Newtopia Now 2025: Beauty Trends Uncovered

Ingredient Highlight: Beef Tallow:

Quite a few brands were touting the viral skin care ingredient, beef tallow, this year. Beef tallow has gained popularity recently as a natural ingredient for hydration and glowing skin. Brands like Moo Elixer, My Neighbor’s, and Vanman’s incorporate this trendy ingredient into their skin care products.

Real-World Inspiration

Unique Forms: New and unique forms are a great way to add excitement to existing categories. A few brands stood out at the show due to their packaging. Farm Fresh Glow offers face masks in colorful egg containers and the multipack set comes in an egg carton where you can mix together the ingredients to create your face mask. Sea Witch Botanicals had a cream deodorant in a jar, standing out from the typical stick form. Everyday for Future had face masks in a resealable pouch form that used 70% less plastic than traditional packaging.

Targeting Gen Alpha

Targeting Gen Alpha: The younger generation has a passion for skin care and some brands at this year’s show are catering to the Gen Alpha demographic. The Just for Teens brand offers younger consumers a simple skin care routine with a face wash, a moisturizer, and a sunscreen. Their pimple patches come in a variety of colorful fruit shapes that even smell like the real thing.

Beauty + Wellness

Beauty + Wellness: As the lines blur between beauty and wellness, consumers are looking for products that offer physical and mental health benefits. Beauty brands are increasingly incorporating wellness into their product offerings in order to fulfill consumers’ desire for beauty from the inside and out. A variety of examples in this wellness space were seen on the trade show floor.  Thanks! Naturals offered a variety of wellness products such as supplements, candles, and topical pain relief. Both Moxe and Wangi touted shower sprays, harnessing the relaxing effects of essential oils to elevate your personal care routine. VitaMist offers consumers vitamins in an oral spray form. Lastly, Ele Chocolates provide consumers with a unique way to prioritize their digestive health, a probiotic in chocolate form!

Innovation Rooted in Sustainability

As this year’s Newtopia Now wrapped, one thing became clear: the beauty and personal care industry is continuing to see innovation rooted in sustainability, transparency, and holistic wellness. The show spotlighted trends that reflect a broader cultural shift toward conscious consumption and self-care that’s as ethical as it is effective. If Newtopia Now is any indication, brands that are deeply intentional can carve out a space for themselves in this industry and thrive in the broader trends we are currently tracking.

Ready to Dive Deeper?

For brands eager to capitalize on these insights, NielsenIQ’s full Innovation Trends Report is an essential resource. It offers a deeper exploration of the trends, market dynamics, and successful innovations that are defining the beauty industry today. As the report highlights, staying informed and adaptable is key to thriving in this fast-paced environment.

Don’t miss out on the opportunity to equip your brand with the knowledge it needs to succeed. The full report is available now, providing a comprehensive view of the trends that are shaping the future of beauty globally.