Suppliers’ Day NY 2025 proved once again why it’s a cornerstone event in the beauty and personal care calendar—bringing together the latest in ingredient innovation, market insight and formulation expertise from across North America and beyond.
This year, the focus was clear: performance meets high purpose. Today’s consumers expect more from their routines; more efficacy, more science and stronger sustainability commitments. As the beauty industry evolves to meet these shifting demands, ingredients that deliver measurable benefits while aligning with ethical and environmental values are in demand.
Here are five standout trends we observed at the show, alongside insights on how Oat Cosmetics is leading the charge by combining science with sustainability. For a deeper look and further analysis of the latest trends and innovations read our full Suppliers’ Day 2025 Trends Report.
1. Longevity and Pro-ageing
Targeting Ageing at Its Core
The industry’s narrative around ageing is undergoing a profound transformation. The term “anti-ageing” is giving way to longevity and pro-ageing, reflecting consumers’ growing interest in managing biological age and supporting skin’s natural resilience over the long term.
Innovation is focusing on epigenetic regulation, mitochondrial energy boosters (like NAD+ analogs and melatonin), senolytics targeting cellular senescence and “prejuvenation” strategies that protect skin before ageing signs appear.
Oat Cosmetics, Leading the Longevity Movement
At Oat Cosmetics, we are proud to be part of this paradigm shift. Our biotech-powered peptide, EcoPep, is designed to revitalise skin, scalp and hair vitality, making it an ideal fit for the growing hair longevity and skinification movements. Clinically validated through AI skin analysis, EcoPep has been shown to reduce the visible signs of ageing by up to 9 years by targeting the cellular, structural and visual level.
Additionally, our pro-longevity ingredient, Rejuvaveen, supports telomere preservation, a key biomarker of ageing, reinforcing the skin’s long-term health. Together, these innovations represent an approach to ageing that is preventive, functional and future-ready.
2. Biotech Beauty
Biotech Innovation Moves Centre Stage
Biotechnology continues to dominate innovation conversations, evolving from a trend into a technology essential for next-gen beauty. The appeal is clear: enabling controlled, sustainable and highly efficacious ingredient production with lower environmental impact.
From lab-grown actives to precision ceramides and even colorants designed to match (or outperform) traditional extracts, biotech was showcased as a tool for performance optimisation and clean formulation.
Driving Biotech Forward at Oat Cosmetics
Biotechnology is central in our innovation strategy. EcoPep is created through a patent-pending enzymatic process, upcycling oat by-products into high-purity peptides with 90% purity (a level that significantly exceeds conventional benchmarks). Our aurafirm range, produced through natural oat fermentation using Lactobacillus, supports skin health and microbiome balance, meeting consumers’ demand for clinically validated, biome-friendly skincare. With transparency and measurable impact top of mind, biotech is fast becoming mainstream and we are investing in scalable, reproducible processes to meet this need.
3. Neurocosmetics
Promoting Holistic Beauty Through the Mind–Skin Connection
Neurocosmetics is reshaping beauty by bridging the mind-skin connection, focusing on how psychological wellness impacts skin health.
At Suppliers’ Day 2025, actives that reduce cortisol, stimulate endorphins and enhance nerve-skin communication were spotlighted for their role in going beyond surface care, promoting emotional well-being and engaging consumers’ desire for multi-sensory, stress-relieving rituals.
Innovations include in-vitro psychological stress models and sensorial actives that will enable precision formulation for relaxation, better sleep and well-ageing through neurobiological pathways.
While regulatory challenges remain in substantiating holistic wellness claims, neurocosmetics is emerging as a science-backed, multi-sensory approach aligned with the wellness-driven beauty consumer.
Oat Beauty, Advancing Stress-Resilient Skincare
At Oat Cosmetics, we recognise the growing importance of emotional wellness in skin health. Our pro-longevity active Rejuvaveen has demonstrated protective effects against cortisol-induced stress, helping to preserve skin integrity under psychological pressure.
In our in vivo study with sleep-deprived participants, Rejuvaveen showed visible improvements in skin radiance, highlighting its potential to counteract stress-related ageing. By aligning with neurocosmetic principles, we offer wellness-driven solutions that support the skin both physiologically and emotionally.
4. AI
Powering Smart Personalisation in Beauty
Artificial Intelligence is no longer a futuristic concept in beauty, powering everything from formulation customisation to ingredient design.
At this years Suppliers’ Day, AI was showcased as a foundational tool not just for diagnostics. Platforms demonstrated how AI can predict formulation stability, texture and consumer acceptance using data from microbiome profiles and market trends.
Personalisation has evolved into smart, data-driven customisation. U.S. consumers expect scientifically validated, real-time responsive products. This shift is driving modular formulations and AI-powered ingredient libraries, giving brands a competitive edge by delivering scalable, science-backed personalisation.
Oat Cosmetics, Supporting R&D and Skin Analysis with AI
At Oat Cosmetics, AI supports our R&D from ingredient development to clinical validation. We leverage AI tools to predict ingredient performance and enhance data accuracy, accelerating our innovations.
EcoPep is clinically shown to make skin look up to 9 years younger through AI-powered skin analysis to assess biological skin age, focusing on visual ageing markers rather than chronological age. Through AI integration, we continue to enhance our evidence-based innovation approach, delivering ingredients that meet the growing consumer demand for transparency, performance and scientifically backed results.
5. Microbiome
Embracing a Holistic Approach to Microbiome Heal
The microbiome trend has evolved into a full-body approach, linking gut, scalp and skin health under the concept of inside-out beauty. At this year’s event, next-gen prebiotics and postbiotics were spotlighted not only for their ability to modulate microbial activity but to enhance antioxidant defense and barrier function.
Clinically backed, microbiome-friendly ingredients are also gaining traction in dermatological skincare, particularly for reducing dysbiosis-induced inflammation and rebalancing reactive or acne-prone skin. Scalp microbiome care is emerging as a key focus, driven by the growing connection between scalp health and hair vitality.
Enhancing Microbiome Balance with Oat-Derived Innovation
Our aurafirm range offers natural, science-backed benefits that align perfectly with microbiome-friendly claims. Aurafirm embodies the next generation of microbiome-responsive ingredients by not just “feeding” the microbiota but orchestrating their activity to deliver measurable skin health benefits.
Driving Performance, Trust and Purpose: Meeting Industry Trends with Science and Nature
Shaping What’s Next in Beauty
From biotech breakthroughs to longevity-driven care, Suppliers’ Day NY 2025 confirmed that beauty innovation is accelerating with purpose.
The U.S. beauty market demands products that balance performance, sustainability and emotional resonance.
At Oat Cosmetics, we remain committed to blending scientific rigor with the natural power of oats delivering future-ready ingredients that meet evolving industry and consumer needs.
This blog offers a glimpse into the key beauty and personal care trends highlighted at New York Suppliers’ Day 2025. For a deeper look and further analysis of the latest trends and innovations read our full Suppliers’ Day 2025 Trends Report.
If you would like to speak to our experts about our products and services, get in touch.
