Cosmoprof Bologna 2025 – The Trends Shaping Beauty Now

Modern consumers move like bees – buzzing from brand to brand, trying out formulas, textures, and promises. But once they find something that truly works, they stay loyal. That was one of the clearest insights from Cosmoprof Bologna 2025, where I spoke with 39 skincare and haircare brands from 18 countries across the beauty landscape.

From ingredient preferences to everyday concerns, these conversations revealed what today’s shoppers are really searching for – and what it takes for a brand to earn their trust. Beneath the surface of emerging trends, a deeper pattern came into focus: consumers want performance, transparency, and connection.

Table of Contents:

#1 What Today’s Consumers Actually Want in Beauty Products

#2 The Biggest Beauty Concerns Consumers Want to Solve in 2025

#3 Customer Loyalty: Why Real Impact Builds Real Stickiness

#4 Innovation Spotlights: The Brands That Stood Out

One of the most striking patterns that emerged across the 39 brand interviews at Cosmoprof Bologna 2025 was how clearly brands see what consumers are looking for in their beauty routines.

Preferences may vary across regions, age groups, or product categories, but a few universal expectations are shaping the direction of product development and marketing strategies in the industry.

Not vague promises or trendy claims, but visible results backed by real effectiveness. This desire is driving demand for science-backed formulations, functional actives, and clinically validated ingredients.

Whether it’s vitamin C, hyaluronic acid, probiotics, or neuro-active plant extracts, people want to know not just what is in their products, but how those ingredients work and why they matter.

‘Consumers are smarter than ever,’ ‘They don’t want just a toner or a serum. They want real science behind what they apply on their skin.’

Shared the team from VT Cosmetics, a Korean brand known for its microneedling Reedle Shot innovation.

This shift is also apparent in how consumers engage with product labels. According to Suntribe, whose entire sunscreen line is based on only seven recognizable ingredients, today’s buyers are flipping bottles over and reading ingredient lists – not just the front label. 

‘Transparency is no longer a nice-to-have. It’s part of the decision-making process,’ they said.

TOP INSIGHT: One of the strongest drivers of preference is simplification. Across the board, the majority of the interviewed brands reported that consumers are pulling away from overwhelming, multi-step routines. Instead, they’re gravitating toward multi-functional products that streamline skincare without compromising performance. 

The Romanian brand IEHANA, for example, created a 3-in-1 shampoo bar that functions as cleanser, moisturizer, and conditioner – ideal for busy lifestyles.

IEHANA Instagram posts

‘People don’t want 10 steps anymore,’ said Medeea, the founder. ‘They want products that are efficient, clean, and easy to use.’

And in the personal care space, Nuud has taken simplicity even further. The Dutch brand sells only 3 types of products: The hero? A clean, long-lasting deodorant that needs no reapplication for several days and comes in a tiny, minimalist tube. No fragrance. No marketing gimmicks. No product expansion.

“We don’t add products just to grow. We believe in making one product that actually works,” they shared.

Modern consumers are looking for emotional satisfaction alongside functionality. They want sensory pleasure, minimalist packaging, subtle signature scents, and experiences that feel intentional, not excessive.

Brands like the Danish SKNS, which sell skincare in glass bottles and include a unique scent profile in every product, are capitalizing on this “beauty as a lifestyle” mindset.

‘It’s about aesthetics and ritual,’ said the SKNS team. ‘You buy with your eyes and stay for the results.’

The old idea of perfect, filtered skin is being replaced by the goal of healthy, balanced skin. This has placed a spotlight on the microbiome, as seen in brands like SKNS and Galbaia, who use postbiotics and probiotics to support the skin’s natural ecosystem.

For many consumers, a product that helps strengthen their barrier or calm inflammation is more desirable than one that promises to erase every imperfection.

‘Everyone wants healthy skin, and that starts at the microbial level,’ said Natasa Tavčar, CEO of the Slovenian beauty brand, Galbaia.

In some markets – especially among young families and expecting mothers – safe ingredients and product purity are must-haves, not nice-to-haves.

Brands like Solanie and Alteya Organics highlighted a growing preference for gentle, natural formulations that can be trusted during sensitive life stages such as pregnancy or early motherhood.

This demand is driving not just formulation decisions, but also how brands communicate safety and simplicity.

Alteya Organics, known for their certified organic Bulgarian rose products, emphasized the need to build trust through transparency – especially with consumers who are shopping not just for beauty, but for peace of mind.

‘We focus on being truly organic, not just in ingredients, but in mindset.’ Bozhana told us from the brand.

The desire for regional or culturally meaningful ingredients was also a powerful thread across interviews. Terraneo Cosmetics spoke about Spanish consumers reconnecting with natural heritage, while Morjana blends Oriental (Middle Eastern / North African) and French traditions in luxurious oils.

For many buyers, local authenticity and ingredient storytelling make a product more than just a cosmetic – it becomes a meaningful ritual.

Brands like Unique Products, who manufacture using 100% wind energy and rely on circular ingredients, are seeing traction from buyers who want products that reflect their values – not just their skin type.

It’s also clear that younger consumers are changing the market by looking for brands that match their values.

‘It used to be enough to say ‘organic’, now people want to know how it’s made, who made it, and how it fits into a bigger picture,’ said Hanne, from Unique Beauty.

In essence, the modern beauty consumer is not just looking for a product – they’re looking for a solution, a feeling, and a story they can trust. And yes, at the same time!

They want effectiveness without complexity, transparency without greenwashing, and a brand voice that speaks to them like a human, not a billboard.

From microbiome support to multi-tasking rituals, from clinical proof to cultural authenticity, the beauty products of 2025 must do more than perform, they must resonate. And if Cosmoprof Bologna taught us anything, it’s that brands who listen closely to what consumers really want are the ones shaping the future of beauty.

While preferences help us understand what consumers are drawn to, concerns reveal what they are struggling with. And at Cosmoprof Bologna 2025, brand after brand told us: today’s beauty buyers are more problem-aware, better informed, and less patient with empty claims.

Across the 39 skincare and haircare interviews, a few common concerns came up again and again, regardless of geography, brand size, or product focus.

In the haircare category, scalp-related concerns dominated the conversation. Multiple brands reported that consumers are finally realizing that healthy hair starts at the root, and they’re actively seeking solutions for scalp sensitivity, dryness, buildup, and hair thinning.

“People are now starting to understand that if you want truly healthy hair, you have to start with the scalp,” said Sabine from Shazay.

This trend is backed by brands like the Australian People Haircare, who design minimalist, non-irritating formulas specifically targeting sensitive scalps and stress-related hair issues.

And Prosalon Professional, whose product development now starts with scalp diagnostics before addressing styling or volume.

Another great brand innovation in the scalp health category in Europe is Vedic Lab, a newcomer Swiss Ayurvedic skincare brand that has grown significantly over the past year thanks to its winning formula.

In skincare, one of the most widespread concerns is reactive, inflamed, or imbalanced skin – driven by overuse of harsh products, pollution, stress, or a damaged skin barrier.

‘We see a lot of customers coming in with irritated skin from layering too many actives,’ shared the Polish team at Dermomedica, a professional skincare brand focused on skin recovery.

Many consumers are now seeking gentler, restorative routines, which has fueled interest in microbiome-friendly, barrier-repairing products across the board. 

Brands like Labelist and SKNS are responding with calming, postbiotic formulas, while the Greek Dust+Cream emphasized that ‘people want skin that feels normal again – not tight, not reactive, just calm.’

Dust+Cream Parfume Bar

Another major concern, especially from more informed and Gen Z consumers is the growing distrust toward vague sustainability claims. 

Shoppers are frustrated with buzzwords like ‘natural’ or ‘clean’ that lack evidence, and they’re digging deeper into ingredient sourcing, production methods, and brand transparency.

‘If you’re not a chemist, it’s hard to know what’s real and what’s marketing. That’s why third-party certification is so important for us.’ said the founder of Unique Products

Brands that go beyond the label – offering traceable sourcing, clear ingredient explanations, and sustainable packaging practices – are gaining trust.

Aesthetic concerns haven’t disappeared, they’ve just evolved. Hyperpigmentation, dark spots, and uneven skin tone are among the top issues beauty buyers want to fix, especially in multicultural markets and among aging demographics.

VT Cosmetics and the German Idealderm both pointed to vitamin C, niacinamide, and enzyme-based exfoliants as high-demand actives for pigmentation. 

Grandel Kosmetik added that ampoules and concentrated treatments for spot correction are seeing a big comeback due to their perceived potency and targeted action.

“People want to deal with spots and uneven tone, but they’re tired of aggressive treatments,” said Katarina at the Turkish International Plus booth.

Finally, there’s a growing segment of consumers – especially among older millennials and Gen X – who are wary of over-complicated routines and aggressive actives. These buyers aren’t chasing TikTok trends; they’re looking for proven products with simple use and clear results.

Brands like Dust+Cream, Elyns Lab, and Eco Bio Boutique noted that simple formulas with real results are outperforming the complex regimens. In the words of Elyns Lab:

‘People are tired of the endless skincare cycle. They don’t want to guess what’s working – hey want clarity.’ said Kristóf, the Hungarian founder.

Dust+Cream, a Greek beauty brand with a growing retail presence, shared that customers are shifting from impulse trends to everyday practicality.

‘People are tired of buying product after product just because it’s viral,’ they explained.

One of the most revealing topics across the 39 interviews at Cosmoprof Bologna was how beauty consumers behave after the first purchase. 

While the landscape is crowded with newness and mainly with experimental consumer behaviour, loyalty isn’t dead, it’s just earned differently now.

Across both skincare and haircare, brands noted a consistent pattern: consumers are open to trying new products, but if something works – and aligns with their values – they stay loyal.

‘When someone tries our products and sees the difference in their skin, they stay with us,’ shared Aurora, the co-founder of Bio Snail.

Functionality is the foundation of loyalty. Brands like Alteya Organics and Dermomedica reported that their repeat customers often come from word of mouth – especially when users see visible results or feel long-term skin improvements.

‘When people feel good in their skin after using our products, they don’t want to risk switching,’ shared Maria from Cocosolis

The brand that leans heavily into food-inspired marketing, a recent trend popularized by Rhode.

But results alone aren’t enough. Trust and clarity are just as important—particularly for shoppers who’ve been burned by greenwashing, overpricing, or trend fatigue.

Another key driver of customer retention is a sense of community and belonging. Brands that include customers in their storytelling – through UGC, behind-the-scenes content, and authentic testimonials – are building deeper emotional bonds.

Loyalty also varies by age group. Several brands noted that older consumers tend to stick with what works, while younger audiences are more experimental, but still loyal if the product delivers and feels authentic.

‘TikTok may bring them in, but trust keeps them,’ said the team at Sense Cosmetics.

At a time when trends can go viral overnight and products blur together, genuine innovation is what makes a beauty brand memorable. Across the 39 interviews conducted at Cosmoprof Bologna, there were some real innovations.

While many brands make vague claims about sustainability, Unique Products integrates it into every layer of their operation. They manufacture using 100% wind energy, use recycled and recyclable packaging, and include upcycled ingredients like apple extract from Spanish cider production.

“People don’t just want organic anymore. They want to know how it’s made, where it’s made, and what impact it has,” their founder explained.

This full-circle thinking isn’t just green – it’s brand-defining.

One of the most futuristic innovations at Cosmoprof Bologna came from Sense Cosmetics, who introduced a biomaterial-based shampoo that doesn’t just contain product – it knows when to release it.

Their formula is housed in a patented, protein-based material that remains sealed until it comes into full contact with water and friction – a truly intentional delivery system. No leaks. No waste. No confusion.

‘It’s instant. Like Spotify – you press play and it responds,’ explained the founder. ‘We created a material that opens only when you actually want to use it.’

But this innovation goes beyond convenience: the material is edible, biodegradable, and has 100x less CO₂ impact than standard recyclable packaging – offering a radical rethink of sustainability, moving from circular economy to disappearing packaging.

While most beauty brands play it safe, Eco Bio Boutique took a bold route: they specialize in intimate care products, one of the least-served categories in beauty. From formulation to messaging to their TikTok strategy, they’ve leaned all the way into clarity, comfort, and originality.

‘Don’t make another generic face cream,’ said co-founder Simone Spizzichino. ‘Do something original – and the marketing gets easier.’

Their success proves that owning a hyper-specific niche isn’t limiting – it’s liberating. Especially when the story is real, and the product solves a problem no one else wants to talk about.

Cosmoprof Bologna 2025 didn’t just spotlight what’s trending—it gave us a real look at where beauty is headed next. After speaking with 39 skincare and haircare brands from 18 countries, one thing is clear: today’s consumers expect more, and the smartest brands are stepping up.

They’re simplifying routines, building trust through transparency, and finding bold new ways to solve real problems. Whether it’s circular packaging, postbiotic skincare, or intimacy care done right, this year’s Cosmoprof Bologna proved that innovation doesn’t have to be loud—it just has to be meaningful.

And in a market full of noise, meaning is what sticks.