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What's hot in sustainability? Insights from the beauty market for 2026 and beyond

Published by
  • Joanne Bradbury Sustainability Marketing Lead - Consumer Care
Published on:
Friday 1st August 2025
As consumers sharpen their focus on climate, health, and ethical consumption, the landscape of sustainability continues to evolve. In this blog, we explore the future of beauty, highlighting three prominent trends gaining momentum – Climate Adaptive Skin Care, The Rise of Data, and Circularity - and what they signal for brands looking to lead with integrity in a rapidly changing market.

1. Climate adaptive skin care: climate-conscious beauty for a changing world

Climate adaptive skin care is a movement rooted in the recognition that skin health is inextricably linked to environmental conditions and is one facet of the overarching climate adaptive beauty concept. Consumers today are contending with intensified UV exposure, shifting humidity patterns, rising pollution levels, and temperature volatility - all of which affect skin function and appearance.

This has sparked demand for climate adaptive skin care, with versatile products able to meet changing geographic and seasonal stressors.

What’s driving the shift?

Extreme weather, urban pollution, and rising consumer literacy around environmental stressors are making consumers rethink what "effective skin care" really means. Over the past few years, skin care has pivoted from a focus on beauty and anti-ageing to resilience, with no signs of going back(1).

The trend is being further fuelled by global travel, urban living, and a growing awareness of skin health in the face of this environmental volatility(2). Shoppers are also becoming more skin-savvy; researching ingredients and supply chains to identify the products that can keep up with their rapidly evolving environment and busy lives.

What are we seeing in the market?

The industry is beginning to respond with globally-focused R&D and smarter product positioning. Some examples include:

- Formulation strategies: Leveraging antioxidant complexes, anti-pollution shields, and adaptogenic botanicals that address both specific local conditions (e.g., arid vs. humid climates) as well as an environment that is in a constant state of flux.

- Geo-targeted marketing: Product lines increasingly organised by climate zone rather than skin type alone, such as “urban defence” serums or “tropical hydration” cleansers.

- Data-driven design: Integration of Product Carbon Footprint and Life Cycle Assessment using verified methodologies (e.g. Product Environmental Footprint (PEF) 3.0) ensures not only that products perform under stress, but also that their production doesn’t contribute further to environmental harm.

- Ingredient responsibility: Shifts toward biodegradable, traceable, and ecologically resilient raw materials that align with climate adaptive skin care’s low-impact ethos.

The future outlook

Climate adaptive skin care is poised to become a norm rather than a niche, with health, wellness, and beauty becoming increasingly interconnected. The market for climate adaptive skin care products is expected to grow at a compound annual growth rate (CAGR) of 14.3% from 2025 to 2034, with hot/humid market segments dominating the category(2).

As climate change intensifies, skin care brands will further invest in advanced formulations that include environment-sensing ingredients, thermo-responsive systems, and AI-powered personalisation tools. These innovations enable products and routines to adapt in real time to changing conditions, offering tailored protection and hydration.