in-cosmetics Global remains a leading showcase for cosmetic innovation – where science, sustainability and consumer trends converge. This year’s 2025 show was no exception. Oat Cosmetics proudly exhibited, participated in expert-led seminars, and connected with industry partners from across the globe.
In this blog, we start to unpack five of the standout beauty and personal care trends observed at the show. From longevity and wellness-led skincare to biotech-driven solutions, we explore how these align with our mission: delivering clinically proven, natural, high-performance oat-derived ingredients.
For a deeper look and further analysis of these trends read our full in-cosmetics Global 2025 Trends Report.
1. Biotechnology
Driving the Next Generation of Sustainable Innovation
Sustainability is no longer a trend—it’s expected. And biotechnology is accelerating the innovation in this space. The term “bio” was a prominent buzzword across the show, highlighting biotech’s evolution from niche area to mainstream.
Formulators are increasingly drawn to biotech-enhanced, natural ingredients that combine nature’s power with scientific precision; offering efficacy, traceability and transparency.
Circular Beauty, Powered by Oat Biotechnology
At Oat Cosmetics, biotechnology underpins our sustainable innovation. Our standout active, EcoPep, is a high-purity oat peptide developed via a patent-pending enzymatic biotech process. Derived from oat by-product, EcoPep turns by-product material into a potent skin and scalp active, boasting a peptide purity of 90%—significantly higher than industry norms.
Similarly, our aurafirm range, produced through natural oat fermentation using Lactobacillus, utilises postbiotic technology to support skin health and microbiome balance. As biotech ingredients become mainstream, we continue to explore new biotech synergies that enhance the performance of oat-derived actives.
2. Sensitivity
From Soothing to Strengthening: The New Standard for Sensitive Skincare
Sensitive skincare is no longer recognised as a niche skin type or concern – it’s an expectation for all products. Consumers increasingly prioritise gentle products that support skin health, comfort and efficacy. A key focus at in-cosmetics Global was addressing chronic inflammation, particularly inflammageing, and its long-term effects on skin health.
This new era of sensitive beauty is centred on barrier support, microbiome balance and inflammation reduction, all without compromising performance.
Oat Science for Sensitive Skin Resilience
At Oat Cosmetics, we recognise sensitivity as a mainstream priority. Our ingredients Rejuvaveen and AvenaPLex offer clinically backed, anti-inflammatory and barrier-restoring benefits. Rich in beta-glucans and skin-identical lipids, they visibly reduce irritation and enhance skin resilience.
Our mechanistic and clinical research continues to guide formulators in creating effective, gentle solutions that proactively protect the skin.
3. Longevity
Proactive Beauty: Rooted in Long-Term Health, Driven by Preventative Care
Longevity was a defining theme this year, reflecting the shift from reactive to proactive skincare. Today’s consumers seek ingredients that enhance resilience, promote repair and support long-term skin function. The emerging terminology “prejuvenation” captures this dual mindset, where consumers want products that not only offer immediate aesthetic benefits but also serve as a long-term investment in skin health and overall wellness.
This science-driven, holistic approach extends to haircare, influenced by the “skinification” trend and a focus on scalp health and hair longevity. This new era of longevity drives solutions that deliver visible, lasting results, while reinforcing the natural mechanisms of both the skin and hair, allowing them to thrive.
The Science of Longevity, Powered by Oats
At Oat Cosmetics, we embrace the shift from quick fixes to long-term skin and hair health. Our latest innovation, EcoPep, is designed not only for skin revitalisation, but also for scalp vitality and hair health, making it an ideal fit for the growing hair longevity and skinification movements.
EcoPep seamlessly aligns with the longevity movement. Clinically shown to revitalise skin to look up to up to 9 years younger, using AI-powered skin analysis, EcoPep addresses ageing at the cellular, structural and visual levels.
In parallel, Rejuvaveen supports telomere preservation, helping delay cellular ageing and strengthen long-term skin health. Our R&D efforts continue to align with longevity mechanisms to empower skin and hair to perform at their best, long-term.
Our R&D department continues to align with core longevity mechanisms to shift from reactive to proactive skincare, empowering the skin to function at its peak for years to come.
4. Dermocosmetics
Efficacy, Safety and Scientific Transparency
Dermocosmetics are rising, driven by the demand for scientifically backed, effective and safe skincare. Today’s consumers are better informed and more sceptical about ingredients and claims, prompting a need for transparency and education.
This has led to innovations in stabilisation and delivery systems, aiming to optimise results while minimising irritation. The crossover between dermatology and cosmetics is also accelerating, with consumers seeking topicals that mimic professional treatments.
Advancing Dermocosmetics with Scientifically Proven Oat Actives
At Oat Cosmetics, we prioritise science-backed performance and gentle formulation. All our ingredients undergo robust in vitro, ex vivo and clinical testing. For example, AvenaPLex significantly improves skin hydration and barrier repair—key for compromised or ageing skin.
Oat COM, our advanced colloidal oatmeal, delivers proven anti-inflammatory effects and is well-suited to post-procedure care or sensitive skin applications. Our actives are designed to meet dermocosmetic expectations—naturally, safely and effectively.
5. Functional Ingredients in the Spotlight
Functional Innovation for Multi-purpose Efficacy
Once seen as supporting actors, functional ingredients are now the stars. The Innovation Zone at in-cosmetics Global spotlighted multifunctional ingredients that deliver sensory, clinical and performance-based benefits.
Consumers now demand ingredients that do more hydration, barrier repair, anti-pollution and more all in one. For formulators, the challenge and opportunity is to deliver multi-functional benefits without compromise of efficacy, stability or sensorial experience.
Sensorial Science: Functional Ingredients Designed to Deliver
At Oat Cosmetics, functionality is fundamental. Every ingredient we develop is designed to deliver proven, measurable benefits, while also enhancing the sensorial experience.
Oat COM, for example, provides both soothing action and a smooth, creamy texture, enhancing comfort and application.
Oat Lipid e, our rich natural oat oil, is another example. It absorbs quickly, nourishes deeply and leaves no greasy residue—supporting both skin and haircare needs. It’s a multifunctional hero ingredient with sensorial appeal and proven performance.
Driving Ingredient Innovation: Meeting Industry Trends with Science and Nature
As beauty trends evolve, ingredient innovation must do more—deliver efficacy, safety, sustainability and a quality sensorial experience. At Oat Cosmetics, we combine scientific precision with the natural power of oats to meet industry needs and drive purposeful, future-ready formulation.
This blog offers a glimpse into the key beauty and personal care trends highlighted at in-cosmetics Global 2025. For a deeper look and further analysis of these trends read our full in-cosmetics Global 2025 Trends Report.
If you would like to speak to our experts about our products and services, get in touch.
