Consumers are demanding more from colour cosmetics, with performance and reliability now topping price points, according to Mintel's Shiyan Zering. As beauty routines simplify, shoppers are less inclined to buy products that don't deliver immediate, consistent results. This shift means brands must focus on products that streamline daily application and offer dependable wear.
Transparency around ingredients and ethical sourcing are also moving from desirable extras to fundamental expectations. Jane Palmer highlights that consumers now want tangible proof of claims, not just promises. While the skincare sector has made strides in certified natural and organic formulations, Elodie Carpentier notes colour cosmetics still presents significant innovation opportunities in this area.
Artificial intelligence is increasingly integrated, assisting consumers with AI-powered shade matching and personalised recommendations. Behind the scenes, AI accelerates product development by analysing demand and identifying ingredient trends, significantly shortening timelines.
Sustainability must be delivered alongside performance. Products that perform poorly and are discarded quickly negate environmental efforts. Ingredient suppliers are therefore tasked with providing bio-based pigments and traceable, regulatory-ready alternatives that match or surpass conventional standards, as Jane Palmer points out. The industry is also adapting to growing scrutiny on microplastics, PFAS, and misleading environmental claims. Rather than hindering progress, these regulations are a catalyst for developing safer, more responsible alternatives.
