2025 has arrived.
And as per usual, a new year brings with it the release our cosmetic trends for the year ahead. If you're a business owner, an aspiring entrepreneur, or simply curious about the exciting trends on the horizon this year, now is the perfect time to stay ahead of the curve and discover what's coming next.
Though 2024 is over, prior trends are always relevant as they inform current trends and can help to indicate whether a new trend will be short-lived, or if it's here to stay.
Trends in beauty may evolve quickly, but certain core elements remain steady, and this year is no different. So how do you, as a business owner, tap into these trends to stay relevant and thrive?
2024 Trends that will continue into 2025:
Sustainability and Skepticism
Sustainability is a mainstay in the mind of the consumer. The trend is so large that there are sub-trends within the it, like Minimalism, Eco-Friendly Packaging, Organic Skincare (*3), Regenerative Beauty (*11) and keeping track of your own Carbon Footprint. Consumers now demand transparency and proof behind claims. More than ever before, sustainability is being adopted and arguably exploited by large corporations, customers are becoming more discerning and no longer accepting blanket statements or falling for 'greenwashing'.
Skinimalism and it's transformations
Skinimalism is an ever-growing trend, and often viewed as something of a younger sister to sustainability. It is constantly getting new names as it's explored and developed further - but at its heart, its core tenets remain stable:
- Minimal, high-quality products.
- Simple routines.
- Less waste.
For businesses, this means focusing on fewer, more effective products that deliver targeted solutions to specific skincare concerns.
Menopausal Skincare
As time moves forward, we watch our bodies betray one of our most precious secrets: our age. For many women, the products that once worked effortlessly no longer meet their needs as they experience a shift in what their skin requires. This demand for new solutions creates a thriving market. (*5)
Formulating and offering skincare products designed to address thinning skin, dryness, and loss of firmness could be exactly what is needed to address these concerns and take advantage of this trend. Similarly, products that also target other menopausal concerns like easing hot flashes, boosting collagen production, and reducing hyperpigmentation (such as age spots) can be mutually beneficial for businesses and customers alike.
Wellness driven beauty and Psyche-Cosmetology
A celebrated trend that shows no signs of stopping, Psyche-Cosmetology is the linking of cosmetics to self-care. And when we say self-care, we mean all-inclusive:
- Routines and products that are simple and pleasurable to the consumer, used as an opportunity for the consumer to connect with their body.
- Affordable yet high-quality products. Consumers shouldn't have to stress and negotiate between quality skincare and other essentials.
- Clarity of conscience in that the business you're supporting and the products you're using is helping the world become a better place. This means purchasing from brands that we trust.
What of particular interest is that it's the youth of today who are seemingly leading the charge for marrying mental health and cosmetics, recognising how they both influence and affect one-another. After all, it's a challenge to have great mental health with an acne ridden face, and it's even harder to look after your skin when the occasional depression falls on you and chains you down.
This is viewed as a deeply connected relationship, with younger generations pushing for a culture that emphasises the importance of promoting self-care and emotional well-being through the use and promotion of cosmetic products and routines.
Hair and Scalp Care
Products for hair growth and health continues to be an intensely discussed topic. Consumers are growing skeptical of hair growth products due to the overwhelming misinformation surrounding which options are effective and which are not. As a result, many are desperately eager to find effective solutions, creating an opportunity to market products focusing on hair growth and scalp care - especially if you can back up your claims with credible evidence.
Microbiome Skincare
As the science regarding our body's microbiomes advances, consumers become more invested in nurturing not only their gut microbiome, but their dermal microbiome as well.
With consumers becoming more intentional in nurturing their microbiomes, cosmetic brands have an opportunity to adjust their marketing or reformulate their products to either:
- Contain biotics (Prebiotics, Probiotics or Postbiotics) that repopulate the microbiome.
- Be more microbiome friendly by using Gentle Formulations and Natural Ingredients that respect the microbiome.
Find out more on how to create pro-microbiome products in our blog found here.
2025 Trend Report
Hyper Specialization and Expert Customers (the AI Revolution)
People do not fully realise it yet, but they have one of the most powerful tools to ever exist in their pockets: AI. And it's, in most cases, completely free.
Once they do, many customers will be better equipped to know exactly what products to look for, and similarly which ones they no longer need. Businesses will need to adapt their marketing strategies as consumers become unofficial 'experts' at their own skin with a constantly updated pocket-sized genius whispering in their ear.
Interestingly, the CEO of Brow Code, Melanie Marris, suggested that as AI grows, a counter-trend of human longing and connection will also develop, creating "a resurgence of human touch in marketing, manifesting in unique and experiential ways-boutique events, intimate meet-and-greets between brands and their audiences, and immersive pop-up spaces where people can see, touch, feel and even smell the essence of a brand." (*4)
Growing Demographics and "Looksmaxxing"
Men are taking care of their skin now more than ever (*6), with male skincare videos on YouTube garnering millions of views. The topic of "Looksmaxxing" (*9) has been alive and continues to grow in men's spaces, and as a trend has a strong emphasis on healthy skin. Neglecting marketing to men, especially younger ones, means overlooking a hungry and expanding market.
The Clean Girl and a brat walk into a bar
The Clean Girl aesthetic has dominated the cosmetic world for the past year - sweet, soft, supple and beautiful. BUT. A sudden and interesting shift in online dynamics confessed a hidden craving in younger folks. Messiness. Fun. Raw humanity. Being flawed and being a brat (*1).
If you are unaware of what "brat aesthetic" refers to, here is a brief summary:
"brat" is the name of the Grammy-nominated album by artist Charli XCX. According to the artist, a "brat" is someone who "has a breakdown, but kind of like parties through it", who is honest, blunt and "a little bit volatile" (*14). Still confused? That's the point - the messiness and chaos are part of the appeal, where freedom is found.
What this implies is two competing trends:
- The Clean Girl will probably level up (*4)- moving towards a subtle and almost flawless finish. This means that consumers will try to toe the line of makeup perfection without appearing overdone (known as "Blurred Skin"). The phrase that best applies here is Timeless Elegance.
- The brat affinity will pop off! Maximalist Eye Make-Up and Eye-Shadow is expected to steal the spotlight and has already shown trends of increase in the market. (*7)
With the ever-eternal push between simple, conforming beauty and maximalist, loud self-expressive rebellion attracting and polarizing people everywhere - this year is shaping up to be a fun one.
Preventative Skin Care and Beauty from within
Young people (and people in general) are shifting away from "traditional aesthetic treatments, like Botox and fillers" (*1) and moving more towards natural approaches. Consumers are seeking natural and long-term solutions that can be incorporated into their wellness routines.
This also includes the growing trend in more natural supplements that has taken over the pharmaceutical world. "Herb-based supplements like turmeric gummies are on a 700% 5-year rise, and this industry shows no signs of slowing down." (*3)
Financially Strategic
Brand marketing is dead.
Well, not completely dead, but consumers are more educated now than ever before. They want proof that your product works and often look for specific ingredients. Many are even willing to try smaller brands in search of a hidden gem.
Does that mean that large name brands will suddenly capsize? No. They have market power, a legacy and trust. But economic uncertainty has pushed consumers to pay close attention to where their hard-earned cash goes. This does not mean that they seek the cheapest option, but the most strategic one. (*5)
The stick design of products
This may seem random, yes, but there has been an increase in cosmetic products being in a 'stick shape'. A stick-shaped cosmetic product is designed to maintain its solid form while being easy to apply. It typically melts upon contact with the skin, providing smooth and even coverage. This noted increase may be because:
- It's much less messy to have a product in stick form. That means straight application with no wasted product or mess on your hands.
- Stick-formulated products are often anhydrous, meaning they are free of water and require minimal preservatives. This appeals to consumers who value sustainability by reducing water usage and avoiding potentially harmful preservatives.
So if you're looking for a way to liven up the presentation of, and interest in your product; this might be the year to consider the 'stick design".
Special Mentions:
MAHA Movement and Purity in the name of Health
MAHA, short for "Make America Healthy Again" (*12), began as an online-community-driven initiative in the United States. While it later aligned with the conservative political party-gaining a political undertone-it has since evolved into a broader sentiment embraced by many across the Western world.
This shift impacts the cosmetic industry by reflecting a growing sentiment among consumers of all ages-they're losing trust in large establishments and gravitating toward traditional, familiar, and safe beauty products. This differs from The Clean Girl aesthetic or sustainability trends, as physical health is the main focus here.
There's also a rising demand for ingredients like beef tallow in skincare, marking a shift away from the vegan skincare trend that dominated in recent years. While it's hard to predict how far this movement will spread globally, there's a clear undercurrent of intentional consumers seeking the purest, most minimal-ingredient cosmetics.
Ozempic and the unintended loss
In 2024, Ozempic made international waves. Originally developed through research on Gila monsters (*16) to treat adults with type 2 diabetes, it was swiftly adopted by the diet industry after its weight-loss benefits were discovered (*15).
How does this impact cosmetics, you may wonder? Cosmetics Business reported: "In 2025, the skin-care industry will also be impacted as focus shifts towards ingredients that can address the concerns associated with rapid weight loss," (*1). This includes retinoids, collagen boosting and anti-oxidants like Vitamin E and C. Anything to tighten and revitalise the skin.
How to Win the Hearts of Consumers in 2025
With everyone shaped by their unique mix of trends, personal beliefs, and economic circumstances, pinpointing market interests has become increasingly challenging. We have found, however, that there is a basic expectation and mode of comparison between products that consumers now appreciate more than ever:
- Being unsustainable is no longer an option. Your brand is either overtly sustainable or rejected. Products need to be clean, natural and ethically sourced (*8). To be the best at this, try following Regenerative Beauty, where your products production improves all parts of our ecosystem. (*11)
- Products need to be at minimum nourishing and soothing to the skin.
- Products layer well under any other product - whether that be makeup, sunblock, or another skincare product.
- Product should be potent and versatile enough to tackle multiple concerns effectively, eliminating the need for a complex skincare routine.
- Product has the perfect texture of non-greasiness but still is nourishing.
- Products need to be reasonably priced.
- Products must contain minimal / no toxic chemicals. If your product is Organic and in reusable packaging - you've got a winner on your hands.
