
The beauty and skin health industry is undergoing a period of profound transformation. Sustainability is evolving – moving away from a nice to have, taking its rightful place as a central driver of innovation.
As we gear up for 2025, sustainability trends signal a future where beauty products are not only effective but responsible, transparent and regenerative.
By embracing sustainability at every level of production, the beauty industry has the potential to set a new standard for corporate responsibility and environmental stewardship.
From nature-positive practices to biotech breakthroughs and upcycled ingredients, this year we expect to see brands responding to consumer demands and environmental imperatives with creativity and commitment.
The convergence of science, technology, and sustainability will shape the next generation of beauty products – offering solutions that benefit both people and the planet!
At Think B2B Marketing, we continually horizon scan, bringing you up-to-date information on the latest trends and shifts that will shape the future of beauty.
Read on for some of our insights coming for the year ahead.
Celebrating nature positive formulations:
The concept of ‘nature-positive’ has emerged as a defining principle for brands striving to do more than merely minimise environmental harm. These formulations aim to actively benefit ecosystems by focusing on regenerative practices and nature-based solutions, aligning with global initiatives like the UN’s biodiversity goals, which emphasise the need to restore natural environments while delivering sustainable economic growth.
In the UK, brands such as Faith In Nature have embraced this philosophy through initiatives like ‘Nature’s Voice’, where nature itself is given a voice in corporate decision-making processes. In 2022, the beauty company appointed a director to represent nature on its board, tapping into the growing global movement to assign nature legal rights. [1]
By involving environmental considerations at every step, such as in sourcing ingredients, product development and manufacturing, forward-looking companies are ensuring their practices contribute positively to the planet. Research into naturally derived, biodegradable ingredients has also accelerated, with a growing interest in botanical extracts and natural plant-based oils sourced responsibly without overharvesting.
The demand for sustainable sourcing will be strengthened and further extended among companies by developments on the regulatory front, namely the European Green Deal, the Chemicals Strategy for Sustainability and the Corporate Sustainability Due Diligence Directive.
These regulations expect companies to assume and play a key role in building a sustainable economy and society. The proposed regulatory changes will impact the cosmetics industry in multiple ways, with possible knock-on effects on consumers. While none of these proposed regulations are targeted at exporters to Europe, the requirements on European companies may affect brands as part of their global supply chains. [2]
Biotech – the future of ingredient sourcing?
Biotechnology is emerging as a game-changer in sustainable beauty, offering innovative solutions to ingredient sourcing challenges. With biotechnology, brands can replicate naturally occurring molecules in a lab setting, reducing the need for large-scale agricultural production. This could significantly impact water, land, and energy use while allowing precise formulations that could result in higher efficacy and consistency in beauty products.
For instance, biotech companies are developing plant-based alternatives to traditionally sourced ingredients, such as squalene (a moisturising agent traditionally derived from shark liver) and collagen (commonly extracted from animal sources) without sacrificing performance.
US-based Debut is a pioneer in biotech having recently signed a contract with L’Oreal to develop more than a dozen bio-identical ingredients to replace conventionally sourced ingredients used across their skin, hair, and colour cosmetics portfolio.3 While in Europe, Aethera Biotech has partnered with Robertet Group to launch a new patented rose extract. The partnership will focus on exploring opportunities in the Phyto complexes field to increase the value of the plant world in visionary beauty and cosmetic formulations. [4]
This year’s in-cosmetics also highlighted a new ingredient by Exolab Italia, specialists in plant-derived exosomal tech from organic fruits and vegetables. Branded as Exo Elixir, the ingredient is derived from alpine rose petals, titrated in L-Ascorbic acid and available in powder format. [5]
Upcycling – turning waste into value
One of the most exciting sustainability trends is the upcycled beauty movement. This practice transforms waste products, particularly from the food and agricultural industries, into high-value beauty ingredients. This trend aligns with the broader circular economy model, which aims to eliminate waste and make the most of existing resources.
Innovative companies like Kaffe Bueno have pioneered the use of upcycled coffee grounds, extracting active ingredients for skincare formulations. These upcycled ingredients offer multiple benefits: they reduce food waste, minimise the carbon footprint of beauty production, and provide functional properties such as antioxidants, which are vital for skin health. [6]
Similarly, fruit and vegetable byproducts, such as apple peels, grape seeds, and citrus pulp, are being repurposed to create natural, bioactive ingredients. According to research published in Sustainable Chemistry and Pharmacy, these byproducts are rich in vitamins, polyphenols, and natural oils, which have potent skincare benefits. We’re seeing this trend in action with companies like ACI Group, a supplier of innovative ingredients to food and pharmaceutical sectors, who are partnering with Alvinesa to offer Vintera™, an upcycled grapeseed extract packed with potent polyphenols, which delivers cardiovascular protection and support to formulations.
In addition, salmon and salmon-derived ingredients have a long history as a potent source of collagen vital for skin health. Norwegian-based Biomega is a biorefinery expert using continuous enzymatic hydrolysis to upcycle salmon rests into high-quality salmon peptides for use in the nutrition industry that can have a significant benefit to skin health.
Brands are beginning to leverage these discoveries to create products that appeal to both eco-conscious and results-oriented consumers,[7] and this trend highlights a significant opportunity for the beauty industry to simultaneously address sustainability goals and innovate through waste-derived ingredients.
Upcycling can also positively impact pollution and greenhouse gas emissions, but more critically foster an era of scientific discovery by helping us to understand the true value of rest products and finding alternate uses for these materials. [8]
An exciting future for sustainable beauty
The beauty and skin health industry has increasingly positioned itself at the forefront of sustainability and innovation. With mounting pressure from consumers, regulatory bodies, and environmental advocates, beauty brands are prioritising practices that balance ecological responsibility with product efficacy.
As we approach 2025, the industry will continue to witness transformative developments that redefine the way beauty products are formulated, produced, and packaged.
At Think B2B, we stay ahead by future-scanning the latest market trends and influences, enabling us to evaluate and craft sustainability narratives that truly make an impact. We work alongside you to develop and implement marketing strategies that deliver real, measurable and tangible results for your business. It’s time to achieve great things together!
References
1, Eco beauty company ‘appoints nature’ to its board of directors | Environment
2, Corporate sustainability due diligence – European Commission
3,4,5 What is the demand for natural ingredients for cosmetics on the European market? | CBI
6. Kaffe Bueno – Unlocking coffee’s health potential
7,8, Upcycling Cosmetic Ingredients: From Manufacturing Leftovers to Market Trendsetters