beauty / Skin Care

One of the biggest winners in the years following the pandemic, the skincare category has started to normalise, with consumers looking for more instant results, niche brands and in-office treatments.

In June, BoF will honour six entrepreneurs shaping the future of the beauty industry at the third edition of The Business of Beauty Global Forum 2025. Apply for your chance to join us.

The brands driving the body care boom are using technology, innovation, fragrance and collaborations to make their personal care products covetable.

Growing concern around their long-term effects and fears of poor placement or technique are turning some consumers off from injectable fillers. There’s a new category of treatments that might fit the bill instead: biostimulators.

Brushes for makeup, hair, and even serum (really) are poised to go big in 2025.

Beaded, bedazzled and otherwise eye-catching charms have become something of a beauty craze, with brands across the price spectrum rushing to add charms to their offerings. Executed well, they don’t have to be a flash-in-the-pan moment.

It’s not just facial skincare that gets 10 steps or more these days as influencers drive demand for entire scalp, hair, body and hand care routines.

A new campaign shared exclusively with The Business of Beauty aims to shock and awe audiences… and remind them of the brand’s long history as a provocateur.