The saying beauty is more than skin deep has never been more relevant when it comes to the latest consumer need.
Increasingly, a beauty routine has become a way to manage stress, but it looks like that concept is set to develop one step further.
According to Mintel research, 72% of British females aged 16-24 are interested in using a fragrance to destress and almost half to boost mental clarity. Additionally, one of the insights that emerged from Mintel’s 2025 Global Beauty & Personal Care study was that consumers are realising the need to address low energy levels while proactively managing their looks. They are therefore seeking ways to enhance their mood and feelings through products.
With this in mind, Mintel predicts that eventually the beauty industry will take hold of this knowledge and generate mood-enhancing products that speak directly to people’s emotions, encouraging self-care and emotional healing. Products could provoke a number of emotions, from inspiring creativity to peace and courage.
It’s not just fragrance and essential oils that are expected to help maintain a healthy mental state; brands in colour cosmetics, skincare and bath products have a chance to tap into this growing consumer need. Brands have opportunity to explore unproven and proven processes and ingredients, from aromatherapy to traditional Chinese medicine. On the whole, the traditional beauty routine will become a self-care routine.
Among already existing innovations is a lip balm that claims to increase serotonin levels with different shades representing various emotions; cleansing water that contains crystals to create positive energy; and bath salts designed to strengthen consumers’ natural powers of which align with different moon phases.
BD brands tapping into this trend include…
Weleda
Using aromatherapy, Weleda’s body oils utilise various scents to make you feel anything from calm to revitalised.
Ecoya
The brand’s high quality candles and diffusers inspired by different locations and moments evoke fond memories.
Twenty8
These essential oils support both physical and emotional needs. This aromatherapy range offers a unique and natural approach to health and beauty.
L’OCCITANE
The brand’s Aromachologie range works to rebalance the senses and promote a sense of wellbeing.
Natio
Natio’s essential oils are used to help promote a variety of different emotions and spiritual healing.
100% Pure Natural Essential Oil - Lemon, 100% Pure Natural Essential Oil - Patchouli, 100% Pure Natural Essential Oil Blend - Happy
Dr Teal’s
This body wellness range utilises the amazing benefits of pure Epsom Salt, providing physical and mental benefits.