Key takeaways from Cosmoprof Bologna Worldwide 2025

With over 3,120 exhibitors from 65 countries and 255,000 visitors, Cosmoprof Worldwide showcased pivotal innovations across several beauty categories, from the ‘scentification’ of beauty to the resurgence of natural ingredients. 

This report dives into the key emerging beauty trends our experts spotted at the show, offering key opportunities for your brand.

Hair scenting

The hair perfume craze is in full swing and that’s right, we called it. This trend is driven by consumers’ desire for multi-sensorial product experiences and finding identity through scent.

Our experts discovered several brands capitalising on hair perfume and products that provide functional benefits. Korea-based ELROEL's Elgrowth Black Bean Salon Hair Color Cream is made with coffee extract, which scents the product in lieu of the typical ammonia scent while promoting hair health and shine.

Skin soothers

Calming solutions took centre stage at the show, where exhibitors displayed innovations tackling the surge in sensitive skin concerns. Danish brand Apeer Beauty’s Calming Serum is formulated with skin-barrier-boosting wheat germ oil and vitamin E, recommended for sensitive and complex skin types. 

‘Funtility’ textures 

Experimental textures have become a key differentiator for brands at the show. Our experts saw a blend of fun and function to surprise and engage customers. Dopamine cleansers are a great example. Brands can integrate strategic joy into otherwise mundane tasks like cleansing with playful and unusual textures. 

The new natural ingredients

Brands are responding to the growing demand for sustainable, natural formulations by integrating centuries-old practices into their formulations. Alteya grows and harvests its own roses and lavender to create flower waters using generations-old recipes. It leverages local Bulgarian roses in its organic products. 

WGSN subscribers can access the Cosmoprof reports here. If you’re interested in learning more, these insights are just a glimpse into the vast array of forecasts our experts provide brands like yours. Explore WGSN today to unlock your brand’s full potential.