Syndopal syndets, use RSPO-certified oils and natural ingredients to deliver sustainable personal care bases without compromise.
We’ve also set a goal to achieve water-zero status by 2035, meaning we aim to significantly reduce or repurpose water consumption in production processes. For us, this is a major step in embracing the future responsibly and helping consumers make choices that protect both their beauty and the planet.
Beauty across all ages: Prevention over repair
The rise of natural beauty is also shifting the focus towards longevity and prevention, with consumers of all ages seeking products that support skin health over time. Younger consumers, for example, are now embracing multifunctional products that offer simplicity and convenience, reflecting a desire to build an effective skincare routine early on. This trend is sparking a more integrated approach to beauty, with an emphasis on nurturing rather than merely correcting.
As anti-ageing concepts evolve, consumers are increasingly aware of skin-aging factors like stress, dehydration, UV exposure, and environmental pollutants.5
To meet these evolving needs, brands are designing “no-brainer” products that are simple, effective, and easy to integrate into a routine. Stephenson’s semi-finished soap bars, such as those made with gentle, nourishing ingredients like goat milk, are crafted with these values in mind, making skincare accessible and effective for people of all ages. Similarly, our Syndopal range is tailored to promote healthy skin and hair with formulations that are gentle enough to use daily.
How Stephenson can support your formulation journey
As 2025 approaches, we anticipate a collective shift toward a ‘back-to-basics’ approach, where beauty routines centre on simplicity, sustainability, and well-being.6 DIY beauty is also making a comeback, as consumers embrace products that empower them to enhance their beauty at home. This trend aligns with a movement away from medical-grade and highly processed cosmetics towards pure, minimalistic ingredients.
At Stephenson, we’re here to help you stay ahead of these shifts. Contact our team today if you require additional information or formulation assistance.
