DowIcon_Default_EventsAsset 105 chart_icon form-checkmark form-radio__bullet cog icon profile-icon-header profile-locked-icon-header cart-icon-header region-icon-header nav_call home_sds homepage_hero_new--rollover list-bullet nav-close nav-close nav-hamburger nav-right-arrow--mobile nav_brochures nav_call nav_cart nav_case_studies nav_check_mark nav_close_x nav_common_questions nav_distributor nav_driving_directions nav_exclamation_point nav_external_links nav_find_formulations nav_find_products nav_info nav_learn_how_to_use nav_literature nav_lock nav_map nav_media_center nav_pdf nav_quick_checkout nav_read_latest_news nav_sample nav_selection_guides nav_tooltip nav_white_papers noav-icon-safe-handling-18x18 pdp-add_part_number pdp-arrow--left pdp-arrow--right pdp-box Funnel pdp-list_collapse pdp-list_expand Vector Smart Object12 Vector Smart Object12 pdp-shopping_cart s> social_facebook social_google social_linkedin social_pinterest social_rss social_twitter social_youtube utility-search utility-tooltip voc_icon > technical_content


Inspiration that keeps you ahead of the trends

At Dow, we know that consumer demands are always changing and transforming into the latest beauty care trends. That is why we are committed to bringing you trend-driven innovative solutions and inspiration that helps you get ahead of the consumer curve.

TRENDS LAB is a platform of concept collections showcasing formulations and products that deliver on tomorrow's beauty trends. Within each collection is a thorough trends analysis paired seamlessly with innovative ingredients and our extensive formulation expertise.

Be inspired and explore formulations and solutions for tomorrow’s beauty care trends.

Trends Lab Concept Collections

Explore our most recent TrendsLab formulation collections:

Inspired by optimistic approaches to the many changes in routines that have been identified around the globe — some linked to the pandemic, others unrelated, TrendsLab goes beyond its traditional focus on beauty to reach all areas of one’s new chapter: social interaction, sustainability, digitalization and more.

Each region will customize the concept of “Next” to better answer their unique challenges — regulatory deselection, anti-technology sentiment, new cleansing actions. Best of Next will show how the changes brought to different regions are relevant and worth pursuing in a positive and efficient manner by adopting the “best” possible technologies, including those offered by Dow’s industry-leading, vast portfolio.

Adaptation is more important than mitigation.
Reaching new chapters in our journey.
Adopting the best possible technologies.
Optimistically approaching what’s next.


Map showing locations around the world.


6:45 a.m.
São Paulo, Brasil


8:30 a.m.
London, UK

12:30 p.m.
Instabuk, Turkey

8:00 p.m.
Mumbai, India


7:00 p.m.
Moscow, Russia

9:00 p.m.
Shanghai, China

10:00 p.m.
Seoul, South Korea

A new beauty journey that brings us closer together.

Immerse yourself in the Best of Next

TrendsLab Formulations:

Skin care journey:


Hair care journey:

Fostering holistic beauty: legacy and innovation combined

We thrive on meaningful connections. We are more interested than ever in understanding the impacts of our choices on the environment and in the well-being of communities. By fostering a holistic approach to beauty, we are encouraging all generations to collaborate proactively and live consciously. Look better by feeling better.

TrendsLab is a series of inspiring concept collections for tomorrow’s beauty trends. Each edition offers formulation concepts showcasing how to get ahead of the consumer curve in your own product development. Our sample kit will let you see and feel how these formulations can help you stay ahead of the trends — and in sync with the trendsetters’ demands. Get the TrendsLab app. Augmented reality lets you experience our sample kit in all new ways.

Tomorrow’s beauty trends are represented by these three concepts: Out & About, Wholeness and Beauty Aces.

TrendsLab Concept Collections:

Woman standing on paddleboard looking at city skyscrapers on horizon.

Out & About: make the most of your on-the-go day

Busy lifestyles demand multifunctional efficiency and protection. The global citizen prioritizes formulations that highlight convenience and that can be further customized to meet the needs of different activity levels. From day to night, from work to workout, the complexity of beauty rituals is no longer an excuse for jetsetters across the globe.

Woman wearing navy polka dot dress reaching back to hold a man’s hand making eye contact with camera.

Wholeness: experience a new level of inclusion

Beyond wellness. Beauty is no longer defined by stereotypes from the past. Embrace your natural beauty with personal care ingredients that make people look better and feel better – no matter the demographics and their individual needs. By linking performance to differentiated sensory experiences, we are bringing together the best parts of soothing beauty journeys that positively impact everyone.

Blonde-haired woman staring at camera with fingertips touching side of the face.

Beauty Aces: access to professional performance at your fingertips

From promising to proven. The digital gateway to the future is now available to all, enhancing our knowledge and enabling easy and meaningful connections to top beauty experts. Expertise and know-how that deliver salon-quality results are now a digital touch away. We are optimizing connections that make it work in a brave new world.

Celebrate individuality. Embrace well-being. Shape society with positive values.

We celebrate diversity and individuality while being responsible and fully engaged. We are concerned about the world and what we’re leaving behind. Social consciousness, commitment to the planet and our values, and the desire to make an impact are all part of our lifestyle. Today’s motto: contribute to society in a positive way, embrace our well-being and the environment, and shape a society with positive values. Our credo: DO.

TRENDS LAB is a series of inspiring concept collections for tomorrow’s beauty trends. Each edition offers formulation concepts showcasing how to get ahead of the consumer curve in your own product development. Our sample kit will let you see and feel how these formulations can help you stay ahead of the trends — and in sync with the trendsetters’ demands.

Tomorrow’s beauty trends are represented by these four concepts: Glamorous Beauty, Care/Nomad, Inclusive Beauty and Customization.

Trends Lab Concept Collections

Young woman with pale skin in sparkly gold dress and colorful makeup against black background.

Glamorous Beauty

Satisfy the desire for the exceptional, glamorous, assertive femininity. Be bold and powerful. Return to the Golden Age’s sparkling glam and luxury. This comeback is balanced with today’s ethics and responsibility. Dare to be “glitterful,” ultra-shimmery, with a touch of class.

Three women smiling – Asian, White, Black

Inclusive beauty

Embrace the diverse spectrum of beauty. Remove the old labels: age, gender, body type, sexuality, skin color. Beauty choices are made by each unique person. Respond to the greater needs. Go beyond and empower.

Everlast Tone (CPF 4128)
A genderless foundation that masks pores for a long-lasting natural look and SPF protection.

View Formulation


Celebrate individuality with precisely tailored beauty. Move away from the homogenous, limiting mass-market offerings. We want to take the lead, choosing what looks good and works for us. The new luxury is having something made “just for us.”

Our values give us meaning, drive us, motivate us

Each of us holds values that drive us. Our values help us determine what is important to us in life and are reflected in our outward behavior and language. Our values and how strongly we hold to each of them make us truly unique. Values can shift gradually over time as we learn more and gain experiences, but large-scale changes can also be triggered by multiple factors. In fact, our values are always in a state of motion.

TRENDS LAB identifies emerging consumer trends and provides on-target, inspiring formulation concepts to help you stay ahead of consumer desires. 

Tomorrow’s beauty trends are represented by these four concepts: Gender Revolution, Digital Detox, No Makeup and Water/Water Less.

Trends Lab Concept Collections

Confident transgender, nonbinary, androgynous person holding tie

Gender revolution

Gender Revolution is a reinvention of gender roles. Freed from the binary of “boy” or “girl,” gender identity is a shifting landscape. Gender is blurred – embracing both femininity and masculinity.

Long-lasting style, curls and shine are delivered in a rich, melting hair wax and styling pomade. (CPF 2545)

View Style Mania Formulation
Woman walking across sand with wind blowing the sand up in the air

Digital detox

In this hyper-connected world, rediscover the power of restoring balance and true connection by disconnecting and fully living in the present moment. Take time to reconnect with yourself and rediscover what really matters.

This gentle, foaming hair mask conditions, purifies and refreshes. (CPF 2554)

View Hair Fresh Formulation
Woman smiling with no make-up on

No makeup

Reveal your true self and feel confident with the perfect no-makeup look. Let your natural beauty shine through. Achieve a natural, fresh complexion that appears effortless.

This gel-to-powder facial serum helps create soft-focus, radiant-looking skin. (CPF 2543)

View Luminous Tone Formulation
Woman floating in water

Water/Water Less

Water is the new luxury. Across the globe, water is becoming scarce. This inspires products for many tastes: the eco-conscious, the lover of the simple and natural, and the aficionado of rare and exotic waters. Water is the essence – it is at the heart of everything.