Why Luxury Brands Are Doubling Down on Skincare in 2025
If skincare is on the roadmap, the right hires will be critical.
For luxury brands in 2025, skincare is a calculated investment in brand longevity, customer loyalty, and cultural relevance.
As the global luxury skincare market continues its steady climb—projected to reach $15.68 billion by 2031, according to Business Research Insights—more high-end players are entering the space. But this isn’t just about chasing revenue. Luxury brands will need to reinforce brand identity in a wellness-driven market.
A Natural Progression—With Strategic Implications
Take Refy, the minimalist beauty brand that built its name on brow products and sleek, no-fuss makeup. This year, the UK-based label introduced a skincare line. But rather than launching an expansive range, founders Jenna Meek and James Mac leaned into a tightly curated selection designed to complement the existing product portfolio.
In an interview with Vogue Business, Meek explained that the move was more than trend-chasing, allowing the brand to give customers more ways to engage with the brand on a daily basis. It’s a smart, measured approach that acknowledges what many in the industry now recognize: skincare is a vehicle for daily relevance.
Investors Want More Than Pretty Packaging
The era of quick-hit beauty brands built on buzz and influencer hype is fading. Today’s investors are looking for longevity—and that means well-managed expansion strategies rooted in data, customer behavior, and brand cohesion.
According to Vogue Business, beauty brands seeking funding in 2025 are expected to show a long-term vision, not just strong margins. That includes a clear understanding of how skincare fits into a broader narrative and as a part of a full brand ecosystem.
For luxury companies, this presents both an opportunity and a challenge. Expansion into skincare requires more than a licensing deal and attractive packaging. It demands cross-disciplinary expertise—product development, ingredient sourcing, compliance, digital marketing, and, increasingly, a strong stance on sustainability and wellness.
The Cultural Shift: From Youth to Longevity
A broader cultural context is also worth noting. The modern luxury consumer is increasingly wellness-oriented, not in a fleeting or faddish way, but as a core lifestyle value. In 2024, Vogue Business reported a consumer shift focus away from youth-centric beauty standards toward longevity, health optimization, and products that support both.
For luxury brands, aligning with this shift can open new doors, particularly with younger consumers who view skincare as self-investment rather than vanity. It’s a different kind of status symbol: one rooted in knowledge, access, and proactive care.
What It Means for Leadership and Talent
Behind every strategic product launch is a team equipped to execute it—scientists, creatives, supply chain specialists, and storytellers who understand both the rigor of skincare and the nuance of luxury.
For brand leaders, the takeaway is clear: if skincare is on the roadmap, the right hires will be critical. And often, they won’t come from traditional luxury backgrounds. The most effective candidates may bring experience from biotech, clinical research, or wellness startups; all disciplines that bring both credibility and innovation into the mix.
At The Bowerman Group, we work with brands at the intersection of luxury and lifestyle, and have been immersed in helping beauty and skincare brands build their leadership teams. As more companies move into skincare and wellness, the talent conversation is shifting, too. The brands that will succeed are those that recognize product expansion as a strategic signal—a reflection of what they stand for, and where they’re going next.