What’s new, what’s next, and what brands are doing right now
From night-time rituals to marketing transparency, the beauty world is shifting — slower, smarter, and more sensual. Here are 6 stories that define where we are and where we’re heading.
Cool Comfort: The Rise of Nighttime Wellness
As days get hotter, wellness retreats and spa spaces are moving into the moonlight. From massages by the river to skincare rituals under the stars, nighttime is becoming the new golden hour. Searches for “night spa” and “evening rituals” are growing — and luxury hotels like Four Seasons are already offering 90-minute star-lit treatments.
The future of care is sensory, slow, and scheduled after sunset.
Grounded Glamour: Nature as the New Luxury
The beauty crowd is shifting from high-shine to high-touch. Think: earthy clays, botanical wraps, and minimal packaging that whispers instead of screams. This isn’t just “natural” — it’s intentional indulgence. Skin treats that feel like forest bathing in a jar.
Basically, less sparkle, more soul.
NeuroGlow: Skincare Meets Emotion
Your skincare routine is becoming your new mood stabiliser. Welcome to neurocosmetics — where formulas work both on your skin barrier and your emotional one. With adaptogens, calming scents, and stress-reducing textures, brands are targeting serotonin, not just sebum.
Expect words like ‘mood-lifting’ on your next serum label.
Local Healing: Beauty with Cultural Roots
Forget copy-paste global trends. Today’s beauty seekers want local ingredients with a story. From mineral clays of Azerbaijan to Alpine herbs, the shift is toward place-based skincare that feels personal, ethical, and rooted.
Authenticity sells better than any marketing campaign.
Vaseline’s 'Screen Block': Skincare for Gamers
Vaseline has launched Screen Block, a skincare product designed to protect against blue light exposure from screens — a concern for the 3.3 billion gamers worldwide. Partnering with Umi Games and Ogilvy, the campaign debuted in Thailand with in-game integrations in Fortnite, highlighting the unseen effects of prolonged screen time on skin health.
Is it crazy that we need special skincare protection against blue light exposure, but if this is the reality of today, the we better act upon it and tr our best to be protected.
The Ordinary Exposes the Beauty Ad Budget
In a genius move, The Ordinary created a campaign called "The Secret Ingredient", revealing the real cost of influencer marketing. One billboard featured their product with a celebrity, one without — and the price difference was eye-opening. Spoiler: the formula didn’t change.
Result? A masterclass in transperancy and brand trust. Lesson? The real ingredient is honesty.
