Top Execs on Creating the Future of Beauty

We live in an era of unprecedented change, and the imperative to act is clear. Those who keep pace win; those who don’t are often relegated to watching from the sidelines.

For WWD’s new beauty event, The Catalysts, we are turning the spotlight on the big thinkers and bold visionaries who are actively forging the future of beauty in real time. They include inventors, manufacturers, marketing experts, scientists, culture connectors and more. Here, they share how they balance long-term thinking with near-term volatility, how to build a team of the future and where beauty’s next big innovations are coming from.

Where do you think beauty’s next big innovation will come from?

Barbara Lavernos

Deputy CEO, L’Oréal Groupe

Inspired by the timeless human aspiration for a life that defies time, beauty’s next grand innovation will emerge from the intertwining of age-old dreams and cutting-edge science. 

This isn’t just about extending human lifespan, but about enriching our “health span,” ensuring longer lives are accompanied by unparalleled quality and well-being. Beauty plays a vital role in fostering well-being, self-esteem and social connection, contributing to a fulfilling life regardless of age. The future of beauty innovation is here, bridging the gap between lifespan and health span.

Our priority is the scientific understanding of skin, not as a superficial layer, but as the body’s ultimate mirror, a powerful storyteller of our personal history and a vital source of essential markers for quality of life. By decoding skin’s complex biological language and the intricate cellular mechanisms of aging, a new era of better aging is about to be unlocked.

This transformative journey will usher in a profound societal shift, breaking the link between beauty and youth, thereby liberating new and unexpected expressions of beauty not confined by time. At L’Oréal, we believe our innovation is driven by a collaborative quest, uniting our brilliant internal minds in science and technology within a dynamic longevity ecosystem, all underpinned by the profound and shared truth: Beauty has no expiration date.

Chris Sanderson

Cofounder, The Future Laboratory

At The Future Laboratory we’re excited by two very different areas of innovation. The first is Cultural Remix: local rituals, cultural heritage and traditional aesthetics are being reinvented. Diasporic creativity, subcultural mash-ups and regional fragrance brands are layering histories and influences to redefine contemporary beauty. 

The second area is all about Dynamic Product Innovation: In response to homogenization, brands are exploring multisensory, layered and contextually adaptable experiences that restore emotion, individuality and intrigue. This is particularly relevant for the fragrance industry. There’s growing exploration into the nasal microbiome and how scent influences our well-being, neurological function and even sensory perception. Fragrance is starting to look beyond the obvious — beyond the nose — to its role in the wider ecosystem of health. We’re also seeing experimentation in alt-sensory directions, from synesthetic scents to pheromone-inspired perfumes designed to elevate aura, mood and intimacy.

Pushing out more long-term, I’m ready to see more beauty with purpose. The landscape has become so homogenized and oversaturated — we’ve looked at this on our trends Intelligence platform LS:N Global with a macro trend we’ve called The Great Beauty Blur. I think we’re overdue for a wave of meaningful, top-tier innovation driven by science and technology that actually moves the category forward.

Kelly Dill

Partner, Imaginary

We believe the next wave of beauty innovation will come from brands that make innovation feel emotional. We’re excited about brands delivering true results and breakthrough innovation, but still feel like daily luxuries — functional indulgence that connects efficacy with a deeply desirable experience.

Nicola Formichetti

Global Creative Director, MAC

Beauty’s next big innovation won’t be a single breakthrough — the harmony of high-tech and high-touch. We live in a hyper-digital age of filters and avatars, yet people are craving something real. The future isn’t about using technology to perfect us — it’s about using it to reveal us. At MAC, innovation means turning technology into artistry: tools that amplify individuality, connect creators all around the world, and make self-expression accessible to everyone. When data, empathy and creativity come together, beauty becomes truly inclusive — every shade, every story, every person reflected. The real innovation is when someone looks at what we create and thinks, “That’s me.” When technology helps us feel more human — that’s the future of beauty. 

Joyce DeLemos

Cofounder and Chief Product Officer, Dieux

If I’m being honest, the American beauty industry feels like it’s in a bit of a stagnation period. Most of the category growth is coming from lip, even within skin care. Packaging innovation and new textures are largely being driven by South Korea, but even then, much of that packaging is still plastic.

Where American beauty brands can truly stand out is through ingredient and formula innovation. What I mean by that is creating products that address real skin concerns and rebuild consumer trust in an industry that many people grow jaded with over time.

Another major opportunity? Biotech and “designed” ingredients that enhance the performance and sustainability of both skin care and cosmetics. Microbiome actives finally have some data to support them, so I’m interested to see where that category goes now that brands have a path to validating claims. 

There is a ton of room for brands to innovate, it will just take longer for launches and you have to avoid the trap of duping. 

Alec Batis

Cofounder, Chemist and Chief Executive Officer, Sweet Chemistry

Beauty’s next big innovation won’t be singular, but a combination of several meaningful advancements across technology, quality and social impact that will make a difference in how people live — and with AI helping to speed things along. 

Important innovations will include everything from regenerative medicine’s ongoing discoveries in tissue engineering for organ repair and grafts to peptide and growth factor technologies. [There will be] a deeper understanding of what exosomes can and cannot do to better support the skin’s microbiome through evolved preservation techniques, improved ingredient quality and yield through intelligently considered regenerative farming methods and land-saving biofermentation processes in the development of novel antioxidants. 

And perhaps the most impactful of all innovations is right under our noses. Product quality advancement by the rethinking of decades-long, pervasive and outdated industry practices that we’ve all been conditioned to accept without question. Showing respect for the people who buy our products by exiting these practices will result in improved quality and is truly the biggest innovation to be had on many levels. 

There is thoughtful and meaningful progress to be made through which we will improve quality and outcomes, build trust, take care of the earth and improve how people view themselves and our industry.

Kourtney Kardashian Barker

Cofounder, Lemme

The next big innovation in beauty will come from the connection between inner wellness and outer results. Science is finally showing us how things like gut health, hormone imbalance, stress and sleep impact our skin, mood and energy. The connection between supplements, skin care and wellness are all coming together and that’s where the most meaningful beauty breakthroughs will happen.

Paul Austin

Founder, Austin Advisory Group

The next wave of beauty innovation won’t come from new ingredients or algorithms — it will come from a new kind of cultural intelligence.

Around the world, consumers are drawn to brands that speak fluently in the language of ritual, emotion and identity. They want products that feel alive with meaning — that translate daily gestures into personal expression.

Nowhere is that energy more vibrant than in India. What began as a movement of self-discovery is fast becoming a global playbook for how to fuse science, spirituality and storytelling. India’s living codes — ritual, wellness, celebration, gifting, color, abundance — are resonating far beyond its borders. When combined with a vast digital-first Gen Z and a diaspora of cultural translators, those codes create a multiplier effect that’s influencing how the world sees and celebrates beauty.

You can see this cultural shift illuminated — quite literally — across luxury: Harrods lit its facade in waves of color for Diwali, Cartier hosted its own Festival of Lights in New York and London, and others from Jimmy Choo, Ralph Lauren to Diptyque joined in. These aren’t token gestures but signals that India is no longer absorbing global beauty codes — it’s exporting its own.

For brands, the real advantage now lies in cultural fluency: understanding human rhythm and translating it authentically. That’ss the new frontier of innovation — when beauty becomes not just what we make, but the culture we help shape.

Parham Aarabi

Founder and Chief Executive Officer, Pre

As AI reshapes beauty, we’ll see scaled automation and true hyper-personalization for every consumer. Discovery is already migrating from keyword search to generative, conversational guidance, and that shift will only accelerate. As creative and operational tasks such as design, merchandising, marketing and optimization become increasingly automated, the industry will trend toward a future where every product variant and every campaign is uniquely tailored in real time. This convergence of automation and personalization will anchor the next wave of beauty innovation, redefining how brands build products, storytelling and loyalty. The winners will be teams that adopt an evidence-driven, test-and-learn culture, translate insights into rapid experiments, and pair bold vision with practical road maps that navigate today’s technological upheaval. Brands that invest now in data foundations and practical AI pilots will unlock compounding advantages consisting of faster iteration cycles, sharper targeting and measurable lift, while those that delay risk ceding discovery and relevance to competitors.

Jessica Stacey, SVP, External Communications, Experiential & Marketing Partnerships, Sephora

While conversation around the next iteration of technology in beauty is definitely worth having, the next big innovation won’t come from tech alone — it will come from the spaces and places where people gather to discover, play and connect in person. The power of discovery online is undeniable, but the power to experience beauty in real life, not just on your screen, is imperative, which is why we aim to deliver a seamless omnichannel experience across all our touch points. 

At Sephora, we see the impact of creating truly inspirational in-person moments where everyone can be uplifted and celebrated when interacting with the thoughtfully curated products and brands they love and find belonging in like-minded communities. Whether that’s the energy of thousands of beauty enthusiasts coming together at Sephoria to learn directly from experts or bringing beauty into unexpected arenas through our first-to-market partnerships with organizations like Unrivaled and the WNBA’s Golden State Valkyries, we’re intentional about showing up where we can activate authentically. The signal from our community is clear: They’re craving in-person connection and shared experiences. That demand for meaningful experiences is only growing stronger, and that’s where the real magic happens.

How do you build a team of the future?

Alicia Sontag

Cofounder and Managing Partner, Prelude Growth Partners

The team of the future is built around agility. The beauty category is incredibly dynamic, and the shifts we’ve seen to date (between distribution channels, media sources, etc.) will only continue to accelerate and change. To win in this environment, the thinking needs to be fresh, and teams need to be agile. If you’re doing it the way everyone else does it, why are you even doing it? “The way it’s always been done” is almost definitively not the way to win today or tomorrow.  

Beyond agility, we see winning teams consistently demonstrating three attributes: 1. a shared ambition and a shared purpose, clearly articulated and aligned across each individual contributor; 2. a shared commitment and drive to succeed, and 3. A-plus talent in every seat.  

Finally, kindness is always king. If you’re early in your career, the advice is very simple — work hard and be nice.

Dr. Polen Kocak-Denizci

Cofounder, SickScience Labs and Cellestetix Biotechnology

The team of the future is built at the intersection of science, empathy and shared purpose. Innovation thrives when curiosity is protected, when people feel safe to challenge ideas, make mistakes and explore what’s next. As a scientist, I’ve seen that discovery needs structure; as a founder, I’ve learned that growth needs trust.

At SickScience Labs, we bring together molecular biologists, genetic engineers, marketers and creatives who speak different professional languages yet share one goal: transforming biotechnology into something that truly improves people’s lives. My role is to create a culture where these worlds can merge, where rigorous data and emotional intelligence coexist and where precision and imagination are equally valued.

The future belongs to teams that are adaptive, cross-disciplinary and mission-driven. Titles will matter less than mindset. The best people won’t just execute; they’ll invent. Building that kind of team means investing as much in personal growth as in technical skill, because while science evolves fast, people, when inspired, evolve even faster.

Nimrod Basri

Founder and Chief Executive Officer, MakeUSA

I often think of a company’s life as a bus ride. The first and most important step is deciding who you want on the ride — figuring out where everyone sits comes later.

Building a team of the future means connecting the company’s evolving needs with each individual’s passions and talents. I’ve found that passion is the clearest indicator of potential. With the right training and mentorship, people excel when placed where their hearts truly lie.

Of course, this approach sometimes means that experience or formal education may lag behind ambition — and that’s OK. Growth often requires changing seats along the journey until the right skill set is developed. At MakeUSA, our managers often take on responsibilities that wouldn’t traditionally fall under a single title, but we balance that flexibility with clear role definitions and strong operational procedures.

We’re deeply committed to helping every team member pursue their interests and develop their strengths through personalized growth plans and continuous feedback. Over time, we’ve learned that when personal motivation aligns with business goals, no challenge is too great — and the ride becomes one everyone wants to stay on.

Alexander Shashou

Cofounder, 10Beauty

If you want to build a ship, don’t just assign tasks, teach people to yearn for the sea. That’s how you build the team of the future: not with rigid org charts, but with a clear North Star and the freedom to pursue it. At 10Beauty, that North Star is simple: self-care should work for you, not the other way around. We’re not changing what people do — we’re reimagining how they experience it.