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The beauty industry is in the midst of a stunning evolution, driven by fast-paced advancements and the changing demands of today’s consumers.

As 2025 approaches, keeping an eye on cutting-edge beauty tech trends has become essential for brands eager to lead in this dynamic landscape.

Key insights

- Cosmetics eCommerce now stands as one of the strongest players in the Beauty and Personal Care sector, generating $47 billion globally in 2024 alone.

- Within this space, the “Face” category leads the way, followed closely by segments like Eyes, Lips, and Nails.

- Beauty tech is on a similar upward path, with the sector’s revenue projected to hit $4.74 billion this year and grow at a remarkable CAGR of 9.47%, potentially reaching $7.45 billion by 2029.

- Vantage Market Research notes a remarkable 18.8% annual growth in beauty-focused smart devices, projecting sales to skyrocket to $144.2 billion by 2028.

Here’s a look at the top trends shaping this dynamic landscape as we move toward 2025.

1. AI-powered analysis of the skin and lips

AI is revolutionizing skincare, analysing user photos to identify skin characteristics like acne, wrinkles, and pores. Amorepacific’s Lipcure Beam, a CES 2024 award-winner, even addresses lip care with AI-driven treatment recommendations. With these insights, users can enjoy highly customised skincare routines tailored to their unique needs.

2. AI/VR tools-powered virtual try-ons

Imagine trying on makeup or an outfit without physically touching a product-AI and VR make this possible! Virtual try-ons allow users to experiment with shades of lipstick, eyeshadow, and hairstyles through their smart devices. Debuted at CES 2024, these tools are now a staple for beauty brands, offering users a more engaging and hygienic way to sample products.

3. Wearable beauty devices

Wearables aren’t just for tracking fitness-they now aid in beauty, too! From UV trackers to health-monitoring rings, these devices give users insights into their skin health, mood, and energy levels, allowing them to make well-informed beauty decisions. 

4. Blockchain beauty and clean products

Sustainability is central to today’s beauty industry, with Gen Z leading the charge. Blockchain technology supports this trend by enhancing transparency in ingredient sourcing, making it easy to trace the product’s origins and authenticity. Brands now proudly showcase their organic, biotech and sustainable ingredients, appealing to the eco-conscious consumer.

5. 3D-printed makeup 

Customization reaches new heights with 3D-printed makeup. The Mink 3D printer, for instance, lets users print makeup based on any image, transforming designs into powder form instantly. This trend pushes the boundaries of creativity, allowing consumers to experiment with unique colors and patterns.

6. Automatic analysis of hair

Advanced censors now make hair analysis easier than ever, examining scalp conditions and hair quality for personalized recommendations. This is done by using customer selfies to analyze hair health and provide tailored care suggestions-bringing salon-quality insights directly to users’ homes.

7. Virtual makeup filters

Digital makeup, or e-makeup, enhances selfies with virtual filters on platforms like Instagram and Snapchat. Brands like Sephora are tapping into this trend, offering AR filters that allow customers to experiment with new styles from the comfort of their screens. E-makeup is redefining beauty standards, making filters as transformative as traditional cosmetics.

8. Smart mirrors

Smart mirrors are reimagining daily routines by offering real-time skin analysis, interactive product previews, and personalized beauty advice. These mirrors adjust lighting, use embedded cameras for microscopic skin analysis, and even allow users to apply virtual makeup on their reflections. 

With these trends in mind, it’s clear that technology is taking beauty and fashion into a bold new era. From AI-powered analysis to sustainable innovations, the beauty landscape is rapidly evolving, making tech-savvy, personalized beauty the new standard. So, prepare to be wowed!

Sources: Statista, OSF Digital, Sephora, Yellow Printing, YouTube

Top 8 tech trends revolutionizing the beauty and fashion industry

As the Union government gears up to notify the Digital Private Data Protection Act, 2023 (DPDP), law enforcement agencies are escalating their efforts to address the unauthorized use of personally identifiable information (PII) by technology companies, as per reports. 

A recent directive from the Union home ministry, relayed through the Indian Cybercrime Coordination Centre (I4C), mandates the cessation of any unauthorized use of Permanent Account Numbers (PAN) of Indian citizens by fintechs and other consumer technology firms.

Known as 'PAN enrichment' services, these operations allowed loan distribution to companies to develop customer profiles based on PAN numbers, facilitating the cross-selling of credit and financial products. 

A recent report indicated that the National Payments Corporation of India had already terminated all unauthorized uses of customer data related to Unified Payments Interface (UPI) handles.

Industry insiders have revealed the modus operandi behind these unauthorized practices. Many companies exploited customer PAN numbers to access backend systems of the Income Tax Department, allowing them to retrieve sensitive details such as full names, addresses, and phone numbers. 

While these operations did not constitute data leakage, they involved the unauthorized use of government systems, managed by technology service providers. 

Though it is challenging to pinpoint which fintechs utilised these services, multiple sources indicate that consumer lending channels, loan sourcing agents, and credit aggregators frequently relied on these unauthorised practices.

This crackdown appears to be part of a broader initiative by the government to eliminate any unauthorized access to citizens’ PII ahead of the implementation of strict data protection regulations. The DPDP Act of 2023 mandates that data processing by service businesses must occur only with explicit consent and through authorised channels.

Read more: <a href="https://www.storyboard18.com/how-it-works/government-not-exempted-from-dpdp-act-meity-informs-stakeholders-45225.htm">Government not exempted from DPDP Act, MeitY informs stakeholders</a>

Centre cracks down on unauthorized use of personal data amid digital protection reform

Microsoft announced that CEO Satya Nadella's compensation for fiscal 2024 rose by a staggering 63%, reaching $79.1 million, according to reports.

This increase is primarily attributed to a substantial rise in stock awards, which surged to approximately $71 million, up from $39 million the previous year. This financial boost aligns with a remarkable period for Microsoft, as the tech giant's market value exceeded $3 trillion and its shares experienced a notable 31.2% increase during the fiscal year ending June 30, 2024.

Nadella's impressive stock awards highlight Microsoft's robust position in the burgeoning generative artificial intelligence sector, notably bolstered by its investment in OpenAI.

However, the CEO's cash incentive took a hit, falling to $5.2 million from an eligible $10.7 million. This reduction was a voluntary decision by Nadella in light of several reported cybersecurity breaches within the company during the fiscal year.

In comparison, other tech industry leaders also saw significant compensation packages. Apple's CEO Tim Cook earned $63.2 million in 2023, while Nvidia's CEO Jensen Huang received a payout of $34.2 million for fiscal 2024.

Read more: <a href="https://www.storyboard18.com/special-coverage/microsofts-alok-lall-on-how-tech-fuels-sustainability-efforts-45521.htm">Microsoft's Alok Lall on how tech fuels sustainability efforts</a>

Microsoft CEO Satya Nadella receives 63% pay increase for 2024

Tata Consultancy Services (TCS) has expanded its partnership with NVIDIA to launch a series of AI-driven solutions tailored for specific industries. 

This move comes as part of TCS' broader strategy to help enterprises accelerate their AI adoption at scale. The new offerings will be delivered through a dedicated TCS business unit focused on NVIDIA, under its AI.Cloud umbrella, leveraging over five years of collaboration between the two firms.

Enterprises around the world are increasingly embracing AI, but challenges remain in developing effective AI strategies. According to TCS' recent AI for Business Study, each organization's AI journey is unique, regarding deep integration with existing capabilities. The newly launched business unit will address these challenges by delivering curated AI strategies, powered by NVIDIA's advanced AI platforms, including accelerated computing, AI Enterprise, and Omniverse.

TCS has unveiled a range of solutions targeting key sectors. These include:

- Manufacturing AI for Industrials: A solution utilizing large language models (LLMs) to generate actionable insights, specifically designed for the manufacturing sector.

- AI Spectrum for BFSI: A suite for the banking and financial services industry that harnesses AI for faster decision-making, improved compliance, and better risk management.

- Cognitive Visual Receiving for Retail: A solution built on NVIDIA AI and Omniverse platforms to automate warehouse operations, enhancing accuracy and efficiency.

- AI-Native Telco Offerings: Custom solutions for the telecom sector, including autonomous network management and 3D visualization for better customer experience.

- AI-Based Autonomous Vehicle Platform: A collaboration with automotive companies to accelerate the development of autonomous driving features using AI and simulation tools.

Jay Puri, EVP of Worldwide Field Operations at NVIDIA, noted that the contributions of TCS' industry expertise with NVIDIA's AI technology will lead to transformative innovations across various sectors. TCS leaders echoed this sentiment, emphasizing the company's ability to deliver AI-driven solutions that cater to specific industry needs.

The collaboration also marks TCS’ commitment to advancing the next wave of AI innovations, particularly through digital twin technologies that simulate real-world environments in sectors like manufacturing, aerospace, and agriculture. 

Solutions like the “Factory of the Future” and “Smart Farming Digital Twin” are designed to bring real-time planning and optimization to life in virtual environments, reducing operational risks and driving efficiency.

Read more: <a href="https://www.storyboard18.com/brand-makers/nvidia-ai-summit-live-nvidias-jensen-huang-in-conversation-with-ril-chairman-mukesh-ambani-45932.htm">Nvidia AI Summit Live: Nvidia's Jensen Huang in conversation with RIL Chairman Mukesh Ambani</a>

TCS unveils NVIDIA Business Unit to drive AI adoption across industries

In a move to challenge Microsoft's dominance in the cloud computing market, Google has filed an antitrust complaint with the European Commission, accusing Microsoft of anti-competitive practices designed to lock customers into its Azure platform, as per reports.

Google, whose cloud computing business competes directly with Microsoft's Azure and Amazon Web Services, alleges that Microsoft is leveraging its dominant position in the Windows Server operating system to stifle competition. Amit Zavery, Google Cloud Vice President, highlighted that Microsoft charges customers a 400% markup for running Windows Server on rival cloud providers, while offering no such premium for Azure.  Additionally, Zavery claims that users of competing cloud systems receive delayed and limited security updates compared to Azure users.

Google points to a 2023 study by CISPE, a cloud services organization, which found that European businesses and public sector entities are paying up to €1 billion ($1.12 billion) annually in Microsoft licensing penalties. In July, Microsoft settled a similar antitrust complaint with CISPE concerning cloud computing licensing practices, averting an EU investigation. However, the settlement excluded AWS, Google Cloud Platform, and AliCloud, leading to criticism from the first two companies.

Google further alleges that Microsoft has engaged in similar tactics with its collaboration application, Teams, effectively locking customers into using the application even when they prefer alternatives.

"The time to act is now," said Zavery.  "The cloud market will become increasingly restrictive if action isn't taken." 

Google contends that only regulatory intervention can effectively break Microsoft's "vendor lock" and create a level playing field for competitors.  They are calling on the European Commission to investigate Microsoft's practices and ensure that customers have genuine choices in the cloud computing market.

Google emphasizes that Microsoft's Windows Server and other products hold a market share exceeding 70% in European businesses. For years, Microsoft permitted its products to run on any hardware. However, in 2019, as the company expanded into the cloud business, restrictions were imposed. 

The cloud computing market in the EU is growing rapidly, projected to expand at a rate of 20% per year. A McKinsey study in April found that two-thirds of EU companies have migrated less than half of their workloads to the cloud, demonstrating significant untapped potential. 




Google accuses Microsoft of anti-competitive cloud practices, files complaint to EU

Generative Artificial Intelligence (GenAI), a subset of AI, has experienced an explosive demand in the competitive job market across sectors worldwide.

A report by staffing firm Cornerstone OnDemand Inc. mentioned that GenAI-related job postings have increased by 411 percent since 2019 across the world. Additionally, AR and VR jobs have increased by 154 percent and the share of automation and robotics job postings has increased by 36 percent since 2019. 

As per Cornerstone's SkyHive data, India led with 4.1 percent of its job postings focused on AI/ML and nearly 18 percent of data analytics jobs, reflecting its growing role in the global AI landscape between January and July 2024.

India also ranked second with 0.66 percent of its job postings focused on GenAI in the first half of the current calendar year.

Organizations are eager to be early adopters of GenAI technology. Notably, the surge in demand for GenAI skills is not just a tech story. Industries such as financial services, pharmaceuticals, and banking are also leveraging AI for their operations.

GenAI is gradually revolutionizing customer segmentation and personalized content creation by automating the analysis of vast
data sets, leading to more targeted and effective campaigns. In finance, it’s optimizing risk management and fraud detection through predictive analytics. In HR, GenAI is streamlining talent acquisition by automating resume screening and enhancing employee engagement with AI-driven feedback systems.

However, the demand for human skills, or soft skills, such as leadership, communication, and emotional intelligence, consistently exceeded the need for digital skills across regions (US, UK, India, Australia, New Zealand, Germany, Spain, Italy, France, Japan).

In Asia, 21 percent of employers were looking for human skills in the first half of the current calendar year as per the SkyHive data by Cornerstone while 15.34 percent of employers were looking for digital skills.

In North America, human skills are in demand 2.4 times – and in Europe 2.9 times– more than digital skills, the data mentioned.

“While we can never fully predict the future, history remains a critical guide to understanding how technological advancements reshape industries and skill demands,” said Bledi Taska, Ph.D., Head of Analytics at SkyHive by Cornerstone. 

Further, the report underscored a 40 percent surge in demand for remote or flexible work in Australia, New Zealand, and Western countries. Australia and Germany with 22.8 percent and 21 percent of their job postings were looking for remote or flexible workers. However, in India, only 6.3 percent of employers were looking for remote workers in the past six months.

As per the report, digital platforms like Instagram, TikTok, Uber, and Upwork have made it easier for individuals to find flexible work opportunities.

Millennials and GenZ, in particular, prioritize flexibility and work-life balance more than previous generations, the report added. s. For instance, 22% of Gen Z classify as NEETs (not in employment, education, or training), and a staggering 53% perform freelance work, indicating a shift away from traditional career-based roles.

GenAI demand skyrockets 411% globally since 2019; India leads in AI/ML job postings

A survey conducted by PwC India, titled, ‘GenAI in technology, media and telecommunications (TMT): From concept to reality’, suggests that 58% of organisations in TMT consider GenAI as a long-term disruptor and acknowledge its potential for transformation within the sector. The report explores how GenAI is being used and its expected impact on TMT companies in India. The survey also focuses on GenAI’s adoption levels, use cases, implementation strategies, operational effects and potential challenges.

A majority of TMT CEOs in India have identified GenAI as one of their top five strategic priorities, with nearly 42% ranking it among their top three. CEOs in the technology sector expect significantly more disruption compared to their counterparts in the telecom and media sectors. In technology companies, 68% of respondents view GenAI as a long-term disruptive force, followed by media and entertainment at 51% and telecom at 40%.

Manpreet Singh Ahuja, TMT Sector Leader and Chief Digital Officer at PwC India, commented, “GenAI is rapidly revolutionising the TMT sector, with each industry finding unique applications for the technology. In the technology sector, GenAI is driving product development and system integration, with 80% of companies already leveraging AI solutions. Media and entertainment firms are focusing on content generation and are using GenAI to create audio, video and text, with significant implementations expected within a year, while telecom companies are utilising GenAI for real-time operational support, including automated fault detection and AI-powered digital assistance. These use cases are transforming business models, enhancing customer experiences and unlocking new efficiencies across the sector."

Key findings of the survey:

●        Strategic importance of GenAI: 65% of TMT respondents have already implemented at least one GenAI application and almost half of these companies have outlined a comprehensive strategic roadmap for GenAI implementation. Within the TMT sector, the technology segment shows the highest adoption where around 80% organisations have deployed their first GenAI solution.

●        Adoption by sector: Among companies which have rolled out their initial GenAI solution in the technology, media and entertainment sector, the focus is primarily on product/service enhancement, at 97% and 80% respectively, while the telecom sector emphasises cost optimisation (100%).

●        Return on Investment (RoI): 40% of TMT C-suite, especially in technology and telecom (44% and 40% respectively), are already seeing the benefits of their GenAI initiatives and are on track to achieve the expected RoI. Furthermore, 32% C-suite in the technology sector expect to realise the desired RoI within the next year. However, 30% of telecom sector respondents are uncertain about when they will achieve the desired RoI.

●        Challenges in adoption: As GenAI becomes more autonomous, concerns about control, safety and accountability are becoming more prominent. Companies may face significant challenges related to addressing ethical issues like bias and discrimination, preventing misuse and overuse, protecting data privacy and copyright, and ensuring transparency and explainability in complex algorithms. While 87% of organisations conduct board-level reviews, 67% acknowledge that their policy frameworks are insufficient to effectively address security concerns. Additionally, 62% of companies have increased funding for employee initiatives to promote GenAI adoption.

“The adoption of GenAI can lead to a major transformation in the telecommunications sector. By incorporating GenAI, companies will be able to improve operations and customer satisfaction. This technology is also crucial for reshaping operational structures and achieving greater efficiencies, establishing new benchmarks in customer engagement, and achieving operational flexibility within the sector” added Manpreet

The survey emphasises the importance of adopting a strategic approach for GenAI’s integration and advocates careful assessment of use cases, effective resource allocation and fostering industry collaborations to fully harness GenAI's potential.

Technology companies have higher awareness and use of GenAI among the companies of TMT sector. GenAI is expected to influence many areas of the telecom industry including marketing, customer service, data analysis and product creation. It can also help M&E and technology companies to bring out personalised content for users of all ages, streamline the content development process and explore innovative concepts.

42% TMT CEOs rank GenAI among top 3 strategic priorities: Report

Being a little bit wrong at the right time is better than being entirely right at the wrong time. 

A Cassandra refers to a person who has the ability to foresee or predict future events, but is unable to change or prevent them from happening. 

This term comes from Greek mythology, where Cassandra, the daughter of King Priam of Troy, was granted the gift of prophecy by Apollo. However, when she refused his advances, he cursed her so that no one would believe her predictions. 

Before the Trojan War, Cassandra warned that the Greeks would invade through a wooden horse and sack the city. Her warnings were ignored. Troy was gutted. 

The cruelty of her gift and the tragedy of her malefic fate eventually drove her mad.

Being a Cassandra means possessing a keen insight or intuition about future events. Having the ability and gumption to issue warnings yet being ignored, dismissed, or disbelieved by others.

A Cassandra is often dismissed as a paranoid alarmist. The analysis is dismissed for pessimism.

To have a unique perspective or foresight, but not be taken seriously can make one feel frustrated or powerless especially in the face of impending doom.

Being a Cassandra can be a challenging and isolating experience.

Oracles with no authority, Cassandras keep blabbering about imminent calamities while the world keeps doing its thing. 

Is that so? Does it need to be tragic? 

Think again. In today’s world, to be a Cassandra may be a source of deep power and profit. 

Today - with a connected world of capital and market flows - predicting the future is most profitable exactly when everybody thinks you're wrong.

Knowing - correct and exclusive information - ahead of time is a gold mine when others don’t think so. 

Look for Cassandras - experts, research, or improbable insights. Then check if they are predicting what has been ignored.

The next Cassandra won’t emerge from smarter information management. What data tells us is known to all. It’s the insight that reveals truly. 

When a movie star is a hit, everyone lines up to sign the next movie. This drives up the price and makes the next flop a disaster. Common knowledge erodes return from a good investment. 

Wildlife enthusiasts know of this as the ‘sentinel behaviour’, the ability to detect danger from warning signs before others see it. The behaviour is observed in a variety of animals, such as antelopes. The predator-prey dynamic is such that the pack seems genetically predisposed to respond quickly to the warnings.

In humans, that ability is less well developed. Mankind doesn’t intuitively get probabilistic downsides.

That is precisely why predicting the future is most profitable when everybody thinks you're wrong.

Shubhranshu Singh is CMO, Tata Motors CVBU. He writes Simply Speaking, a column on Storyboard18. Views expressed are personal.

Simply Speaking: Shorts #2 - Cassandra revisited

Paytm founder and Chairman Vijay Shekhar Sharma on Thursday spoke about how Artificial Intelligence (AI) will revolutionize the fintech industry. Sharma, during the 24th Annual General Meeting (AGM) of Paytm's parent firm One97 Communications Ltd, said, "Companies and businesses that will start adopting AI at a very early stage will become successful," and added, "GenAI will have a profound impact on every industry across the country".

The Paytm chairman also mentioned, "Just like India has taken the lead in the financial technology, the same way it will do it in the AI space. Paytm will lead the industry with AI capability".

Talking about Japan's PayPay, Sharma said Paytm has adopted AI in Japan, supporting risk management and fraud detection.

"Our risk management and fraud detection systems not only enhance our payment solutions in India but also support one of the largest mobile payment companies in Japan (PayPay), where we are also a potential shareholder. There is strong demand and high expectations for us to continue advancing our AI-powered risk management solutions," Sharma added.

	
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He said that the company's goal right now is to harness AI in the fintech space.

"Our goal is to harness these technologies to improve our core business operations and drive down expenses," Sharma said.

Notably, the company laid off more than 1,000 employees from its operations, sales, and engineering teams in December after adopting AI in most of the operational work.

Apart from AI, the Paytm boss said he would reapply for a payment aggregator (PA) license to reserve Bank in due course.

Recently, the Centre allowed Paytm to invest in its payment services business.

<a href="https://www.storyboard18.com/brand-marketing/paytm-agrees-to-sell-entertainment-ticketing-business-to-zomato-for-rs-2048-cr-cash-40159.htm">Paytm to sell Entertainment Ticketing business to Zomato for Rs 2,048</a>

“We would like to inform you that PPSL has received approval from the government of India, Ministry of Finance, Department of Financial Services, vide its letter dated August 27, 2024, for downstream investment from the company into PPSL. With this approval in place, PPSL will proceed to resubmit its PA application. In the meantime, PPSL will continue to provide online payment aggregation services to existing partners,” Paytm had informed the stock exchanges earlier.

RBI had rejected Paytm’s PA licence permit application in November 2022 and instructed the company to reapply with Press Note 3 compliance under the foreign direct investment norms.

One97 Communications stock closed at 0.083% up at Rs 667.05 on the Bombay Stock Exchange (BSE) on Thursday.

AI will have profound impact on every industry: Vijay Shekhar Sharma, Paytm

Google, a subsidiary of Alphabet (GOOGL.O), has lost its appeal against a €2.42 billion fine imposed by the EU for anti-competitive practices. This is one of three significant fines levied on the company in the past decade.

In 2017, the European Commission fined Google for using its own price comparison shopping service to gain an unfair advantage over smaller European rivals. A lower tribunal upheld the EU's decision in 2021, prompting Google to appeal to the Court of Justice of the European Union.

The CJEU judges ruled that EU law prohibits dominant companies from engaging in conduct that hinders competition and harms individual undertakings and consumers. Google has now accrued €8.25 billion in EU antitrust fines. It is also facing EU charges that could force it to sell part of its adtech business.

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