by Needhi Bharmani, Founder-Nerah Skin
There’s something refreshing happening in beauty right now and for once, it’s not another 10-step routine or miracle ingredient. According to the Business of Fashion x McKinsey report, 2025 is the year the beauty industry is being asked to slow down, clean up, and show up with more purpose.
As a founder, reading this report felt like a moment of validation. The industry is finally shifting focus from hype to honesty. And that’s where I believe the real glow begins.
From obsession to intention
The report shows that beauty fatigue is real. Consumers are no longer swayed by endless new launches or big-budget influencer campaigns. What they’re asking instead is simple: Does this product work? Is it worth it? Do I trust the people behind it?
At Nerah Skin, these are the very questions we asked ourselves before launching our first product. We didn’t want to be another brand that just looked good on a shelf. We wanted to be the one that actually stayed in your routine because it made a real difference.
Simplification is not boring
One of the report’s biggest takeaways is this: People are done with complicated routines. They’re choosing fewer, better products and using them mindfully. As someone with a history of adult acne and rosacea, I know firsthand how overwhelming skincare can feel. More often than not, fewer products actually gave my skin the space it needed to heal.
This philosophy of less-but-better isn’t just a trend. It’s the future.
Ingredients are finally getting the spotlight
Another insight from the report? Ingredient transparency matters more than ever. People want to know where things come from and why they’re there.
Every ingredient has a reason at Nerah Skin. Whether it's Kudzu to calm inflamed skin or Nameko mushroom for hydration, we build our formulas from the ground up, not from what's trending. And we always make sure you know why we chose them.
Good skin is not a race
The beauty space is learning (slowly) that skin is not a before-and-after story. It's a living, changing thing. The report emphasizes that consumers are leaning into long-term skin health over quick fixes something we deeply believe in.
Reading this report gave me hope. It reminded me why I started Nerah Skin in the first place to build something slower, more thoughtful, and rooted in honesty.
If you're navigating your own skin journey, just know this: you're not alone. The industry is catching up to where your instincts already are. Less noise, more care. Less pressure, more presence.
We’re here for that version of beauty.
