In 2025, beauty brands moved beyond their traditional product lines, blurring category lines to find new growth. Skincare, for example, continued to be a launchpad, with Eucerin entering Japan with a localised anti-aging range and Dove expanding into facial care in Brazil. Premium brands also leveraged adjacent categories, seen with Fenty Skin's body care launch at Ulta Beauty.
Haircare saw innovation with Schwarzkopf Gliss rolling out in the GCC and Shiseido advancing its 4MSK technology. Dyson entered the formulation space with its Chitosan™ Pre-Style Cream and Post-Style Serum, while Zara launched hair perfumes. Fragrance diversified further, with Balenciaga, Louis Vuitton, and COS entering beauty, and Dolce & Gabbana creating a luxury perfume for dogs, signalling a trend in niche, high-concept luxury items.
The convergence of wellness and beauty accelerated. Amway's Nutrilite™ Begin 30 programme combined supplements and lifestyle guidance. Kourtney Kardashian's Lemme brand expanded into weight-loss inspired supplements with GLP-1 Daily and hair growth formulas with Lemme Grow. L'Oréal also indicated interest in aesthetics and supplements, indicating established players are reassessing boundaries.
Retail partnerships proved crucial for scaling new concepts. DAISE launched at Target after an Ulta debut, and The Ordinary expanded to Amazon Premium Beauty. Essence Makeup secured a Walmart rollout, and AESTURA debuted at Sephora Australia. Collaborations also drove differentiation, with &be partnering with Pokémon for a Japan-only sunscreen line.
Brands also explored new consumer segments and use cases. MGA Entertainment and Target launched clean beauty for children with Mini Glam™. Rexona partnered with Martha Stewart for a whole-body deodorant in Australia. Birkenstock expanded its Care Essentials line into full-body skincare and foot wellness.
This broad expansion shows an industry comfortable redefining beauty. Growth came from exploring new categories and consumer rituals, not simply replicating existing products. For salon owners, this signals a market where embracing diverse service offerings and cross-category product knowledge is key to staying relevant.
