US Ingredient Trends in Beauty Report 2025
Ingredient research has become a mainstream behavior, with most moving from reactive fixes to proactive wellness approaches.
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EXECUTIVE SUMMARY
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
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MARKET DYNAMICS
- Market context
- US economic snapshot
- Tariffs are keeping prices elevated, leaving consumers to grapple with higher everyday costs
- Graph 1: headline CPI and core CPI, 2021-25
- Consumer sentiment tumbled for the third consecutive month
- Graph 2: consumer sentiment index, 2022-25
- In spite of higher prices, consumers’ financial stability remains resilient for now
- Graph 3: change in financial situation over the past 12 months, 2023-25
- Market drivers
- Strong BPC engagement bodes well for ingredient innovations and narratives
- Graph 4: BPC sub-category usage (NET – any category use), 2025
- Graph 5: researching in color cosmetics or personal care (NET – any research approach), by age, 2025
- US market faces patchwork bans and regulatory uncertainty
- In-flux US regulatory changes/updates
- EU: BHA scrutiny and concerns
- M&A trends: clean beauty, biotech and bold expansions
- Highlighting capital investment in the US BPC ingredient sector
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CONSUMER INSIGHTS
- Consumer fast facts
- Ingredient research foundations, motivations and digital discovery
- Color cosmetics: most users are researching, with young women likely to be proactive
- Graph 6: research approaches to color cosmetics, 2025
- Graph 7: approach to color cosmetics research, female by age, 2025
- Personal care: nearly three quarters of users doing some type of research
- Graph 8: research approaches to personal care (eg skincare, bodycare, haircare), 2025
- Graph 9: approach to personal care research, by gender and age, 2025
- Strong overlap in “proactive” researchers across categories
- Graph 10: select makeup research approaches, by personal care research approach, 2025
- Makeup researchers lead motivations across the board
- Graph 11: motivations for ingredient research, by sub-category researchers, 2025
- Targeted problem solvers dominate in sub-category usage
- Graph 12: BPC product usage, by ingredient research motivations, 2025
- Turn concern-led behavior into a lifestyle upgrade
- YouTube still holds as the top digital source of ingredient information
- Graph 13: top ranked (ranked 1st) digital tool, platform or information source that most influences understanding of BPC ingredients, by age, 2025
- Proactive researchers more likely to engage with social media and AI-driven platforms
- Graph 14: ranked influence of digital sources most influential on understanding of BPC ingredients (NET – any rank up to 3), by self-defined research types, 2025
- Authenticity and tech-driven simplicity aren’t just trends; they’re the foundation for future growth
- POV: confidence systems
- Evolving established spaces
- Extend the facial skincare halo into adjacent categories
- Graph 15: ingredient attributes sought when purchasing, by select BPC subcategory, 2025
- Ingredient vigilance spreads: facial skincare signals cross-category opportunities
- Graph 16: ingredient attributes sought when purchasing, by select BPC sub-category, 2025
- Emotional alignment vs rational reassurance
- Graph 17: ingredient attributes sought when purchasing facial skincare products, 2025
- Category evolution: level up shaving to match young men’s expectations
- Graph 18: ingredient attributes sought when purchasing shaving and hair removal, by gender and age, 2025
- Standing out in a sea of sensitivity
- For “sensitive-seekers,” trust should be data-rich
- Graph 19: ingredients/claims consumers have concerns about, by those who seek ingredients that support sensitive skin and/or hair (NET – any used and listed BPC sub-category), 2025
- Leverage sensitive‑safe signals to expand beyond facial skincare
- Graph 20: perceptions of “safe to use” across ingredients, by consumers who seek ingredients that support sensitive skin and/or hair in facial skincare products, 2025
- Proven, powerful and gentle: hypochlorous acid’s moment
- Sensitive skin: elevate, validate, innovate
- Established “natural, organic, free-from” can evolve to reflect health-consciousness
- Graph 21: seeking natural/organic ingredients or “free-from” certain ingredients/claims in facial skincare when researching, by primary research motivations, 2025
- Premiumization hinges on proof, not just ingredient name recognition
- Graph 22: select ingredient perceptions, 2025
- Hero actives evolve: hyaluronic acid
- Graph 23: perceptions of hyaluronic acid, by age, 2025
- Hero actives evolve: retinol
- Graph 24: Perceptions of retinol, by age, 2025
- Younger adults drive spend-up mentalities
- Graph 25: willingness to pay more for listed ingredients, by age, 2025
- Older adults drive perceptions of effectiveness
- Graph 26: perceptions of effectiveness by listed ingredient, by age, 2025
- Spend and effectiveness may not necessarily be tethered
- What does this mean?
- From fear to feature: reframing safety as a positive
- Position safety as an empowering benefit
- Heightened concerns demand clear proof cues
- Graph 27: factors contributing to safety concerns, by gender and age, 2025
- Replace vagueness with direct messaging for long-term relief
- Graph 28: ingredients claims that consumers have safety concerns about, by gender and age, 2025
- Building safer beauty wins parents and establishes trust with future consumers
- Graph 29: attitudes and behaviors toward baby/children’s personal care, by parental status and gender, 2023
- Graph 30: factors most important when purchasing BPC for children aged 12-17 (NET – any rank up to 3), 2025
- What does it mean?
- Consistent transparency from the top (brand-level) reinforces confidence in ingredient integrity across all
- Graph 31: digital sources most influence to understanding of BPC ingredients (NET – any rank up to 3), by age, 2025
- Graph 32: BPC ingredient motivations – “a brand I trust has a new product with this specific ingredient,” by age, 2025
- Reduce friction and validate choice on trusted retailer websites
- Graph 33: retailer websites as a top digital source for BPC ingredient information (NET – any rank up to 3), by sub-category researchers (NET – any research in category of usage), 2025
- Build products with ‘safety ratings’ in mind: legacy brand Suave designs for strong Yuka scores
- POV: safety as a strategic advantage, not a defensive claim
- Ingredients as a personal wellness pillar
- Ingredients are the fuel that powers “beauty as wellness” propositions
- Build supplemental value beyond hero messaging
- Graph 34: ingredient research focuses (ranked – up to three), 2024
- Transparency is redefining the role of “chassis” ingredients
- Accelerating growth through biotech innovation; position innovations as hyper-conscious and efficacious
- Graph 35: face/neck skincare launches with biotech elements, 2021-24
- Curiosity does not eliminate risk perception
- Graph 36: desire for ingredients derived from biotechnology by select BPC categories, by age, 2025
- Graph 37: safety concerns about ingredients derived from biotechnology, by age, 2025
- Metabolic-linked ingredients: educate before you elevate
- Graph 38: select ingredient perceptions, 2025
- Condition‑targeted biotech can signal credibility
- Graph 39: treatment motivations by skin conditions experienced, 2024
- Curiosity exists in emerging spaces but doesn’t yet translate to efficacious perceptions
- Graph 40: select perceptions of emerging ingredients, 2024
- Premium skincare uses trending bio-innovations to target skin regeneration
- Close the promise-versus-proof gap
- Longevity claims are set to grow further
- Graph 41: face/neck skincare containing “longevity” in the description, 2022-25
- Meet the next generation of cellular-health superheroes
- NAD+ replicates clinical rejuvenation to support “longevity” goals
- Graph 42: NPD launches with “NAD+” and word variants, 2020-25
- AHAs are global, turning gentle resurfacing into a wellness must‑have
- Graph 43: AHA in select BPC category launches, 2015-24
- A variety of high-impact AHA ingredients drive growth across BPC
- Leverage trusted food origins to drive skin wellness propositions
- Graph 44: perceptions of food-derived BPC ingredients, by age, 2025
- POV: longevity is the destination, wellness is the car, ingredients are the engine, proof is the fuel
- Packaging as a persuasion tool
- Trust is multifaceted: packaging must deliver on all fronts
- Graph 45: ranked importance of attributes on packaging elements (NET – any rank up to 3), 2025
- Reinforce reliability and reduce perceived risk for older women
- Graph 46: ranked importance of attributes on packaging elements (NET – any rank up to 3), by gender and age, 2025
- Patents and QR codes speak to youth; older shoppers prefer straightforward benefits
- Graph 47: ranked importance of attributes on packaging elements (NET – any rank up to 3), by gender and age, 2025
- Make CTAs a gateway to added value
- Graph 48: ranked importance of brand-specific calls to action on packaging elements (NET – any rank up to 3), by primary research motivations, 2025
- Patented tech can be a signal that sells science and status
- Graph 49: ranked importance of patented ingredients/technology on packaging elements (NET – any rank up to 3), by primary research motivations, 2025
- Packaging as an ingredient validator
- Graph 50: looking for specific ingredient callouts on packaging (NET – any rank up to 3), by top-ranked (ranked 1st) digital tool to research BPC ingredients, 2025
- Digital to pack segmentation highlights opportunities across the board
- The merge of AI innovations and BPC: an ingredient-focused perspective
- Blending AI technology and the human touch
- Trusted human voices in a digital world
- Graph 51: ranked influence of digital sources most influential on understanding of BPC ingredients (NET – any rank up to 3), by age, 2025
- Emotional triggers, word-of-mouth and expert endorsements remain powerful
- Graph 52: primary motivations for researching ingredients, by self-defined personal care researcher type, 2025
- Blending digital advancements with expert endorsements
- Lead with values, not just tech
- Graph 53: ingredient attributes sought when purchasing, by select BPC sub-category, 2025
- Safety is emotional before it’s technical
- Graph 54: factors contributing to safety concerns about BPC ingredients, by age, 2025
- POV: personalization with a pulse
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APPENDIX
- Market definition
- Consumer research questions
- Consumer bases for ingredient attributes sought by BPC categories
- Research motivation bases
- Consumer research methodology
- Generations
- Abbreviations and terms
"Ingredient trust meets innovation: discovering how safety, wellness and biotech are rewriting beauty's next chapter."
Carson Kitzmiller, Senior Analyst, Beauty & Personal Care
US Beauty Industry – Ingredient Trends
Ingredient research has become a mainstream behavior, with most moving from reactive fixes to proactive wellness approaches. Economic pressure and regulatory volatility raise the stakes for transparency, while biotech and AI-powered personalization signal the next wave of innovation. Success depends on turning ingredient stories into confidence systems: anchoring proof, personalization and emotional reassurance at the heart of every product narrative.
This report explores how beauty is evolving from isolated hero claims to holistic wellness pillars, setting the stage for a future where clarity and trust drive loyalty.
The future belongs to brands that reimagine safety as a story of empowerment rather than a defensive claim – where peace of mind is positioned as a premium benefit. Ingredients that blend familiarity of nature with precision of biotechnology, supported by transparency and validation at every touchpoint, will see success. Retailer websites evolve into trusted destinations, packaging can serve as a symbol of confidence and AI-driven personalization can feel intuitive, empathetic and seamless.
Brands that weave stories of care, trust and innovation will transform curiosity into confidence, everyday routines into meaningful rituals, redefining beauty as a holistic wellness journey rather than a mere transaction.
This Report Looks at the Following Areas:
- Macro market factors impacting the BPC ingredient market
- Research approaches and behaviors across color cosmetics and personal care categories
- Motivations for researching BPC ingredients
- Ingredient attributes sought across key BPC sub-categories
- Prioritization of digital tools when researching BPC ingredients
- Prioritization of importance of on-pack information (eg ingredients, claims)
- Perceptions of select ingredients/ingredient categories
Market Definitions
Survey respondents were asked about their attitudes and behaviors toward beauty and personal care ingredients and products based on the following sub-category usage list:
- oral care (eg toothpaste, mouthwash)
- haircare products (eg shampoo, conditioner)
- bodycare (eg body lotion, body wash)
- antiperspirant/deodorant
- shaving and hair removal products
- fragrances (eg perfume, cologne)
- facial skincare products
- hair styling products
- sunscreen
- cosmetics (ie makeup, eg mascara, eye concealer)
- hair treatment products
- nail color/care
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