FORWARD THINKING

PERSONAL CARE

Personal care isn't short of products. It's short of feeling.

The most saturated, loudest sector there is — TikTok, Sephora, expert-led brands and celebrity ranges all talking at once. The hard part isn't being seen any more. It's being felt.

The brands pulling ahead aren't adding another claim or another step. They're reading the emotional moment a person's actually in, and meeting it.

Forward Thinking is our new trends platform. This first edition maps 11 shifts we're watching — from "the barrier is the new wrinkle" to pro-longevity replacing anti-ageing.

Download it and see where we think the sector's heading.