Cosmopoly Insights: How Cosmetic Industry Professionals Would Invest According to Cosmetorium 2025
Every year, Cosmetorium becomes the ideal place to listen, observe and learn directly from those who drive the cosmetic sector. It brings together every stage of product development: formulation, R&D, production, quality control, regulation, marketing, technical suppliers and finished product brands. This diversity makes the event a privileged environment for gaining a broad, real and up-to-date view of the market.
As in previous editions, at cosmeticsinMind we took advantage of this opportunity to conduct our annual survey. But this year, we wanted to give it a more dynamic and participatory twist. That’s how Cosmopoly was born – a game inspired by the classic Monopoly, designed and customised by our team to reflect real strategic decisions in the cosmetic sector in a more engaging and playful format.
Throughout the board, participants answered a key question:
“If you had to decide where to invest your brand’s resources, what would you prioritise?”
More than 200 industry professionals shared their views, giving us a precise snapshot of current investment priorities in the cosmetics sector. Below, we present the results and the conclusions drawn from them.
Survey Results: How the Industry Would Allocate Its Strategic Resources
The survey was structured around the three thematic blocks that represent cosmeticsinMind’s core services, applied to the development and management of cosmetic products: Product Creation, Advice & Strategy and Regulatory Eye.
- Product Creation
How resources are prioritised within product development
- 62% would prioritise a distinctive and innovative formulation
- 34% would invest in clinical, consumer or sensorial testing
- 4% would allocate resources to a sustainable and premium packaging
The results highlight a clear preference for science-based decision-making. With 62% of responses, innovative formulation stands as the top investment priority, confirming that the industry aims to establish products on solid technical and research-driven foundations from the outset.
Clinical testing remains relevant, selected by 34% of respondents. This gap suggests that companies aim to secure product quality and efficacy in the early stages of development, before moving into complementary validation phases. Sustainable packaging, chosen by just 4%, is perceived as secondary compared to investments that directly influence product performance and outcomes.
Advice & Strategy
Which strategic decisions are considered most relevant
- 46% would choose sustainable technologies for production and distribution
- 32% would invest in certifications or brand storytelling
- 22% would prioritise AI tools applied to commercialisation
Sustainability emerges as the dominant priority, becoming a strategic driver beyond the product itself. In second place, one in three respondents considers certifications and brand narrative to remain valuable differentiators. AI, although lower in preference, indicates rising interest, but still at an early stage of practical implementation.
- Regulatory Eye
Which regulatory and quality areas are deemed essential
- 52% would invest in automating and improving quality systems
- 28% would prioritise preventing regulatory limitations in international markets
- 20% would focus on developing distinctive claims
The focus on quality system optimisation reflects the sector’s intent to minimise internal risks and improve operational performance. Nearly 30% would prioritise addressing regulatory challenges linked to internationalisation. Differentiated claims, as the least prioritised area, suggest the need to reinforce regulatory and operational foundations first.
Final Reflection: A Sector Prioritising Evidence, Operational Sustainability and Regulatory Efficiency
A holistic analysis of the results reveals a clear direction: the cosmetics sector is prioritising investments that reinforce technical reliability and sustainable competitiveness.
- Innovation in formulation is confirmed as the leading investment axis, followed by clinical validation.
- Operational sustainability is becoming a core strategic priority across processes, resource planning and implementation.
- Process optimisation and continuous quality improvement are regarded as the essential platform for scalable and secure growth.
The contrast between the most and least selected options indicates a logical sequence: first innovate and validate, then optimise sustainably, and ultimately differentiate.
In summary, the sector is transitioning towards models rooted in innovation, efficiency and responsibility, ready to compete in an increasingly demanding global market.
Would you like to analyse your brand’s strategy with our experts?
If you want to learn how we support brands and laboratories throughout the cosmetic product development process – from formulation to regulatory compliance – we will be delighted to assist you.
Contact us to schedule an introductory call and explore how we can work together to strengthen your project with a solid, efficient and goal-oriented strategy.
