Vegan Beauty 2025: the evolution of beauty and personal care.
Have you ever thought about how the products you use every day to care for your skin are made? And how many of your beauty choices truly reflect your values? In recent years, the cosmetics and personal care industry has undergone a major transformation. More and more consumers are embracing veganism not just in their diets but also in their beauty routines.
Brands are responding to this growing awareness by creating products that not only exclude animal-derived ingredients but also align with principles of sustainability, innovation, and environmental responsibility. It’s no longer just about ethics—the plant-based market is booming, and those who fail to adapt risk being left behind.
But what does it really mean to be a vegan beauty brand in 2025?
What are the challenges and opportunities in a sector where the boundaries between science, technology, and sustainability are increasingly blurred?
The vegan beauty market in 2025
The cosmetics and personal care industry is undergoing a profound evolution. Sustainable beauty is no longer a niche but a necessity for companies aiming to stay competitive.
Key market insights
According to research institute Mintel, the plant-based beauty market is continuously expanding [1] and is expected to exceed $160 billion by 2030 (based on internal analyses and sector trend extrapolations). Between 2018 and 2022, the number of new beauty and personal care products with plant-based claims increased by 302% [2]. Consumers are increasingly seeking natural, effective, and cruelty-free ingredients, pushing companies to reformulate their products.
Shifting consumer demand
The beauty landscape is increasingly shaped by informed and conscious consumers who expect brands to take concrete action on sustainability and innovation. According to Mintel [2], 61% of US consumers believe it is essential for companies to take a stand on environmental issues, while 66% of Japanese consumers show strong interest in products with eco-friendly certifications. Globally, sustainability is no longer optional; it is now a fundamental requirement for brands to remain competitive.
In Italy, there is a growing focus on personalisation and natural products. Some 63% of Italian consumers consider self-expression a top priority [2]. This need for authenticity goes hand in hand with the demand for tailored solutions: 54% of Italians would be interested in using AI-powered tools to discover new natural or organic products [2]. These figures highlight how technology, combined with the demand for cleaner and more transparent products, is becoming a decisive factor in purchasing choices.
Veganism and innovation in the beauty industry
Innovation is one of the primary drivers of change in the vegan beauty sector. Companies are investing more resources into research to develop bio-identical ingredients—lab-created molecules that replicate the properties of animal-derived substances without animal exploitation. A significant example of this evolution is “collagen-like proteins,” obtained through precision fermentation processes. These provide structural benefits similar to traditional collagen but with no impact on animal life. This biotechnological approach enables high-performance, sustainable alternatives, eliminating the need for animal-based resources.
At the same time, precision fermentation is unlocking new possibilities for producing other essential cosmetic ingredients, such as elastin and keratin. These cruelty-free solutions deliver results comparable to conventional products, helping redefine industry standards.
Meanwhile, technology is playing an increasingly strategic role in both the shopping experience and product customisation. AI-powered tools and advanced skin analysis are revolutionising how consumers select beauty products, offering personalised recommendations and tailored formulations to meet individual needs. This allows brands to provide more effective solutions while enhancing customer satisfaction.
Lastly, sustainable packaging has become a key factor in purchasing decisions. Many brands are investing in vegan packaging, as well as recyclable, biodegradable, and refillable packaging to reduce their environmental impact and meet the growing demand for low-impact products. The introduction of innovative materials such as algae-derived bioplastics or agricultural waste-based packaging confirms the industry’s commitment to finding solutions that align with the values of increasingly conscious consumers.
Overall, these innovations demonstrate that vegan beauty is not just an ethical choice but a true driver of scientific and technological progress, poised to redefine future industry standards.
The future of vegan beauty is now
Vegan beauty is no longer a niche market but one of the leading forces shaping the global cosmetics industry. Innovation, sustainability, and personalisation are the key elements redefining the future of beauty. For companies looking to stand out, this is not the time to sit back—it’s time to take risks, invest, and believe in a business model that merges ethics with scientific progress.
Change is already underway, and the numbers speak for themselves. Today’s consumers demand transparency, quality, and a positive impact on the planet. Companies that respond to these needs will not only thrive but also emerge as leaders in a new era of beauty. Every innovative formula, every sustainable material, every responsible choice represents a step towards a world where beauty and ethics are no longer in conflict but seamlessly intertwined.
The future of vegan beauty is bright, ambitious, and full of opportunities. Brands have only one choice: to embrace this transformation and become pioneers of a shift that is not just necessary but inevitable. Those who adapt and innovate will dominate tomorrow’s market.
