On the initiative of the Greentech company, specialising in biotechnologies and natural cosmetic actives, 18 experts from diverse fields (science, design, economy, sociology, CSR, communication, prospective research...) spent several months together to explore the possibilities of the cosmetics industry by 2045. They relied on a prospective design methodology developed by agency Burson and Le Comptoir Prospectiviste, the project’s designers.
Their work resulted in a global report which Greentech chose to share with the whole cosmetics industry, illustrated with a tree structure representing the possible development paths. But the approach mainly took shape through a Biotechs 2045 Anticipation Capsule, showcased at the latest annual Cosmetic 360 (October 15th-16th, 2025). On the agenda was a time travel to project visitors into the future of cosmetics!
Anticipating innovation choices
This unique initiative conveys Greentech’s determination to build up a real open innovation strategy. “We still launch new actives and new concepts, but this time, we aimed to go farther and get the whole industry involved, so everyone designs the future of cosmetics with us. It is a collaborative effort, a reflective, prospective, and creative process,” explains Jean-Yves Berthon, President of Greentech.
The tree structure represents eight foresight scenarios, each of which presenting a possible vision of the future of cosmetics. Each scenario is associated with a potential path which may evolve depending on the technological, societal, and environmental choices made by the industry in the coming years.
“The work done by the group of experts generated enlightening, deep insights into possible futures, along with innovative concepts. By sharing them with industry players, we made people react and think, and that is what we wanted,” highlights Frédérique Lenglen, Head of Wellness at Burson, who is in charge of the project with Greentech.
“Nothing is set in stone,” says Berthon. “Each path can change directions depending on the geopolitical, social, and environmental situations. These agile, adjustable scenarios still leave room for choice and action.”
Beyond the creative and innovative approach, Greentech aims to raise awareness within the industry about the responsibility of today’s choices.
“The paths we set up now will have an impact on tomorrow’s cosmetics. If, for example, we move towards a much more technological society, it will also transform our relationship with our body, beauty, and nature,” he emphasises.
A three-step journey
The project will last three years. The first step is focused on discovering the tree and its eight scenarios. A vote helped determine the three scenarios deemed the most desirable by the participants. Next year, Greentech aims to dig deeper by transforming the scenarios into immersive films.
“We have not yet decided whether we should then focus on the three winning scenarios, or alternate between the most and the least desirable, but in any case, we aim to keep making the public think,” says Berthon.
Ultimately, the third year, the capsule will become neurosensorial. “It will be an even more immersive experience, as visitors will be able to see, touch and feel. We do not just want people to consider the future, but to bring it to life,” he adds.
A visionary cosmetics industry
Through this travel into the future, Greentech emphasises the strategic need to anticipate in the ever-changing beauty industry. The company also aims to make foresight become a concrete innovation, reflection, and commitment driver.
“It is no coincidence that this work is being done now, in a world experiencing pretty incredible disruptions and game changers which make forecasting even trickier. As a matter of fact, the cosmetics industry needs a vision for the future. It should always be ahead of its time. This approach helps maintain this lead. Not on our own though, but by co-innovating with the whole industry,” concludes Berthon.
