As we head into 2025, the beauty industry is ramping up for a year of innovation and self-expression.
From bold lash designs to climate-conscious skincare, here are the trends that are set to dominate the beauty world in the coming year.
What are the beauty trends for 2025?
1. Bold and expressive lashes
After a year of natural and fluffy lash trends, 2025 will see a shift towards bold, wispy designs that prioritise length over volume.
Lash technician and Bonded founder Elizabeth Chandler predicts that self-expression will take centre stage, with clients wanting to customise their lashes to reflect their own unique personalities.
“Have fun with your lashes – transform them, customise them and make them truly yours,” Chandler says.
She also suggests that technology will play a key role, with advancements in AI-driven lash styling and pre-bond systems offering more personalised and efficient solutions for lash enhancements.
2. Skin longevity and minimalist skincare
The focus on long-term skin health continues to grow, with clients prioritising sun protection, hydration and repair.
The skinimalism trend has been growing over recent years and this is only going to continue, according to makeup artist and Sculpted by Aimee founder, Aimee Connolly.
She says, "It’s time to simplify our routines and embrace a more mindful, effective approach to beauty. Healthy, radiant skin is the ultimate canvas, and that’s why we always say that beautiful makeup begins with great skin.”
Skinimalism 2.0 is set to take minimalist skincare to the next level, incorporating multitasking products packed with science-backed ingredients – think foundations enriched with skincare actives like vitamin C and niacinamide.
3. Medium contrast and demure makeup
Makeup in 2025 is set to be all about balance and versatility. Medium contrast looks, characterised by soft yet defined features, have seen a meteoric rise in interest, with searches surging by over 45,000% globally according to online retailer Beauty Pie.
Nicola Moulton, head of editorial at Beauty Pie, said, “While this is nothing new and has been a technique used by professional makeup artists on photoshoots and catwalks for decades, it is fascinating to see how it has captured the interest of so many people.
“The concept looks at the contrast between your hair, eyes and skin tone to determine the best approach to doing your makeup. The aim is to keep everything low contrast and unified so that your makeup all ties together nicely, without one feature standing out.”
Complementing this trend is the growing popularity of demure makeup, which emphasises muted, natural complexions for a refined aesthetic, with an increase of 4,268%.
Blush continues to reign supreme, with boyfriend blush (940%) and sunset blush (422%) offering cool and playful takes on rosy cheeks. These trends allow for creative expression while maintaining an approachable, everyday glam look.
4. Dark romantic makeup
The 90s revival that kicked off in 2024 is set to evolve into darker, vampier makeup looks.
This romantic twist on the classic style pairs perfectly smudged eyeliner, often in dark brown or black, with a more pared back complexion. Lips are either nude or a deep berry stain, creating a striking contrast.
Connolly says, “2025’s trend towards darker, grungier looks will retain an air of glam in comparison to this year’s ‘90s revival. Dark brown matte lips will give way to stains and balmier textures.”
5. Enhanced beauty tech experiences
The intersection of beauty and technology is expanding, with a focus on immersive, high-tech experiences.
From augmented reality (AR) makeup try-ons to virtual beauty consultations, tech is bridging the gap between online and in-person retail.
Artificial intelligence is also changing the beauty scene by delivering hyper-personalised experiences, with virtual skin consultations and AI-powered shade-matching tools helping consumers to select their products.
6. Duck-shaped and tortoiseshell nails
Next year’s nail trends are set to include duck-shaped nails and even more tortoiseshell designs.
Duck-shaped nails, characterised by their flared tips, offer a bold, statement-making option, while tortoiseshell nails provide a chic, wearable alternative.
Beauty Pie’s data reports that the top five most increasingly-searched trends over the last six months are duck-shape nails (463%), hibiscus nails (303%), tortoiseshell nails (267%), Greek goddess nails (134%) and glass nails (127%).
7. Climate conscious-beauty
More consumers are demanding eco-friendly formulation, ethical sourcing and recyclable packaging.
Green chemistry and responsibly sourced ingredients are driving product development, according to product formulation company Stephenson, with brands prioritising transparency and environmental stewardship.
Waterless skincare formulas are also gaining popularity, with an 806% increase in global annual Google search results in the last six months of the year, according to Beauty Pie.
These eco-conscious products reduce water usage while delivering powerful results, aligning with consumer demand for climate-conscious beauty.
8. Redefining aesthetic procedures
Aesthetic procedures are becoming more inclusive and empowering, with “awake enhancement services” leading the charge according to body contouring brand Squlpt.
These minimally invasive treatments allow clients to stay fully engaged during the process, offering natural-looking results that boost body confidence.
