What investors want from beauty brands in 2025

The beauty industry is poised for a stronger wave of M&A in 2025, following a conservative 2024.

By November 2024, 57 deals had been made, compared to 43 year-to-date in 2023, according to data from investment firm Capstone Partners, which also reported strategic buyer activity had remained relatively flat year-on-year. “Investor sentiment has been cautious in 2024,” says Neil Saunders, managing director and retail analyst at data research firm Globaldata. “There has been a general appetite for corporate activity, but big-scale investors have been scrutinising returns and financials and are shying away from any deals with too much risk.”

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