The biggest beauty industry trends you’ll see in 2025

Consumers can also expect to see more personalized beauty options.

While Mitchell’s company, Myavana, is focused on personalizing the hair-care industry, she told BI, “The cool thing is this personalization can spread across every category, so skincare, makeup, fashion, even health.”

Custom skincare brand Curology, for example, was founded in 2014 and became profitable in 2022, with revenue surpassing $200 million, Retail Dive reported in January, citing an email from CEO Heather Wallace.

“So, what I’m pushing for now, especially with retailers, is to personalize the retail experience,” Mitchell said.

Myavana recently launched on Ulta. The tool can be found under the retailer’s “Discover” and “Virtual Tools” tabs as the “Hair Analysis” feature.

The application uses a photo of your hair and up to two of your main concerns — answers include “Shine,” “Thinning,” “Frizz Free,” “Heat Protection,” and more — to provide your hair type match. Based on the results, the program offers tips and product recommendations for shampoos, conditioners, oils and serums, and masks.

“I think that we’re going to see a big shift from a one-size-fits-all approach to a more personalized experience driven through technology,” Mitchell said.