FOHR'S 6 BEAUTY PREDICTIONS FOR 2025

Summary from the TLDR Marketing newsletter

2025 marks the death of the “influencer trip”. Brands will focus on genuine relationship-building through intimate events with influencers, press, and community members. Strategic casting and transparency will replace scripted messaging for credibility. With face product innovation slowing, growth will shift to fragrance, body care, and wellness. Age inclusivity will gain traction, with terms like “pro-aging” highlighting mature consumers' buying power. Fragrance will continue expanding, and the influencer market will evolve with older creators as CMOs allocate larger budgets to the maturing segment.