NEWS

Advances in AI, biohacking and quiet beauty among trends set to shape the beauty industry in 2025-2026

The future of beauty will be shaped by innovations in AI, biohacking and sustainability over the next two years, according to new research.

Cosmetic ingredient company Adina’s Beauty Trends Report explored the hot topics of the past year and anticipated the next steps for beauty.

Next-level wellness

Increasingly, clients are looking at their health span, as well as just their lifespan. With the benefits of modern medicine, people are living longer, but don’t want to suffer with age.

As clients prioritise wellness, preventative treatments, biohacking and neuro beauty will see a rise in interest. Some of the latest trends include cold therapy, light therapy and NAD+ supplementation.

These quick-fix bio hacks are easy to fit into a busy lifestyle, with light and cold therapy being great add-ons at the end of an existing beauty treatment. Check out our hot topic feature on page 45 for more on longevity.

Smarter sustainability

Artificial intelligence will change the landscape of sustainability in the beauty industry, being used from ingredient agriculture through to maximising the energy efficiency of manufacturing products.

AI evolved

Artificial intelligence will also integrate more into our everyday lives and self-care routines, with apps that personalise workout routines and diets, even delving into the world of health, with therapy and triage chatbots.

Quiet beauty

In recent years, there has been a move against hyperconsumerism with education readily available on the internet, debunking hype around specific beauty products. This criticism has prompted the “quiet beauty” movement, a re-assessment of purchasing habits and the embrace of a more purposeful culture around beauty spending and value.

UK’s biggest spa guest etiquette annoyances revealed

A survey of over 1,000 Brits by Hekla Saunas has lifted the lid on the biggest pet peeves regarding other people’s spa etiquette. Alongside how people dress, attitude and spa behaviour topped the charts of people’s biggest issues.

39% of Brits think getting drunk is unacceptable, while 37% disagree with people using inappropriate language or swearing. A lack of personal hygiene also scored highly, with 36% of people finding it poor behaviour to not clean feet before using facilities, and 35% disapprove of eating and drinking in the sauna, hot tub or steam room.

Top 10 things Brits find unacceptable in a spa

1. Going completely nude (52%) 2. Having relations within the sauna, steam room or hot tub with a love interest (41%) 3. Getting drunk (39%) 4. Bad language/swearing (37%) 5. Having dirty feet/not cleaning them before (36%) 6. Women going topless (36%) 7. Eating or drinking in the sauna, hot tub or steam room (35%) 8. Not showering before (35%) 9. Spending too long in certain facilities such as the hot tub or steam room even though you can see others are waiting to use them (25%) 10. Wearing makeup or fake tan in water facilities such as the pool or hot tub (23%)

News in brief

Beauty salon Prehas opened a second London location in Parson’s Green. Launched in Islington three years ago by Mimi Gaston-Kennedy, Preoffers treatments to prepare for events, from pre-weekend to preholiday. The second location stems from the brand's growing demand.

Moddershall Oaks Country Spa Retreat in Staffordshire has launched limitededition ‘Tailored to you’ spa packages, including a 25-minute treatment where guests have control over which part of the body is focused on. The package is available as a spa day, evening and overnight spa break.

With a focus on redefining men’s grooming routines, Transformulas has launched a dedicated men's website page, featuring masculine product and model imagery alongside male-focused blogs. With an emphasis on embracing beauty, confidence, and healthy skin for all, the page is a step towards catering to a growing consumer segment.

The Barnsdale has unveiled its new Signet Spa, marking the completion of its transformation into a rural escape on the edge of Rutland Water. It features a heated outdoor pool, wood-fired hot tubs, an outdoor sauna, and a restorative treatment room.

Schloss Elmau in Germany has become the first hotel to offer Gaga retreats as part of its spa offering. Gaga is a form physical expression based on improvisation, sensation and an acknowledged connection between mind and body. The first retreat will run from August 12-17, with more next year.

New Labour government: what it means for the beauty industry

The General Election saw a victory for the Labour Party. In his first speech as Prime Minister, Keir Starmer said the party will "rebuild the infrastructure of opportunity, brick by brick" in a "government of service".

Labour’s plans for economic growth included specific support for small businesses, recognising that “small firms, entrepreneurs, and the self-employed face unique challenges” and calling them “the lifeblood of communities and high streets across the country”.

The result could see change for the industry, with Labour offering pledges including reform of the British Business Bank to make borrowing easier for SMEs, tougher regulation on energy companies, and a Growth and Skills Levy to replace the Apprenticeships Levy.

Caroline Larissey, chief executive at the National Hair and Beauty Federation, said: “We were pleased to hear [Labour’s] considerations around VAT reform, and look forward to feeding in on the proposed roadmap for business taxation."

She also emphasised that the proposed Growth and Skills levy must “improve, and not reduce in any way, support for apprenticeships for small and micro businesses."

The British Beauty Council (BBCo) compiled feedback from those in the industry to call for change around tax, trade and regulation, education and ESG.

BBCo’s Victoria Brownlie said, “We are maintaining and building new relationships with policymakers to push for action.”

Meanwhile Babtac chair Lesley Blair called for a focus on regulation and licensing, beauty’s contribution to the economy, standardisation of qualifications, tax and funding support, and sustainability.

London named among the top 5 capital cities for skin health

London has been named among the best cities for skin health, in a recent study analysing external and environmental factors in 38 countries.

The research, by Liberty London, looked at sunlight exposure, UV levels, temperature, humidity, air quality, smoking and vaping, traffic, and average working hours. The data was weighted and used to give each country's capital city a score out of 100, with the top 10 named as:

1. Vienna, Austria (70.83 out of 100)

2. Tokyo, Japan (67.4)

3. Ottawa, Canada (67.24)

4. Stockholm, Sweden (67.18)

5. London, UK (66.73)

6. Oslo, Norway (66.38)

7. Dublin, Ireland (66.31)

8. Berlin, Germany (66.15)

9. Canberra, Australia (65.82)

10. Bern, Switzerland (65.3)

The UK score is influenced by low sun exposure, with only 69 days of sunlight per year, and a comparatively low rate of smoking compared to other capitals.

22% of beauty customers are engaging in loyalty schemes

The public is engaging in loyalty schemes at a high rate with 22% of customers that shop for health and beauty signed up to loyalty schemes, a new survey has revealed.

The research, by the Gift Card and Voucher Association (GCVA), also revealed that 91% of the UK public is actively involved in loyalty programmes. It highlighted that loyalty scheme participation is consistent across age groups.

94% of those aged 66 and over are engaged in at least one scheme, with 81% of young adults between 18 and 25 also engaging.

Loyalty schemes also appeal to those on both high and low incomes, with 96% of those with a household income of over £75,000 actively involved in such programmes.

The survey also revealed consumer frustrations with how some loyalty schemes are managed, explaining that they often find them complex and difficult to use.

Additionally, concerns about data privacy and the perceived value of rewards can hinder consumer trust and engagement.

The research surveyed over 1,000 UK consumers and gathered insights from 36 GCVA member organisations.

Two thirds of Brits now choose calming workouts for health and mental wellbeing

Wellness-focused fitness activities such as yoga are taking over from traditional workouts as Brits seek health and mental wellbeing benefits, according to new stats.

Two thirds now opt for low-intensity, calming workouts such as yoga or walking, with the main motivation being to “stay healthy”, found the research of 2,000 adults by YouGov, for magazine app Readly.

The mental and welling benefits of regular physical activity are high on the agenda of Brits. The top five reasons people exercise were: to stay healthy (58%), to lose weight (17%), for mental health reasons such a stress relief (10%), to gain muscle (5%) and to meet other people (2%).

Low-intensity, calming activities such as yoga, brisk walking or hiking are the top fitness practices among Brits, with 79% of women and 63% of men choosing these.

One in four choose muscle-focused workouts such as weight lifting, or high-intensity exercise such as running.

Meanwhile, 33% of men and 20% of women choose strength training, and 27% of men and 19% of women said highintensity training is their regime of choice.

News in brief

The Hair & Beauty Charity and Hair & Beauty Suppliers Association succeeded at its annual Charity Golf Day, raising £6,864.75. The event, which took place recently at Hellidon Lakes Golf Resort in Daventry, brought together 13 teams of industry pros. Despite the weather, it was a great day, with an auction, raffle, and other fundraising opportunities.

Salon software company Phorest has announced the 2025 return of The Salon Owners Summit. On January 26-27, salon owners and managers will come together at the Dublin Royal Convention Centre, Ireland. Education topics will range from customer experience to staff development to the latest technology innovations.

The Francis Hotel in Bath is set to undergo a £13 million refurbishment. Towards the end of the programme, a new thermal spa and three treatment rooms will be created, tapping into Bath’s ambition to be the UK’s number-one city for wellbeing.

Studex sponsored Team Wales in the Dance World Cup 2024, which took place from June 27 to July 6, in Prague, Czechia. Studex said the sponsorship was about empowering others with the support and guidance they need to pursue their passion.

The Daniel Thwaites Spa Group has announced plans to expand its academy, which launched in September 2022. Since then, it has achieved good trainee retention and post-apprenticeship employment.

News in brief

Phyto-aromatic skincare brand Yon-Ka Paris has unveiled a new look for its Lotion Yon-Ka. The product packaging has been reinterpreted to celebrate the 70 years of the brand and to highlight its commitment to the environment, by removing the cap and investing in a lighter glass container to limit the use of plastic.

Dr Nina Bal has opened a new clinic in Kensington, London. The clinic, which opened at the beginning of July, offers a blend of personalised care and high-tech treatments, using Dr Bal’s expertise in assessing facial structure.

This summer, Medik8 partnered with Space NK to introduce a new community of skincare-savvy consumers to retinaldehyde. Popping up in two UK locations; Battersea Power Station and Manchester’s Arndale Shopping Centre in July, Medik8 brought Crystal Retinal to life with a futuristic gamified capsule pod.

Medicaforte has launched Prfkt Pro as parent brand for The Perfect Peel, The Perfect Peel Superblend and skincare brand Glutaceuticals. To serve as a resource for practitioners, it has also launched a new website, prfktpro.com. This initiative aims to enhance the customer experience by providing all resources in one location.

Aesthetic device supplier The Smart Group has appointed Giulia Morabito as marketing executive. Morabito brings experience from the professional haircare sector and the luxury brands industry, having worked alongside retailers such as Harrods and designers such as Vivienne Westwood.

Professional Beauty Group expands into Europe with acquisitions in Spain and France

Professional Beauty Group (PBG) has acquired Expo Beauty and Cosmo Beauty (pictured), two exhibitions serving the hair and beauty sectors in Barcelona and, separately, the Forum Hotel & Spa conference in Paris.

Recently, the two Spanish events have been staged separately at different dates in Barcelona. PBG’s acquisition will put them back into one venue, allowing visitors to move seamlessly from one event to another.

Included in the deal are Vida Estetica magazine and awards, hair magazine Tocado, International Aesthetics & Spa Congress and the Gaudi Awards.

In a separate acquisition, PBG has also acquired the Forum Hotel & Spa conference in Paris. Staged at the luxury George V hotel, the event, hosted in English, is one of the most prestigious in the European spa calendar and will strengthen PBG’s World Spa & Wellness conventions.

Professional Beauty Group’s managing director Mark Moloney said, “It’s exciting to be able to add value in new countries. Particularly in Barcelona, putting the two events back together in the city’s best venue is what the local industry has been crying out for.”

Eve Taylor and Victoria Brownlie awarded in King’s Birthday Honours

Eve Taylor, founder of skincare and aromatherapy brand Eve Taylor London, was awarded the title of Dame Commander of the British Empire for services to business in the King’s Birthday Honours.

Taylor said, “I am deeply honoured and humbled to receive this recognition. My journey has been driven by a passion for empowering others through beauty and wellbeing. This accolade is not just a personal achievement but a testament to the incredible team at Eve Taylor London.”

Meanwhile, British Beauty Council chief of policy & sustainability Victoria Brownlie was given an MBE for services to the beauty and personal care industry. Brownlie said: “It’s an absolute honour to receive such recognition for a role I love and take so much pride in...This award gives much needed recognition for the beauty and personal care sector.”

Suncare remains a major blind spot for Brits

New research has spotlighted the most common, health-related SPF myths among the British public.

The research, from suncare manufacturer La RochePosay, found that more than a third of 25–34-year-olds think you can’t get sunburned within the first 30 minutes of being outside.

Meanwhile, 22% believe sunscreen is only necessary during summer and 21% think you cannot get sun damage / UV rays cannot reach you through a window.

Other misconceptions include that wearing sun cream means you won’t get burned (26% agreed), that sun cream causes blemishes and breakouts (25%), that sun cream can be harmful to skin (22%) and that sunburn is unavoidable (23%).

Diary dates

//September 20-22 World Wellness Weekend International

The annual event is set to be celebrated by 8,000 venues across 150 countries, with wellness activities. world-wellness-weekend.org

// September 29–30 Professional Beauty North Manchester Central

The largest beauty exhibition in the North returns with product launches, education, competitions and more. 020 7351 0536 professionalbeauty.co.uk/north

// October 13–14 Salon Beauty ExCeL London

London’s biggest autumn event for beauty is now at ExCeL London. Formerly known as Olympia Beauty, the show features stages and competitions. 020 7351 0536 professionalbeauty.co.uk/salonbeauty

// October 10–11 CCR ExCeL London

Trade show featuring education and aesthetic suppliers. 020 3196 4370 ccrlondon.com

// October 23-27 British Beauty Week Nationwide

With the theme “A Beauty Industry that Looks Like You”, activities will highlight the importance of inclusion in beauty. britishbeautyweek.co.uk

// November 10 Babtac & Cibtac Awards The Fairmont Windsor Park

Awards celebrating practitioners, salons, spas, and educators. 01452 623110 babtac.com

IIAA announces Salon of the Year 2024 winners

IIAA announces Salon of the Year 2024 winners

The winners of IIAA’s Salon of the Year 2024 Awards were rewarded during a gala event at the new Peninsula London hotel.

The company’s top accounts were recognised for achievements across several specialisms including new categories for rosacea, pigmentation and nail health.

2024 winners are:

Salon of Excellence Bronze: Hayley Barnes Skin and Beauty Studio

Salon of Excellence Silver: Pure Birkdale 

Salon of Excellence Gold: The Hart Spa Sevenoaks

The IIAA Salon of the Year Awards

Salon of Excellence Platinum: Touch & Glow Skin & Laser Clinic 

Green Salon of the Year: Feel Good Therapy 

Community Champion: Elegance of Gidea Park 

Salon of the Year Award Ireland: Ailish Laser & Skincare 

Salon of the Year Award UK: Skingym by Katherine Taylor 

Therapist of the Year – Pigmentation Category: Tripta Juj, Vital Energy 

Therapist of the Year – Dry Skin/Eczema Category joint winners: Amy Power, The Chalet, and Louise Lowe, L Beauty 

Therapist of the Year – Problem Skin Category: Helen French, Helen French Skin Clinic & Beauty 

Therapist of the Year – Rosacea Category joint winners: Olivia Matthews, The Advanced Skin Cabin and Louise Wotton, Elegance of Gidea Park 

Therapist of the Year – Ageing Category joint winners: Helen McBurney, Helen McBurney Skincare and Alexandra Jeffrey, De’Luxe Skin Clinic 

Therapist of the Year – Nail Health Category: Tracey Ahearne, Lavish Beauty 

Therapist of the Year (overall winner): Olivia Matthews, The Advanced Skin Cabin.

Germaine de Capuccini launches packaging sustainability campaign

Germaine de Capuccini has introduced a new way to let clients replenish their skincare products while significantly reducing plastic waste.

The brand’s intensive moisturisers, known for restoring plumpness and hydration to all skin types, are now available as a refills.

The switch to refills will help to achieve a 95% reduction in plastic use, 50% less cardboard usage, 90% less waste and a 97% decrease in electrical consumption.

Although the new refills are not compatible with all current cream pots, Germaine de Capuccini’s forthcoming containers will feature a removable middle, simplifying the refill process.

In the meantime, transferring the product manually or using the refill directly is necessary for existing jars.

The Refill & Renew campaign also translates to financial savings for customers, offering a 20% cost reduction when purchasing refills.