Moisturisers, Netflix and olive oil have joined forces at the top of women’s must-have list for 2025, with females investing more in everyday products that deliver comfort, care and a sense of wellbeing – and they are willing to pay for it.
That is according to The New Essentialism, an in-depth report from insights agency Think Stylist, which, it is claimed, presents a clear opportunity for marketers.
Based on quantitative research with 2,670 women and qualitative insight from Think Stylist’s Thinkfluencers panel, the study explores the products, rituals and brands that UK women say are truly non-negotiable in their lives right now.
Overall, health and wellbeing are the leading drivers of “essentialism”, with 69% of women saying their essentials support their mental and physical health, far outpacing time-saving or convenience factors.
The trend marks a clear shift away from “life hacks” toward slower, more considered living, with just 12% valuing brands that “save time.”
Perhaps unsurprisingly, skincare leads the way, with 64% of women ranking it as their No.1 essential, signalling a deep-rooted commitment to self-care and longevity. Moisturiser tops every generation’s list, followed by cleanser and SPF.
Second on the list are entertainment subscriptions, with 59% saying they are “non-negotiable”. Netflix is the undisputed leader, with Disney+ and Amazon Prime battling for second place.
Meanwhile, food and drink luxuries come in third. Half of women prioritise premium olive oil, coffee and chocolate, with “ingredient intellectualism” on the rise.
Next up is make-up, which is still integral to daily rituals (52%), with mascara and foundation the go-to “confidence products.”
Rounding up the top five is homecare, with 40% of women being “Homecare Essentialists”, turning their spaces into sanctuaries with candles, soft furnishings and eco-friendly products.
Head of Think Stylist Susan Riley, who is the author of the report, said “Essentialism marks a cultural reset. Women are no longer chasing convenience but are investing in what nourishes them inside and out.
“Health and wellbeing have become the ultimate symbols of wealth and that shift changes everything for brands. Our Essentialism Scale gives marketers a new way to measure relevance: the closer you are to women’s sense of wellbeing, the more irreplaceable you become.”
To help marketers understand where their brand fits within this new hierarchy of importance and just how indispensable their brand really is, Think Stylist has developed The Essentialism Scale – a five tier framework inspired by Maslow’s hierarchy of needs.
It charts the journey from functional reliability (brands that simply work) to life-enhancing love (brands that elevate wellbeing, joy and self-expression). The higher a brand sits, the more emotionally embedded it becomes in women’s daily lives – and the harder it is to replace.
The Stylist Group editorial director Lisa Smosarski concluded: “These findings prove what we see across Stylist every day – women are defining success on their own terms, choosing what feels good over what’s simply convenient.
“It’s a powerful reminder to brands that meaning matters and for advertisers an invitation to engage in a more meaningful space as that’s where true influence lies.”
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