In this end-of-year roundup, we have compiled a short list of the articles that best captured readers’ attention - from market data analysis to legal and regulatory insights, marketing innovations, research into consumer demographics and more.
#10: Skin care sales surge on Amazon as consumer trust and ingredient awareness grow
Amazon has become an increasingly dominant player in the skin care market, with sales in the category seeing significant growth. According to Emily Safian-Demers, Director of Insights at e-commerce and marketing agency Front Row, searches for “skincare” in Amazon’s beauty category rose by 339% over the past two years, increasing from 4 million searches in 2022 to 18 million in 2024.
We spoke to Safian-Demers for her insights into the e-commerce retailer’s relationship with the skin care sector and the impact of consumer trust, increased ingredient awareness, and major shopping events.
#9: Exosomes in skin care: Promises and challenges revealed in new study
A review published in the scientific journal Cosmetics in January explored the potential of exosomes in skin care and cosmetics, offering promise and challenges.
Conducted by researchers from the Universidad Autónoma de Baja California and Centro de Medicina de Precisión in Tijuana, Mexico, the researchers advocated for improving manufacturing standardization, enhancing delivery systems, and conducting robust clinical trials. “The use of engineered exosomes, tailored to deliver specific bioactive molecules for targeted skin benefits, represents a future direction with significant potential.”
#8: Inside the Gen Z beauty mindset: Report reveals AI, transparency, and personalization are key
According to AI-powered beauty and wellness technology platform Revieve, this influential demographic is more than just a consumer segment: they’re a cultural force. In its April 2025 report, The Gen Z Effect: What Beauty Brands Need to Know to Win Their Loyalty, Revieve explored how Gen Z is influencing purchasing patterns, brand engagement, and the future of personalized skin care experiences.
The report, which was based on anonymized aggregated data collected by Revieve solutions deployed across the markets, revealed that Gen Z accounts for 35% of total website traffic and demonstrates a 40% higher purchase and add-to-cart rate than other demographics, indicating strong engagement and intent.
CosmeticsDesign spoke with Irina Mazur, Chief Marketing and Product Officer at Revieve, who shared that “Gen Z’s influence stems from growing up in a hyper-connected, digital-first world where trends spread at lightning speed and personal expression is paramount.”
#7: Inside beauty’s ingredient boom: Market trends shaping the industry
As the beauty industry continues to evolve toward better meeting consumer needs, preferences are shifting toward science-backed ingredients, streamlined routines, and sustainable solutions. With skin care literacy on the rise, brands are adapting their strategies to meet the demand for transparency, efficacy, and multi-functional products.
From ingredient innovation to evolving pricing strategies, manufacturers are finding new ways to engage an increasingly informed audience.
We spoke to Melissa Munnerlyn, Co-Founder & CMO of Daash Intelligence, for her insights into the data behind the rising popularity of hyaluronic acid and other active ingredients in skin and body care products.
#6: Neutrogena’s 360 marketing evolution: Blending digital, experience, and entertainment
Neutrogena is evolving its marketing strategy with a comprehensive 360-degree approach designed to deepen engagement with its core audience, particularly Gen Z consumers. Most recently, this strategy includes the skin care brand’s sponsorship of its newly launched Global Brand Ambassador, Tate McRae’s Miss Possessive Global Tour.
According to a 2023 study by McKinsey & Company, Gen Z consumers account for nearly 40% of global beauty industry spending, with a strong preference for brands that integrate digital engagement and real-world experiences. Additionally, research from Statista indicates that 80% of Gen Z shoppers prefer brands that engage with them across multiple platforms, including social media, live events, and influencer collaborations.
This strategy integrates digital innovation, live experiences, and cross-industry partnerships to ensure the brand remains culturally relevant and connected to consumers where they are most engaged.
“At Neutrogena, we have hit the ground running this year and have kicked off the new year with a new brand positioning—' Beauty to a Science,‘” Mary Tomaschko, Director of Marketing for Neutrogena Megabrand, told CosmeticsDesign. “Tate [McRae] brings a relatable, unstoppable energy to our new Hydro Boost campaign and to Neutrogena, making her the perfect partner to help us connect with the next generation of consumers.”
#5: Youthforia to shut down following foundation controversy and backlash
Recent data from market research firm Mintel, provided to CosmeticsDesign US, highlights the heightened standards U.S. beauty consumers place on brand behavior and values. According to the research, 60% of U.S. adults say they would stop using a favorite brand if it did something offensive.
Additionally, 50% of beauty product users have shopped brands that promote diversity and/or inclusivity, and 19% of beauty product users have paid more for a product from an inclusive brand.
This shifting consumer mindset frames the context for the closure of Gen Z-focused cosmetics brand Youthforia, which officially announced its public shutdown via an Instagram post on August 4 following a high-profile controversy in 2024.
#4: Hair color litigation targets L’Oréal USA, Wella, Clairol and more for alleged failure to warn of cancer risk
A lawsuit followed in Los Angeles County Superior Court earlier this year alleges that a range of widely used professional hair dye products contributed to the development of bladder cancer in a California-based cosmetologist after decades of occupational exposure.
The lawsuit claims that the manufacturers failed to disclose that their hair dye products contained hazardous chemicals like these, which were present in hair dyes, even after industry assurances that such carcinogens had been removed decades earlier.
CDU spoke to industry attorney Katie Bond, Partner at Keller and Heckman, LLP, about her insights into the suit’s potential trajectory and impact. As Bond noted, “these types of cases, if they go to trial, normally come down to a ‘battle of the experts,’ with issues like how valid the science might be linking hair dyes to bladder cancer, and how closely that science might ‘match’ the named brands.”
#3: Beauty brands face tough choices as tariffs drive up costs
Current and impending tariffs are squeezing margins for US cosmetics and personal care brands, but there are options for industry stakeholders to proactively respond, says Kimber Maderazzo from the Pepperdine Graziadio Business School.
Maderazzo, who is Professor of Marketing at Pepperdine Graziadio Business School, shared her expert insights into the current effects of the Trump administration’s tariff war and how industry stakeholders can assume an anticipatory position in the weeks and months ahead.
“The rising tariffs are particularly of concern between major trading nations like the US and China, specifically affecting raw materials sourcing and packaging imports for beauty and personal care companies,” Maderazzo told CosmeticsDesign. For example, “most of the packaging provided to the industry is imported from China or Southeast Asia”, she said.
#2: Fragrance industry 2025: Hyper-personalization, sustainability, and the wellness wave
The global fragrance market is transforming significantly, driven by evolving consumer values and technological advancements. According to Statista, the global fragrance market is expected to reach $52.4 billion by 2025, fueled by demand for hyper-personalized products and sustainable practices.
Meanwhile, data from Circana’s 2023 Fragrance Consumer Report shows that 80% of fragrance users view scent as essential for mood enhancement, reflecting a broader shift toward wellness-focused fragrances.
We spoke to Avner Gal and Erin Berry, co-founders of iRomaScents, for their insights into how brands are responding to these trends by blending tradition with innovation to stay competitive in an ever-evolving market.
#1: Class action lawsuit filed against Mielle Organics and P&G over hair loss allegations
A class action lawsuit accuses Mielle Organics LLC and its parent company, The Procter & Gamble Company (P&G), of misrepresenting the safety of their Rosemary Mint Scalp & Strengthening Hair Oil. The complaint, filed by plaintiff Georgina Gomes in the U.S. District Court for the Northern District of Illinois, alleges that the product may cause hair loss and that the companies failed to disclose this risk to consumers.
Legal experts see the Gomes lawsuit as part of a broader trend in the personal care industry. Kelly Bonner, an associate attorney at Duane Morris LLP, said that class action lawsuits against personal care companies have been on the rise in recent years.
“I think this case is part of a much broader trend we’ve seen over the past 2-3 years, in which plaintiffs have brought consumer fraud allegations on a class action basis against personal care product companies for alleged misrepresentations that the products are safe, clean, or non-toxic, or failing to disclose that the product contains certain contaminants or is linked to human health issues,” Bonner said.
