In July, representatives from Advantage Solutions’ Beauty Center of Excellence sales team attended Cosmoprof North America, a leading B2B beauty trade show, in Las Vegas. Now in its 19th year, some 32,000 beauty retailers, investors, distributors and suppliers mingled with more than 1,100 brands exhibiting their products. The show offered a look at the best the beauty industry has in key segments from skin, hair and nail care to toiletries, organic beauty products, tools, accessories and professional retail and distribution.
The Beauty Center of Excellence team took note of new beauty brands on the market, some revolutionary technologies and product innovations, and examined new channels for manufacturing and packaging. Here are six trends they believe will shape the beauty and wellness market this year.
From Skin Health to Joyful Packaging: What’s Next in Beauty
- Hold the water: Removing water in beauty and wellness products continues to trend. Beyond formulations, consumers are also turning to water filters for improved hair and skin outcomes. Enhanced with vitamin C and aromatherapy, these products emphasize holistic wellness and sensorial experiences.
- Made for melanin: Brands are breaking away from “multicultural” shelving in favor of polycultural solutions. As Tom Moran of Advantage notes, true inclusivity means incorporating all skin tones and hair types into the main set — not isolating them.
“Don’t put people in buckets. Start thinking mainstream,” says Moran. “You shouldn’t have to go over to that 4-foot section between auto and hardware in a store to find your products.”
- “Techspert” tools: Technology is raising the bar for at-home skin solutions. Red light therapy, wave frequency, and multi-mode tools deliver professional-grade results with versatility and convenience.
- Cosmetic procedure-lite: Products now promise results that mimic cosmetic procedures — from collagen boosters to post-treatment care. As Moran explains, today’s brands are meeting demand by solving for specific need states: pigmentation, scarring, aging, dryness and more.
- Sensitive beauty: With more consumers managing eczema, dermatitis and sensitivity, clean, microbiome-friendly ingredients are in demand. Robin Wethli of Advantage emphasizes the shift: “People don’t want to put a lot of chemicals on, or in, their bodies.”
- Joy and fun: Brands are tapping into emotion with playful packaging, vibrant colors and customization. Gen Z leads this trend, seeking self-expression and a break from minimalism fatigue.
These themes reflect evolving consumer and retail industry trends that will influence how beauty products are developed, marketed and merchandised in 2024 and beyond.
