Consumer demand for preventative beauty routines and holistic wellness practices is reshaping the beauty and personal care (BPC) industry. According to a recent report from Mintel, 80% of adults are adopting a preventative approach to their beauty routines, prioritizing consistent, long-term care over reactive solutions.
This trend is prompting manufacturers to innovate and communicate clear value propositions to consumers. In an interview with CosmeticsDesign, Carson Kitzmiller, Senior Analyst for Beauty & Personal Care at Mintel, defined “passive beauty” as a shift toward simplifying daily routines while maintaining desired results.
“Passive beauty highlights the more extensive behaviors – as it particularly relates to appearance – in order to be low maintenance,” she explained. This approach resonates with consumers seeking efficient, long-term solutions that reduce the time spent on daily beauty rituals.
Preventative routines take center stage
A significant portion of adults, particularly young consumers, is driving the demand for preventative beauty products. “We see a significant portion of young adults willing to spend more on their appearance, reflecting a sustained focus on beauty routines,” said Kitzmiller. As a result, beauty brands that clearly convey product usage instructions and manage consumer expectations for short- and long-term results are better positioned to meet these needs.
This shift toward prevention is coupled with lifestyle changes that impact appearance. According to Mintel’s research, nearly seven in ten adults (68%) are modifying behaviors like diet, sleep, and stress management to complement traditional beauty product usage.
“Changes in lifestyle are especially prevalent among men and young women aged 18 to 34,” Kitzmiller noted, emphasizing the importance of holistic approaches to beauty.
Long-term results over instant gratification
Another key driver in the passive beauty movement is the focus on long-term results. As reported by Mintel, 39% of adults prioritize products with lasting benefits, compared to just 13% who seek immediate results.
This shift has led to increased innovation in product formulations, particularly among prestige and premium brands.
“Consumers desire scientific and proven claims that support long-lasting attributes and benefits,” Kitzmiller shared. For example, she illustrated that through advanced research, Estee Lauder is exploring longevity-focused skin care.
Similarly, she continued, Oriflame and NIOD are positioning their product lines around holistic wellness and longevity concepts.
Opportunities for manufacturers
BPC manufacturers have significant opportunities to integrate lifestyle changes into their product offerings. Some brands are merging beauty with wellness through multipurpose products that address sleep, nutrition, and hydration, and “we’re seeing some brands merging sleep and beauty benefits in multipurpose products to meet consumer demands,” Kitzmiller said.
She emphasized that Clear communication is crucial for brands looking to capitalize on this trend. Educating consumers on how products fit into broader wellness routines can help build trust and drive engagement.
Additionally, the growing interest in the gut-mind-skin connection and the impact of emotional well-being on appearance presents further opportunities for innovation.
The future of passive beauty
Looking ahead, Kitzmiller sees the convergence of beauty, health, and nutrition continuing to deepen. “We expect the trend toward preventative beauty routines and holistic approaches to grow, driven by consumer demand for long-lasting results and efficiency,” she explained.
Advances in scientific research and technological innovation will also push concepts like skin longevity further, emphasizing health-focused value propositions as the passive beauty movement presents an opportunity for the industry to shift its focus from quick fixes to comprehensive, science-backed solutions that deliver lasting benefits.
