The skincare industry is constantly growing as consumer concerns and priorities continue to evolve. In addition to personalized skincare solutions, consumers today demand results-driven skincare, emphasizing active ingredients like hyaluronic acid and vitamin C for a healthy skin barrier and younger-looking skin. The question is, how can beauty brands stay relevant as consumer preferences change?
In this blog we look at five innovative brands reshaping the industry, exploring what makes each brand stand out and how you can apply these lessons to your beauty brand to stay competitive.
Table of Contents
Top consumer skincare concerns
5 brands reshaping the skincare industry in 2025
Modules
OYO
Urban Kind
Pure Mama
All Golden
Key takeaways for 2025
Strategies for new beauty brands
The future of skincare innovation
Top consumer skincare concerns
The skincare market is booming, but consumer needs are more diverse and specific than ever. From addressing the appearance of fine lines and wrinkles to tackling issues like dark circles, dryness, and compromised skin health, consumers expect skincare products that deliver real, visible benefits. According to recent studies, 60% of consumers prioritize products that contain active ingredients like hyaluronic acid and vitamin C, which are known to hydrate dehydrated skin, improve skin texture, and reduce signs of aging.
Other common concerns include finding versatile treatments that suit various skin types, improving the skin’s natural barrier, and achieving clean, healthy skin with a lightweight formula that doesn’t clog pores. With the rise of eco-conscious and result-driven shoppers, there’s also a growing demand for products that combine science-backed results with sustainability.
Addressing these concerns isn’t just about developing effective formulations. Brands must also educate consumers about the benefits of their products, build trust, and provide experience-backed support to meet the needs of the modern “skintelligent” shopper. According to Global Cosmetic Industry, 58% of US consumers believe beauty brands can help to destigmatize chronic skin conditions by acting as a source of education.
5 brands reshaping the skincare industry in 2025
Modules: Personalized clinical routines
The Singapore-based brand Modules is redefining personalized dermatology. With 676 unique formulations, Modules combines dermatologist expertise with technology to deliver affordable, professional-grade skincare products tailored to individual needs. They achieve this through telehealth consultations, of which Tom Reynolds, VP of brand and innovations, has said, “We want to deliver a product that is as personalized as it can be, but still holds up against the science.”
Why it matters: In a market where 23% of Gen Z in India, for example, struggle to find effective products, and more than 50% of people have concerns about results, Modules eliminates guesswork. Their personalized formulas ensure better outcomes tailored to each user. Personalized skincare is more than a trend – it’s a necessity for consumers tired of trial and error.
OYO Skincare: Intimate skin health
OYO Skincare, a UK brand, addresses the often-overlooked area of intimate skincare with its natural, holistic products. Their lightweight formulas emphasize clean skin and body positivity while tackling issues like ingrown hairs, razor bumps, and bikini line scars.
OYO Skincare champions body hair positivity with messaging that empowers customers to embrace their grooming choices.
Why it matters: As the stigma around intimate skin conditions fades, demand for such solutions is growing. Brands like OYO fill a gap in the market by normalizing intimate skincare while promoting self-confidence.
Urban Kind: Anti-pollution skincare
Based in Sweden, Urban Kind designs products specifically for urban living. They aim to combat pollution, stress, and environmental damage with their proprietary UrbanA7™ formula. Targeted toward urbanites, their products, like the Niacinamide Barrier Serum, aim to reduce sensitive skin, clogged pores, and breakouts.
Withover 56% of the global population now living in urban areas and often exposed to pollution and environmental stressors, Urban Kind looks to provide a solution to these specific environs.
Focused on #BarrierRepair, the brand’s four-step system includes a cleanser, mist, serum, and moisturizer, which protects against dryness and wrinkles while supporting the skin barrier. Additionally, the PCR aluminum tubes used are made from recyclable materials and manufactured in a factory that is 100% CO2 neutral.
Why it matters: By blending science and sustainability, Urban Kind meets the needs of eco-conscious city residents.
Pure Mama: Pre- and postnatal care
New Zealand’s Pure Mama focuses on the unique skin needs of expectant and new mothers. Using natural ingredients like rosehip and kawakawa, the brand eases discomfort and promotes healing.
The brand makes a point of conducting extensive research before formulation, including ingredient properties, compatibility with skin, and potential risks for mums and babies. For example, their Nipple Butter is safe for babies, so mothers don’t need to wash it off before breastfeeding – a thoughtful touch that is likely to resonate with busy moms.
Pure Mama’s “Pregnancy Paradox” platform is also a place where users can share their emotional experiences during pregnancy, fostering community and support.
Why it matters: Pure Mama’s focus on both physical and emotional care sets it apart, helping mothers prioritize self-care without the pressure to “bounce back.”
All Golden: Pro-ageing advocacy
All Golden, a US-based brand, champions “pro-aging.” Combining peptides, tonka beans, and adaptogens to fight “inflammaging” (inflammation that accelerates aging), their focus is on reducing wrinkles, dryness, and fine lines and empowering women to embrace aging confidently.
Why it matters: Searches for “anti-aging skincare” rose by 19% in 2024, reflecting a growing interest in age-positive messaging, and All Golden’s empowering messaging and innovative formulations resonate with consumers looking to age gracefully.
Key takeaways for 2025
The skincare industry continues to evolve rapidly, offering significant opportunities for solution-driven brands to meet consumer demands. Here’s a closer look at the most critical insights and what they mean for beauty brands:
1. A growing market
The skincare market is projected to reach USD 188.6 billion by the end of 2024 and grow to USD 218 billion by 2029, reflecting a steady CAGR of 2.94%.
Brands offering advanced, tailored solutions can capitalize on this growth. Consumers increasingly seek products that go beyond the basics, leveraging cutting-edge ingredients and tailored formulations.
2. “Design for need”
Consumers want brands to address a variety of skincare issues, from environmental stressors to life-stage-specific concerns.
Brands like Urban Kind and Pure Mama excel by tailoring their offerings to meet the unique challenges of specific sections of the market. Brands focusing on active ingredients and personalized solutions can secure long-term consumer trust and loyalty.
3. Body skincare is booming
U.S. body care sales grew by 10% in early 2024, highlighting demand for solutions beyond the face.
There’s a growing appetite for skin solutions beyond the face with more and more people embracing a body self-care routine alongside their daily skincare ritual. This creates an opportunity for brands to expand their portfolios with innovative body skincare products. OYO Skincare’s focus on intimate areas is a prime example of addressing underserved needs.
4. Transparency builds trust
The “skintelligent” consumer values evidence-based products over flashy marketing. Brands like All Golden stand out by emphasizing clinical results.
5. Healthy ageing matters
Searches for “anti-aging skincare” increased by 19% in 2024, driven by Gen X, Millennials, and prejuvenation-focused Gen Z consumers.
From Gen Z seeking prevention to Gen X focusing on vitality, aging solutions remain a top priority for consumers
6. Demand for personalization
Modules exemplifies how tailored skincare can enhance user experience and satisfaction, meeting the growing need for individualized routines.
The ability to deliver bespoke solutions directly to consumers’ doors not only addresses specific skin concerns but also elevates the overall customer experience.
Strategies for new beauty brands
Using what we have learned from these solution skincare innovators, below are some actionable strategies to help new beauty brands stand out in 2025:
- Focus on a niche market: Address underserved needs, such as intimate care or pre- and/or postnatal skincare
- Leverage active ingredients: Highlight the benefits of hyaluronic acid, vitamin C, retinal, and other ingredients proven to target fine lines, wrinkles, and dehydrated skin
- Promote transparency: Share how your skin care products are formulated and emphasize clean, safe solutions
- Build community: Engage consumers with experience-backed support and create platforms for shared stories, like Pure Mama’s Pregnancy Paradox
- Embrace sustainability: Invest in eco-friendly practices and lightweight formulas to appeal to environmentally conscious buyers
The future of skincare innovation
As the skincare market evolves, brands must address nuanced needs, prioritize transparency, and celebrate diverse consumer experiences. Whether it’s tackling the effects of pollution on skin, empowering mothers to be confident in their bodies, or redefining aging, these innovators are shaping a transformative future for the beauty industry.
