Trend Taster: cofertility edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
Gen Z consumers expect AI beauty personalisation
Viking's hydrogen-powered cruise ship
Brand Loyalty is Shrinking
Explainer: cofertility
Beauty's Next Frontier
Gen Z consumers expect AI beauty personalisation
A new report by digital beauty and wellness platform Revieve shows 72% of Gen Z consumers expect AI personalisation in their beauty journey, while 64% are more likely to purchase from brands with AI-driven solutions. But it's not just about algorithms. This generation wants sustainability, as 68% prefer eco-friendly packaging.
Viking's hydrogen-powered cruise ship
Viking Libra, the world's first hydrogen-powered cruise ship, will be launching in 2026. The innovative hybrid propulsion system will enable zero-emission operations, opening access to environmentally sensitive areas previously off-limits. This reflects growing consumer demand for genuinely sustainable experiences rather than mere greenwashing.
Brand Loyalty is Shrinking
New data from EY shows that most consumers no longer base decisions on brand names alone. They’re choosing relevance over reputation, with private labels gaining ground and loyalty shrinking. This isn’t about people turning their backs on brands, it’s about recalibrating trust. Shoppers want clarity, quality and proof of values, not just polished narratives.
Explainer: cofertility
Cofertility's "Split" program is revolutionizing reproductive care with a value exchange rarely seen in healthcare: freeze half your eggs for free when you donate half to others who need them. This model transforms fertility from a purely medical transaction into a community-driven ecosystem that honours women's agency while democratising access. The future of wellbeing isn't just about individual outcomes, it's about meaningful participation in others' journeys.
Beauty's Next Frontier
The Middle East and North Africa are emerging as beauty's next frontier, with a market set to hit $60 billion this year, and projected double-digit growth across all sectors. While global players like Ulta Beauty and K-beauty platform Maccaron rush to establish footholds, they're entering a landscape already being transformed by local brands. In this region where over half the population is under 30, consumers are embracing a "skin-first" philosophy that prioritises health and hydration: a direct response to the challenging desert climate. Homegrown brands like Saudi Arabia's MZN Bodycare and UAE's Peacefull are finding success by blending traditional practices with modern science, creating products specifically formulated for regional needs. The message for international brands? Understanding local context isn't just important, it's essential.
