Sustainable beauty and wellness trends set to define 2025

As the beauty industry continues to evolve, some of the most exciting shifts in 2025 are expected to centre around sustainability.

From packaging innovations to ingredient sourcing, here's four sustainable beauty trends that are expected to dominate in 2025.

Nature-positive formulations

As part of the sustainability movement, the beauty industry will see a notable shift towards nature-positive formulations, where ingredients are not only sustainably sourced but also enhance the natural ecosystems from which they’re derived.

Faith In Nature is already "leading the charge" with this philosophy, embedding nature into every aspect of product development. In the brand’s "Nature’s Voice" movement, the environment itself helps shape key strategic decisions through a dedicated board member.

Whether it’s through biodegradable ingredients or packaging such as 100% recycled aluminium, the UK-based brand is getting creative in ensuring its products are as kind to the planet as they are to its consumers. Looking ahead to 2025, more brands are expected to announce similar initiatives.

"Expect to see further growth in brands prioritising innovation within natural product development, as consumers demand more transparency from their skincare," says Caitlin Silver, Brand Marketing Executive at Tisserand Aromatherapy.

As for the natural ingredients that are set to spark sales next year, there will be a spotlight on ingredients that are fuelled by popularity across social media, such as castor oil, frankincense, black seed and peppermint, amongst others.

Efficacy and transparency 

According to Stephanie Matson, Marketing Director of natural beauty brand Dr Organic, consumers are no longer swayed by vague promises and buzzy ingredients, instead demanding transparency and science-backed results.

"Consumers are increasingly savvy when it comes to ingredient transparency. This demand for clarity will push brands to focus on delivering proven, high-performance formulas that can back up their claims," explains Matson.

The industry can expect a rise in clean beauty that’s not only free from harmful chemicals but also delivers visible results, backed by clinical trials and real-world feedback.

Circular beauty

More and more beauty businesses are working to eliminate waste at every stage of production, with a focus on creating products that can be recycled, refilled, or reused.

Tisserand Aromatherapy is taking steps in this direction with the introduction of carbon-free caps for its essential oils and 100% post-consumer recycled bottles.

Meanwhile, Striā Lab is transitioning from recycled plastics to more sustainable materials such as aluminium tubes and glass bottles. "But we're not stopping there," says co-founder Meg Lucas. "We’re exploring refillable options and ensuring that every ingredient we use is sustainably sourced."

In 2025 and beyond, more brands and retailers are predicted to adopt these same practices, ensuring that their environmental footprint is not only minimised but reversed.

A localised approach, combined with the use of recycled and biodegradable packaging, is also a trend that could become increasingly common across the industry.

"Sustainability is at the heart of our operations, from ingredient sourcing to our local, small-batch manufacturing," adds Fiona Toomey, founder of NAYDAYA, who highlights that consumers are demanding products that champion sustainability and responsibility.

Movement, mental health and maintaining mobility

In 2025, beauty is also expected to  become increasingly tied to mental health and wellness. The global shift towards self-care means that consumers are looking for rituals that offer more than just physical benefits—they want products and experiences that nourish their mental wellbeing too.

As a result, there could be more offerings in the aromatherapy and skincare categories that focus on improving mental health, whether through stress-reducing essential oils, soothing botanicals, or mindfulness-inspired packaging.

And this counts for exercise too, as the trend of mindful movement, and its link to mental wellness continues to grow.

Physio-led Pilates studio CORE LDN is noting a shift as people continue to invest in their overall health. Studio founder, physiotherapist and Pilates expert, Claire Mills believes that we’re likely to see continued appetite for services that not only prove to be expert-led but also offer extra value to overcome the pinch that consumers are feeling to their wallets.

Within this, she believes that pelvic health will be a priority for women as "the stigma behind women talking about pelvic floor symptoms, birth and post-natal recovery is changing".