Perhaps one of the newest frontiers within this convergence is neuro-beauty, where formulations are designed to influence mood, emotional wellbeing and the connection between the brain and skin.
Although still an emerging category, Matthews believes consumer attitudes suggest significant commercial potential.
"Thirty-three percent of Generation X consumers globally say they are very interested in beauty and personal care products focused on wellness, while physical health and mental wellbeing are among the highest-rated wellness attributes."
She adds that neuro-beauty itself remains at an early stage, with science-led efficacy and proven active ingredients continuing to dominate skincare innovation. However, broader consumer attitudes indicate that priorities are changing.
"In Innova's Lifestyle & Attitudes 2025 survey, 40% of global consumers said that feeling good mentally and emotionally is the most important aspiration within their beauty routine, while one-third identified inside-out beauty as their ideal of looking good."
One of the brands illustrating this shift is Neuraé, developed by the Sisley Group, which combines neuroscience research with skincare to address both emotional wellbeing and skin health.
Meanwhile, Good Day by Patchology, recently launched in the wellness category at Ulta Beauty rather than skincare, signals how retailers are beginning to rethink the way these products are positioned. Its formulations feature a mood-supporting ingredient branded as "Molecular Sunshine", designed to promote both skin barrier health and emotional wellbeing.