A new year means a new swathe of beauty trends set to determine the course of our skin, body and haircare shelves for the next 12 months. With micro-fads whizzing past us faster than ever thanks to the likes of TikTok, it’s certainly hard to keep up, to say the least. Here are a few beauty trends I believe will endure through 2025, and maybe beyond.
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Holistic Beauty
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Last year the world woke up to realise that a £60 face cream won’t fix all your problems, and sometimes you have to start from the inside out. I predict a continued focus on holistic beauty throughout 2025, with supplements, diet and wellness rituals and tools, like the viral Oura ring, championed over topical skin routines alone. With the global wellness economy set to rise to $9 trillion by 2028, I think it’s clear that holistically beauty is here to stay.
Signature scent collections
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The rise of curated skin, body and hair routines only meant that, surely, scents were to follow. While we all may have a signature perfume, it looks like 2025 will be the year that we define a scent ritual—think AM, PM a la your skincare routine. We may in part have the rise of Perfumetok to thank for this, a (wonderfully smelling) sector of TikTok that shows off extravagant collections of perfumes, body sprays and mists. The consumer demand to smell good is clearly on the rise, but this comes with concerns about overconsumption to be mindful of.
Skincare infused makeup
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The Rhode lip tints were one of many products last year that sparked a growing trend to blur the lines between skincare and makeup. The busy girl’s antidote to trim down routine times and minimise your beauty collection; it feels in demand as we slowly start to exit the era of excess and fuss. I predict we’ll be seeing a lot more skincare-makeup hybrids debuting from brands in 2025, leaning into a trend of underconsumption.
Personalised, AI routines
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The rise of AI is starting to streamline much of our lives, including our beauty routines. I think one trend we’ll see brands jumping on this year is the use of AI to personalise skincare like never before, accurately utilising technology to recommend specific products for the individual, rather than a group. Keep an eye on your favourite beauty brands—I’m certain they will be adding some AI features to their websites in 2025 to help assign your skincare routine, so you don’t have to.
The rise of tools
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The latter half of 2024 witnessed the rise of LED masks in the beauty world. I think tools like this will not only become more popular in 2025 but also more accessible with mainstream options created to meet consumer demand at all price points. With regular facials and spa treatments an unattainable luxury for many, these tools provide an at-home experience with a one-time purchase.
Glossy hair
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Health is wealth, and in 2025, it looks like glossy, shiny hair will be the currency of choice. While by no means new, this haircare trend appears to be more coveted than ever if my social feeds are anything to go by. This year will see a rise in hair products like oils and glosses, with shampoos and conditioners being targeted to support healthier, shinier hair.