The New Essentials: Redefining What Matters to Women in 2025

Skincare. Streaming. Olive oil. 

These might seem like simple everyday choices but according to our latest Think Stylist report, The New Essentials, they represent something much bigger: a cultural reset in how women define value, wellbeing and satisfaction.

Drawing on insight from 2,670 women across the UK, this new study explores what women truly can’t live without in 2025. From skincare to tech, women share what lies behind their everyday comfort – and what that means for brands

A shift from convenience to considered living 

Our research reveals that 64% of women now rank skincare as their No 1 essential, followed closely by entertainment subscriptions (59%) and premium food staples such as olive oil, coffee and chocolate (50%).  

The findings reflect a profound shift: women are moving away from the pursuit of convenience and “life hacks” toward a more intentional, wellbeing-centred way of living.  

Health and wellbeing are now the primary drivers of essentialism, with nearly 7  in 10 women saying their essentials support their mental and physical health. 60% also list their essentials as providing comfort and joy, highlighting this turn to self-care and luxury routines. 

The new hierarchy of what matters

The report identifies five key areas shaping women’s essentials today:  

Skincare as self-care: moisturiser tops every generation’s list, signalling a deep-rooted commitment to longevity and self-respect.  

Entertainment as escapism: streaming platforms like Netflix remain the top source of comfort and connection.  

Premium food culture: the rise of “ingredient intellectualism” – where quality olive oil, coffee and chocolate become markers of care and taste.  

Make-up as confidence armour: 52% see make-up as integral to daily rituals, with mascara and foundation leading.  

Home as sanctuary: 40% identify as Homecare Essentialists, creating calm, restorative spaces through candles, soft textures and sustainable choices.  

Though varied, it’s clear that these top essentials are about creating moments in which to invest and savour their time

Understanding Essentialism: The Framework for Relevance 

To help brands measure their place within this new mindset, Think Stylist has developed The Essentialism Scale: a proprietary framework inspired by Maslow’s hierarchy of needs.  

The scale charts a brand’s journey from functional reliability (products that simply work) to life-enhancing love (brands that elevate wellbeing, joy and self-expression). 

In a marketplace where attention is fragmented and loyalty is hard-won, emotional relevance has become the ultimate differentiator. The closer a brand sits to women’s sense of wellbeing, the more irreplaceable it becomes.  

What this means for brands

Essentialism is not just a passing trend – it’s a value system. It challenges marketers to move beyond convenience and utility, and instead ask: how does our brand enhance women’s wellbeing, identity and daily joy?  

As women redefine what “essential” really means, brands that align with their emotional priorities and not just their practical needs, will be the ones that thrive.  

Want to discover where your brand sits on The Essentialism Scale? Join our monthly Muse newsletter and receive The New Essentials report straight to your inbox.