Strategic Forecast: The Convergence of STEM* and Beauty – by Cosmetics IC
The beauty industry is on the cusp of a transformative era, driven by unprecedented advancements in science and technology. These fields are emerging as essential pillars, fueling also a wave of data-driven solutions that optimize daily routines. Hybrid innovations and experiences take center stage as brands lean into the latest advancements to develop bold, multi- faceted solutions. Consumers’ hunger for both clinically proven results and personalized experiences will have a ripple effect across all beauty categories. This shift towards a science- centric approach is not just a trend but a necessity, positioning brands at the forefront of the industry’s future.
The power of science-led innovation
The role of science in beauty is being redefined. A profound change in our perception of science is elevating its role in our lives and laying the foundations for a transformative era of innovation. As consumers recognize that science and technology hold the keys to the quest for heightened efficacy, performance and pleasure, investment in science-led beauty brands is exceeding that in nature-led brands by 2.5x.1 Brands are now compelled to harness biotechnological innovations, AI-driven personalization, and advanced materials to meet the growing demand for precision, effectiveness, and elevated well-being.
Three key strategic areas for innovation:
- Elevated Science : Redefining Beauty Performance
Traditional categories are being redefined by heightened expectations for performance and perfection, influenced by the ubiquity of derma procedures and the growing emphasis on well-being. Consumers demand scientifically proven, personalized beauty solutions that are high-performing and cater to their need for enhanced well-being.
Brands are leveraging biotechnology and AI to meet these expectations. Mother Science introduces Malassezin, a potent antioxidant surpassing Vitamin C, while SickScience utilizes biohacking for advanced regenerative therapies. Revieve exemplifies AI’s role, offering personalized skincare and beauty recommendations through its BeautyML tool.
Strategic Insight: Brands must embrace AI, innovative materials, and tailored formulas to develop precision-personalized products that blur the lines between professional skincare and at- home indulgence.
- Amplified Reality: Interversal Senses – Blending Digital and Physical Worlds
The fusion of technology and humanity is creating a new reality where digital and physical worlds converge. Defying physical boundaries, human-tech symbiosis is creating “intraversal” realities – universal experiences that bridge the digital and physical worlds.
Milan Design Week 2024 showcased Samsung Design’s “Newfound Equilibrium,” highlighting the sensory potential of human-tech interactions. This exhibition introduced visitors to a more positive and hopeful future of human-tech interactions, levering new technologies to heighten sensory engagements and create emotionally resonant experiences. In beauty, smart technologies will allow brands to unlock new levels of creativity, enhancing users’ overall enjoyment while providing elevated outcomes. Humanoid integrates NFC technology into its packaging, enabling users to access personalized content and creative possibilities via their smartphones.
Strategic Insight: This union offers immersive experiences and heightened sensory perception, introducing joyful encounters and novel sensations that have the potential to endlessly enrich consumers’ lives, making the beauty experience more engaging and emotionally resonant.
- Post-Natural Future: Redefining Sustainability with Innovation
As the beauty industry evolves, sustainability is becoming a strategic imperative. Brandsare moving beyond traditional natural sourcing towards novel solutions that combineinnovationwithmulti-sensorypleasureandperformance,elevatingbeautytonewheightsofexcellenceanduserexperience.
Ulé exemplifies this shift by cultivating the plant-based ingredients needed for its Pure 3otany™ Extract in vertical farms near Paris, ensuring purity and minimal impact. Cosmetics IC collaborated with Ulé to develop their product portfolio based on the philosophy of clean, advanced, and sustainable practices that are also highly sensorial. Additionally, Capsum has developed a precision farming operation in Austin, Texas, where they produce active ingredients through advanced vertical farming techniques.
Sustainable sourcing meets poetic storytelling via pioneering fragrance brand Future Society, which harnesses biotechnology to resurrect scents from extinct flowers. After scientists sequenced the DNA of ancient blooms, they used yeast fermentation to produce fragrant molecules that became the foundation for the brand’s innovative Scent Surrection collection.
StrategicInsight: Radical scientific and technological innovation will unlock new levels of efficacy, addressing the demands of value-conscious consumers. By pioneering sustainable practices like vertical farming and precision agriculture, brands can lead the shift towards a more eco-conscious and scientifically advanced beauty industry, setting new standards for environmental responsibility and innovation.
What now?
The future of the beauty industry lies in its ability to seamlessly integrate STEM innovation, digital interactivity, AI, and science-forward sustainable practices. Brands should collaborate with STEM pioneers to leverage consumer trust in science and explore AI-powered ingredient customization and bio-monitoring devices. By embracing these three strategic areas – Elevated Science, Amplified Reality, and Post-Natural Future – brands can not only meet the demands of today’s consumers but also anticipate and shape the trends of tomorrow. Taking this holistic approach will help create a more exciting and responsible future for the beauty industry.
For more information on this dynamic category and further innovation inspiration, visit the Cosmetics Inspiration & Creation booth (A48), Inspiration Bar, and Beauty Talks at the upcoming MakeUp in New York show.
BEAUTYTALKS
Cosmetics IC’s CIO Leila Rochet will host a series of four Beauty Talks during the event, where she will be joined by a revolving panel of industry experts to decode the agency’s core themes for 24/25. Don’t miss Beauty Talk #4, RecodedFuture:
Beauty Talk #4 – Recoded Future: Pioneering a Future Fueled by Science
September19,1:45PM–ConferenceRoom
Leila Rochet (CIO of Cosmetics Inspiration & Creation) with Alex Rawitz (Director of Research & Insights at CreatorIQ), Edna Coryell (Co-founder and CEO of Mother Science), and IrinaMazur(Chief Product and Marketing Officer at Revieve).
INSPIRATION BAR
The Cosmetics IC team will once again bring their iconic Inspiration Bar to MakeUp in New York, where visitors can experience the latest global beauty products curated in relation to the agency’s 4 core themes. Pre-book your seat at the bar, where a CIC Beauty Expert will talk you through each product’s unique properties – from packaging to ingredients.
About Cosmetics Inspiration & Creation
Cosmetics Inspiration & Creation is an international trend forecasting and consulting agency founded in Paris in 2007. The agency is dedicated to driving beauty and wellness innovation, helping brands identify new pathways and realize long-term growth through strategic foresight and trend inspiration. The agency delivers in-depth trend reports covering the global beauty markets, decoding the latest inspirations and market data, and deciphering the latest product releases to feed your brand’s innovation process. We convert insights and inspiration into bespoke leverages, tailored to specific goals and ambitions. In a consultancy capacity, our global team of industry experts, cultural strategists, product developers and beauty chemists work closely with brands to inspire new product directions and build innovative concepts. We have worked alongside the R&D departments of some of the world’s leading makeup and skincare brands, to elevate their scientific message and inspire future-proofed innovation.
Contact us
For more information, email the team at contact@inspiration-creation.com or visit the website at www.inspiration-creation.com
Follow us on LinkedIn (Cosmetics Inspiration & Creation) and on X, Instagram and TikTok (@cosmeticseeds)
*STEM: Science, Technology, Engineering, Mathematics Source: 1. Accenture – The reinvention of beauty – 2023
