Beyond the Mirror

Despite global economic uncertainties—with GDP growth lowered to 2.8 percent and inflation easing—demand for technical beauty and wellness products remains stable. A survey by NIQ shows that consumers worldwide continue to place great importance on self-care: 38 percent cite “looking good” as an important life value. Good news for manufacturers. Nevertheless, the challenge for these very manufacturers lies in the changing dynamics of the key product segments.

Hair care devices are among the fastest-growing categories in 2025. Hair dryers and styling devices in the premium segment are particularly driving the market. New, multifunctional models with appealing design are setting the standard here. Hair dryers recorded moderate growth of 6 percent, while straightening brushes posted a strong 9 percent increase year over year. Many manufacturers are positioning themselves through an improved price-performance ratio in order to justify premium prices.

Design and ease of use are decisive purchasing criteria: 35 percent of consumers say that a product’s appearance influences their purchase decision. Gen Z and Millennials in particular, who make up more than half of buyers, want simple operation and seamless integration into their care routine. Lightweight, quiet, and visually appealing devices with flexible attachments are therefore in demand. These are criteria that manufacturers should take into account in production and development.

The men’s shaver category is largely saturated and is recording a slight decline (-1% year over year). At the same time, niche segments are developing positively: head shavers are considered a high-growth niche with potential, while portable shavers increased by 23 percent in the first quarter of 2025 alone. Multi-grooming sets and electric system shavers are also enjoying growing popularity—they represent the trend toward multifunctionality and convenience.

Replacement blades are another growth area. They benefit from the large installed base of high-quality shavers. For manufacturers, this offers stable additional revenue through accessories and consumables.

Electric cosmetics, once a fast-growing segment, is being influenced in 2025 by new regulatory requirements. In some regions, stricter product classifications led to a 43 percent decline year over year. Nevertheless, the potential for innovation remains high. Future success depends heavily on how well manufacturers meet regulatory requirements—for example, through close collaboration with dermatologists and specialist consultants.

Success in the beauty and wellness technology market in 2025 is based on three factors: innovative strength, rapid adaptability, and regulatory certainty. Manufacturers must offer a balanced product range—from affordable entry-level products to high-performance premium solutions. This is particularly important as consumer spending becomes increasingly polarized.

Multifunctionality is becoming the new benchmark for quality: Successful brands offer high-performance products with intuitive design and easy handling—often at a more attractive price-performance ratio than before.

In addition, digital and social platforms continue to gain importance. Consumers are increasingly discovering and buying products online. A strong online presence—from search engine optimization to collaboration with influencers—is therefore crucial for reaching target audiences.

Brands that combine design with data bring a strong selling point. These are increasingly gaining traction. Their success lies in developing products that are not only attractive and intuitive, but also regulatory-compliant and connected.

For more information, please also visit the webinar at: Navigating the Tech & Durables Market – NIQ