Mapping Emerging Technologies for the Future of Beauty and Cosmetics
Envisioning partnered with Natura's innovation team to build a comprehensive map of emerging technologies shaping the beauty and cosmetics industry. The goal: identify where science, sustainability and consumer experience are converging — and where Natura should place its bets.
The project mapped 100+ technologies and assessed each using the Technology Readiness Level (TRL) framework, scoring maturity from basic research (TRL 1) through market-ready deployment (TRL 9). A custom Beauty & Wellness Market Originality metric tracked competitive positioning — distinguishing technologies Natura already explores from those no company in the segment has touched. Technologies were further categorised against the UN Sustainable Development Goals, connecting innovation trajectories to Natura's sustainability commitments.
All technologies were organised into three strategic clusters. Each cluster was accompanied by analytical essays exploring opportunities, challenges and future perspectives at the intersection of emerging technologies and Natura's strategic imperatives. The delivery included an interactive radar visualisation enabling navigation between technologies, their descriptions and their readiness assessments.
Our Work
- Mapped 100+ emerging technologies relevant to beauty and cosmetics, from phytoplankton stimulation to AI health coaches.
- Assessed each technology using NASA's Technology Readiness Level (TRL 1–9) for maturity and a custom Market Originality metric (0–6) for competitive positioning.
- Categorised technologies against the UN Sustainable Development Goals to align innovation with sustainability commitments.
- Organised findings into 3 strategic clusters covering 7 thematic areas central to Natura's business.
- Produced analytical essays per cluster, examining opportunities, challenges and future perspectives.
- Delivered an interactive radar visualisation for exploring technologies, their maturity and market readiness.
Impact
- Gave Natura's innovation team a structured decision framework spanning the full technology landscape — from concept-stage research to market-ready products.
- Identified blank-space opportunities where no competitor in the segment was yet active, guiding first-mover R&D investment.
- Connected sustainability goals to technology strategy, enabling Natura to evaluate innovations against both business potential and SDG alignment.
- Provided a reusable strategic asset — the radar and underlying data can be revisited as technologies mature and market conditions shift.
Interested in our work?
Newsletter
Follow us for weekly foresight in your inbox.
