Gabriella TermineFrom artificial intelligence reshaping how brands connect with shoppers to new formats and wellness-focused rituals, beauty is evolving faster than ever before.
Nearly all beauty brands are embracing AI, with 94% of CEOs surveyed by Indie Beauty Media Group reporting some level of AI use. At Beauty Independent’s Tech*AI Summit in New York City, founder Nader Naeymi-Rad stressed that AI must be a top-level initiative, not an afterthought. Industry leaders such as Ari Bloom, CEO of A-Frame Brands, and Kevin Gould, co-founder of Glamnetic and INH Hair, shared how AI drives market research, product development, influencer marketing and automation of low-skill tasks. Brands are appointing dedicated AI leads, accelerating content creation and using tools such as ChatGPT to boost efficiency. Experts agree companies must proactively integrate, test and refine AI tools to stay competitive in a rapidly evolving market. (Beauty Independent)
The next frontier for beauty brands and AI is transforming how consumers discover products. Shopify’s new Agentic Storefronts mark a major shift in beauty discovery, helping brands surface directly on AI chatbots like ChatGPT and Google Gemini. With nearly half of consumers now using AI to guide purchases and hundreds of millions active on these platforms weekly, brands must rethink traditional SEO and adopt generative engine optimization, or GEO. Retailers including Shopify, Target and Walmart are investing in AI first shopping and seamless checkout experiences. Experts say success will depend on experimentation, stronger data strategies and adapting marketing to match longer, personalized AI driven queries. (Beauty Matter)
While AI and digital innovation reshape how beauty products are discovered and marketed, manufacturers remain the backbone of bringing those products to life. MPlus Cosmetics stands out as an Italian contract manufacturer with more than 20 years of experience in color cosmetics. Originally focused on mascara, the company has expanded into a full service partner for eye, face and lip products. Its strength lies in developing formulas and over 200 in house applicators in tandem, ensuring optimal performance and differentiation. Supported by advanced R and D, strict quality certifications and compliance with EU Regulation 1223/2009, MPlus positions itself as a reliable, innovation driven partner for global beauty brands. (Global Cosmetic Industry)
Brands, meanwhile, continue to redefine product formats to meet evolving consumer preferences, with fragrance undergoing a significant transformation. According to Spate, solid perfume popularity surged 174.6% year over year in 2025. Though body mists still dominate sales, brands are betting on affordability, layering appeal, and portability to position solids as the next evolution in fragrance. Given this information, solid perfumes, reports Glossy, are emerging as a potential alternative to traditional body mists, offering a more intimate and portable scent experience. Brands such as Sol de Janeiro have introduced alcohol free solid balms designed for subtle, skin close wear, while legacy names such as Le Labo and Diptyque have long offered solid versions of their scents. (Glossy)
With wellness at the center of many brands’ focus, the connection between self-care and hair care is becoming even more personal. Actress and entrepreneur Tracee Ellis Ross is leaning into that philosophy with the Indigo Rain launch from PATTERN Beauty. Designed to encourage a gentle exhale, the collection includes a Leave In Conditioner, Styling Custard and Strong Hold Gel, all infused with a fresh scent blend and nourishing ingredients like sea moss and aloe vera. For Ross, the launch reflects her focus on slowing down and embracing ritual, reinforcing her belief that hair care is an active expression of self-love and presence. The expansion also signals PATTERN Beauty’s continued evolution as a brand that blends performance driven formulas with emotional connection and community care. (Essence)
Building on the evolving landscape of anti-aging, retinol alternatives are proving that effective skincare doesn’t have to come at the expense of comfort or skin health. Retinol has long been celebrated as the gold standard for anti-aging, addressing everything from fine lines and wrinkles to acne, dark spots, and uneven texture, but its potency can be harsh on sensitive skin, causing irritation, dryness, and redness. This has fueled demand for gentler, plant-based alternatives, with bakuchiol emerging as a standout, alongside innovative formulations like BakuLipid, Pantrofina Baokiol RSPO MB, and Peauvita + Peauforia. Brands including Herbivore, Beauty Pie, Murad, and Lipoid Kosmetik AG are leveraging these ingredients often combined with peptides, retinal derivatives, and lipid carriers to offer visible anti-aging benefits without the drawbacks of traditional retinol, providing effective, sustainable, and skin-friendly solutions that meet the needs of today’s conscious beauty consumers. (Global Cosmetic Industry)
To read more about these articles, please click the headlines below.
Here’s Exactly How Beauty Brands Are Putting AI To Work
Shopify’s AI Storefront Signals a New Era of Beauty Discovery
MPlus Cosmetics: An Integrated Partner in Color Cosmetics Innovation
Can solid perfume be the next body mist?
Tracee Ellis Ross Invites Us To Exhale With PATTERN Beauty’s New Indigo Rain Launch
Retinol Reimagined: The Brands and Ingredients Gaining Market Momentum
