The Trends Reshaping Skincare, Haircare & Consumer Expectations

As the beauty industry navigates a new era of emotional, environmental, and scientific awareness, a wave of transformative trends is reshaping what consumers expect and what brands must deliver.

Today we unpack the key shifts driving the next chapter of skincare and haircare. From the rise of sensitive skin as the default, to the skinification of hair, and the growing demand for waterless, sustainable formats, consumers are rewriting the rules in favour of products that are intuitive, inclusive, and science backed.

We explore how hormone-aware formulations, alt-actives, and personalised routines are answering the call for gentler solutions and how brands are innovating not just what they make, but how they communicate, through multisensory marketing and emotionally resonant storytelling…

Sensitive skin formulation to become new norm

Skincare is undergoing a fundamental shift. As the global skincare market is projected to reach $187.68 billion by 2026 (Statista), the growth is being driven less by cosmetic enhancement and more by a focus on skin health. Consumers are rethinking their routines in the wake of rising stress levels, overuse of actives, hormonal imbalances, and environmental stressors, all of which are contributing to increased rates of acne, rosacea, dermatitis, and sensitivity.

A 2022 study across 27 European countries by the European Academy of Dermatology and Venereology (EADV) found that 43.4% of people experienced at least one dermatological condition in the past year, with conditions like fungal skin infections, acne, and atopic dermatitis being among the most common. Sensitive skin, once considered a niche concern, is becoming the new normal, with 71% of consumers in 18 countries now identifying as having sensitive skin, a 55% increase over the last two decades.

A gentle approach to formulation

Harsh, one-size-fits-all solutions are being replaced with gentler, intuitive, and flexible formulations designed to support, not overpower, the skin. Consumers are seeking:

• Alt-actives
  Gentler ingredients like oat-derived actives, prebiotics, postbiotics, barrier-repair lipids, and bioferments are replacing high-dose exfoliants and irritants.

• Short-term results for long-term trust
  Formulations that can visibly calm and correct the skin within 48 hours, without aggravating it further.

• Personalised, mood-responsive routines
  Products that adapt to fluctuating internal and external conditions, also known as the ‘current state of skin’ approach.

Consumers are also becoming more informed about hormonal shifts and the impact hormones have on the skin, especially around menstruation, pregnancy, perimenopause, and menopause. This trend is an opening space for highly specialised products designed to support skin at different stages of the hormonal cycle.

How brands can respond

As sensitive skincare becomes the norm, brands must shift their approach from reactive problem-solving to proactive, empathy-led formulation. This means assuming compromised skin as a starting point, rather than the exception. Products that are barrier-supportive, microbiome-friendly, fragrance-free, and pH-balanced will be key to winning trust, particularly for consumers managing chronic skin stress or fluctuating skin states.

Gentler, nature-derived alternatives to harsh actives are also rising in relevance. Ingredients like ceramides, oat extracts, postbiotics, and fermented oils can deliver measurable results without irritation. And of course, natural oils, particularly those with anti-inflammatory or antioxidant properties, are ideal for addressing sensitivity while preserving a luxurious skin feel.

Transparency will also define the next era of brand loyalty. With increasing scrutiny around vague terms like ‘clean beauty,’ formulating with traceable, clinically supported ingredients and communicating those choices clearly is no longer optional.

Skinification of hair care

Over the past decade, skincare has undergone a transformation, not only in formulations, but in consumer knowledge. Thanks to skinfluencers, dermatologists on social media, and growing label understanding, the rise of the ‘skintellectual’ has driven a deeper awareness of ingredients, benefits, and results.

As we covered in The Rise of Innovative SPF Formats in Sun Care, consumers are beginning to protect and treat the scalp and strands with the same diligence they apply to facial skin. UV protection, oxidative stress defence, and hydration are now vital components of modern haircare, particularly for colour-treated or textured hair types that are more prone to environmental damage.

But the movement goes beyond UV. Today’s consumers are prioritising scalp-first formulations that focus on moisturisation, pH balance, barrier function, and even microbiome support.

Ingredients matter

With skincare ingredients making their way into haircare routines, today’s consumers aren’t just looking for clean formulation, they want clinically backed actives with proven results. Some of the most compelling crossover ingredients include:

• Niacinamide
  Long prized in skincare for calming inflammation, niacinamide also boosts keratin production, making hair stronger and reducing shedding.

• Hyaluronic Acid
  A hydration powerhouse for both skin and hair, helping to retain moisture and reduce frizz.

• Squalane
  Lightweight, non-comedogenic, and deeply hydrating, squalane supports shine and prevents breakage, ideal for dry or fine hair.

• Glycerin
  A humectant found in serums, glycerin is now being used to draw moisture into the hair shaft, supporting curl definition and elasticity.

This level of formulation precision reflects the fact that there is no one-size-fits-all haircare product, just as there is no universal skincare solution. Texture, scalp condition, porosity, and colour treatment now shape tailored routines and consumers are increasingly willing to invest in quality ingredients.

Waterless formats

The skinification of hair isn’t just about the what, it’s also about the how. Waterless formulations are surging in popularity, mirroring trends in skincare and sun care. These formats cater to both the performance expectations and eco-conscious values of today’s beauty consumers.

O&3 aligns with this evolution by offering ingredients that support solid bars, powders, and concentrated pastes, all of which help reduce water usage, cut emissions, and extend product shelf life. For example:

• Broccoli Seed Oil
  Adds shine and slip in solid formats, mimicking the feel of silicones while remaining plant-based and lightweight.

• Jojoba Oil
  With its sebum-mimicking structure, is ideal for balancing and protecting the scalp in waterless pre-shampoo treatments.

• Abyssinian Seed Oil
  Fast-absorbing and protective, enhances bar formats with a luxurious, non-greasy feel.

A Life Cycle Assessment (an evaluation method that measures the environmental impact of a product across its lifecycle), conducted by dsm-firmenich revealed that their waterless, powder shampoo format can reduce greenhouse gas emissions by 35% across the supply chain compared to a traditional liquid shampoo. However, the greatest reduction in emissions occurs during distribution, as transporting up to 91% less water greatly decreases both the load and the resulting greenhouse gas emissions. This reduction excludes the use phase and manufacturing, but highlights significant improvements during packaging, transport, and distribution.

Scalp care

Influenced by K-beauty and clinical scalp mapping, at-home scalp treatments are becoming as essential as face masks or exfoliants. From pre-wash oils to leave-in serums, the modern haircare ritual now begins at the root, aiming towards long-term health and shine.

At O&3, we believe that the future of haircare lies in ingredient-focused, sustainability-driven, and skin-science-based approaches, treating the scalp like skin to result in long-term hair health from root to tip.

Multisensory beauty products and marketing

As consumers continue to navigate global stressors, from cost-of-living pressures to climate anxiety, beauty is increasingly being reframed as a source of joy, play, and emotional nourishment. While once rooted in transformation or correction, the future of beauty is multisensory, emotionally intuitive, and rooted in strategic joy.

Across categories, brands are responding to this shift by creating products and experiences designed to delight all five senses, from lush textures and mood-enhancing scents to interactive packaging and sounds. This is more than surface-level fun, it’s about forming lasting emotional connections with consumers in search of small moments of escape.

A 2024 global study found that 65% of consumers want brands to ‘wow’ them with inventive, out-of-the-box campaigns, and nearly half (49%) say they are more likely to buy from brands that bring them joy.

The sensorial nature of beauty lends itself naturally to this moment. From bouncy balms to temperature-reactive oils, multisensory beauty formulations can act as both routine and reward, showing that the act of beauty is no longer just functional, it’s emotional.

Multisensory retail and pop-up experiences are also evolving with interactivity in-store, but now we’re seeing digital-first brands bringing that energy into real-life settings.

And the emotional return is measurable. According to Sprout Social, 57% of consumers are more likely to spend more with brands they feel emotionally connected to, while 76% would choose them over a competitor. This makes sensory marketing not just a creative tool, but a powerful strategy for brand loyalty and growth.

O&3 thoughts…

As the beauty landscape evolves, sensitivity in formulation, communication, and consumer connection is becoming a defining value. From hormone-aware skincare to waterless innovation and multisensory storytelling, brands that prioritise empathy, efficacy, and emotional resonance will lead the way. The future of beauty isn’t just about performance, it’s about how products make people feel, inside and out.