Last week, our team headed to Cosmoprof in Las Vegas; the country’s leading B2B beauty exhibition. This year’s show felt bigger and more vibrant than ever, you could spend an entire day walking the floor and still have more to see. During her keynote trend panel, Beauty Matter’s Fernando Pigatto noted, “there has never been a more dynamic time in skincare history.” And, if you were there, you could feel it. Exciting, groundbreaking and, at times, overwhelming. Pigatto’s sentiment rings true: with the most diverse pool of consumers we’ve ever seen, there’s even more opportunities to play with than ever. And if you weren’t there, we got you. Here are the top three emerging skincare trends we saw at Cosmoprof:
Sensitive Skin
Dry, itchy and inflamed skin has become increasingly more common. Consumers are moving away from harsher actives with 10+ step skincare routines, towards calmer, nonirritating ingredients. The market for sensitive skincare products is projected to grow from $44B this year to $48B in 2025 at a CAGR of 9.1%. Skin sensitivity was a major theme at Cosmoprof this year, and we saw this story across multiple categories and formats. There are so many avenues to explore this story; bold and disruptive packaging, new formats like oil sticks and creamy balms, as well as incorporating sensitive or soothing ingredients into makeup, fragrance, hair and body care.
In line with this trend, we brought our new Gentle Cleanser to the show; delivering a soothing, hydrating story that’s suitable for sensitive skin. We wanted to create a concept that felt accessible for younger or newer skincare users, who otherwise may be mystified by harsher ingredients.
Masks
Hydration, hydration, hydration. Cosmoprof was abuzz with stories on locking in moisture and how masks, peel-off, leave-on or rinse-off, are the most effective and popular way to do so. The hydrogel facial mask market is forecast to reach US $418M in 2035 with a CAGR of 11%. And, although masks aren’t new to the consumer, the trending topic of conversation was: what additional benefits can a traditional mask provide? The consumer is already so apt to reach for these formats, so how can we creatively elevate their experience?
Our Product Innovation team is already all over this trend. Come see us at Makeup In NY to see our new Moisture Mask.
Devices
The most exciting part of this year’s Cosmoprof was seeing how widely skincare devices have been adopted and innovated. Around every corner was a subtle red-light glow, or branded wearable. It was exhilarating to see how each brand brought the trend to life. In 2024, the skincare device market was valued at $14B and, by 2030, projected to reach a whopping $24.5B. This growth will be, in large part, due to the newest chapter of this trend’s journey: topical-infused devices. Now, more than ever, we’re seeing brands create accompanying serums and topicals to elevate the consumer’s device experience. When using a skincare product in conjunction with a device, not only do you see deeper absorption of the product but also long-term moisture locking. As the market continues to shift from costly in-office visits to minimally invasive, at-home treatments, we’re keeping our eyes on serums and topicals that make this device trend worthwhile.
We love a branded moment, so we partnered with Taiki to create reusable eye patches that pair with our new Undereye Serum to seal in the serum’s hydration and powerful actives. And because we are always chasing that youthful, well-rested look, we crafted this serum to deliver short and long-term relief to puffy undereye skin.
With major themes of recovery, hydration and optimization woven throughout the show, this wrap-up is only scratching the surface of what’s still to come. The best advice from Cosmoprof read almost like an adage: if you’re looking for the next, best trend, take a moment to consider what folks are buzzing about across other industries, because it’s sure to pop up in skincare soon.
If your team is interested in hearing more about what we’ve got brewing or how to apply these trends to your brand, hit up our sales team, we’d love to talk shop.