Top 10 Beauty Industry Trends in the USA for 2025 & 2026
Aug 4, 2025
If the beauty industry were a person, it’d be that trendsetting friend who’s always on the cutting edge, constantly evolving and embracing new looks, whether it's their hair color, skincare routine, or even their tech-savvy way of shopping. From glittering skincare serums to futuristic 3D-printed makeup, the beauty world never seems to run out of ways to keep us hooked. But just when we thought we’d seen it all, the industry is stepping into some seriously uncharted waters. Is it sustainable beauty products market? AI-powered makeup? Or the rise of hybrid makeup routines? Spoiler alert: it’s all of that—and more!
As we approach 2025 and 2026, beauty brands are getting a major makeover, adapting to new consumer values, groundbreaking technologies, and a heightened focus on inclusion. The global beauty industry, valued at $450 billion, has been a dominant force in the consumer goods market for years. However, as the market matures, it's facing new challenges, including geopolitical and economic uncertainty, market saturation, and evolving consumer preferences. Despite these challenges, the industry remains dynamic, and in the coming years, beauty brands will need to adapt to changing consumer demands to continue growing.
So, buckle up! The beauty world is shifting gears, and these 10 US beauty trends are the ones that are bound to steal the spotlight. Welcome to the future of beauty—where skincare innovation meets inclusivity, and every product tells a story.
1. Personalized Cosmetics: The Rise of Custom Beauty
Consumers are increasingly seeking beauty products that cater to their individual needs, driving a rise in personalized cosmetics. The personalized beauty market is projected to reach $48.65 billion by 2030. Beauty brands are harnessing data and AI to offer tailored skincare and makeup solutions based on skin type, concerns, and preferences. Brands like Prose have already pioneered the trend by offering customized haircare products based on quizzes and advanced algorithms. As consumers demand more personalized experiences, beauty brands will invest heavily in tools that can analyze and deliver bespoke products.
2. Dermocosmetics: The Intersection of Beauty and Dermatology
The dermocosmetics market, which blends cosmetics with dermatological solutions, is expected to reach $146.4 billion by 2032. This trend focuses on science-backed products that address skin concerns like acne, sensitivity, and aging. CeraVe and emerging brands like Deconstruct are leading the way with scientifically formulated products that deliver proven results. As consumers become more health-conscious and skin care-focused, brands that offer effective, dermatologist-approved solutions will continue to thrive.
3. Natural and Organic Ingredients: Sustainability at the Forefront
With increasing awareness of the environmental impact of beauty products, consumers are seeking natural cosmetics, organic skincare, and eco-certified cosmetics. The global market for natural beauty products is poised to reach $59 billion by 2031. Cruelty-free brands and other brands that emphasize clean, sustainable, and cruelty-free ingredients are gaining consumer trust.
Surveys show that over 65% of consumers are now looking for environmentally friendly brands, and many are willing to pay a premium for products made with sustainable packaging and ingredients. As consumer interest in "clean" beauty grows, companies like Walmart are introducing dedicated "clean beauty" sections, providing shoppers with transparent, eco-conscious choices.
4. Diversity and Inclusion: Reflecting All Types of Beauty
Diversity and inclusion in beauty advertising and product offerings have become critical demands. Research shows that 72% of U.S. consumers prefer brands that reflect diverse values. Fenty Beauty was a trailblazer in this space, launching 50 foundation shades to cater to a variety of skin tones and generating $600 million in revenue.
In the future, brands will increasingly focus on representing various ethnicities, sizes, genders, and sexual identities in their products and beauty marketing materials, ensuring that all consumers feel seen and valued.
5. Men’s Beauty Products: Expanding Beyond Grooming
The men's beauty market is undergoing a transformation, expanding beyond traditional grooming products into skincare, cosmetics, and fragrances. The market is projected to reach $169 billion by 2034. As men increasingly adopt skincare routines, brands are responding with gender-neutral and men-specific product lines.
Companies like Manscaped and Atwater are offering skincare products formulated for men’s needs, tapping into the growing demand for self-care among male consumers. TikTok’s hashtag #mensskincare has seen a significant rise in popularity, indicating that men are becoming more invested in personal care and beauty.
6. The Metaverse and Virtual Beauty: AI for Beauty Shopping
Virtual beauty experiences are on the rise, with augmented reality (AR) tools allowing consumers to try on products digitally. The virtual beauty market is forecasted to reach $2.59 billion by 2029. Platforms like Revieve are using AR and offering AI-powered skin analysis to personalized product recommendations and virtual try-ons, enhancing the shopping experience.
As more consumers turn to digital beauty experiences, beauty brands will need to embrace immersive shopping tools that engage and convert potential customers. Virtual try-on tools for makeup and skincare, powered by AI, are expected to become mainstream.
7. Biotech Innovations: Lab-Grown Ingredients for Sustainability
Biotechnology is transforming the beauty tech industry by allowing companies to produce lab-grown ingredients that are sustainable and effective. This trend focuses on replicating natural processes in a lab to create ingredients without the environmental toll of traditional sourcing.
Companies like Algenist are using biotechnology to create sustainable skincare ingredients like Alguronic Acid, derived from microscopic algae. This approach reduces the environmental footprint of ingredient production while offering consumers high-performance products.
8. Blockchain and Transparency in Beauty
Blockchain technology is making its way into the beauty industry, offering a solution for supply chain transparency and product authenticity. The blockchain beauty market is expected to reach $1.2 billion by 2030. Blockchain can track every stage of the product lifecycle, from sourcing to production, ensuring that consumers can verify the authenticity of their beauty products.
As consumer behavior in US demands more transparency in the brands they support, blockchain can help beauty companies build trust by offering verifiable product claims and ethical sourcing practices.
9. 3D-Printed Makeup: The Future of Hyper Beauty Personalization
3D printing technology is pushing the boundaries of personalized beauty. In the future, consumers may be able to print their own makeup products, tailored to their specific preferences and skin tones. The 3D-printed makeup market is projected to grow at a 6.2% CAGR, driven by innovations in customization and sustainable production.
This technology not only promises hyper-personalized beauty products but also the potential for reducing waste in the production process, aligning with growing consumer demand for sustainability.
10. Cosmetic Nanotechnology: Revolutionizing Skincare Delivery Systems
Nanotechnology is making waves in skincare, allowing active ingredients to be delivered more effectively into the skin. The market for cosmetic nanotechnology is projected to reach $26.8 billion by 2030. By using nanoparticles to enhance product absorption, beauty brands are improving the efficacy of skincare treatments. This technology has the potential to revolutionize anti-aging products, acne treatments, and moisturizers, offering consumers more targeted and efficient skincare tools.
Conclusion
The beauty industry in the U.S. is rapidly evolving as consumers demand more personalized, sustainable, and inclusive products. Technology, from AI-driven customization to virtual try-ons and blockchain for transparency, will play a significant role in shaping the future of beauty in USA. Meanwhile, the call for diversity and eco-conscious practices will drive companies to reconsider their values and product offerings.
As we head into 2025 and beyond, brands that stay ahead of these trends and focus on providing value-driven, innovative solutions will be the ones to thrive.
At Market Xcel, we’re experts in helping brands navigate the ever-changing beauty landscape. Whether you're looking to tap into the latest trends like personalized cosmetics, sustainable beauty, or AI-driven innovations, we’ve got the insights and expertise to elevate your brand to the next level.
Want to know how to align your beauty products with the top trends of 2025 and beyond? Contact us today, and let’s craft a strategy that drives growth and innovation in your beauty business!