Writing in The Australian's Life & Times section, Annie Brown surveyed what the beauty industry expected to define 2025 — from the decline of "under-consumption core" and Pantone's Peach Fuzz to a market forecast to be worth US$590bn by 2028. Melanie Grant, pictured and captioned "Skincare expert", was one of the experts consulted, alongside Mecca's Kate Blythe, stylist John Pulitano and RATIONALE's Shamini Rajarethnam.
Introduced as a celebrity facialist with clinics offering advanced facial treatments in Sydney, London and Los Angeles, Grant told the paper that clients would increasingly seek a more holistic take on beauty.
"I think the skincare landscape will be shaped by even more advanced science with a deeper understanding of skin biology and its microbiome," she said.
The categories she expected to grow fastest were AI-driven personalised skincare that uses data to better understand the dermis; upcycled ingredients, with brands drawing on byproducts from other industries such as fruit peels or coffee grounds; microbiome mapping and modulation, as probiotic and prebiotic skincare grows more sophisticated; and waterless formulations that reduce the need for preservatives.
A holistic approach, for Grant, means skincare becoming "an integral part of overall wellness". "Clients will be interested in the interconnectedness of their mind, body, and skin, seeking out practices and products that support their holistic health goals," she said — including what she calls "inside out beauty", and a better understanding of how the gut affects the skin.
With clients more time-poor than ever, she also expected the "skinimalism" movement to gain pace: "A more streamlined, minimalist approach to skincare is gaining traction. My clients are focusing on a curated selection of high-quality, multi-tasking products that deliver targeted results."
The Australian, Life & Times, 15 January 2025. Words by Annie Brown.
