Heritage beauty trend: bridging tradition and technology

What does the heritage beauty trend mean for consumers?

Consumers are looking for brands and product offerings that help them to balance modern lifestyles with a sense of tradition and belonging. Many are moving away from mass-produced, impersonal items in favour of those that meet individual needs and provide real stories and cultural depth. Formulation efficacy and sustainability remain key purchase drivers, with search volume for ‘sustainable beauty’ up more than 200% since 2019 and shoppers demanding transparency and proven marketing claims from beauty brands.2, 3 Brands must find ways to combine modern science and ancient insight to meet evolving consumer needs.

What factors are driving the heritage beauty trend?

• Cultural curiosity and reconnection: Beauty provides a way for consumers to reconnect with their heritage and explore other cultures in an enriching way.
• Evolving beauty rituals: Drawing inspiration from cultural traditions, routines are designed to nurture both the body and mind.
• Intentional beauty: Consumers are increasingly drawn to brands that align with their values of purpose, authenticity and sustainability.
• Technology meets tradition: Effective beauty solutions that are rooted in heritage and enhanced by innovation appeal. 

Cultural curiosity and reconnection 

Consumers are increasingly committed to being true to themselves and embracing who they are. 

Beauty products and routines inspired by cultural practices and heritage ingredients provide a way for consumers to reconnect with their roots and integrate meaningful rituals into daily life. In Japan, 76% of consumers agree that their heritage is an important part of their identity.4 This is particularly important for younger generations seeking to balance modern lifestyles with a sense of tradition and belonging.

Brands should look to celebrate the origins of ingredients, preserve traditions, and rediscover time-honoured practices passed down through generations to appeal to these consumers and create a sense of identity and pride. They are expected to do this in a way that is authentic and respectful, ensuring that their origins are honoured and preserved.

In a globalised world, consumers are also curious to explore the traditions of other cultures, appreciating their uniqueness and efficacy. This openness enhances cross-cultural understanding and fosters a deeper respect for diversity and representation across the beauty industry and wider world. It creates opportunities for collaboration, innovation and connections within a world that is becoming increasingly interconnected. 

Evolving rituals 

Beauty routines have evolved from quick, surface-level tasks into deeply holistic rituals that prioritise relaxation, self-care and mindfulness. 

Consumers are drawing inspiration from cultural traditions, incorporating elements such as facial massages, aromatherapy and gua sha (a traditional Chinese medicine technique that involves scraping your skin with a smooth-edged tool to help improve circulation), to nurture both the body and mind. Some brands are introducing meditation or breathwork as part of the beauty experience, encouraging people to slow down and create international moments of self-care. In a recent survey, 53.1% of respondents said that one of the reasons they were spending more on beauty and personal care was ‘to maintain wellness and self-care routines’.5 

Heritage ingredients

Along with the actions that make up the routines, there is also growing focus on the key ingredients within them. Natural, heritage ingredients are celebrated for their efficacy and historical significance. According to Formula Botanica6, the top 10 cosmetic ingredients for 2025 are: 

• Shea butter
• Baobab oil
• Camellia oil
• Rosemary
• Pomegranate
• Ginseng
• Tranexamic acid
• Vitamin E
• CycloRetin
• Bioferments

Brands can revive heritage ingredients, reimagining them for modern lifestyles and enhancing their performance through innovative formulations. It is important to echo values of simplicity and effectiveness, as routines now focus on fewer, high-quality products with multipurpose benefits. Some example trending ingredients from our portfolio are: 

• Pomegranate - Pomegranates are renowned for being deeply hydrating and nourishing, enhancing skin’s natural radiance and resilience. Discover our Fruitliquid™ French Pomegranate EC here.
• Ginseng - A staple of traditional herbal medicine, ginseng can energise the skin, boost elasticity, and provide a radiant, healthy glow. Discover our Heliami™ Ginseng EC here.
• Rosemary - Rosemary continues to shine in the modern world for its powerful antioxidant, anti-inflammatory, and antimicrobial properties. Discover our Cosme-Phytami™ Rosemary here.
• Shea Butter - Shea is rich in fatty acids and is a nourishing ingredient with moisturising, anti-inflammatory, and antioxidant properties. Discover our Seatons Refined Shea Nut Butter here.
• Black Quinoa - Quinoa is ideal to moisturise and nourish the skin. The saponin content in the quinoa brings anti-inflammatory properties and soothes sensitive skin. Discover our Crodarom® Black Quinoa here.
• French Rose - In addition to its timeless romantic symbolism, the French rose offers astringent, moisturising, toning, and healing properties. Discover our Phytessence™ French Rose EC here.

Intentional beauty

Consumers are investing in values, narratives, and brands that reflect their identity and aspirations. 

They are increasingly drawn to brands that align with values of authenticity, sustainability, and purpose. In fact, 40% of UK adults say they keep sustainability in mind when choosing BPC products.7 Brands are expected to be transparent and clearly communicate their sustainability efforts such as carbon-neutral production, water conservation, ethical sourcing or refillable packaging. This helps to build trust and credibility and reflects the shift to more mindful purchasing behaviour.

Sustainability and purpose
In relation to the trend, many practices are inherently eco-conscious, relying on natural, locally sourced ingredients and minimal processing. Brands are also focusing on fair trade practices and initiatives such as conservation and regenerative agriculture to protect both the environment and the people behind these traditions. They may also collaborate directly with local and indigenous communities, helping to preserve ancestral knowledge, promote economic empowerment and ensure ethical sourcing.

Authentic storytelling
Authentic storytelling is another key element of this trend driver, as consumers seek deeper connections with the brands they support. The trend sees them drawn to narratives that highlight the history, craftsmanship, and wisdom behind the traditions being celebrated. For example: 

• The Body Shop has been a pioneer in sustainable and ethical beauty. It is well known for championing fair trade sourcing, cruelty-free practices, and eco-friendly packaging.
• Shea Radiance source their Shea Butter directly from women run cooperatives in the rural areas of Nigeria and Ghana. The brand supported women via training programs and hope to help provide a pathway to financial independence. 
• Fable & Mane was founded by siblings and pays homage to their grandmother's tradition of therapeutic hair oiling. The website states Nikita’s role as “the Creative Director, Storyteller & Product visionary behind Fable & Mane”.

They want to understand the “why” behind a product and expect brands to incorporate these stories, ingredients and traditions in a way that honours and respects their origins. This creates an emotional connection that goes beyond functionality, making the product feel meaningful and rooted in heritage.

This shift indicates that beauty consumers are no longer just buying products—they are investing in narratives, values, and brands that reflect their identity and aspirations. Brands should look to create products that honour the past while protecting the future.

Technology meets tradition

Consumers seek effective, nature-inspired solutions that are rooted in heritage and enhanced by innovation. 

The beauty and personal care industry is innovative, constantly evolving to meet consumer needs and future trends. In fact, over 64,000 products were launched in 2024.8 However, as well as looking to discover new technologies, brands are also increasingly taking inspiration from tried-and-tested solutions of the past. 

Many traditional practices and ancestral ingredients have been used for thousands of years, standing the test of time and reinforcing the idea that they are safe, effective, and valuable. Heritage ingredients like turmeric, rice water, and baobab oil are being refined with modern techniques, such as biotechnology and molecular extraction, to maximise potency and stability. Brands are also leveraging technologies such as DNA analysis and smart beauty devices to make traditional practices more personalised, effective and sustainable. 

Market example – rice water

For centuries, people have been using rice water for hair health in India, China, Korea and Japan. This method has seen a resurgence via social media. Users frequently share DIY treatments and extol the benefits of rice water for hair, attracting those who find the historical origins of natural ingredients appealing.

Despite its benefits, many find the process of preparing fermented rice water to be labour intensive, smelly and messy. This opens opportunities for brands to target those who want to experience the rice water method without the hassle. Brands can, for example, provide ready-made alternatives like Cécred's Fermented Rice & Rose Protein Ritual, which claims to, once activated by water, instantly transform into a fortifying hair rinse treatment.

Within this trend driver it is important to note that performance is still a key purchase driver for consumers. Explore some of the innovative products from our portfolio at the bottom of this page.

Meet the trend with our new heritage inspired formulations

Look out for our traditions and rituals formulation collection that will launch soon. The collection features five new formulations, including a face cream, multi-functional oil, body balm, bath bomb and a hair gelee.

Conclusion

As consumers continue to seek beauty rituals that strike a balance between tradition and modernity, brands have a unique opportunity. By blending ancestral wisdom, time-tested ingredients and cutting-edge science, they can create offerings that not only deliver effectiveness and sustainability but also foster a deep sense of connection and belonging, with and for their customers. 

In this blog, we have explored the key elements driving the heritage beauty trend and shown how brands can honour beauty’s past while innovating its future. 

References
1. 'Intelligence: European Beauty Priorities by Country 2026', WGSN, 2024
2. Exploding Topics Report, 2024
3. 'Performance & Sustainability are the Future of Beauty', GCI Magazine, 2024. https://www.gcimagazine.com/ingredients/launches-claims/article/22922373/shell-chemical-lp-57652-performance-sustainability-are-the-future-of-beauty
4. 'Translating trends into innovation: How beauty brands in APAC can stay relevant', Mintel, 2024
5. 'Health and Beauty Annual Survey', Harris Williams, 2024. https://assets.ctfassets.net/xpbu77rkft4z/3uXeIrV2GEW2TPIQ1weTr4/e39f8dfadc5aed2bdfb8c1006b8b9ac7/CONS_Report_Health_and_Beauty_Survey_Fall_2024_FINAL.pdf
6. 'Top 10 Cosmetic Ingredients for 2025’, Formula Botanica. https://formulabotanica.com/top-10-ingredients-2025/
7. 'Sustainability in BPC – UK – 2024', Mintel, 2024
8. Mintel GNPD, 2025