Today, beauty consumers are no longer confined to the efficacy of cosmetics but place greater emphasis on the experience during use. Pascal Yvon, General Manager of Sharon Personal Care Americas under Eternis, notes that sensory experience has become the core of innovation and marketing in the beauty industry—and there is data to support this conclusion.
Data from the authoritative data platform Spate shows that monthly searches for soft powder masks have increased by 2,600 times. Many consumers report that choosing jelly-textured masks made from seaweed complexes provides a unique tactile experience, making their skin feel more breathable and comfortable at night. In the hair care sector, monthly searches for spray products have increased by 14,700 times, while hair creams and hair sticks have seen increases of 3,600 and 3,500 times respectively.
The growth in search volume for these new products objectively reflects consumers’ relentless pursuit of innovation. Products that enhance emotional well-being, and integrate touch, fragrance, and visual appeal into their formulations are gaining traction. This article analyzes consumers’ specific demands for skin and hair care based on search trends in the beauty and personal care industry in April 2025.
Global Cosmetics Innovation Trends Part 01: Skincare Trends – Ampoules and LED Devices
Consumers have high expectations for high-concentration essences. Modern consumers face issues like staying up late, stress, and environmental pollution, making their skin prone to sudden sensitivity and dullness. High-concentration essences contain 30–50% more active ingredients than ordinary essences, enabling “short-term intensive repair.”
For example, popular ampoule products include Centella Asiatica ampoules (with Centella extract concentrations of 5–10%) and Mediheal collagen ampoule patches (high-concentration collagen for precise anti-aging repair). Ampoules typically use “single-use” 1–2ml packaging with dropper designs, offering a sense of control over “precise dosage” that makes consumers feel their skincare efforts are “effective.” Some ampoules feature “7-day/14-day intensive treatment” campaigns, reinforcing “visibly noticeable changes” through before-and-after comparison images to quickly satisfy consumers’ desire for tangible results.
Soft powder masks have become another popular category, with monthly searches increasing by 2,600 times. These masks often use alginate complexes to create a rubber/jelly texture, exemplified by Dr.Jart+’s Cryo Rubber Mask. Unlike traditional masks, their cool, bouncy tactile feedback during application makes them engaging for users. The “peeling sensation” when removing the mask creates a vivid memory, leaving a strong first impression on younger consumers.
Brands have also simplified usage through standardized processes. Despite requiring two steps (applying ampoule first, then the mask), clear instructions (e.g., individually packaged ampoules + pre-made masks) lower the barrier to use, positioning these masks for deep nighttime care. Their translucent gel texture has also made them social media stars, with users sharing application videos on Instagram and X, driving organic virality.
Tech-driven products remain popular, with LED devices seeing a monthly search increase of 2,400 times. Non-invasive, salon-grade care that eliminates frequent trips to beauty clinics aligns with modern fast-paced lifestyles. Authoritative certifications (e.g., Dr. Dennis Gross devices recommended by dermatologists) use scientific data to debunk skepticism about “beauty tool IQ tax,” encouraging more consumers to try and embrace these products.
Part 02: New Hair Care Formats – Sprays, Pastes, Sticks, and Playful Textures
In hair care, consumers now seek one-stop styling solutions beyond basic cleansing.
Fun textures like foam, mousse, and gel are emerging, achieved through micro-emulsification or air-injection technologies that create cloud-like density. These products offer stress-relieving foam textures and cooling gel sensations, transforming hair care from a chore into a relaxing experience.
Examples include Aveda Nutriplenish™ Moisturizing Foam, which uses high-pressure air injection to create dense foam with hibiscus extract and plant lipids for a “decompressive kneading” feel, and Ouai Wave Spray, a gel containing sea salt and hydrolyzed wheat protein that avoids the “stiff crust” effect of traditional gels.
Innovative sprays like Color Wow Money Mist dry shampoo use ultra-fine atomization technology to nanonize rice starch and argan oil, forming an invisible protective shield on hair. Stick-based hair care products, blended with plant waxes and shea butter, remain solid at room temperature but melt quickly on contact with body heat, offering superior user experience.
Hair care texture innovations aren’t just about novelty; they’re rooted in new emulsification technologies and solid-state formulations, prioritizing convenience, fun, and multi-functionality. Ultimately, they solve the greasiness and complexity of traditional products while delivering emotional value.
Part 03: Niche Innovations – Portable Lip Care and Jelly Textured Creams/Oils
Spate data shows a surge in searches for phone cases with built-in lipstick slots, such as the Rhode Lipstick Phone Case—a viral hit that lets consumers touch up lip care on the go.
The CRYSTALWING Golden Pen features a rotating metal barrel and a 0.5mm ceramic tip for precise, portable application. Demand for jelly textures has grown 113.1% year-over-year, with standouts like e.l.f. Jelly Pop Lip Oil (unique jelly consistency) and AYUNA Moonlight Elixir (herbal-scented, niche luxury). Shihyo’s Timeless Cream offers an ice cream-like jelly texture that’s lightweight for oily skin in summer.
Part 04: Hair Care Carrier Innovations – Ampoules, Scalp Massagers, and Rollers
Innovation in hair care delivery formats is another key trend. Inspired by skincare, hair ampoules have seen a surge in searches over the past year.
L’Oréal Paris Anti-Hair Loss Ampoules contain Aminoxyl, safflower glucoside, and arginine to nourish scalps and reduce hair fall. The Korean brand UNOVE’s Deep Repair Ampoule Shampoo, with 30 proteins, amino acid complexes, and 5 plant-derived oils, won the 2024 elle beauty awards for best shampoo.
Scalp massager searches have more than doubled year-over-year, reflecting consumer demand for scalp health through tools like OSIM uScalp Pulse (forward/reverse kneading for relaxation), Breo scalpmini2 (compact, waterproof design), and Panasonic EH-HE94 (cordless, multi-function electric massage).
Hair rollers, such as Foligain’s non-invasive scalp roller with 540 painless titanium needles (0.25mm), are gaining traction for exfoliating dead skin cells and enhancing product absorption.
Part 05: Future Trends – Personalization, Adaptability, and Emotional Connection
Spate beauty analyst Yvon predicts that future personal care sensory innovations will focus on five key areas: personalized customization, climate-adaptive smart products, emotional beauty, and multi-sensory experiences.
In 2024, a breakthrough year for AI, the technology is increasingly driving beauty R&D—particularly in analyzing consumer needs to guide personalized product development.
For example, Japan’s POLA “APEX” series uses AI to measure 87 skin metrics and generate custom anti-aging formulas. U.S. brand Proven goes a step further, using AI algorithms to analyze 80 million dermatological data points for fully personalized skincare production.
“AI customization, biotech active ingredients, and smart formulations are reshaping personal care,” Yvon emphasizes. “Modern products must deliver exceptional experiences while maintaining skin and hair health… This philosophy is embedded in our (company’s) product portfolio, where every solution balances measurable efficacy with multi-dimensional sensory appeal.”
Part 06: Cosmetics Providing Emotional Value to Consumers
Modern consumers face various life challenges such as insomnia and workplace stress, leading to increased demand for beauty products that soothe emotions and improve mental well-being.
According to China’s leading online media Sohu, “emotional healing” became a high-growth keyword in the 2024 pressed powder market, with sales of emotional healing-themed products increasing by 212% year-over-year. The 2022 Youth Beauty & Care Interest Trends report shows that views of emotional beauty and skincare videos on Bilibili grew by 8.4 times year-over-year in 2022, highlighting “emotion” as the top trend in youth beauty interests.
International brand cases include:
BYREDO’s First Emotions Limited Collection aims to evoke the emotional state of first love. The series features bold color palettes and rich, pure textures to deliver instinctive psychological pleasure. For example, the State of Emotions five-color eyeshadow palette uses bright, pure color gradients to visually symbolize various forms of love, invoking associations with the beauty of romance.
Aromatherapy Associates’ emotional skincare line offers targeted solutions for different emotional states, using aromatherapy to help consumers relieve stress as part of its core strategy.
L’Oréal-owned YSL Beauty’s “Brainwave Perfume Chamber” is an innovative experience that uses technology to help consumers find perfumes matching their emotions, blending beauty with emotional intelligence.
These trends and cases demonstrate that beauty products integrating emotional care are rapidly gaining market traction, reflecting consumers’ deepening need for psychological resonance alongside functional efficacy.
Leecosmetic: A Cosmetic Contract Manufacturer Committed to Beauty Innovation
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Leveraging our global premium ingredient database, we continuously explore safe, high-performance, and sustainable ingredient combinations. As a collaborative partner in the beauty innovation ecosystem, Leecosmetic is dedicated to driving mutual growth with our clients.
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