Holistic, Adaptive, Augmented: the New Frontiers of Beauty

The world of beauty extends well beyond a simple product offering. Much like the food industry, it operates within a cultural framework and serves as a mirror to evolving social trends. The loss of confidence in collective narratives has given rise to a form of anxious individualism—marked by a lack of common values and growing solitude. As a result, our perception of beauty is undergoing a fundamental transformation.

With a degree from ESMOD in management and international development strategies for the luxury sector, Estelle Jenny Lystig specialises in trend forecasting for the beauty industry, interweaving insights from sociology and anthropology. Her work involves identifying emerging signals in the industry and translating them into actionable strategies for brands. As an expert in her field, she builds bridges between the beauty, fashion, and hospitality industries.

Protective, Adaptive, Augmented Beauty

Never has there been more discussion around loneliness, disconnection, and anxiety. “People are finding it harder to relate to the collective, turning inward and focusing on their immediate needs,” observes Estelle Jenny Lystig, who sees beauty increasingly serving as a means of self-protection. Products promise to “reinforce the skin’s immunity” and “protect against external aggressions.”

According to Lystig, beauty is also in the midst of a transformation, with “skin increasingly seen as the last frontier between the body and the outside world”. No longer merely ornamental, “beauty has become a form of armor,” she adds, pointing to the hybridisation of make-up and skincare in products. “Foundations now include SPF (UV filters), and serums are tinted. Brands like Typology are actively exploring this space. The trend also extends to labels like Horace and Obayaty, which develop cosmetics tailored specifically to men’s skincare needs,” says Lystig.

The desire for protection sometimes overlaps with transhumanist concerns—the aspiration to transcend the limits of the human condition. Confronted with shrinking resources and growing uncertainty, people are exploring all possible avenues—often with a pragmatic mindset—in search of new forms of protection through alternative resources. According to Lystig, this signals “a desire to create a protective bubble—a second skin combining anti-pollution, anti-UV, and anti-blue light properties. This is also where climatic factors come into play. Products adapt to extreme conditions or use the skin as a conversion platform. The skin itself plays an active role, for example, by reusing its own perspiration.”

When it comes to light, "We're moving from a cosmetic approach to a biophysical one. There is a surge in innovation around LED masks, which enhance product absorption and stimulate collagen production,” adds Lystig. Light is evolving into a medium of care, actively promoting cellular regeneration. The main benefit of this augmented beauty (with masks) is that, while it comes at a cost, it can be done at home and delivers rapid, visible results. “Consumers are gaining expertise from the comfort of their own homes. For them, it’s a form of empowerment”.

A More Clinical, Medical Beauty—Yet Creativity Persists

Alongside the rise of protective beauty, a subtle return to conformity is quietly emerging in both fashion and cosmetics, with Lystig highlighting a temporary shift away from body diversity: 

“Despite continued messaging around inclusivity, recent fashion shows featured fewer plus-size models”. 

Thinness continues to dominate. At the same time, especially on social media, facial features are becoming increasingly uniform, shaped by discreet, almost undetectable cosmetic treatments—a form of controlled beauty. As identity continues to evolve, creativity remains a driving force in the beauty world—and it’s youth who continue to spark and shape the trends of tomorrow. In response to the rising tide of individualism, beauty is increasingly aligning with strong cultural movements.

“We clearly see the coexistence of the social self, the intimate self, and the digital self. This proliferation is amplified by technology and social media. In the era of self-staging and constant visibility, beauty is aligning with identities that are constantly evolving. In make-up, we’re seeing maximalist looks inspired by science fiction, neo-gothic aesthetics, black, and bold, highly saturated colors applied beyond traditional areas. It reflects the evolving forms of subcultural expression.”

Holistic Beauty and an Emerging Ecosystem

“The connection between beauty and well-being is no longer just a passing trend; it’s a fundamental shift,” Lystig asserts. The body has become a space to manage and optimise, with people increasingly focused on understanding its inner workings and prioritising care, wellness, and a health-centric approach. “Where beauty was once focused on a temporary need to enhance appearance, it has now transformed into a holistic ecosystem of care—long-term rituals that can be done independently, centered around meditation and the search for high-performance products. Consumers are holding brands to higher standards, expecting them to be partners in their personal growth,” adds Lystig.

Just as the fashion world increasingly intersects with design and hospitality—through fashion events or pop-up shops in luxury hotels—beauty is now expanding into these realms as well. Lystig highlights how all sectors are converging towards a more comprehensive holistic approach to well-being: 

“We have this triptych: beauty, health, hospitality. This is reflected in multisensory experiences focused on care. Clinique La Prairie, for instance, offers treatments delivered by medical experts within the setting of a five-star hotel. This type of offering is expected to grow in the future. With beauty brands and luxury hotels often belonging to the same parent companies, this trend is likely to expand naturally through experiences like spas, resorts, immersive retail spaces, and concept stores.” 

Merging Categories and New Frontiers

The pursuit of holistic beauty care is also extending into the fragrance sector. A keen observer of emerging trends, Lystig is adept at identifying when they are primed for future growth: “Brands like State of Change are blending fragrances with active ingredients, such as antioxidants typically found in skincare. Once again, the beauty ritual is becoming a health ritual. Even the application methods are shifting. At State of Change, perfumes are applied as balms. While this is still uncommon in the fragrance world, it's bound to grow as consumers demand more multifunctional products.”

“In the past, beauty categories were designed to address individual consumer needs. Each sector had its own specific challenge—dermatological procedures were invasive, make-up was temporary, and skincare wasn't instantaneous. Today, however, we’re seeing the rise of cross-category products,” adds Lystig, citing "cheek blush", which uses tattoo technology to create a semi-permanent or permanent blush. This treatment, typically offered in salons, sits at the intersection of light surgery and make-up. Though still relatively uncommon in Europe, it’s gaining popularity on social media, especially in the U.S., and points to a growing consumer desire for multifunctional, long-lasting, hybrid products.

Tech-Driven Holistic Beauty

For those seeking to address multiple needs through a comprehensive approach to well-being, the diagnostic phase is becoming increasingly important. Understanding what’s happening inside the body is essential before offering a holistic solution. As a result, diagnostic tools will become more accessible, enabling care pathways enriched with targeted insights and personalized data. Technology is increasingly stepping into the realm of health. After the smartwatch, demand for the Oura ring—a connected wellness device—is rapidly growing. The ring tracks sleep, stress, and key indicators of health and well-being. "I recently attended an event on longevity, and I noticed that nearly everyone was wearing an Oura ring. This reflects a real interest among brands in longevity and regenerative medicine,” notes the expert. 

"There’s a growing obsession with aging well—extending one’s healthy years alongside a longer lifespan.” 

In the future, brands will increasingly invest in addressing this new demand, which is emerging earlier and earlier among consumers.

Taking Control of the Body: Longevity as a Central Concern

As interest in scientific innovation continues to grow, consumers are becoming more curious and better informed. One example is the growing awareness of exosomes—tiny biological nanovesicles naturally secreted by the skin, containing proteins and amino acids that aid in cellular regeneration. Techniques like microneedling, combined with exosome serums, are offered to enhance radiance and reduce fine lines. This approach adapts aesthetic treatments, such as microneedling, into skincare and makeup routines by incorporating ingredients like exosomes, minimising invasiveness. This emerging field is referred to as "longevity care".

While still evolving, some centers are already offering treatment protocols that integrate dermatological expertise. Lystig points to brands like OmniStem and La Prairie, which are at the forefront of exploring how to leverage our own stem cells for next-generation beauty treatments. All of this takes place within clinical settings and is highly regulated. While this trend is still in its early stages, it is expected to grow as R&D advances and as a highly informed public continues to drive demand. In the long term, it's likely that “more and more aesthetic products will make use of our own genetic resources.” Once again, both the practices and the ingredients of beauty are increasingly aligned with a medical and clinical approach.

The industry expert highlights the holistic nature of this new approach: 

“This form of beauty, which aims to optimise health, now encompasses fitness, dietary supplements, nutrition, and sleep. Estée Lauder, for example, has just named renowned neurobiologist Matthew Walker as its sleep science advisor. After first relying on dermatologists and pharmacists, brands are now turning to a broader range of experts in wellness and health—without leaving traditional figures of authority behind”.

Beauty brands aren’t the only ones expanding their reach into the wellness space. The prestigious hotel group Aman has recently partnered with tennis champion Novak Djokovic, naming him their Global Wellness Advisor. His role: to help shape a next-level, personalised wellness experience at Aman’s ultra-luxurious resorts. Beyond caring for the body and optimising physical health, “we’re also seeking a form of beauty that nurtures the mind through therapeutic rituals,” says Lystig. “Every aspect of the product—texture, color, application, and gestures—is increasingly designed to enhance well-being. This fosters a continuous inner dialogue between the self, the mind, and its needs. Increasingly, brands like Neurae are drawing on neuroscience in product development, while companies such as Shiseido are promoting meditation pods designed to help users disconnect from the outside world. In the future, this emerging field—known as psychodermatology—is expected to grow significantly in support of emotional well-being.”

As beauty evolves from a purely decorative function to a tool for empowerment, consumers are helping to redefine and broaden the scope of the industry. Engaging with sectors such as medicine and hospitality, this new vision of beauty is expanding into fresh territory, mirroring shifting societal expectations.

Discover more episodes in the Visions series