The beauty industry is poised for dynamic transformation over the coming year due to changing consumer preferences, global influences, and technological advancements. The global beauty market is expected to grow to $758 billion by 2025, driven by consumer demand for sustainability, ethical practices, and multifunctional products, according to a recent McKinsey report.
“In 2025, beauty and functionality will be fused, with consumers demanding more from products, including sustainability, health benefits and ethically sourced products,” says Odor. If brands fail to adapt to these trends quickly, they risk falling behind in a competitive environment, said co-founder Karan Gupta.
We spoke to Ms. Gupta to find out her insights on the current beauty scene. From the rise of multifunctional products to the growing influence of nano-influencers, we explore a detailed roadmap for navigating the cosmetics and personal care products industry in 2025.
The rise of “beauty” and its global influence
One of the key trends identified by Gupta is the rise of ‘beauty’, where beauty products offer additional functionality beyond their original purpose. “Consumers are looking for beauty products with additional features,” explained Mr. Gupta.
“This has become evident through the emergence of products that are both makeup and skin care, such as liquid foundations with sunscreen properties,” he added. This trend will only accelerate as consumers become more conscientious in all aspects. ”
Regional influence, particularly from the Far East and West Africa, is also becoming more prominent. “These regions are known for using natural, organic ingredients that provide additional health benefits,” explained Mr. Gupta.
However, he cautioned brands to tread carefully when adopting cultural elements, saying: “Brands must truly understand their target market, avoid cultural appropriation, and reflect on their heritage and customer demands. We need to continue to be in harmony with the
Clean beauty: from trends to standards
Clean beauty is quickly becoming an industry standard, reflecting evolving consumer expectations for transparency and ethical practices. “Education in the marketplace is rapidly improving due to the way consumers conduct research through social media,” said Mr. Gupta. As a result, “brands need to be more transparent about their ingredients and processes,” he continued.
Authenticity is essential for brands to meet these demands. “No matter what products brands promote, they need to think very carefully about how their marketing campaigns will resonate against the backdrop of consumer expectations for transparency and authenticity.” He advised.
The booming beauty market for men
The men’s beauty market is expected to experience significant growth in 2025, presenting opportunities and challenges for brands. “Through our work with brands like Mattr Cosmetics and its founder Matthew Rodrigues, we are seeing an upward trend and believe the men’s beauty market is about to boom,” said Mr. Gupta.
Speed and reliability are critical for brands entering this space. “From a marketing perspective, that means identifying the right type of influencer that aligns with your brand values, building a engaged community, leveraging authentic UGC, and driving organic following. ” he shared.
He also highlighted important success stories. “We have the #1 men’s makeup brand on Amazon, and it’s also the fastest growing category on the site.”
Inclusivity and the power of nano-influencers
Inclusivity remains the driving force behind beauty, and consumers are demanding authentic representation. “Consumers want to sample products from people who look like them and can relate to them,” says Gupta.
The rise of nano-influencers has given brands the ability to connect more authentically with their audiences. “The challenge with this has always been whether we can work with them at scale,” he noted.
However, tools are now available to efficiently manage nano-influencer campaigns at scale. “For many enterprise brands, working with nano only makes sense if they can run large-scale campaigns simultaneously, which traditionally require significantly more resources to manage,” he added. I did.
Social media and instant shopping features
Social media trends, especially the dominance of short-form videos, are shaping brand strategy in 2025. “We expect short-form video to continue to dominate,” Mr. Gupta predicted. “Brands are starting to address this, but most don’t have a consistent strategy in place.”
Mr. Gupta also expects the potential for instant shopping to increase, especially among Gen Z consumers. “This is something we’ve already seen gaining momentum with the popularity of TikTok Shop, for example,” he noted.
Long-term partnerships with influencers play a key role. “Brands will continue to highlight their commitment to social and environmental causes by leveraging long-term relationships with content creators, rather than one-off campaigns,” Gupta explained.
Technology and AI: Competitiveness
AI and advanced technology are about to revolutionize beauty marketing. Emphasizing the potential for personalization at scale, Mr. Gupta said, “We think the biggest impact will be on content creation and enabling brands to personalize content at scale.” .
Therefore, “brands need to get ahead of the curve and start exploring now how to leverage AI tools to make their content more relevant and efficient,” he continued.
As an example, we explained how Odore’s platform is designed to help brands address these challenges. “Our technology allows us to seamlessly build and manage creator and ambassador programs at scale,” said Gupta. “Until recently, it was virtually impossible to manually manage 10,000 to 20,000 creators, but our platform makes it possible.”
Leading the world of beauty in 2025
To stay ahead in the competitive environment, Mr. Gupta emphasizes agility and community building. “Trends change daily, so brands need to be more flexible in their marketing strategies to respond to current trends,” he said. “Building a successful community takes time, but those who invest early will reap the greatest benefits.”
Mr. Gupta concluded with the following key insight: “The beauty industry is a marathon, not a sprint. To lead in 2025, brands will need to become more attuned to current trends and leverage technology to stay authentic and engaged.”
