As we step into 2025, the beauty industry is poised for a transformative year marked by innovation, self-expression, and sustainability. From bold lash designs to climate-conscious skincare, here are the top trends set to shape the beauty landscape in the coming year.
1. Bold and Expressive Lashes
After a period dominated by natural and fluffy lash styles, 2025 will usher in a new era of bold, wispy designs prioritizing length over volume. Elizabeth Chandler, lash technician and founder of Bonded, predicts a surge in clients seeking highly customized lash styles that reflect their individuality.
“Have fun with your lashes – transform them, customize them, and make them truly yours,” says Chandler. Technological advancements, including AI-driven lash styling and pre-bond systems, will play a key role in offering more personalized and efficient solutions.
2. Skin Longevity and Minimalist Skincare
The focus on long-term skin health is set to continue, with an emphasis on sun protection, hydration, and repair. The 'skinimalism' trend is evolving into Skinimalism 2.0, which emphasizes multitasking products enriched with science-backed ingredients like vitamin C and niacinamide.
Makeup artist Aimee Connolly, founder of Sculpted by Aimee, highlights the importance of simplifying routines: “Healthy, radiant skin is the ultimate canvas, and beautiful makeup begins with great skin.”
3. Medium Contrast and Demure Makeup
Makeup trends in 2025 will prioritize balance and subtle sophistication. Medium contrast looks, characterized by soft yet defined features, have surged in popularity, with global searches increasing by over 45,000%, according to Beauty Pie.
Nicola Moulton, head of editorial at Beauty Pie, explains, “The goal is to create a harmonious look where no single feature overpowers the others.” Alongside this, demure makeup styles featuring muted complexions and refined blush techniques such as 'boyfriend blush' and 'sunset blush' will dominate.
4. Dark Romantic Makeup
The '90s revival will take on a darker, moodier aesthetic in 2025. Think smudged eyeliners in dark tones, paired with nude or deep berry-stained lips.
Aimee Connolly predicts a glam evolution: “Dark brown matte lips will give way to more stained, balmy textures.”
5. Enhanced Beauty Tech Experiences
Technology continues to revolutionize beauty, bridging the gap between virtual and in-person experiences. Augmented reality (AR) makeup try-ons, virtual beauty consultations, and AI-powered shade-matching tools are becoming mainstream.
These technologies are set to offer hyper-personalized experiences, making product selection and skin consultations more accurate and efficient.
6. Duck-Shaped and Tortoiseshell Nails
Nail art is taking bold turns with the rise of duck-shaped nails, characterized by their flared tips, and the timeless appeal of tortoiseshell designs.
According to Beauty Pie data, searches for duck-shaped nails have surged by 463%, while hibiscus nails, Greek goddess nails, and glass nails are also seeing growing interest.
7. Climate-Conscious Beauty
Sustainability remains at the forefront of beauty innovation. Consumers are demanding eco-friendly formulations, ethical sourcing, and recyclable packaging.
Green chemistry and waterless skincare products are gaining traction, with waterless formulas seeing an 806% rise in global searches. These innovations reflect a collective push towards environmental responsibility.
8. Redefining Aesthetic Procedures
Minimally invasive aesthetic treatments are becoming more inclusive and client-focused. Awake enhancement services, which allow clients to stay engaged throughout procedures, are gaining popularity for their natural results and empowering experience.
Body contouring brand Squlpt emphasizes the confidence boost these treatments provide, offering subtle enhancements tailored to individual preferences.
As 2025 approaches, these trends highlight a beauty industry that's embracing individuality, technology, and a sustainable future. Whether it’s bold lashes, eco-friendly skincare, or advanced beauty tech, the coming year promises exciting developments for beauty enthusiasts worldwide.
