Beauty Trends That’ll Unlock Your Customers’ Wallets!
What’s Flying Off Beauty Supply Shelves This Year

In 2025, the beauty market will continue to prioritize natural hair, with brands focusing on personalized products and micro-targeting gaining even more popularity. Beyond diversity, the market is shifting toward authentic representation, celebrating the rich cultural identities of various ethnic groups. This transformation presents a major opportunity for the beauty supply sector. Rather than merely promoting best-selling products, brands can build deeper customer loyalty by crafting strategies that truly cater to consumers’ unique needs.

 

1. “Value for satisfaction,” not “bang for the buck” – Strategy for the ‘Value-Now’ consumer

Today’s consumers aren’t just hunting for bargains—they are willing to invest in products that offer true value. The key trend? Thoughtful spending on daily necessities while splurging on items that provide exceptional benefits.

⇨ How to apply this strategy in beauty supply industry

 Arranging the haircare product lineup by price:

• High-volume daily products ($10) vs. high-performance premium products ($30)

Offering sample kits to encourage exploration of higher-priced options

• Example: A 3-day styling gel sample can introduce premium quality

 Tip: To attract interest in premium purchases, a “Try Before You Buy” promotion can be effective.

 

 

 

2. AI + customized human recommendations – Tailored solutions for Black hair and skin

While AI-driven scientific analysis is already available in the market, consumers are increasingly seeking customized recommendations infused with human emotion and understanding. Combining AI’s analytical precision with the sensitivity of human expertise will be essential for building consumer trust. This is particularly important given the diverse textures of Black hair, the prevalence of dry or sensitive scalps, and the still-limited range of color options for darker skin tones.

⇨ Recommended products & services

• AI hair analyzer → Recommends customized solutions based on analysis results of hair patterns and dryness levels

At the International Consumer Electronics Show (CES) in January 2025, Perfect Corp. unveiled an AI-powered hair type analyzer capable of assessing hair thickness, curliness, fineness, and dryness in just 0.2 seconds using a smartphone camera. This innovation is expected to enable salons and beauty retailers to enhance customer experiences and boost sales.

Sell more with advanced hair type classification

Beauty retailer Sephora has classified hair textures into four categories, allowing consumers to easily find products tailored to their specific hair type by selecting the desired texture.

 

 

 

3. Multitasking products – Quick and effective solutions

Consumers are seeking products that not only save time but also support hair and skin health. Multitasking products that combine multiple functions in a single formula are gaining popularity, especially among those who prioritize convenience and value.

⇨ Products to Watch:

• 3-in-1 cleansing conditioner → Combines shampoo, conditioner, and deep treatment
• Multifunctional products → Styling + root strengthening, blush + lip tint, serum + eyeliner

Tip: Use promotions that highlight both time-saving benefits and functionality.

Evin New York’s LACE MELT GLUE GELLY is an all-in-one product that combines lace glue, edge styling, and root strengthening. Its quick-drying formula reduces styling time, while biotin helps minimize scalp irritation, making it suitable for long-term use. This product meets the needs of consumers looking for both styling and hair care.

 

Absolute NY’s Dual Lip Balm is a versatile product that combines two functions in one: moisturizing and coloring. Aligned with the trend of simplicity and practicality favored by younger consumers, it allows for quick and effortless makeup application with a single product.

 

 

4. Wellness + Beauty – Merging mental well-being with beauty

Black consumers are increasingly drawn to products that combine beauty and mental well-being. Sleep technology, skin-friendly bedding, and natural supplements are expected to gain popularity. As interest in longevity rises, demand for related products and services is also set to grow.

⇨ Products to Watch:

• Lavender & fragrance oil → Enhances hair shine + relieves scalp stress
• Aromatherapy styling mist → Provides mood-boosting benefits
• Silk bonnet for sleeping → Improves sleep quality

 Tip: Consider creating a “Wellness Zone” in-store, where consumers can experience products firsthand. Experiential marketing that engages scent and touch can effectively communicate the value of wellness products.

 

Beauty chain ULTA’s “Wellness Week Zone” features silk bonnets, silk pillows, feminine probiotics, fragrance oils, and more, offering consumers a way to experience wellness and beauty simultaneously.

 

 

5. Inclusive Brands- Must be ‘authentic’

Black consumers are no longer swayed by superficial “diversity marketing.” Authentic messaging and genuine inclusion strategies are more essential than ever. According to a 2024 McKinsey report, 78% of Black consumers distrust ads that fail to reflect the Black community. The key to inclusive marketing lies in ongoing communication with consumers. In particular, digital engagement plays a crucial role in building brand trust. Brands must move beyond simple advertising and develop strategies that truly reflect consumers’ experiences and values.

TIRTIR teams up with Black beauty breator MissDarcei

 

Darcei, a Black beauty creator and the YouTuber behind “MissDarcei,” reviewed a TIRTIR cushion in April, expressing frustration that “they don’t have a product that matches my skin tone.” In response, TIRTIR provided her with the Red Cushion, which comes in 20 shades, and she praised it in her review video, saying it “matches my skin tone perfectly.” The video went viral, and sales of the Red Cushion skyrocketed. This serves as a powerful example of the impact of actively listening to and engaging with consumers. It also highlights the importance of authentic and inclusive marketing in building consumer trust.

⇨ Beauty supply adoption strategies

• User-generated content (UGC) campaigns with direct customer participation
• Displaying in-store styling photos
• Sharing before and after reviews from customers

 Tip: Utilize real customer testimonials.

 

 

6. Men’s grooming is no longer a niche

The Black male grooming market is expanding rapidly. According to a 2024 Bread Financial & Ulta Beauty report, men spend an average of $90 per month on beauty and grooming—exceeding the $80 average spent by women.

Satisfaction is highest for hair care (61%), followed by skin care (60%), body products (58%), and fragrance (54%), reflecting the growing adoption of beauty products in men’s routines. No longer just a necessity, grooming is now seen as a form of self-expression and luxury care. As this shift continues, brands must tailor products and marketing strategies to meet evolving consumer expectations.

⇨ Products to Watch

• Advanced beard care → 2-in-1 beard and hair shampoo, oil, high-performance clippers
• Optimized skin care → Anti-dandruff shaving cream, vitamin C, niacinamide, UV protection

Tacky fingers Batana Beard & Hair Shampoo, Growth Oil, pomade