This year, the beauty and wellness industry is witnessing an exciting fusion of innovation and tradition. As modern technologies and ancient beauty philosophies converge, various brands are reinventing skincare and beauty products to balance efficacy, sustainability, and indulgence. With the rise of mindful consumerism, the new mantra is about simplifying routines and elevating experiences, with an array of all-in-one solutions and holistic health practices that create a well-rounded, proactive approach to beauty.

Incorporate LED Therapy At Home 

While LED therapy has been around for several years now, the non-invasive treatment received a huge surge in popularity in 2024, with celebrities and influencers touting its benefits. LED therapy (which stands for light-emitting diode) works by utilising different wavelengths of light to target specific skin issues. Blue, red, and near-infrared light are most commonly used in skincare, with blue light seen as a treatment for acne and inflammation, and red/near-infrared light for boosting collagen production and blood circulation, providing an all-encompassing remedy for skincare concerns. 

One of the standout LED therapy devices on the market is the Medicube Age-R Booster Pro, a multi-functional at-home skincare device that offers four main modes. The Booster Mode uses electroporation to temporarily create micro-channels in the skin, allowing for deeper absorption of active ingredients from skincare products. The MC Mode targets facial lines and texture. The Derma Shot Mode stimulates facial muscles to improve firmness and elasticity. Lastly, the Air Shot Mode utilises electric needles to create micro-holes in the skin, improving pore elasticity and overall skin texture. The device also incorporates five different LED light settings — blue, orange, green, red, and purple — that are pre-programmed for specific skin benefits like sebum control, brightening, volumising, and boosting elasticity.

Despite its celebrity associations and social media hype, LED therapy is not a passing trend. In actuality, it represents a changing approach to beauty and wellness that is a direct result of our modern lifestyles. As explained in National Geographic, humans have traditionally benefitted from light therapy by spending time out in the sun. Due to changing climates and a higher frequency of spending time inside under artificial lighting, at-home LED therapy is slowly becoming a staple in modern skincare regimens. Speaking to National Geographic, dermatological laser therapy researcher Daniel Barolet says that by using LED therapy, “We cut the bad UV rays. We’re just using the healing stuff. It’s biomimicking, but you harness what’s good for your skin, and you delete what’s not good for your skin.” With the added benefit of being painless, quick, and easy to use, LED therapy fits into the growing movement toward holistic, professional-grade solutions for enhancing skin health.

Treat Haircare Like Skincare 

Owing to the focus on skincare in recent years, scalpcare has emerged as the next centre of attention in the beauty industry. Dubbed the “skinification” of hair, the concept involves investing in products that treat the scalp with the same level of attention and care as the skin on our face, emphasising the use of active ingredients traditionally found in skincare, like salicylic and hyaluronic acid. Healthy hair starts at the root, and a well-maintained scalp can support hair growth, strength, and overall appearance. 

As early as 2021, skincare brand The Ordinary received a wave of new attention when TikTok user Kaitlyn Boyer posted a video applying the brand’s Hyaluronic Acid 2 percent Serum to her hair instead of her face to prevent dry and split ends. In response, The Ordinary launched its body and haircare line, furthering the intersection between hair and skincare. Their Hair & Scalp Collection offers two key products: the Glycolic Acid 7 percent Exfoliating Toner and the Multi-Peptide Serum for Hair Density. The Glycolic Acid 7 percent Exfoliating Toner can be used both on the face and scalp, making it a versatile addition to any wellness routine. On the scalp, the toner helps to gently exfoliate, removing dead skin cells and excess buildup that can contribute to dryness and irritation. Additionally, the Multi-Peptide Serum for Hair Density is a concentrated leave-in serum formulated with peptides and plant-based extracts, promoting a healthier scalp barrier while providing relief from dryness. 

According to consulting firm, Alcimed, Asia represents a majority of the haircare market as of 2023, with North America and Europe following suit. This trend is similar to the skincare market, where Korean and Japanese beauty brands experienced a rebirth in the West, owing to their preventive approach to beauty. K-beauty has championed skin barrier health while J-beauty has long promoted the effects of fermented ingredients in skincare. In haircare, South Asian practices have come to the forefront with their hair-oiling methods, which have been adopted by Western beauty influencers and brands, suggesting that Asia leads in the advancements of beauty and wellness regimes. By introducing active ingredients that balance hydration, promote circulation, and stimulate healthy hair growth, the “skinification” of hair encourages a deeper, more integrated method of cultivating long-term scalp health. 

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Look into Exosomes 

The science of skincare is always pushing forward to newer, more effective treatments. As a result, exosomes are quickly becoming one of the most talked-about treatments in the beauty and wellness world, garnering attention for their impressive ability to rejuvenate the skin and promote hair growth. Exosomes are naturally occurring tiny vesicles or “packages” that cells secrete, filled with proteins, growth factors, lipids, and genetic material. These packages help facilitate communication between the body’s cells, activating them to perform essential functions like regeneration and repair. In skincare, exosomes help guide the body’s healing process by stimulating collagen production, enhancing skin hydration, and even reducing pigmentation. 

It is important to note that exosomes are still an emerging topic in skincare research. While its benefits are known, researchers say that its other effects, use, and genetic makeup must be further studied in order to start being widely circulated in new skincare formulations. MIT reports that exosome products have not been approved by regulatory agencies in the US, UK, and Europe. In Japan and Korea, exosomes have not yet been approved for medical uses. In spite of this, there are a few exosome-based skincare serums that have been made available. Board-certified dermatologist and Cornell University clinical assistant professor, Marisa Garshick recommended the Intense Serum by Plated Skin Science for fine lines and wrinkles. As she explains to Byrdie, the Intense Serum “uses platelets derived from FDA-approved platelet banks and helps support soft tissue rejuvenation.” 

Although exosomes seem like uncharted territory, the idea behind exosomes mimics current trends in the beauty industry. In particular, rather than relying solely on synthetic ingredients, the focus has shifted towards boosting the body’s inherent regenerative powers, with a spotlight on beneficial chemicals already found in skin like collagen and elastin. Since these compounds are known to deplete as we grow older, treatments like the viral VT Reedle Shot 100 Essence — which condenses centella asiatica into small microneedling forms to penetrate the skin — have become popular. The resulting microneedling effect also stimulates collagen production in the body. Medicube recently combined exosomes and microneedling in their Zero Exosome Shot — which works similarly to the Reedle Shot — with the addition of exosomes in the formula. 

Invest in Hybridised Makeup 

Haircare is not the only thing that has experienced “skinification” — makeup has too. As consumers look to streamline their beauty routines, hybrid formulations of skincare-makeup are a time-saving alternative to the process, simplifying both skincare and makeup regimes. Hybrid formulas involve using skincare ingredients as the basis for makeup products, ensuring that foundations or lip products are designed not just to cover imperfections but to improve the skin’s appearance over time. Beyond convenience, hybrid products also tend to be more cost-effective, as one versatile product can tackle the same issues that would otherwise require purchasing multiple separate items. This is especially true for consumers seeking to make sustainable choices — fewer products mean less packaging waste, aligning with the growing sustainability trend in beauty and wellness. 

Tinted moisturisers and skin tints have found particular success in this new era of makeup. Unlike foundations, tinted moisturisers lean more towards the skincare side of beauty products, often containing lower pigment levels and active ingredients traditionally found in skincare, resulting in a lightweight, buildable makeup product. Ilia Beauty’s Super Serum Skin Tint, for example, contains skincare favourites niacinamide and plant-based squalane to smoothen the appearance of pores and hydrate the skin. Anastasia Beverly Hills has a hybrid skin tint and balm, formulated as a solid roll-on stick, featuring eight skin-loving ingredients such as hyaluronic acid and peptides.

Like many other skincare trends today, hybridised makeup is often attributed to K-beauty’s dominance in the market. The significance of BB and CC creams in K-beauty and skincare has grown into a global movement that offers consumers a smarter, more efficient approach to beauty. Well-known skincare ingredients have been clinically proven to work, and dual-action products are now the key to elevating beauty routines, leading to both flawless skin and a simplified regimen.

Opt for Biotech-Based Beauty

Although science-based beauty is at the forefront of beauty and wellness, the clean beauty philosophy is still going strong. Statista estimates that in 2025, the clean beauty market is valued at USD 10.6 billion, and forecast to grow to USD 15.3 billion by 2028. The problem that arises is that clean beauty relies on plant-based and naturally-derived ingredients found in nature, which is ultimately an unsustainable practice. In a 2023 TedTalk, CEO of beauty biotech startup Arcaea, Jasmina Aganovic points out that Earth cannot grow enough plants to sustain the beauty industry. For example, it is estimated that around 200,000 petals are required to produce just a few millimetres of rose oil, which is then used in various skincare, perfumes and haircare. Biotechnology offers a solution by allowing manufacturers to create lab-grown, sustainable alternatives.

L’Oréal-backed biotech startup Deinde places a strong emphasis on sustainability, using biotechnology to improve efficacy. Its products are formulated with over 90 percent bio-based ingredients, including a patented form of naringenin — a polyphenol found in citrus peels known for its potent anti-inflammatory properties. Deinde currently offers a skin-strengthening serum, moisture cream, face stick, and cleanser. The brand goes a step further by ensuring that its formulas minimise the need for fossil fuel-based ingredients, like silicones.

Today’s consumers who prefer skincare that delivers tangible results while also minimising their environment footprint can look towards biotech as the future of beauty. As natural ingredients alone are no longer enough to meet “clean beauty” demands, biotech is stepping in to fill the gap, offering lab-grown ingredients that are just as effective as their plant- or animal-derived counterparts. This shift allows a more advanced and sustainable skincare routine, where biotech can create novel formulations that target specific skin concerns like inflammation, aging, and pigmentation with greater accuracy.

READ MORE: The Products Redefining Beauty in 2025

Create Customised Products

With an abundance of skincare and beauty formulas on the market, ultra-personalised products are beginning to entice those who favour a more tailored beauty routine that caters to specific, individual needs. Driven by advancements in technology, data science, and AI, various companies are shifting to offer personalisation throughout their product portfolio. Skincare brands like Curology and Dermatica are well-known companies that specialise in customisable skincare. On the beauty front, Laneige provides the Bespoke NEO 1:1 Customised Service, a consultation and colour diagnosis for the brand’s cushion foundation. Led by professional counselors, the service uses Amorepacific’s patented manufacturing robot to identify and adjust shades to perfectly match an individual’s skin tone.

The most innovative beauty product to offer a customisable setting are fragrances. Specifically, YSL Beauty‘s Scent-Sation — a fragrance finder that combines the latest in neuroscience and artificial intelligence to deliver personalised scent recommendations. A specialised headset, powered by electroencephalogram (EEG) technology measures the brain’s responses to six different fragrance accords, which are designed to elicit particular emotional reactions. These reactions are then recorded by the headset and used to generate a personal olfactory profile based on which scents trigger the most positive emotional responses. The process culminates in three fragrances being offered: two that perfectly align with the emotional and olfactory profile, and one unisex fragrance or one designed for the opposite gender.

A combination of technological advancements, reliance on AI, and a saturated beauty market have resulted in increasing personalised products. Personalised beauty presents an opportunity to invest in products that work best for an individual rather than adhering to generalised or mass-market solutions. Beyond skincare, personalisation within makeup has allowed greater precision in products like shades and formulas that match a person’s unique skin tone, type, and personal style.

Focus on Gut Health

The key to healthy skin and long-lasting beauty is not just attributed to a consistent skincare routine — it is also closely related to gut health. Known as the gut-skin axis, the concept highlights the powerful link between what happens in the digestive system and how it manifests on the skin. According to the National Institutes of Health, “modulation of the immune system occurs primarily through the gut.” This suggests that when the gut is compromised, so is the body’s immune system, which manifests both internally in certain organs and externally on the skin. Maintaining a healthy gut is crucial to achieving clear skin, and a strong mental and physical state.

Understanding the gut-skin connection has led to growing interest in the use of probiotics to improve both digestive and skin health. Probiotics — which are live bacteria and yeast — help restore balance to the gut microbiome by supporting healthy digestion and immune function. These healthy bacterias are common in fermented foods such as yoghurt, kimchi, and miso. In addition to probiotics, prebiotics, found in fibre-rich foods like garlic, onions, and apples, are important for feeding beneficial gut bacteria, promoting further balance and health. Healthline also recommends lifestyle changes that can gradually improve mental health and the body’s immune system in order to maintain a healthy gut. This includes prioritising getting around seven to eight hours of uninterrupted sleep every night and lowering stress levels by participating in yoga or meditation.

Like skincare, the approach to gut health is not one-size-fits-all. Speaking to Refinery29, wellness expert Carla Oates and pharmacist Marie Drago argue that the real magic lies in an inside-out approach. A well-balanced diet, rich in probiotic foods and nutrient-dense, fiber-rich vegetables, is crucial for both internal and external health. Given the increasing research linking gut health to skin, nourishing the gut with probiotics and prebiotics may be one of the most effective ways to achieve long-lasting, clear skin —without relying solely on topical treatments. Ultimately, achieving a healthy gut microbiome and addressing underlying digestive issues could be the key to unlocking a natural glow and healthier well-being.

Hydrate with Health Drinks

In 2025, health drinks are poised to surpass health foods in popularity, as hydration becomes the focal point of wellness trends. According to NCSolutions, over 40 percent of Americans planned to drink less alcohol in 2024 — a notable increase from the previous year, with younger consumers leading the trends. For instance, 61 percent of Gen Z are looking to cut back on alcohol, resulting from rising health-conscious trends on social media and the expansion of health and wellness brands readily available in stores. Now, this desire for healthier beverages has spurred the rise of “functional drinks” — those that offer more than just hydration or flavour.

Many functional beverages contain adaptogens and nootropics, ingredients believed to improve stress response, brain health, or mood. Among the latest trends in functional drinks is the rise of “sleepy girl mocktails,” which gained massive popularity over the past year. The drink — a blend of prebiotic soda and tart cherry juice (known for its melatonin-boosting properties) — first surfaced in early 2024 but gained mainstream attention thanks to influencers and wellness brands like Moon Juice. The trend took off after Moon Juice founder Amanda Chantal Bacon added magnesium powder — which helps calm the body — to the mix. WWD reported that sales of the brand’s Magnesi-Om magnesium powder skyrocketed, with a 1,000 percent increase on Amazon and 200 percent growth on Moon Juice’s website. The skincare industry’s emphasis on collagen production has also benefited the growing preference for functional drinks: collagen jellies, drinks, and soups are popular alternatives.

While the popularity of functional drinks shows no signs of waning, it is essential for consumers to remain discerning and informed. While these drinks are marketed as healthy, many of them still contain sugars, preservatives, or additives, and reading labels can prevent false beliefs. Additionally, the New York Times reported that any mood-enhancing claims on functional drinks are not rigorously tested or regulated by governmental bodies like the FDA. Similarly, an article by Harvard University suggested that there was limited research on the efficacy of collagen drinks in replenishing the body’s depleted collagen. While there were no adverse health effects, the article recommended focusing on other methods to achieve healthy hair and skin, such as wearing SPF daily and eating nutrient-rich foods. A more natural, proven alternative to functional drinks is apple cider vinegar. A tablespoon of apple cider vinegar diluted with water is enough for the day, with research suggesting that the mixture can support gut health and lower cholesterol levels.

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