Popular in 2023, lip tints and treatments didn’t remove their makeup category crown in 2024, a year that saw blushes, some in squat sticks and others in swirly compacts, also bombard the market. As we look forward to the products that will gain momentum in 2025, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 17 brand founders and executives the following: What makeup trends do you see rising in 2025? What 2024 makeup trends do you think will end?
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Brian Murdock GM for North America, Memebox Corp. 2025 makeup trends will be defined by fresh, luminous skin paired with ‘90s-inspired aesthetics. The “clean girl” look will evolve into something more refined, blending radiant, healthy skin with neutral tones across the board. Expect lightweight, multitasking products such as skin tints, tinted serums and balmy textures to dominate, offering effortless coverage while delivering skincare benefits.
Brown tones across eyeliner, mascara and eyeshadows will surge. As the demand for timeless elegance grows, softer, neutral shades will take center stage, moving away from bold and dramatic to a more understated, sophisticated beauty.
Kaja, our K-Beauty makeup brand co-developed with Sephora, is perfectly positioned to lead this trend. Building on the success of Kaja's Wink Stamp, a double-ended winged eyeliner stamp and pen that lets anyone create the perfect wing eyeliner in seconds, we’re thrilled to introduce a new brown shade in January 2025. This softer, more natural hue aligns with the neutral tone movement, offering a chic and effortless twist on the classic winged eyeliner look.
In terms of makeup shifts, one trend that will fade in 2025 is the overuse of blush. Instead, we’ll see a return to a more natural flush, one that subtly enhances the complexion without overpowering it. This shift speaks to a broader preference for a clean, balanced aesthetic that values simplicity and understated beauty in everyday makeup routines.
- Melodie Reynolds Founder, Elate
The beauty industry is always evolving, and 2025 will be no different. One rising trend I see is the shift toward skin-first beauty. Consumers are prioritizing products that blur the line between makeup and skincare, with multitasking formulas that hydrate, protect and perfect the skin.
Ingredients like ceramides, niacinamide and adaptogens will continue to take center stage as will makeup that offers SPF and environmental protection. This reflects a larger movement toward intentional, mindful beauty, something I’m deeply passionate about at Elate.
In terms of application, I think we’ll see more experimentation with natural looking texture. Gone are the days of flat, matte faces or overly dewy finishes. Instead, people are embracing a “real skin” look that’s polished, but imperfect. The rise of customizable tools and simplified, blendable products will empower this trend. It’s less about covering up and more about enhancing what’s already there in a way that feels authentic and effortless.
On the business side, sustainability will no longer be optional, it will be a baseline expectation. Consumers are increasingly aware of greenwashing, so transparency in sourcing, packaging and ethical practices will be key. Additionally, the rise of AI in beauty both for personalized recommendations and in product formulation will likely become a more integral part of how brands engage with their audience.
As for what’s on the way out? Overly complicated beauty routines and trends that require a dozen steps to achieve will feel outdated. Consumers want simplicity and quality over quantity.
I also think the “micro-trend” explosion fueled by short-form video content will slow down as people shift focus to products that have lasting value instead of fleeting hype. For me, 2025 is all about beauty that’s personal, purposeful and planet conscious. That’s where the industry—and our priorities at Elate—are heading.
- Jeff Lee Co-Founder and CEO, DIBS Beauty
At DIBS, we see no diminution in the demand for contour. In fact, it was one of the fastest growing segments of our assortment for new customers to our brand. We anticipated the general expectation of a softer, more matte (but not dry) look displacing the last few years of dewy/wet finishes, which has been borne out in the reception to our launches in the back half of 2024 already.
There is a high willingness on the consumer side, even by new or infrequent participants, to gently play with shaping the face through contour, lining, spot placement of color/highlight that we expect to continue to accelerate in 2025. Finally, a refocus on the quality and value offered by the basics as consumer spending becomes more pressured. My expectation is that anything that isn't an automatic "reach-for" in the bag or on the counter will be deprecated or replaced in the customer's routine.
Regardless of the disposition of TikTok itself, the intense cycle of virality bursts for individual products has probably reached its peak. I fully expect it to continue, but more infrequently as the era of "buy everything that catches your eye immediately" closes.
There's an existential debate for many about how the lip category continues to evolve and if we've reached saturation on the tube gloss/balm trend. I'd wager there may be a slowdown in growth later in 2025 as some segments graduate to alternative, more focused categories (e.g., higher payoff/pigment or clinical ingredient story).
- Carrie Barber Owner and Creative Director, Make Beauty
Trends For 2025:
- I think the overarching theme for 2025 will be reinventing the classics—products or makeup looks that feel familiar and have some nostalgia, but with a modern take. The looks I’ve been most drawn to recently have been soft, fresh skin with a pop of color, modern metallic accents, colored mascara and bold more natural brows.
- I’ve also been really excited to see innovation in product formulation. Whether it’s a new blush format or utilizing bio tech to reinvent a skincare formulation, I hope to see more brands continue to innovate because I think consumers are ready and excited for it.
Trends To Leave In 2024:
- When Pantone announced a neutral as the color of the year, my initial reaction was how boring. I truly hope makeup doesn’t become neutral or bland because that’s no fun! Towards the end of 2024, we started to see more experimentation and individual expression with makeup, and I hope to see that carry over into 2025.
- Also, DIY skincare and any blush with a white base can stay in 2024.
- Jeremy Lowenstein CMO, Milani Cosmetics
In 2025, I believe the blurred skin trend will continue to dominate. Consumers are drawn to blurring products for their subtle, nearly flawless finish without the makeup appearing too overdone. Leveraging momentum from the trend in 2024, Milani recently released a Conceal + Perfect Blur Out Smoothing Primer and a Conceal + Perfect Blur Out Skin Tint, which blur the appearance of fine lines, pores and imperfections. Products including lightweight foundations, primers, setting sprays and blurring powders will continue to play a role in achieving the blurred-out aesthetic in 2025.
Aside from product formulation, I believe that consumers will continue seeking prestige quality products at accessible price points. Consumers today are more intentional with their buying decisions, choosing products from brands whose missions and community impact resonate with them and their wallets. When they shop online or in-store, they are searching for affordable products that do not compromise on quality, a key piece of Milani’s DNA since it was founded over 20 years ago.
The future of TikTok also remains a critical focus for the beauty industry. The platform has become a staple for consumers to discover new products by following beauty influencers, participating in viral trends and more, shaping their purchasing decisions. Any changes in the platform will impact brand and influencer strategies, particularly when targeting gen Z and millennial audiences.
Beauty brands and influencers alike will need to adapt quickly following any changes to TikTok in 2025, likely using similar platforms to continue leveraging engaging, short-form videos that effectively carry out a brand’s message.
- Rea Ann Silva Founder and CEO, Beautyblender
I think the biggest rising trend for 2025 is going to be about minimalist skin formulations using new technologies. I anticipate an increase in male consumers of color cosmetics due to the natural appearance and feel these products offer.
I’m hoping that the overdrawn, dramatic eyebrows and unnatural eyelashes will not stay in 2025. I also think the “all over glass skin” won't stay long. While beautiful on the runways and in editorial, it’s completely impractical day-to-day as you're going to work and living your daily life.
- Sahar Rohani Co-Founder and CEO, Soshe Beauty
We’re seeing a lot of love for cool tones and bolder eye looks, which makes me think we’re inching closer to maximalist makeup. 2025 feels like it’ll be all about experimenting, whether it’s with wearable pops of color, statement eyes or unexpected pairings.
We’ve been saying this for years, but I think we’ll finally see the return of matte finishes with a modern, “clean girl” twist. Think soft focus, blurred textures paired with a hint of glow.
As for what we should leave in 2024, extensive skincare routines on airplanes.
- Erin Lindsay Director of Product Development, ColourPop
2025 is going to be a big year for multifunctional beauty and the "skinification of makeup.” Customers are reaching for dual purpose, multitasking, good-for-you makeup more than ever before.
We've already started to see that with the rise of "peptides" in lip formulas over the past few years, but that ingredient trend is just taking off, and we don't see it slowing down. In fact, in 2025, you can expect to see peptides used beyond the wave of trending lip treatments and working their way into face products, body care and more.
Another trend we're going to see is soft matte skin. This will feature semi-matte finishes and luminous matte foundations with soft blurring powders. Customers are seeking matte and dewy looks without too much shine. This is also a great way for oilier skin types to embrace the dewy trend!
Additionally, we're expecting to see cool-toned color stories continuing to trend (cooler tones for eyes, lips and cheeks). Customers of all skin tones are finding ways to tap into this trend and make it work for their skin tone.
Everything that’s been emerging over the past few years is actually expected to still be on the rise in 2025, whether it’s soft grunge, heavy blush, pink monochrome looks (eyes, lips and cheeks), clean girl aesthetic or dewy looks, we don’t anticipate any of these going out of style over the next year.
- Ere Perez Founder, Ere Perez
Beauty trends for 2025 will center around effortless radiance and natural elegance. Iridescent makeup with a pearl-like finish will take the spotlight, achieved through soft, using products like the Vanilla Highlighter in shade Falling Star to create a radiant glow.
Neutral brown tones, dubbed “mocha mousse,” will be a go-to for eyes and lips, with products like Brave Coco Crayon, clay-toned Jojoba Eye Pencil Eyeliner, and warm bronzers such as Rice Powder Blush in Roma and Tulum adding depth and sophistication.
The healthy skin aesthetic will continue to dominate, prioritizing a well-nourished, balanced complexion, not overly dewy or matte, but naturally radiant. Soft washes of pinks and cherries on lips and cheeks will add a playful touch, with multiuse products like the Beetroot Cheek and Lip Tints offering a fresh, youthful glow.
Glosses in tubes and wands may see a significant drop in popularity. These products are often nonrecyclable and contribute to landfill waste, making them less appealing to eco-conscious consumers. This shift highlights the beauty industry’s ongoing movement toward sustainability and the demand for products with eco-friendly packaging solutions.
Products like waterless formulations and mono-material packaging, including aluminum, will become more prominent due to their eco-friendly benefits. Silver is also expected to outshine gold in both jewelry and packaging design, reflecting a broader aesthetic shift. Multifunctional products such as balms that combine multiple uses will continue to replace less sustainable options like glosses in tubes.
Ingredient trends will draw inspiration from nature, incorporating vibrant, food-based elements like guava, peach, melon and lime alongside teas such as black and white tea. The increasing difficulty in harvesting matcha is pushing the industry toward other botanicals. Meanwhile, personalized services such as beauty parties and personal shopping experiences will gain traction, catering to a growing desire for customized care and social beauty rituals.
Lifestyle changes will also influence consumer behaviors. Rising living costs and a shift toward mindfulness are encouraging people to spend more time at home, cooking, entertaining and creating their own cocktails. This trend will likely inspire beauty products with edible ingredients and cocktail-inspired themes.
A return to minimalistic beauty routines with vibrant pops of color—reminiscent of 1950s aesthetics—will complement this focus on simplicity and joy. Additionally, consumers are expected to favor natural fabrics over water-intensive options like polyester and denim.
We proudly make local products, [and they] will increasingly capture the hearts of consumers, with many counties preferring homegrown brands over imports. As tariffs on foreign goods rise, locally made products will become more desirable, often serving as special gifts.
Brands will leverage distribution channels that bring them closer to retailers, allowing small businesses to remain competitive. Consumers will continue to enjoy the personal touch and care from small store owners, creating a shopping experience filled with love and community connection.
The rise of a new global currency, driven by BRICS nations (Brazil, Russia, India, China, South Africa along with Iran, the UAE, Ethiopia and Egypt), will significantly impact the global economy. This shift is part of a broader effort to reduce reliance on the U.S. dollar, bringing profound changes to international trade and financial systems.
The future of online shopping will resemble a more interactive, fun experience similar to TikTok shopping. People will gravitate toward an enjoyable and engaging way of purchasing. Simultaneously, the revival of books and newspapers will emerge as a response to increasing concerns over mental health, driven in part by excessive screen time.
As society becomes more aware of its mental well-being, creative outlets such as music, dance and other forms of art will become more integral to daily life. The younger generations will prioritize creating over consuming, shifting away from the traditional shopping mindset.
In this evolving landscape, businesses must adapt by focusing on simplicity and care. Consumers are looking for solutions that are straightforward and effective, particularly when it comes to beauty and self-care. People desire products that cater to their needs without overcomplicating their routines as time has become one of the most valuable resources, and health remains the top priority.
The challenges facing healthcare systems such as the underfunded sectors in the U.S., U.K., Australia and Mexico have forced individuals to take more responsibility for their well-being and seek out alternatives. This shift in priorities will influence consumer behavior and lifestyles. As a brand, we must respond to this growing demand for products that provide tangible benefits, especially those that offer real, natural ingredients for skincare.
Consumers are increasingly looking for remedies in their beauty products that not only improve their appearance, but also align with their desire for health-conscious living. Just as good food is often hard to come by, people now seek the same nourishment and authenticity in the beauty products they use.
- Mehir Sethi Founder and CEO, Luscious Group
In 2025, we will witness a practical shift in the makeup industry both behind the scenes as well as consumer-facing. The last couple of years have created a worrying disconnect with the real beauty consumer and their evolving needs driven by obsessive attempts at differentiation — makeup for kids and pets, makeup you can “sleep” in, ethnic makeup with a nod to inclusivity only in shade names and not in their ingredients or brand representation.
Retailers and VCs fueled this disconnect. Quality, innovation, brand culture, founder experience took a back seat to ticking boxes, which led to more brands shuttering and sputtering than we’ve ever seen.
As the funding frenzy has died down and profitable shelf space becomes a priority again, not just hype-led one-time purchases, we’ll see more mature brands grow and more rising stars that speak to the consumer. Some successful examples of each are Hourglass, Live Tinted and Rhode Skin.
- Bina Khan Co-Founder, Just B Cosmetics
With the rise of deinfluencing and conscious consumption, multipurpose, high-performance products that take care of several functions are more and more in demand. We’ve already seen peach and pink under-eye color correctors that are replacing concealers such as the one from Huda Beauty, for example.
Consumers’ previous appetite for multi-step routines (strong orange color correctors that then need to be covered with concealer and then baked and set) is tangibly waning. Influencers can be seen mixing in setting powder into their concealer for a fast drying “hack.”
There is excitement around blushes that can be used to contour and as a lip. From all angles, you can see the appetite for bloated makeup kits and multi-step makeup routines is waning. People want fast and effective problem solvers.
We have already seen the way the proposition behind lip oils has had to have a pivot with the addition of lip liners to give them structure and staying powder. I also see that brows have become more natural, so the extensive lines around them are visibly shrinking.
Complexion brushes are also having more of a moment, so while the beauty blender/ makeup sponges will never be obsolete, the appetite for them is definitely waning.
- Melanie Hachey Co-Founder and Creative Director, Wonderblush
In 2024, there was a noticeable shift toward people having more fun with makeup and experimenting with bolder looks. We saw bold lips paired with statement eyes, creating dramatic and eye-catching looks along with excessive blush placement and sharply chiseled contouring.
Looking ahead, I anticipate a shift toward natural beauty with subtle enhancements. This includes bold lips balanced with soft, understated eyes and a move toward metallic and earthy toned eyeshadows for more wearable, everyday looks. Natural, fluffy brows are also likely to replace the overly laminated styles we’ve seen in recent years.
We love this focus on enhancing natural beauty because that's exactly what Wonderblush is all about: simple to use products and universally flattering shades that are perfect for everyday wear. At the same time, we encourage having fun with a pop of color on the eyes or lips. Our goal is to achieve an effortless, polished look that highlights individual features without ever overdoing it.
- Kim Wileman Co-Founder, No Makeup Makeup
2025 is all about less is best. We are moving past all those 20-step routines that take forever and leave your makeup bag overflowing. #Underconsumptioncore is a trending TikTok tag.
Instead, we’re seeing a demand for multitasking products that do it all like our No Makeup Makeup Foundation. It’s a game changer that replaces your foundation, primer, concealer, corrector, setting powder and setting spray in one effortless step. Why have five products when one can deliver the same result?
The overly complicated routines are outdated, and, honestly, they feel a little exhausting. Who has time for 12 layers of makeup when you’re balancing life, work and everything else? The obsession with more—more products, more steps—will give way to time-saving solutions that deliver results without the overload.
We’re also watching influencer marketing evolve. The “one-and-done” product mentions feel so manufactured. Consumers are looking for real, long-term relationships between influencers and brands—authentic stories, repeat appearances and genuine love for the product. Expect creators to talk with their audiences, not at them, showing how they actually use products over time rather than just flashing a new launch.
Superficial, “ad-like” posts will lose traction fast. As a brand, this is an area of opportunity. Today’s beauty consumer is informed and smart. They see through the noise and are demanding something more real. Brands that don’t shift toward authentic storytelling will get left behind.
On the business side, there’s concerns with tariffs and shifting production strategies. Many brands are exploring beyond China, Mexico and Canada, with Vietnam and India stepping up as the new go-to resources. It’s all about staying agile and ahead of the curve in an unpredictable economy.
Streamlined routines, smarter products, and genuine connections are where it’s at. The beauty game is getting simpler, cleaner and cooler—and I, for one, can’t wait to see it unfold.
- Melanie Marris Founder and CEO, Brow Code
Trend Rising In 2025
Human Touch
As AI continues to dominate the digital landscape and brands push the boundaries of out-of-the-box marketing campaigns, a countertrend is emerging: the longing for human connection. In a world increasingly driven by technology, consumers are craving experiences that engage the senses and foster personal connection.I foresee a resurgence of human touch in marketing, manifesting in unique and experiential ways—boutique events, intimate meet-and-greets between brands and their audiences, and immersive pop-up spaces where people can see, touch, feel and even smell the essence of a brand.
As a founder who has run Brow Code completely digitally as well as offering education entirely online, I have a deep appreciation of the power of AI and its potential in the beauty industry. However, I firmly believe there will always be a place for genuine human interaction.
As technology continues to evolve, the brands that succeed will be the ones that find innovative ways to bridge the digital with the personal, creating meaningful connections that resonate with their consumers on a deeper level. The future isn’t just about advancing technology, it’s about balancing it with the timeless value of the human touch.
Trend Over In 2025
Single-Use Beauty Products
In 2025, single-use beauty products are expected to see a significant decline in popularity as consumers increasingly prioritize sustainability and environmental responsibility. Once popular for their convenience, shifts in consumer behavior driven by heightened awareness of waste and pollution are steering the beauty industry away from single use packaging and toward refillable, multiuse alternatives.
Brands are responding by introducing innovative packaging solutions such as reusable containers and promoting conscious consumption. This trend aligns with a broader movement emphasizing minimalism and the reduction of unnecessary waste, with consumers favoring quality over quantity. As a result, single-use products are being swapped out for choices that feel ethical, sleek and modern.
- Joni Rogers-Kante Founder, CEO and Chair, SeneGence
Trends Rising In 2025
- Despite the recent announcement of the Pantone color of the year, I believe 2025 is the year of color!
- 2025 is shaping up to be a year of balance, creativity and innovation in beauty. Bold eyeshadow shades make a statement when paired with everyday neutrals, delivering playful yet polished looks that feel effortless and wearable. Think vibrant blues or greens contrasted with taupes or soft browns—a pop of personality with just the right amount of grounding.
- Meanwhile, color cosmetics are evolving to meet the demand for personalization. PH-adjusting technology is redefining the game, offering products that adapt to an individual’s unique skin tone for a finish that feels entirely their own.
- We’re leaving heavy, matte textures in 2024 and embracing hydrated, glowing complexions that celebrate natural beauty. Great makeup starts with great skin, and 2025 will focus on sheer-to-medium coverage foundations with a radiant finish that enhances rather than masks.
- Sustainability and wellness will also take center stage. Clean ingredients and skin-friendly formulations are becoming non-negotiable, reflecting a growing commitment to beauty that’s both conscious and kind to the skin.
Trends Over In 2025
- While it’s tempting to predict the demise of certain trends, many of 2024’s innovations and movements are rooted in broader cultural shifts, making them likely to remain relevant in 2025 and beyond. The key isn’t whether these trends will vanish, but how they’ll adapt and evolve to meet the demands of an ever-changing beauty landscape.
- Matte-only complexions are fading as dewy, glowing skin takes center stage. Lightweight foundations and tinted moisturizers are the new must-haves, replacing heavier finishes. Consumers are also moving away from single-use products, opting for eco-friendly, multifunctional items that simplify routines and help reduce waste.
- In marketing, brands are shifting focus to micro-influencers and platforms like TikTok for authentic, engaging content. Rising costs are inspiring innovation, with brands exploring lab-created ingredients and simplified formulas. And while collaborations will still excite shoppers, only genuine, well-matched partnerships will resonate.
- Drita Paljevic Lead Makeup Artist, Kevyn Aucoin Beauty
The makeup industry is blending innovation with classic styles as new trends emerge. Products that enhance natural beauty are becoming key, with a focus on healthy, natural-looking skin. Eyes are taking center stage with bold looks like graphic liners, colored eyeliners and matte shadows. Lips lean towards a soft, natural glossy look or a pinched appearance.
Color remains a strong trend, with many styles inspired by past decades. Kevyn Aucoin’s “Making Faces” is a great guide to understanding these timeless looks and how they are being updated to feel fresh and exciting in 2025.
As the industry evolves, there’s a growing focus on everyday consumers. Simplifying professional techniques and making them easy to use is becoming increasingly important. Sharing tips and tricks in a way that’s clear and approachable will help consumers feel confident in creating these looks at home.
This mix of creativity and simplicity will shape the future of makeup, appealing to both professionals and everyday users.
- Juanita Huber-Millet Founder and Creative Director, Townhouse
Nail Trends On The Rise For 2025
The Evolution of Chrome
Chrome nails are evolving beyond their classic mirrored look to feature multidimensional gradients and warm-to-cool colour transitions. These updated metallics are versatile, making them perfect for a corporate setting during the day and glamorous enough for evening events. This trend caters to modern consumers who value style without sacrificing practicality. Simply add on a Chrome finish when you book your service at Townhouse Beverly Hills.Wellness-First Formulations
Nail care is evolving with a focus on health-conscious products that support and protect natural nails. At Townhouse, we partner with trusted brands known for their innovative and high-quality formulations. From breathable polishes to strengthening treatments, the current product range is designed to provide a nourishing, wellness-led experience. Builder gel overlays are also available to enhance and support natural nail growth, seamlessly complementing any service, simply add “builder gel overlay” to any service when you book in at Townhouse Beverly Hills.Japanese Minimalism
Drawing inspiration from Japanese beauty principles, nail trends are embracing serene and understated designs. Milk bath nails, pearl effects and clean, minimal line art are redefining elegance for 2025. This minimalist aesthetic resonates with clients who value simplicity and sophistication, offering a timeless alternative to bolder styles.Texture Revolution
Texture is taking center stage in 2025, with velvet-effect finishes and matte-gloss combinations delivering depth and dimension. These subtle yet impactful designs reflect a preference for nuanced craftsmanship, appealing to those who appreciate intricate details over ostentatious embellishments.Colors
Classic Reds With A Twist: Timeless red nails are making a comeback, often enhanced with glitter or metallic accents for added glamour.
Playful French Manicures: The classic French tip is being reinvented with ultra-thin lines, vibrant colours and metallic accents, balancing simplicity with creativity.
Pastels With A Twist: Traditional pastel colors infused with subtle shimmer or iridescence can provide a fresh take on classic shades.
2024 Nail Trends That Will Be Over In 2025
The Decline of Maximalism
The over-the-top nail trends of 2024 characterised by oversized 3D elements and heavy crystal embellishments are making way for more refined and wearable designs. Elegance and subtlety are replacing shock value as the hallmarks of modern nail art.Practical Lengths Take Over
Extreme nail lengths are losing their edge as consumers gravitate toward medium-length nails that balance practicality and beauty. This shift reflects a growing desire for styles that integrate seamlessly into daily life without compromising on artistry.Refined Embellishments
Gone are the days of heavy rhinestone applications dominating nail designs. In 2025, embellishments focus on strategic placement and subtle sparkle, enhancing the natural nail with refined elegance rather than overwhelming it.
If you have a question you’d like Beauty Independent to ask beauty brand founders and executives, please send it to editor@beautyindependent.com.
Photo credit: Milani
