In 2025, beauty is all about embracing individuality and pushing boundaries. Skincare routines become more personal, with bespoke formulas tailored to each skin concern, while makeup takes a bold turn: think neon liners, graphic eyeshadows and statement lip colors. Hair trends are also making an impression, with voluminous styles and retro-inspired waves dominating the scene. With innovation at its core, 2025 promises a beauty revolution with trends that know no boundaries.
In addition to aesthetics, 2025 will be a year of purposeful beauty. Sustainability has evolved from a trend to a necessity, with refillable packaging and clean formulas leading the way. At the same time, affordable luxury, or ‘masstige’, bridges the gap between high-end and accessible beauty, making premium products attainable for everyone.
TikTok remains a dominant force in the beauty world and continues to fuel viral trends and hacks. Whether you combine your signature scent, indulge in hydrating milky toners, or explore the rise of men’s grooming, this year is all about embracing creativity, individuality, and personal beauty. The beauty revolution of 2025 has arrived: let’s make it unforgettable!
Check out the top beauty trends defining 2025…
#1. The rise of collecting and applying scents
Gone are the days of sticking to just one signature scent. Fragrance lovers, especially Gen Z and Millennials, are now embracing the art of curating personalized collections, often with three or more perfumes. The trend of layering scents to create customized blends has taken off, driven by TikTok’s #PerfumeTok, which saw a 110% increase in popularity in 2024.
Mini fragrances and body sprays are also taking center stage, with brands like Phlur offering layering guides and discovery sets to help users experiment. For those looking for affordable indulgence, mini versions of luxury fragrances offer a more accessible option. This shift highlights a key fragrance trend in 2025: it’s no longer just about smelling good; it’s about using scent as a tool for self-expression.
#2. K-Beauty meets Hailey Bieber’s influence: The milky toner tree
This year, the skincare world is all about “milky toners,” a K-beauty-inspired innovation that combines the lightness of a toner with the richness of a serum. Popularized by celebrities like Hailey Bieber and influencers like Katie Fangproducts like Rhode’s Glazing Milk and Laneige Cream Skin Toner have become essential in many skin care routines.
These milky toners are especially loved for their deep hydration, making them ideal for dry skin. With a predicted increase in search interest of almost 59% by 2025, it is clear that these creamy toners will continue to dominate the skincare market, providing a nourishing boost that will leave skin feeling refreshed and replenished.
#3. Generation Alpha’s growing impact on beauty
Come on, Millennials and Gen Z: Gen Alpha is making waves in the beauty world. Known for their love of colorful packaging and playful branding, this young generation is already influencing market trends. Brands like Drunk Elephant and Byoma entice them with bright, candy-colored designs that speak to their fun and dynamic style.
Retailers like Ulta Beauty and Nordstrom are also catching on, with beauty sections specifically tailored to a younger audience. Expect rainbow-colored bottles and whimsical aesthetics as 2025 ushers in a vibrant, youthful takeover of the beauty aisles.
#4. Beauty classes for men are taking over
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Men’s beauty and grooming is gaining serious momentum, largely driven by platforms like TikTok. Hair-related search terms such as ‘texturizing powder’ have skyrocketed, fueled by male influencers sharing styling hacks and tips to achieve voluminous, textured looks.
Products designed to improve texture and volume, such as powders with a matte finish, are becoming increasingly important in men’s grooming routines. TikTok Shop has further accelerated sales, with influencers linking their content directly to products. As men increasingly embrace beauty and grooming, 2025 could mark a breakout year for inclusive, forward-thinking trends in men’s grooming.
#5. Glamor is back: The end of minimalism
Say goodbye to the clean girl aesthetic and hello to bombshell beauty! The return of voluminous hair, glowing skin and bold makeup is undeniable, with icons like Sabrina Timmerman directing the load. A Prada Beauty Ambassador since 2024, Carpenter’s signature bouncy pops and color-changing lip balms set the stage for this glamorous revival.
Inspired by the 1990s supermodel era, this shift marks a departure from understated beauty in favor of glamorous looks that celebrate creativity and bold self-expression. Influencers love Mikayla Nogueira are fully embracing this trend and encouraging fans to go all-in with bold, statement-making beauty.
#6. Affordable luxury: The rise of ‘Masstige’ beauty
As inflation reshapes consumer habits, a new middle ground between the mass market and luxury beauty brands called “masstige” is gaining momentum. These products offer premium quality at more accessible prices and are aimed at shoppers who want high performance without the high price tag.
Brands like ELF Beauty are at the forefront of this shift, offering innovative products that rival their luxury counterparts. This trend highlights a change in consumer priorities: Today’s shoppers are increasingly looking for value-driven options that deliver results without emptying their wallets.
#7. The influence of social media on beauty trends
While TikTok has been a major driving force behind beauty trends, its uncertain future in the US (at the time of writing) has raised questions about where viral content will thrive next. Instagram and YouTube are emerging as strong contenders, providing platforms where trends such as glamorous makeup, men’s beauty tutorials and fragrance layering are gaining traction.
Influencers will continue to be at the heart of this evolution, shaping consumer preferences and introducing new trends. Their impact ensures that the beauty world in 2025, regardless of platform, will remain dynamic and constantly evolving.
#8. Sustainability is central
Sustainability has gone from a buzzword to an essential priority in the beauty industry. Consumers are now demanding eco-friendly packaging, refillable products and clean formulations, and beauty brands are responding by embedding sustainability into their product launches.
In 2025, expect a stronger emphasis on products that combine luxury with environmental awareness. From biodegradable materials to vegan formulas, these changes reflect the values of younger generations who are increasingly prioritizing ethical and sustainable practices in their purchasing decisions.
#9. The evolution of hair care
Hair care is on the rise, with products such as texture powders and scalp treatments becoming increasingly popular. TikTok influencers are sharing techniques to achieve fuller, healthier hair, while brands are introducing innovative products to meet this growing demand.
The focus is expanding beyond aesthetics to include scalp health, with ingredients like biotin and niacinamide becoming key players in hair care formulations. This holistic approach sets the stage for 2025 to be a year marked by stronger, healthier hair trends.
Finally
As we step into 2025, the beauty industry is buzzing with top trends that speak of creativity and innovation. From combining fragrances and embracing glamorous makeup to celebrating inclusivity and sustainability, there’s something for everyone. Whether you’re a trendsetter or someone who enjoys discovering new products, 2025 promises to be an exciting year to explore the ever-evolving world of beauty.
Plus, with new trends emerging every day, there’s never been a better time to experiment with bold choices. So stay informed, embrace change and remember: beauty is about expressing yourself.
Featured image: @ebonyobsidian/Instagram
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