So Fresh, So Clean: The Future of Health and Beauty Innovation
10 MIN
Today’s health and beauty consumers expect more than just clean ingredients. They’re looking for brand transparency, sustainability, and exciting collaborations. Leading brands are embracing open innovation and crowdsourcing to meet these expectations and spark new ideas. MindSumo explores trends that are shaping the industry’s future—and how your company can gain insights from the next generation of shoppers.
GATE
Introduction
Younger consumers want health and beauty products that do more than just clean or beautify. They’re searching for items that align with their personal values, support their overall well-being,
Our MindSumo challenges have revealed just how quickly this shift is happening. According to a Nielsen report, Millennial spending on skincare and haircare in 2024 is outpacing the broader U.S. market—and we’re seeing the same trends emerge in global markets.
These discerning shoppers aren’t simply grabbing whatever’s on sale. They’re carefully selecting products that reflect who they are and what they stand for. Thanks to our solver community, we’ve had a front-row seat to this fascinating evolution.
As brands compete for the attention and loyalty of these values-driven consumers, they’re adapting their strategies. Let’s explore the key trends reshaping the health and beauty market and how forward-thinking brands are responding.
What's Trending Now in Health and Beauty
As self-care becomes increasingly central to our lives, brands offering elevated health and beauty experiences are capturing a growing market of consumers who are willing to spend more for quality. Our MindSumo challenges consistently show that younger consumers don’t hesitate to pay a premium for products that deliver something truly special.
The Luxury Experience at Home
Luxury used to be reserved for handbags and designer shoes. Now, it’s finding its way into our everyday routines—particularly in personal care products. Our MindSumo solver community has expressed their interest in:
- Premium ingredients—like caviar extract, gold flakes, and exotic oils—are increasingly common in high-end body washes, skincare, and haircare products.
- Thoughtfully designed packaging transforms everyday products into bathroom centerpieces. Sleek dispensers, minimalist branding, and elegant labeling help these products stand out.
- Limited-edition releases create a “get it while it lasts” appeal that encourages repeat purchases.
It’s Not Just Clean—It’s Healthy
Today’s health and beauty routines are an integral part of overall wellness. Our solver community is more ingredient-conscious than ever before:
- Formulas without sulfates, parabens, or synthetic fragrances are now expected, not optional.
- Beneficial ingredients like vitamin C, aloe, and green tea deliver hydration, soothing effects, and skin protection.
- Gentle options specifically formulated for sensitive skin make beauty products more inclusive.
Key Stat: The global clean beauty market was valued at $8.25 billion in 2023 and is projected to grow at 14.8% annually through 2030 (Grand View Research).
Shopping Habits Have Changed
Younger consumers are fundamentally reshaping the buying journey. MindSumo challenges reveal several important trends:
- They expect complete transparency about ingredients, sourcing methods, and production practices.
- They’re increasingly comfortable shopping online, subscribing to products, and buying directly from brands.
- They demonstrate strong loyalty to brands that authentically reflect their personal values.
Sustainability Isn’t Optional Anymore
Caring for the environment has evolved from a niche concern into a mainstream priority—especially for younger buyers. Our solver community repeatedly identifies sustainability as a deciding factor in their purchasing decisions:
- Eco-friendly packaging—whether biodegradable, refillable, or using reduced plastic—consistently wins favor.
- Ethical formulations that are vegan, cruelty-free, and biodegradable help build consumer trust.
- Brands actively reducing their carbon footprints and sourcing ingredients responsibly stand out in a crowded marketplace.
Key Stat: According to Blue Yonder’s recent survey on consumer sustainability, 78% of Gen Z and Millennials say sustainability is important in their purchasing decisions. We’ve seen even greater numbers from our MindSumo community across multiple challenges.
The Instagram Effect Is Real
In our social media-dominated world, aesthetics matter. How a product feels, smells, and looks can be just as important as how effectively it works. Our MindSumo community has helped brands pinpoint what makes a product truly Instagram-worthy:
- Unique scents, colors, and textures (like gel-to-foam) add an engaging sensory dimension to daily routines.
- Well-executed influencer campaigns build excitement and community around products.
- Attractive packaging, naming, and branding boost shelf appeal—and make people more likely to share their purchases on social media.
MindSumo Success Story: A Fortune 500 consumer goods company teamed up with MindSumo to crowdsource fresh branding and marketing ideas for a new product line aimed at younger consumers. The challenge brought in over 220 creative name suggestions and valuable feedback, helping the brand confirm interest and sharpen its strategy before launch.
Why Brand Collaborations Are the Industry’s Future
One of the most consistent themes from our solver community is a strong desire to see more creative collaborations between health and beauty brands and other brands they already love. Whether it’s fashion, fragrance, wellness, or even food, consumers are excited about crossovers that feel unexpected yet authentic. These partnerships add unique value by combining function, aesthetic, and brand identity in fresh, innovative ways.
Our solvers are especially enthusiastic about collaborations that spark curiosity and offer something genuinely novel. Imagine a skincare line co-created with a wellness brand, or a body wash infused with the scent of a popular coffee blend. These concepts feel innovative yet grounded in consumers’ existing preferences, which builds immediate interest.
Top Collaboration Categories – U.S. MindSumo Solvers
- Clothing & Apparel 2. Ice Cream 3. Media 4. Wildlife Protection 5. Fragrance
Top Collaboration Categories – Global MindSumo Solvers
- Clothing & Apparel 2. Skincare 3. Fragrance 4. Health & Fitness 5. Kids
The right collaborations also leverage how consumers typically discover products. Among our solver community:
- 52% say they discovered their favorite collaboration through social media, making it by far the most powerful discovery channel.
- Word of mouth and in-store promotions tied for second place (16% each), reminding us that offline and personal channels remain significant.
- Other formats—like online ads, influencer campaigns, and TV spots—play supporting roles, but the combination of digital buzz and real-world presence creates the greatest impact.
Key Stat: In 2024, 42% of U.S. Gen Z consumers said that they had occasionally purchased beauty products based on influencers’ recommendations over the past year (Statista).
Innovation in the Food Industry: A Success Story
Crowdsourcing and open innovation give you direct access to your target consumers and make it easy to gather real-time feedback. By engaging with Gen Z and Millennials, you can shape products they’ll love before they even hit the shelves. Platforms like MindSumo help you connect with creative minds to turn their ideas into your next big success.
Here’s how crowdsourced insights can help you innovate smarter and faster:
Let Consumers Shape Your Next Big Product
Why guess what today’s consumers want when you can just ask? Open innovation connects your brand directly with Gen Z and Millennials who are eager to co-create products they’ll want to buy. Our MindSumo solver community is one way to tap into this direct feedback.
Identify Trends Before They Take Off
Being first to market makes a huge difference. Open innovation platforms analyze thousands of conversations to surface emerging trends before they go mainstream. From rising ingredients to new packaging styles, you get early insight—and a head start. We’ve seen trends months before they hit retail shelves, helping brands move fast and smart.
Test Ideas Before Betting Big
Innovation doesn’t have to mean risk. Use open innovation to test ideas with your target audience early. Know what works (and what doesn’t) before investing in full-scale production. Your target consumers can provide clear, honest feedback—saving brands from costly missteps and building confidence around go-to-market decisions.
Build Real Loyalty (Not Just Sales)
Today’s consumers don’t just buy—they connect. Open innovation turns feedback into meaningful relationships. You’re not just building products. You’re building trust and loyalty. We’ve seen this in action often at MindSumo. When consumers are part of the process, they become brand advocates.
Launch Faster and Lead Your Industry
Traditional research can be slow. Open innovation delivers insights in days, not months—so you can bring great ideas to market faster than the competition. With direct access to thousands of creative minds, you’ll get fresh perspectives fast so you can stay ahead of the competition.
Turn Consumer Insights Into Market-Winning Health and Beauty Products
Gen Z and Millennials are leading a shift in the personal care market, and they expect more from their health and beauty products than basic benefits. These consumers want products that reflect their identity, align with their values, and elevate everyday routines. If your brand is still playing it safe, now’s the time to rethink your innovation strategy.
MindSumo’s open innovation platform gives you direct access to:
- Real-time concept testing with 1.5+ million engaged participants, primarily Millennials and Gen Zers
- Early validation of trend-forward ideas
- Faster innovation cycles to outpace your competitors
While most personal care products stick to familiar formats, what if you reimagined the entire process? One leading beauty brand did just that with MindSumo. Using insights from our Gen Z and Millennial solvers, they completely reinvented their approach.
Challenge stats:
- 2 weeks
- 6,600 page views
- 178 approved submissions delivered to the client
Result: The health and beauty brand uncovered dozens of fresh, consumer-driven ideas that sparked new product lines and potential collaborations aligned with today’s values. The challenge confirmed interest ahead of product development—saving time, minimizing risk, and setting the stage for stronger partnerships.
Get Started With MindSumo
Curious how MindSumo works in action? Here’s how easy it is to tap into real consumer insights and bring smarter health and beauty products to market.
- Tell us what you’re exploring by filling out this form (we’ll help shape the challenge).
- Get insights from your ideal audience in a matter of days.
- Launch products they’ll be excited to buy.
Let’s have a conversation and explore how MindSumo can help your brand stay ahead of the curve.
About MindSumo
The MindSumo platform connects companies to Millennials & Gen Z consumers through online projects called “challenges.” Nearly 100 of the Fortune 500 use MindSumo to crowdsource breakthrough insights and innovation from 1.5 million registered users. By solving challenges on MindSumo, our users earn valuable experience, win cash prizes, and stand out to potential employers—all while helping brands level up their innovation.
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