With the holidays approaching and a new year looming, we are all thinking eagerly (or anxiously) about what’s next. Whether it be personal growth, new career goals, a big move or a small lifestyle change, a new year brings opportunities for innovation in all realms, including beauty. This morning, Cosmetics Business revealed trends it anticipates will be popular in 2025. The report is part of its Future of Beauty Trend Report, based on this year’s market trends with industry data provided by Circana. These 2025 beauty trends are not to be missed.
Top 5 2025 Beauty Trend Predictions from Cosmetic Business
The ‘Ozempic Effect’
At number one on the list of 2025 beauty trends is the ‘Ozempic effect.’ This trend refers to the impact of rapid weight loss drugs on all areas of beauty, from plastic surgery and cosmetic treatments to over-the-counter products. “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,” Cosmetics Business reported. “This trend explores how ingredients such as tretinoin and other retinoids, collagen-boosting peptides and antioxidant-rich compounds, like vitamins C and E will move into the spotlight in NPD that targets this emerging consumer demographic.”
Big, Bold Eye Makeup
Second on the list is the return of big, bold eye makeup. The look bids the official farewell to the “clean girl” aesthetic that dominated the early part of 2024. “The latest data shows some early signs that consumers are returning to the category,” the report says. “During the month of October 2024, sales of eye makeup in the UK rose by 6 percent, outperforming the lower January to October average of 1 percent, according to Circana.”
‘Entertainment Brands’
The third trend in the Cosmetics Business report pinpoints the “rise of entertainment brands” in beauty. What exactly does that mean? Essentially, to reach Gen Z consumers, brands need to go beyond products. This includes investing in original content from music videos to television shows to engage the younger audience. “From beauty brands with their own Netflix shows to virtual try-on episodes and interactive storylines where viewers help decide product outcomes, this shift will take traditional advertising into a new age,” the outlet explains.
Rebellion Beauty
Every action has an equal opposite reaction. On the polar opposite end of the Ozempic effect, the traditional beauty standard-oriented trend circuit is what Cosmetics Business is calling “the rebellion.” Think all things “Brat,” “anti-male gaze” and “anti-woke” beauty. “It’s politically incorrect, it’s controversial and it’s attracting a lot of young people,” says Vincent Grégoire, insights director at Paris-based strategic consulting agency NellyRodi.
Preventative Skin Care
Cosmetics Business‘s fifth and final 2025 beauty trend prediction is preventative skin care, specifically at-home, more natural approaches. Commenting on the trend, Sophia Moradi, founder of exosome-based skin-care brand SŌM Skin, says she is already seeing “a clear shift as younger consumers move away from traditional aesthetic treatments, like Botox and fillers, in favor of a more natural long-term approach to skin health.”
