By Kirsty Doolan
From the stratospheric rise of fragrance to what investors are looking for in brands, Mintel’s Head of Beauty Jane Henderson shares strategic insights to navigate the future of beauty.
Key takeaways
. Brand relevance in 2025 hinges on authenticity, innovation, and
scientific validation.
. Fragrance is booming as a tool for emotional connection and self-
expression.
. Topical products remain dominant, but ingestibles and transdermals
are gaining traction.
. Mini strategics and cross-category collaborations are shaping the
future of beauty.
. Investors seek visionary founders who combine efficacy with
cultural insight.
Ahead of the Beautyworld Middle East event, which will take place in Dubai at the end of October, we spoke to Head of Beauty at Mintel Jane Henderson, who will be speaking at the event about how to turn an idea into a successful launch.
CosmeticsDesign-Europe (CDE): Hi Jane, what makes a beauty brand relevant in 2025?
