Sensory Beauty Trend

Skincare is in its sensory beauty era. On episode 262 Lauren explores how the colour, scent, texture and feel of beauty products is coming to the fore in 2025, shaping social media, consumer preferences and brand product developments. 

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Episode Summary 

There is a growing body of literature examining the importance of sensory perception when it comes to beauty products. A report by the Douglas Group noted that:

"the color, scent, texture, and skin feel of a product – determines how it is perceived and evaluated. These factors play a central role in the purchasing decision. When customers experience cosmetic products, they build an emotional connection through their sensory experiences. This process begins with the first time they try a product and continues with repeated use."

This is one of the reasons why fragrance is so important for many skincare products. Not only do they enhance the experience of using a skin care product, they also play an important role in connecting a product with part of your routine. 

Unscented products aren't able to provide the same experience and conversely can sometimes have the opposite effect, particularly if the smell of the raw / natural ingredients is perceived as unpleasant or overwhelming. Think of how many times you've given up on a product because it doesn't smell good? 

The sensory beauty trend makes use of more than sight and hearing, incorporating fragrance and visualisation to elicit a response in consumers. 

Even the Harvard Business Review has reported that ”the science behind the sensory marketing is stepping to the fore”.

Jelly Textures

Nothing embodies the latest sensory beauty trend better than jelly-textured products. That's because jelly:

• is Tactile - it has a texture that spreads on the skin like water from the moment you apply it
• has a Visual Impact- it not only moves in a way that captures attention but often comes in transparent formulas. These days, more brands are also making use of encapsulation techniques to enhance the visual impact of their products too 
• Feels Nice on the Skin- jelly textures are generally regarded as cooling, refreshing and soothing on the skin
• has a unique Effect & Absorptionin skin- provides moisture and hydration while minimising the oil burden on oilier skin types. Absorbs well for multiple skin types. 
• performs well on Social media - because of the look and perceived feel of jelly textured products, they lend themselves well to viral trends. 

K-Beauty Products That Embody the Sensory Beauty Trend 

I don’t think we can ignore the impact of social media on any skin care trends in 2025. Short form content is king in 2025 and it’s all about grabbing attention. Many Korean beauty brands are leaning into this trend right now, including: 

• Laneige’s new Bouncy and Firm Serum 

• Jelly Ko’s Cherry Blossom Sleeping Mask(although we this launched in 2020, well before this current crop of trends), Dewy Glaze Toner & Be Jelly Overnight Dream Serum

• Arencia's "Holy Hyssop Serum"

• Mamonde's "Calming Shot Azulene Moisture Ampoule”

• Abib's "Rice Overnight Mask"

• No-Texture's "HYDRA JELLO MIST”

• Espoir's “Dewlike Jello Glow Riser"

• Dasique's "Chewing Glow Pot"

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