The Future of Beauty: Insights from Rising Women in the Industry
Gather a group of five young professionals in their twenties, and you’ll discover a lively dialogue about the latest trends, challenges, and opportunities in the beauty industry. In the wake of the COVID-19 pandemic, these emerging voices—characters defined by adaptability—are shaping a more personal and meaningful beauty landscape.
Maham Ayaz, a senior makeup chemist at L’Oréal, beautifully encapsulates this emerging vision. She states, “It’s an advantage to be able to see something without the boundaries of what it’s supposed to look like.” This mindset is a hallmark of today’s beauty innovators, whose varied backgrounds fuel their creative approaches.
Meet the Trailblazers
In the 2025 Women’s Issue of WWD Beauty Inc, five dynamic women from various beauty fields shared their stories. Rachel Simons (26), the manager of influencer marketing at Glow Recipe, emphasized the balance between creativity and strategy in influencer partnerships. Maham Ayaz (25), who began her journey as an intern, represents a blend of artistry and science in cosmetic formulation. Amber Tien (25), working with Amika, thrives in fostering impactful influencer campaigns. Guzal Yakubova (28), manager at E.l.f. Beauty, is excited about shaping beauty launches on major platforms like Amazon. Madison Reynolds (26), leading AI initiatives at The Estée Lauder Companies, sees technology as a crucial player in future beauty innovation.
Passion and Career Trajectories
Each panelist shared unique origins in their beauty journeys. Rachel grew up surrounded by beauty through her mother, an aesthetician. Maham combined her love for art and science, discovering cosmetic science during the pandemic. Amber drew inspiration from beauty YouTubers, while Guzal transitioned from event production to beauty. For Madison, family memories tied to beauty closely shaped her passion.
The Current Landscape of Beauty
The beauty industry today faces both challenges and exciting opportunities. Rachel highlights market saturation as a significant hurdle, with a multitude of brands vying for consumer attention. Maham anticipates a future where multi-benefit products gain traction, improving not just appearance but overall well-being. The need for brands to resonate with consumers is paramount, as Amber points out that the frenetic pace of innovation must align with genuine consumer needs.
Challenges and Insights from a Post-Pandemic Workforce
The experiences of entering the workforce during the pandemic have profoundly shaped their perspectives. Both Rachel and Maham acknowledge a heightened focus on communication, while Amber believes in the importance of forming meaningful relationships in remote settings. Guzal reflects on having opportunities to envision her career in non-linear ways due to unforeseen circumstances, while Madison sees resilience as a byproduct of these challenges.
Gen Z’s Impact on Beauty Trends
Understanding and engaging with Gen Z is essential for brands aiming to connect authentically. Rachel asserts that relatability and aspirational content are vital, while Maham emphasizes fun and multitasking benefits in products. As Madison notes, effective marketing must engage diverse micro-communities, acknowledging that Gen Z is not homogeneous but rather a collection of unique niches.
Looking Ahead: The Evolution of Beauty
As these professionals envision the future of the beauty industry, hyper-personalization emerges as a key driver. Maham fantasizes about personalized skincare routines tailored to individual needs, while Guzal highlights the role of AI in providing real-time recommendations. Sustainability is also a pressing concern, with the potential for brands to align ethical practices with innovative technology.
This conversation underlines the breadth of creativity and insight that young voices bring to the beauty landscape. With a commitment to authenticity and innovation, these women are poised to redefine beauty norms and create a more inclusive future.
