The beauty industry is very uniform right now. Everyone seems to have similar shades and styles with little to no customization—just apply and get the same color others are using. However, a new trend that seeks to change that narrative is popping up: pH-powered color cosmetics.
This beauty trend brings a fresh level of personalization to makeup, with products that change colors based on the user’s unique pH level. With more people looking for personalized beauty, it was only a matter of time before a trend like pH-powered cosmetics entered the market—and it’s well on its way to changing how consumers see this space.
Read on for everything you need to know to leverage this online trend for more sales in 2025!
Table of Contents
The shift towards personalized beauty
What makes pH-powered cosmetics unique?
2 things to know about the pH-powered cosmetic trend
1. Resonates with Gen Z and Gen Alpha
2. Expanding the range
4 actionable insights retailers can take when adopting this trend
1. Focus on personalization
2. Create a broader category
3. Ensure product inclusivity
4. Leverage social media
The future potential of pH cosmetics
Challenges worth considering before entering this market
Wrapping up
The shift towards personalized beauty
The increasing popularity of pH-adaptive cosmetics shows consumers are pushing against aesthetic uniformity. It’s everywhere on social media platforms like TikTok and Instagram, and people recognize the lack of personalization.
Consumers, especially younger generations (Gen Z and Gen Alpha), hate how these platforms promote beauty standards. They want to feel unique, so they crave products that focus more on individuality instead of fake beauty standards. These consumers won’t just buy one-size-fits-all solutions—they’ll go for something personal and exclusive.
Google searches for “color-changing lip oil” have surged by 685% year over year, and TikTok hashtags like #ColorChangingMakeup attracted over 122.2 million views. These numbers show a strong demand for beauty products that combine innovation and personalization.
What makes pH-powered cosmetics unique?
pH-powered cosmetics take a different approach from traditional makeups. Instead of fixed shades, this trend uses pigments that react to the skin’s unique pH and temperature. The best is these aren’t just claims—they are science-backed innovations that create shades specific to each user, delivering the ultimate personalized experience. Take these brands, for example:
- Expressoh’s Glassy Blush: This product looks transparent during application but transforms into a more natural flush based on the user’s skin chemistry.
- Unseen’s Spectra: This brand’s product changes hue with the user’s eyelid skin distribution, creating a multidimensional and customized look.
- Charmiss’ Soda Pop Balm (Thailand): Although this product starts with a vibrant blue balm, it shifts into soft pink lipstick (or lip balm) and blush after use.
2 things to know about the pH-powered cosmetic trend
1. Resonates with Gen Z and Gen Alpha
As mentioned earlier, young consumers today prefer authenticity and sustainability over standards. So, it makes sense that products offering personalization will resonate well with this digitally savvy generation. pH-powered cosmetics are especially attractive because they merge science with individuality to give these consumers exactly what they want.
But there’s more. pH-powered products are also entertaining, which is a big plus for these younger generations. People will love watching clear products (like lip gloss) become vibrant, giving consumers enough content for Instagram reels and TikTok tutorials.
2. Expanding the range
Although most pH makeup relies heavily on the Red 27 pigment (the source of those lovely pink shades), brands are exploring more options to expand that range. One alternative that’s catching their attention is bromo acid, which helps create oranges, vibrant reds, and yellows.
A move like this is very important, as more colors mean more chances to satisfy the audience’s diverse needs for customization. It’s also a great strategy for those feeling overlooked by mainstream beauty products.
4 actionable insights retailers can take when adopting this trend
Demand for pH-powered cosmetics is growing, but what should retailers do if they want a piece of the pie? They can consider the following strategies:
1. Focus on personalization
pH-adaptive products are incredibly unique, meaning businesses can make their “one-of-a-kind” nature the focus of their marketing campaigns. Remember to be authentic by showing real-life use cases, especially the experiences of people enjoying their unique transformations.
2. Create a broader category
Don’t think the market is tight right now. There are still a lot of chances for businesses to innovate with pH-adaptive products. For example, categories like eyeliners, mascaras, and foundations remain largely untouched, meaning there’s massive potential to target anyone looking for pH products beyond blushes and getting the perfect lip color.
3. Ensure product inclusivity
pH-powered products won’t have any appeal if they are not inclusive. Thankfully, businesses can test their products well enough to boldly say “it works for everyone, regardless of skin tone.” Inclusivity is a big driving force behind this trend, so lean into it so the products can appeal to a broader audience.
4. Leverage social media
This trend has the right vibes for social media, and brands can leverage its potential. They should create campaigns with pH-powered products that encourage user-generated content. And when the eye-catching transformations create a buzz, it will help boost engagement and brand visibility.
The future potential of pH cosmetics
pH makeup may still be an early trend, but it shows great promise for growth. After all, brands like Expressoh and Freshian have already proven their appeal, but that’s not all the trend has to offer. Businesses can push the boundaries by considering these ideas:
- Craft dual-purpose pH-powered products. For example, brands can combine makeup and skincare benefits into one amazing product.
- Don’t sleep on color-changing accessories, like hair dyes or nail polishes. They are a great way to enhance the main cosmetics line.
- Consumers will also love the idea of a ‘signature’ colors that reflect their personality. Hence, businesses should consider emphasizing these unique colors in their marketing materials.
Challenges worth considering before entering this market
Sure, pH-powered cosmetics bring exciting benefits, but brands must also address some challenges. Here’s two of them:
- Chemical stability: How can brands guarantee pigments and ingredients will stay stable and deliver consistent performance in different environments?
- Consumer education: Not everyone will get the innovation. So, how can brands clearly explain how these products work and what sets them apart from traditional makeup?
Wrapping up
The beauty industry is strict with what passes and what fails. One could say personalization is at a very low point, thanks to beauty standards flooding social media and brands making products that make everyone look the same. Thankfully, pH-powered products offer something fresh that moves away from one-size-fits-all to more customized looks.
This trend is especially appealing to anyone who hates ordinary makeup. If they want a shade unique to them, they will get exactly that with ph-activated makeup. pH-powered products have massive potential, so don’t hesitate to tap into this trend and cater to a market looking for individuality.