This month’s headlines reflect a beauty industry in transition, where innovation, regulation, and consumer behavior continue to reshape global priorities. In APAC, K-beauty expanded its scientific reach, the fragrance sector aligned with wellness, and legal battles underscored the importance of design integrity.
In EMEA, sustainability and safety took center stage, encompassing new chemical classifications, eco-rating systems, and biotech breakthroughs. Meanwhile, in the Americas, emotional resilience and inclusivity are driving market shifts, from comfort-driven beauty consumption to scalp-first care and evolving education mandates.
Here’s a snapshot of the trends and developments shaping the global cosmetics landscape in July 2025.
CosmeticsDesign APAC
AESTURA’s entry into Oceania looks to fill gap for dermocosmetics
This strategic partnership is said to coincide with a growing interest in K-beauty and dermocosmetic products, as Australian consumers increasingly seek scientifically backed skin care solutions and prioritize genuine skin health over trend-driven routines.
“Our products and formulas have been trusted by Korean dermatologists and sensitive-skin users alike for decades, and now with this launch at Sephora Australia, we are excited to share these innovative solutions to a wider audience,” said Sheila Dam, Brand General Manager at AESTURA.
David vs Goliath? K-beauty brand wins copying lawsuit against Olive Young
Following the injunction filed in November 2024, the court ruled in favour of Cosmoreplus on June 20 this year, stating that “it is reasonable to acknowledge that Olive Young’s mask pack was manufactured based on the design of the plaintiff’s product.
“When wearing the two products, the shape is the same, so a difference cannot be known. As the Olive Young product is substantially identical to the plaintiff’s, it is reasonable to consider it an imitation.”
The court proceeded to ban Olive Young from manufacturing, selling, and exporting the product. The beauty giant has since halted production in May and stopped sales in July.
Health-altering, appetite-suppressing gourmand scents expected to lead fragrance innovation
Traditionally, perfume marketing has focused on sex appeal, aspirational values, and evocative visuals. However, this narrative is evolving as the development of neuroscience and technology increasingly highlights the potential health benefits of fragrances.
For instance, a study published on Oxford Academic showed an improvement in objective and perceived sleep with the use of fragrance before bedtime. Another study has found that fragrance inhalation of grapefruit essential oil is positively correlated with muscle sympathetic nerve activity, such as blood pressure and heart rate.
This shift is reflected in the growing wellness fragrance segment, where products are positioned to deliver emotional and psychological benefits.
Mane Kancor places focus on personal care, drives growth with anti-dandruff innovation
Primarily a natural extracts company for over 50 years, Mane Kancor has expanded its presence in the personal care segment over the last decade.
“Consumers now have greater awareness and are looking for ingredients that have activity or performance-driven actives, which prompted us to move towards this sector,” Meenakshi Menon, product manager of Natural Personal Care Ingredients at Mane Kancor, told CosmeticsDesign-Asia.
Beauty meets racing: Elemis looks to extend ‘pit-stop treatments’ to retail spaces
While other beauty brands have sponsored drivers, Elemis claims to be the first and only brand to sponsor a Formula One (F1) team.
“Thanks to the recent popularity of Netflix documentaries on F1 and F1 Academy, there has been an increasing interest in the sport, with a growing number of female fans forming 41% (350m) of its fan base.
“For Elemis, we are excited to be the first beauty brand to partner a F1 team, and present our synergies as two iconic British brands offering high-performance results in our respective fields,” Jamie Ong, General Manager of Elemis (ASEAN), told CosmeticsDesign-Asia.
CosmeticsDesign EMEA
ECHA adds two new cosmetics chemicals to its hazard list
The European Chemicals Agency (ECHA) has recently added Decamethyltetrasiloxane and 1,1,1,3,5,5,5-heptamethyl-3-[(trimethylsilyl)oxy]trisiloxane to its list of chemicals that could potentially harm people or the environment.
Both chemicals can be used in cosmetics and personal care products across various categories, and the government agency is advising manufacturers to review their formulations.
“Companies are responsible for managing the risks of these chemicals and giving customers and consumers information on their safe use,” the government agency declared in the document.
New eco rating marks “milestone of collective openness” for beauty industry
Non-profit the EcoBeautyScore Association took three years to develop its official scoring system, which measures the environmental footprint of beauty products.
According to Jean-Baptiste Massignon, MD at EcoBeautyScore Association at EcoBeautyScore, the methodology and platform have been reviewed and verified by external experts and brands, and it will be regularly audited and certified by an independent third-party.
“Today’s landscape is filled with various eco-labels and claims – many well-intentioned, but not always consistent or comparable,” he said, explaining why the system was created.
Is 5-ALA the future of anti-ageing skin care?
Japanese-inspired, German-made facial skin care brand Kiyomi Skin is positioning itself at the forefront of science-driven beauty and, according to its CEO Daniel Struve, is the first brand to bring 5-ALA to market in a skin care product.
The skin care ingredient has been studied for its ability to support collagen production and improve skin hydration and elasticity, yet it has remained largely untapped in consumer skin care ranges. We spoke to Struve to find out why the brand has decided to formulate with this ingredient.
Biotech firm gets €1m funding to develop yeast-based alternative to mineral oils
As legislation tightens and beauty consumers voice growing health, environmental, and ethical concerns over the use of mineral oils in cosmetic formulations, demand for sustainable alternatives is on the rise.
Estonian biotech company ÄIO has secured €1 million in funding to support a three-year research and development project focused on microbial fermentation-derived lipids and their derivatives, specifically for use in cosmetic and personal care applications.
52% of content creators say they’ve experienced “burnout”
Global social media marketing agency Billion Dollar Boy has shared its new research, which reveals that 52% of creators quizzed have experienced career burnout and 37% considered quitting the industry because of it.
The research, which was undertaken in July 2025 by Censuswide and commissioned by Billion Dollar Boy, quizzed 1,000 senior marketing professionals; 1,000 content creators in the US and UK (500 per market); 2,000 US consumers; and 2,000 UK consumers, to gain a better understanding of the creator economy.
CosmeticsDesign Americas
Goodbye ‘lipstick effect.’ Hello comfort capital
The beauty and personal care industry is seeing a notable shift in consumer behavior, driven by what market analysts are calling ‘comfort capital.’ According to Clare Hennigan, principal analyst of beauty & personal care at Mintel, this emerging trend builds on the well-known ‘lipstick effect’ but responds more directly to the unique emotional and financial pressures of today’s environment.
“While the ‘lipstick effect’ describes how consumers continue to purchase beauty products during economic downturns as a form of affordable indulgence, ‘comfort capital’ builds on this idea,” she explained to CosmeticsDesign US. “It focuses more specifically on the types of ‘little luxuries’ BPC consumers gravitate toward in today’s uniquely uncertain environment—whether driven by financial pressures, emotional fatigue, or both.”
Consumers shift to scalp-first, nourishing beauty: Spate insights
Beauty consumers are increasingly prioritizing care, health, and self-expression over enhancement, according to new insights from Spate, a consumer trend research firm.
“Manufacturers should reframe product development around nourishment, repair, and preventative care, rather than surface-level enhancement,” Jenny Zeng, Beauty Insights Analyst at Spate, told us.
The company’s latest data reveals growing interest in ingredients that support the scalp, skin barrier, and microbiome, with key signals indicating a broader consumer shift toward functional, wellness-oriented beauty routines.
Three additional states to mandate textured hair training in cosmetology schools
Cosmetology schools in Washington, Vermont, and Maine will soon be required to include training on textured hair as part of their core curricula. Over the last two months, all three states signed legislation mandating education for curly, coily, and wavy hair textures in licensing programs, a move that expands a coast-to-coast initiative supported by major beauty industry stakeholders.
These states now join California, Minnesota, Connecticut, Louisiana, and New York in adopting similar laws since 2021.
Next-gen photoprotection: Scientific review calls for broader sunscreen strategies
A recently published review in the scientific journal Cosmetics by researchers at biotechnology company Arcaea explored the evolving science of sun protection, calling for a more holistic approach that extends beyond UVB and UVA radiation. Researchers reviewed the growing body of evidence showing blue light and infrared radiation (IRA) can contribute to skin damage, long-term photoaging, and pigmentation issues.
The review also explored how blue light and IRA are being addressed through UV filter technology, ingredient delivery formats, and advancements in biotechnology while navigating regulatory approval and testing methodology requirements.
How recent rulings are shaping the legal risk of vegan collagen marketing
The cosmetics and personal care sector continues to face legal pressure over product labeling tied to topical collagen product claims. As previously reported by CosmeticsDesign US in October 2024, a wave of class actions has put terms like “vegan collagen” under the microscope, particularly when they suggest parity with animal-derived collagen.
“No court has held that the phrase ‘vegan collagen’ is inherently misleading,” Shawn Collins, partner at Stradling Law, told CosmeticsDesign US. “But brands need to be careful not to suggest that their vegan collagen performs the same as naturally occurring collagen unless they can substantiate that.”
