By Ana Rocha – E-Volving Strategy Consulting
As we settle into Q2 of 2025, two major trends are standing out in the marketing world:
- The powerful role of marketplaces in business growth.
- The rapidly evolving, high-tech future of the beauty and wellness industry.
These aren’t just headlines — they’re signs of what small businesses need to pay attention to right now. Let’s break them down.
🛍️ The Rise (and Reinvention) of Marketplaces
At the recent Marketing Hub 2025 event in Seville, industry leaders from Shein, Gioseppo, and Azzgency discussed how marketplaces are reshaping how we do business. While global platforms are becoming more competitive, they’re also creating new opportunities — especially for small businesses.
What does this mean for you?
If you’re a service provider or product-based business (especially in beauty, wellness, fashion, or home goods), marketplaces can:
- Expand your reach without high upfront costs.
- Test product-market fit in real-time.
- Leverage existing trust from larger platforms while building your own brand.
🔎 Reflection: You don’t need to be on every marketplace. The key is choosing platforms where your ideal audience already shops — and then using that visibility to lead them back to your brand ecosystem (your website, email list, or community).
💄 Beauty Industry: Where Innovation Meets Personalization
Meanwhile, in a fascinating Vogue Business report, the beauty sector is undergoing a tech transformation — and it’s not just for the big players.
Consumers are looking for:
- Long-term wellness-based routines (not quick fixes).
- Hyper-personalized care driven by data, AI, and even bio-integration.
- Advanced treatments, like stem cell therapies, especially in markets like the UK.
How does this affect small business owners in beauty and wellness?
If you’re like Esther, running a growing nail salon or wellness service:
- There’s space to differentiate with education and care, not just aesthetics.
- Clients are seeking smarter, healthier experiences, which opens doors for new services or collaborations (think: AI skin diagnostics, wellness add-ons, or guided routines).
- Tech doesn’t have to be intimidating — it can start with simple digital tools that elevate the client journey.
💡 Pro Tip: Position your services around self-care with science — even if you’re not using high-end technology yet, your messaging and client experience can still reflect this future-facing trend.
🎯 So, what’s the takeaway?
Both trends — marketplaces and tech-forward beauty — speak to one major theme:
👉 The future belongs to those who can adapt with intention.
For small business owners, that means:
- Being selective but strategic about where you show up.
- Listening to how consumer expectations are evolving.
- Leaning into education, experience, and trust-building.
✨ Want to stay ahead of these shifts?
I’m sharing deeper insights and marketing steps weekly — right here on the blog and in mentoring sessions.
📩 Ready to work smarter with your marketing? Book a discovery call with me or DM me on Instagram.
Let’s grow your business with clarity and creativity.