From East to West, the beauty industry continues to evolve — shaped by shifting consumer behaviors, regional preferences, and emerging wellness trends. The markets in China, Europe, North America, and Latin America are each telling a unique story:

2025 Global Beauty Trends

• China is leaning into wellness-inspired categories like body care, hair care, and niche fragrances

• Mid-range brands are the new sweet spot in Europe

• Mass market beauty is gaining greater appeal in the U.S. as consumers seek value-driven efficacy

• Canada is seeing a premiumization in key segments, and both demographic and regional shifts that are evolving the beauty landscape

• Arab and Asian influences are carving new opportunities in Latin America

In this five-part blog series, Circana’s beauty industry analysts will explore how the industry is being redefined across regions, offering a snapshot of what’s driving growth, innovation, and consumer connections around the world.

We are kicking off this series tomorrow, with the eastern-most beauty market Circana tracks: China.