What is next in health & beauty?


Beauty also comes from within and this inner beauty magnifies external beauty. It seems that if you take care of the inside, the outside will take care of itself. There is nothing more beautiful than a person who exudes self-confidence and self-love. We will see this trend of taking good care of oneself by eating well, exercising, getting enough sleep, massages, taking time out to visit the salon or have a massage further extending to include taking care of one’s inner world, meditating and addressing mental issues. Self-care covers the whole spectrum of wellbeing, taking care of the mind, body & soul. It is also about developing yourself, your skills, learning new things, staying curious.


Natural you

Make-up is dispensed with, or just a touch of make-up added to give a fresh and healthy look. Natural & organic cosmetics are no longer a mere niche in the cosmetics industry. What started as small batch beauty products made by small brands and makers has developed into a holistic wellness industry.  



No additives

Sustainable green packaging overlaps with luxury products. Rivelles is an Austrian brand that uses 100% natural ingredients and no artificial additives. The packaging is designed using natural materials. All the Rivelles products are vegan and the plastic packaging is made of waste from the wood industry. Wood was chosen in order to reflect the natural elements of the product.

Healthy environments


A growing consciousness of all things beneficial to health and happiness is resulting in a widespread societal demand for healthy living environments, with shared amenities, which encourage a sense of community and promote physical and psychological well-being.


This all-encompassing wellness movement will have an impact on a wide spectrum of businesses, from food and cosmetics to gyms, salons, schools and public spaces. We see the emergence of gyms that are a pleasure to be in, salons offering good food, shops providing services that make life easier and brands that organise courses.

2/Future city living


Quality of life

Air quality is an issue for many runners, especially those living in big cities. Air pollution levels influence people's choices regarding where they live. Cities will need to take action to keep their centres liveable and attractive.


anti-pollution skincare

Sales of anti-pollution prestige skincare products, such as anti-pollution face masks and moisturisers, are on the rise. As a reaction to growing concerns about pollution in big cities. BYBI has launched Detox Dust, an anti-pollution face mask.

Air quality


We spend 80% of our daily lives indoors. Air quality indoors is rated by the EPA, and can be up to five times worse than outdoor air. The Healthy Home Coach by Netatmo monitors the quality of your air and records the data, along with humidity, temperature, and noise. 


We have more knowledge and data about the air quality around us and will be more aware about what we can do to improve it. We will see an increasing use of purifiers, humidifiers, filters and plants to create clean healthy spaces. 

3/the new old

Our bodies age naturally, a beautiful process that we should cherish. Forget about anti-ageing products; show off your real age. The new revolution in the personal care market is the positive pro-ageing idea. 


Ageless spirits

Age is no longer a criteria by which we define somebody. The body positivity movement is not just about weight or body hair, it also embraces the idea that women can be radiant well beyond middle age. This calls for products that enhance natural beauty as opposed to anti-aging products.


beauty-boosting supplements

Beauty brands are creating ingestible collagen supplements to help boost natural collagen levels.Marine collagen with Vitamin C by Forever Young helps support healthy skin, metabolic functions and detoxification. To be added to smoothies, cold- pressed juice or lemon water. 

Liquid beauty


The Blithe Korean skin care collection of splash masks aim to make skin glow. Soothing, Energy and Rejuvenating skin is ageless and speaks to large groups of health focused people.



The positive ageing movement extends far beyond beauty products. Influencing areas such as sportswear and fashion, it calls for a completely new, positive approach to age and wellbeing. We will see more collagen added to creams, masks and patches as well as more supplements such as drinks and powders. How healthy one feels is more important than how old or young one looks.

4/Inclusive beauty

An all-inclusive approach to beauty is on the rise, as brands adjust to changing consumer attitudes. Inclusivity is changing the rules and aesthetics of the beauty industry. 


redefine beauty 

Waso is a new skincare line from the Japanese cosmetic company Shiseido, created for Millennials. Targeting the generation of the digital native, the Waso campaign, with photos by Viviane Sassens was produced for the mobile digital platform.


Unisex skincare

Peet Rivko is a unisex, plant-based skincare line for delicate skin. Boundaries are becoming blurred and we will see more genderless products groups in areas such as fragrance, fashion and jewellery.

beauty for all



Imagine a world in which we are more interested in people’s talents, abilities, and personality than we are about how they look; a world where differences are celebrated and cherished. Think about what a brand can do to support this, broadening people's minds and looking beyond stereotypes.

5/Future fragrance

With the focus shifting towards overall wellness, consumers are starting to demand more transparency regarding ingredients used in perfumes. The mainstream perfume industry is adopting the working methods of artisanal performers, using natural materials, essential oils and creating mists.



The sense of smell is different from the other senses. It is primal, driven by personal experience; scent is highly individual. Scent is also used as the start of a new memory, as part of experiencing a connection to a place or event.


summer day

There are scents with ingredients that enhance your mood and provide wellness benefits on top of the aroma. The feeling of a day can be captured; translated into a perfume. Hendley perfume is designed to evoke a late summer's memory of cut grasses, ripened blooms, sun-warmed leaves, cured roots and plush moss.



Scent can contain poetic narratives of memories. These perfumes by Christopher Brosius are personal stories translated into perfumes. Christopher does not believe in a one-size-fits-all perfume; in his view, the experience is highly personal and scent should be tailor-made. 


Fragrances will be less sweet, with more delicate tones coming from the food industry, such as salt or herbs. Perfumes will include more rare ingredients, moving away from conventional scents. We will see a more personalised approach to perfume with blended scents, tailor-made to your specific wishes.

Banner image, Hershesons flagship salon, London