The Biggest Beauty Industry Trends You’ll See in 2025

Consumers can also expect more personalized beauty options.

While Mitchell’s company, Myavana, focuses on personalizing the hair care industry, she told BI, “The cool thing is that this personalization can be extended to all categories, so skin care, makeup, fashion and even health.”

Custom skin care brand Curology, for example, was founded in 2014 and became profitable in 2022 with sales of over $200 million, Retail Dive reported in January, citing an email from CEO Heather Wallace.

“What I’m calling for now, particularly from retailers, is to personalize the shopping experience,” Mitchell said.

Myavana recently launched on Ulta. The tool can be found under the retailer’s “Discover” and “Virtual Tools” tabs as the “Hair Analysis” function.

The application uses a photo of your hair and up to two of your key concerns — answers include “shine,” “thinning,” “frizz-free,” “heat protection,” and more — to match your hair type. Based on the results, the program offers tips and product recommendations for shampoos, conditioners, oils and serums, and masks.

“I think we’re going to see a big shift from a one-size-fits-all approach to a more personalized experience through technology,” Mitchell said.