Beyond the Mirror

2025’s Beauty Appliance Trends 

Despite global economic uncertainties—marked by a downgraded GDP growth to 2.8 percent and slowly moderating inflation—beauty and wellness remain resilient. Consumers continue to prioritize self-care, with 38 percent globally viewing “looking good” as an important life value. But the story for manufacturers lies in the shifting dynamics within key product categories.

Haircare: Innovation-Driven Growth

Haircare appliances are the standout performers in 2025. Hair dryers and stylers, especially premium models, are driving steady growth. Brands are setting the pace with multifunctional, design-forward launches. Hair dryers growing a modest +6 percent had and straightening brushes grew a strong +9 percent year over year. Many new models attempt to justify the premium by means of multifunctionality and offering more for the price of one.

Design and usability are critical: 35 percent of consumers say product aesthetics influence their purchase decisions, and Gen Z and Millennials—who account for over half of haircare buyers—prioritize ease of use and integration into their skincare routines. Manufacturers should focus on lightweight, quiet, and visually appealing devices with modular attachments to meet these expectations.

Shavers: Niche Segments Outperform

While the men’s shaver category is mature and slightly declining (-1% year over year), niche segments are thriving. Head shavers’ small growth niche showing promising growth and portable shavers—especially in China—are up 23 percent in Q1 2025 alone. Multi-grooming kits and electric system razors also posted strong gains, reflecting a shift toward multifunctionality and convenience. Replacement blades are another bright spot which grew in the past 12 months over the previous 12-month period increase, this segment benefits from the installed base of premium shavers. For manufacturers, this presents an opportunity to build recurring revenue through accessories and consumables.

Electric Cosmetics: Evolving beyond the hype

The electric cosmetics segment, once a breakout performer, is adjusting to new regulatory realities, with a 43 percent year over year dip reflecting tighter classification rules in some regions. Yet, the innovation engine hasn’t stopped. Success now depends on navigating compliance thoughtfully—through collaboration with dermatologists and regulatory advisors.

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Unlocking growth in beauty tech era

In 2025, success in beauty and wellness tech will depend on three key pillars: innovation, agility, and regulatory readiness. To stay competitive, manufacturers must offer a balanced portfolio—combining affordable, entry-level products with premium, feature-rich solutions. This is especially important as consumer spending becomes more polarized.

Multifunctionality is redefining value in personal care products – as premium brands are winning more for less, wrapped in intuitive and sleek design and effortless usability.

Meanwhile, digital and social commerce are now the dominant channels for discovery and conversion. Brands must ensure their online presence is optimized—from search visibility to influencer partnerships—to meet consumers where they are.

The brands that will lead are those that can combine design and data—delivering products that are not only desirable, but also compliant and connected.

For more information, check the following webinar: Navigating the Tech & Durables Market – NIQ

About

Based on a partnership between NIQ, GFU and IFA Management, we regularly inform you about market developments and trends from the home & consumer tech sectors. You will receive interesting insights, current market figures, consumer trends and much more professionally prepared from the sources of the three competent partners.