Key takeaways
- Brand relevance in 2025 hinges on authenticity, innovation, and scientific validation.
- Fragrance is booming as a tool for emotional connection and self-expression.
- Topical products remain dominant, but ingestibles and transdermals are gaining traction.
- Mini strategics and cross-category collaborations are shaping the future of beauty.
- Investors seek visionary founders who combine efficacy with cultural insight.
Ahead of the Beautyworld Middle East event, which will take place in Dubai at the end of October, we spoke to Head of Beauty at Mintel Jane Henderson, who will be speaking at the event about how to turn an idea into a successful launch.
CosmeticsDesign-Europe (CDE): Hi Jane, what makes a beauty brand relevant in 2025?
Jane Henderson (JH): Remaining true to a brand’s core purpose while embracing innovation is the foundation of long-term relevance. Today’s leading brands are reimagining ingredients, weaving in compelling storytelling, investing in scientific validation, and exploring new technologies to stay ahead. Relevance comes not from chasing every trend, but from carefully balancing authenticity with agility — delivering trusted solutions in a landscape where consumers expect both transparency and novelty.
CDE: What advice would you give to the founder of an SME beauty brand in the current climate?
JH: Stay focused on what you stand for and what makes you different. Double down on your point of strength — your DNA — and then layer in innovation to keep your story fresh and meaningful. Don’t underestimate the value of consistency: when customers know what you represent, and see you evolve thoughtfully, they will reward that clarity with loyalty.
CDE: As beauty shoppers seek out more holistic routines and become more aware of science and efficacy, do you think ingestible skin care and hair care products will eventually become more important than topical beauty products?
JH: It really depends on the target audience. Men, for example, are typically less inclined to commit to routines they perceive to be too complicated and often favour simple, quick solutions. I don’t see topical products being displaced anytime soon; they remain the foundation of beauty routines because they deliver immediate, visible results and a sensory experience consumers love.
That said, innovation is happening at the intersections. Transdermal patches, for instance, are an exciting format that combines convenience with scientific rigour, appealing to consumers who want efficacy without complexity. Meanwhile, injectables, although growing, remain a cautious area for many strategic players due to regulation and consumer hesitancy. Ingestibles will continue to complement topical beauty, but I believe topicals will hold their primary position for years to come.
CDE: Why is everyone so obsessed with fragrance now? Why do you think this category is amassing such high sales?
JH: Fragrance has become one of the most emotionally resonant categories in beauty. Consumers are curating fragrance wardrobes in the same way they curate fashion — choosing scents to reflect mood, boost confidence, and enhance their personal identity in different social and professional settings. Scent has become a powerful tool of self-expression, a way of “branding yourself” every day.
We are also seeing innovation explode across the category, from niche perfumers offering unique olfactory experiences to home fragrance brands like Exuud, which has elevated the “in-home” experience with beautiful, healthy, high-end diffusers. Fragrance is no longer a finishing touch — it’s a lifestyle choice, an investment in personal wellbeing, and a powerful emotional anchor in uncertain times.
CDE: What’s coming next for the beauty industry?
JH: We’re entering an era where “mini strategics” are helping emerging brands break through by offering resources, expertise, and partnerships that were once only accessible to the biggest corporations.
We’ll also see more collaborations across categories, where beauty intersects with fashion, technology, and wellness, creating new experiences and platforms. And critically, storytelling is about to get smarter. Brands that can weave data, cultural insight, and authenticity into a coherent narrative will stand out in a crowded space.
CDE: You’re an investor in the beauty brand Trinny London. What would you look for when considering whether to invest in a beauty brand yourself?
JH: For me, it’s always about the people first. Strong founders with a clear vision and a passion for real innovation are what set brands apart. I look for entrepreneurs who understand not only the science and efficacy behind their products, but also the cultural shift they’re tapping into.
For example, I’ve been inspired by:
• Luna Daily, a brand democratising the feminine hygiene category and normalising conversations that have been hidden for too long. Founder Katy is leading a movement that is both empowering and commercially powerful.
• Zure Solaris, which is tackling post-sun and light exposure (photoageing) with an exquisite solar repair range. Founders Sam and Aaron have created a truly luxury experience that combines clinically proven ingredients with evocative fragrance.
• Sense Spa, which is elevating relaxation by connecting sound, sight, and scent. Consumers are increasingly seeking alternatives to less healthy lifestyle choices, and brands that deliver holistic, multisensory wellbeing will resonate.
These examples highlight the kind of innovation and leadership that excites me as an investor.
Mintel’s Head of Beauty Jane Henderson will be speaking at Beautyworld Middle East on 27th of October between 14:15 – 15:15. Henderson will join Florence Roghe, Founder and Director, Collateral Projects and Gaelle Dore, General Manager Middle East & India, Centdegres to discuss: Inside a Successful Product Launch – Strategy & Execution.
