Scents in cosmetic products are not just about fragrance; they are integral to consumer experience, offering emotional, psychological, and wellness benefits that influence purchasing decisions and brand loyalty. In a crowded market, scent serves as a differentiating factor for brands, it can enhance a brand’s storytelling and marketing, enticing consumers to explore and purchase products.  It can help consumers linger and explore different products from a familiar brand to test out new sensorial/ olfactory experiences.

VividEYE™ provides a holistic solution for various undereye concerns. It strengthens the vascular system by minimizing blood vessel leakage and promoting better lymphatic drainage. Moreover, it works effectively on skin cells to reduce melanin production, fortify the skin barrier, and prevent skin thinning. 

As 2025 approaches, Stephenson expects the beauty industry to continue working on the development of new-generation products that couple functionality and efficacy, with natural and sustainable ingredients while reducing water consumption and packaging. In addition, today’s beauty and personal care products must not only meet the expectations of informed consumers but also satisfy a brand’s requirement for manufacturing speed and efficacy. This is the view of Stephenson’s marketing manager Tim Pulleyn and product manager Charlotte Gronan, as they weigh in on some of their top trends to watch in the year ahead.

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This issue explores exciting trends for 2025, from innovative fragrance insights and sustainable packaging to the vibrant return of bold colors—offering fresh inspiration for the industry’s future.