
Skincare Trends Soaring—And Sinking—In 2025
In the first three quarters of last year, data from market research firm Circana shows skincare registered the slowest growth among prestige beauty categories in American department and beauty specialty stores, up 3% in dollars. In the mass segment in the United States, skincare sales were up 2%. Masstige skincare brands’ growth outpaced prestige brands six times, and Circana noted that “consumers are increasingly favoring lower-priced skincare product in prestige outlets.”
As we look ahead to how the skincare category will evolve this year, we checked in with 44 beauty brand founders and executives. For the latest edition of our ongoing series posing questions relevant to indie beauty, we asked them: What skincare trends do you see rising in 2025? What 2024 skincare trends do you think will be over in 2025?
- Ron Robinson Founder and Cosmetic Chemist, BeautyStat
Here are my top three beauty and skincare trends for 2025:
Inflammaging: Reduce Inflammation To Increase Longevity
Inflammaging is the chronic, low grade, low level inflammation that over time starts to show in our bodies and our skin caused by hormonal, lifestyle and environment factors.
The incoming administration is waging a war on seed oils found in our foods as seed oils are considered to be contributing to widespread inflammation.
Consumers now recognize that inflammation is causing cortisol face and cortisol belly (cortisol is a stress hormone), acne, puffy eyes, etc. They want skincare that lowers their inflammation so they can look better, longer to improve their longevity and health span.
BeautyStat is responding to this trend with our Universal Eye Perfector eye cream that uses anti-inflammatory ingredients (green tea actives and licorice root) to help soothe and depuff the eye area. Also, BeautyStat’s cleanser minimizes oxidative stress, prevents irritation and keeps skin calm, soothed and hydrated.
Gourmand: The Foodification Of Beauty And Skincare
Beauty brands are going gourmand—skincare, makeup and body products so edible, so yummy, you overuse them (overeat), overindulge, it becomes addictive. From makeup and lip treatments to cleansers, serums, moisturizers and, of course, body products.
Brands like Glow Recipe, Summer Fridays, Laneige, Rhode and even BeautyStat (Coconut Milk Serum) have driven this trend. This trend will be even bigger this year, with more brands continuing to drive this trend.
AI Replaces The Cosmetic Chemist
AI has got to be the hottest trend in tech, but can it actually replace the cosmetic chemist? No, nothing will replace the cosmetic chemist, but formulators will be using AI as a tool for research and development. New molecules and designer peptides will be developed thanks to artificial intelligence that may deliver significant results. BeautyStat and many other brands will be leveraging AI for ingredient discovery.
- Hope Smith Founder and CEO, Mutha
Skincare Trends Rising In 2025
- Regenerative Skincare Advancements: Next-gen techniques like PRP, NAD and exosomes will be the future of anti-aging, focusing on rebuilding skin at its core. These innovations go beyond surface-level fixes, creating healthier, more resilient skin.
- Personalized Skincare: Technology is making custom skincare more accessible, from AI consultations to at-home diagnostic tools. Tailored routines that meet individual skin needs will define the next wave of beauty.
- Sustainable Biotech Ingredients: Lab-grown actives like collagen and peptides are paving the way for eco-friendly skincare. They’re not only effective but also reduce environmental impact, aligning with the push for greener beauty solutions. We use biotech ingredients to mimic the exact amniotic fluid and vernix found on a newborn baby’s skin in our Rebirth Technology.
Skincare Trends Over in 2025
- DIY Remedies: Homemade skincare is likely on its way out. While fun, it often causes more harm than good. Professional formulations are safer and more effective, and consumers are catching on.
- Ingredient Overload: Ingredient fads like snail mucin or overly niche peptides may decline as people prioritize all-in-one products over trendy, single-focus actives.
- Influencer Marketing Evolution: Expect a move toward authentic micro-influencers and community-based content rather than big-name endorsements.
- Laura Thompson Co-Founder, Three Ships
I anticipate that skincare/beauty routines will continue to simplify in 2025, driven by consumer demand for more streamlined and efficient regimens. With the overwhelming number of products on the market, many consumers are prioritizing simplicity. According to a 2023 survey by the NPD Group, 64% of skincare users say they prefer fewer, more effective products, reflecting this growing trend toward minimalism.
Med-spas will also remain popular, bolstered by the continued influence of social media and growing openness about treatments like Botox, fillers and other non-surgical procedures.
On the operational side, I expect COGS to rise in 2025, driven by trade tensions, tariffs and higher labor costs. Brands may struggle to pass on these costs to consumers due to many price hikes that have already been happening over the last two years, and this could lead to potential decreases in profit margins. This could also result in more consumers opting for less expensive beauty alternatives, especially as inflation continues to impact discretionary spending.
We’re already seeing signs of this with data showing a rising interest in dupe beauty products on social media. This trend will likely continue as consumers look for more affordable, comparable alternatives to high-end products.
- Ryan Turner Co-Founder and Dermatologist, Trnr Skin
The use of regenerative medicine is on the rise in clinical settings, and the actives used for these professional treatments are starting to find their way into over-the-counter formulations.
One such example is exosomes, which have been increasing in popularity since 2023. These extracellular vesicles are used in office to promote hair growth, accelerate healing after procedures like microneedling and laser resurfacing and support collagen production. There are some brands incorporating exosomes into at-home products, though not all are created equally.
Another example is PDRN or polydeoxyribonucleotide, which has been very buzzy. It’s the active ingredient in the professional “salmon sperm facial” treatment. This mixture of DNA fragments promotes skin regeneration and collagen production. It’s most effective applied directly to skin after microneedling or laser skin resurfacing or injected, which is not FDA approved.
PDRN has long been popular in Korea, where it’s used not only in professional products but at-home formulations. I believe that Western interest in PDRN will result in its use in over-the-counter products here as well.
The use of AI in skincare is likely to see an uptick. It is used as part of general office consultation, customized skincare selection or skin diagnostics.
That “overfilled” look is on a significant decline. New York patients have historically preferred more conservative use of filler, but we’re seeing less of the overfilled facial augmentation with injectables nationwide, including in areas of the country that are known for a more “done” look. Filler remains popular and the overall use of it will continue to trend upward as more people try it, but the volume used to treat individual patients will continue to decrease in order to favor a more natural look.
We will see the use of complex skincare routines trend downward in favor of simpler routines, i.e., the use of combination products such as active ingredient infused tinted moisturizers with SPF, skincare infused foundations and all-in-one serums.
- Joanna Vargas Founder, Joanna Vargas
Beauty devices are still going strong with clients and will continue to be a big part of how people invest in themselves long term. Purchases to increase longevity like lymphatic drainage devices to LED masks are always popular, but now people are stepping up their game. Cold plunges, infrared saunas and hyperbaric oxygen are going to be big.
Active ingredients known to show quantitative results like EGF are going to be big in 2025. More and more clients are focused on results, and a brand being able to stand behind their claims will be big.
Nutrition-based skincare was trendy back when I started my own brand, but now people are looking to their ingredient lists to make sure things like avocado, greens and other things from nature make an appearance.
Peel-off masks should be over in 2025. They can really damage the skin, and although they have made some interesting videos to watch, I wouldn’t want anyone to actually use them.
Overdoing the “glass skin” trend with too many products should be over, too. While I love a dewy look, overusing products and applying too much at once will result in clogged pore and angry skin.
- Miranda Kerr Founder, Kora Organics
Skincare trends are evolving in exciting ways. First, preventative skincare is gaining traction, encouraging routines that maintain long-term vitality rather than just addressing concerns as they arise.
Wellness is also becoming intertwined with skincare as people look for rituals that nurture both their skin and emotional well-being like our integration of aromatherapy and crystals in our products.
Finally, the demand for transparency is growing, with many realizing the limitations of unregulated “clean beauty” and turning to the assurance of certified organic skincare, which Kora Organics has proudly offered since the beginning. These trends beautifully align with our mission to create effective, sustainable and results-driven skincare that cares for you and the planet.
I believe several skincare trends from 2024 will naturally fall away as people seek more meaningful and thoughtful beauty solutions. I expect to see a shift away from overcomplicated, multistep routines and viral TikTok fads as consumers prioritize simplicity, authenticity and multifunctional products that deliver real results.
Similarly, ingredients that gained hype, but lack real scientific backing or sustainable sourcing may lose their appeal, with a stronger focus on proven, trusted formulations like ours that have third-party certification to prove it.
- Sarah Kugelman Founder, All Golden
2025 Rising Skincare Trends
- New, more advanced devices both at home and in clinic. We are moving closer to a point where we can delay or not do surgery and moving away from filler and threads towards devices/lasers.
- Hopefully, new technologies for improving the neck because right now it’s really still just surgery
- New generations of patch technology.
- New categories of skincare (keep an eye on All Golden!).
- More effective tools for improving the body (knees, elbows, stomach, upper arms, etc.).
- Glass skin and more makeup meets skincare.
2025 Over Skincare Trends
- (I hope) the cat eyes, full lips, skinny nose. Everyone was starting to look the same. Beauty is individuality, style, confidence, not all adopting one look.
- Facial threads. They don’t really work and complicate things if/when you need a facelift.
- Anti-aging skincare for 9- to 12-year-olds. Come on people!
- Glazed donut skin.
- Skin cycling.
- Unqualified people recommending skincare.
- Just too many new brands as well as undifferentiated brands.
- Janna Ronert Founder and Chair, Image Skincare
At-Home Care, Post-Treatments: Developments in research and technology are giving consumers more opportunities to maintain the results of their professional treatments at home. For example, professional-grade skincare is continuing to become more advanced, and tools like LED masks and microcurrent devices are all available to use at home in tandem with a strong skincare routine. This helps people bridge the gap between professional derm and aesthetician appointments to maintain long-term skin health and support the results of their treatments.
Back To Brick-and-Mortar: We’re seeing an increase in demand for in-store shopping, especially during the second half of 2024. For example, for Black Friday and Cyber Monday foot traffic was up over past years. It potentially could be due to various value-adds provided by in-store shopping, for example, personalized recommendations from skincare experts, in-shop promotions that may not be available online and the ability to test trial products in person. In addition, we’re seeing a big uptick in sales coming from our professional accounts (aestheticians, derms, facialists, etc.) who have begun to carry our new tester units. So, for 2025, we’re putting more focus on building out these areas even more.
Problem/Solution Skincare: We’re seeing that the modern skincare consumer is seeking solutions that address the unique challenges that their lifestyle creates for their skin, from the effects of stress and environmental factors to diet or complications arising from various habits or treatments. A person's skin reflects their internal health, so a balanced diet is important and complements good skincare practices, too. These new needs are a sign that the skincare space needs to evolve to meet the now, real-life problems people are experiencing daily.
- Sylvia Brownlee Founder, Skin by Brownlee & Co.
I foresee the call for personalized skincare and the use of AI being monumental in 2025. We'll see an increase in the usage of digital tools to track beauty lovers’ routines, products and progress.
As consumers become more aware of potential risks, I believe they will be increasingly focused on what they are putting into their bodies, more conscious of the supplements/vitamins they take and the ingredients within them to enhance their skin.
Minimalist beauty will rise over the extravagant 10-step skincare routines. There is a demand for multifunctional products as well. Skincare seen as wellness and wellness seen as skincare.
Small businesses will face a lot of challenges. Brands aren’t sure where the market is going and may see a rise in raw materials and scaling back on team size.
Extravagant 10-step skincare routines will be over. People want simple products and routines that foster real results. More and more people are going back into the office, and they simply don’t have the time, and it's getting expensive for consumers to keep up with complex routines with dozens of products and tools. Consumers desire fewer products with high-performance ingredients.
- Brian Murdock GM for North America, Memebox Corp.
In 2025, K-Beauty will continue its momentum, with a greater emphasis on skin resilience and recovery. As concerns about environmental stressors and skin sensitivity grow, consumers will seek products that not only address immediate needs, but also strengthen and protect the skin over time. Key ingredients like ceramides, peptides and soothing actives such as centella asiatica and panthenol will remain central, shifting the focus to formulations that support long-term skin health.
At the same time, the trend of using single hero ingredients like niacinamide and vitamin C will fade. Instead, consumers will favor well-rounded formulations that combine complementary ingredients for more effective, holistic results. Brands like Naturium and The Ordinary are already leading the way with these multifunctional products.
I Dew Care, our playful Korean skincare brand, is well-positioned to embrace these trends. By blending clinical-grade ingredients like niacinamide and hyaluronic acid with potent Korean actives like centella asiatica, I Dew Care delivers effective, results-driven skincare with a fun twist. In 2025, we’ll be launching new overnight masks with multifunctional, well-rounded formulas, some of which might even glow in the dark!
- Christin Powell Co-Founder, Kinship
I see 2025 being about comfort, daily rituals and affordable luxury. With economic and sociopolitical pressures rising, people are seeking products and experiences that soothe and indulge yet don’t break the bank. Skincare products and ingredients focusing on soothing, de-puffing and cooling will emphasize gentleness and anti-inflammatory properties, driven by demand for products that cater to sensitive, redness-prone and tired skin.
Still recovering from over-exfoliating skin during COVID-19, there is a broader trend toward clean, multifunctional, gentle products that promote skin health while addressing specific concerns like sensitivity. I expect to see ingredients like oat extract, ceramides and niacinamide to continue to grow, while at the same time new forms of collagen and stem cell therapies will show up in more everyday value products versus being only available in luxury skincare products in the past.
I also see the topic of fragrance in skincare having a big moment in 2025 as consumers demand greater transparency in fragrance allergens, sourcing and production methods. With fragrances being notoriously secretive in the past, I see this changing with the influence of MoCRA (Modern Cosmetics Regulation Act of 2022) requiring brands to disclose fragrance allergens as well as a general awareness among consumers towards the health of our bodies and the planet.
- Amy Gordinier Founder, Skinfix
I see truly clinical skincare continuing to gain momentum. Brands that are founded and developed by and/or with dermatologists, chemists, aestheticians and related experts are driving momentum. The rise of truly clinical brands brings with it consumer education about the criticality of using functional ingredients at functional levels and validating efficacy with quantitative clinical evidence, not just consumer perception claims. I am here for it!
While I think lip will always be a strong category of skincare, I do think the explosion of pigmented lip products in the skincare space will lose some momentum in 2025. Consumers were collecting in 2024, but one can only use so many tinted balms! While consumers will replenish their favorites, the frenzy will likely die down a bit.
- David Kim Founder and Dermatologist, Lightsaver
I think people will start to focus on skincare products designed to calm and soothe the skin. We've been maximizing active ingredients designed to brighten and exfoliate the skin at the cost of our skin barrier. Lately, there's been a shift to use gentler active ingredients to restore the skin barrier and soothe the skin.
SPF contouring—this is a trend that will be over in 2025. There is a way to protect your skin with SPF and contour your face with makeup without compromising your skin with UV damage.
- Shelagh Wong Co-Founder and CEO, Personal Day
In 2025, I think there will be a focus on skincare that works for your specific skin type with ingredients your skin particularly needs. We have spent the past few years jumping onto one ingredient trend after another (snail mucin, pineapple, watermelon, etc.) and consumers are starting to see that.
Even though a lot of influencers are hyping up a product with a trendy ingredient on TikTok, it might not actually be compatible with their skin type. This comes about because consumers have tried all these different trends and have seen that sometimes it really does nothing for their skin or actually makes it worse.
I think the rise of the Sephora tweens have really placed a focus on product aesthetic and hype rather than the product formula itself. I predict this trend will slowly fade as this consumer group finds their vanities all filled up with products that look great on the shelf, but aren’t being used often.
The allure of another pink lip balm jar may fade, and this consumer will start to look deeper into what is in the formulas and find that there are not enough active ingredients in there to accomplish what they were looking for.
- Edna Coryell CEO, Mother Science
I see a continued focus on the skin barrier as consumers are increasingly aware of the critical role the skin barrier plays in achieving skin health and a hydrated, smooth complexion. Ceramides and lipids remain staples for barrier care, but the market is shifting toward innovations that blend barrier repair and targeted treatments for hyperpigmentation and skin texture.
The growing emphasis on barrier care is fueled by the wealth of information shared by dermatologists and skincare professionals on social media. These experts provide accessible, science-backed insights that have empowered consumers to prioritize barrier health as a cornerstone of their routines.
In addition to an overall interest in skin barrier repair, I see skin barrier repair moving toward advanced treatment products featuring bioengineered actives that repair while addressing aging and environmental damage. Our proprietary breakthrough ingredient, Malassezin, powers each of our products and offers consumers effective, transformative outcomes that not only enhance the skin’s appearance, but also improve its health, strength and resilience, which we think consumers are looking for more and more.
Interest in biotech ingredients and innovation will also continue to rise in 2025. Biotechnology has revolutionized not only the potency of skincare ingredients, but also how they are delivered. It enables companies to develop highly potent ingredients that require much lower concentrations in formulations compared to traditional actives. This precision not only enhances efficacy but also significantly reduces waste, a key step towards more sustainable skincare.
Additionally, these optimized ingredients integrate better into delivery systems due to the lower concentration needed, improving penetration and bioavailability while minimizing the risk of irritation. While traditional delivery systems often rely on higher ingredient percentages to achieve results, many biotech-powered solutions only require a fraction of the concentration.
I think we’ll see a decrease in consumer desire for long complicated skincare routines and shift more toward streamlined routines with multifunctional products that combine hydration, anti-aging and barrier support to reduce irritation and simplify skincare regimens.
- Charlotte Palermino Co-Founder, Dieux
We are going to see the continued rise of simplified skincare in favor of treatments and devices. In terms of what's going to decline, ultimately, there are so many niches it's hard to say. With so many K-Beauty brands launching American versions of their sunscreens in preparation for MoCRA, a good chance it's going to be much harder to get your hands on the coveted OG formulas.
- Nick Allen Co-Founder, Geologie
In 2025 we are going to find that more indie, clinical-backed and derm-grade skincare brands are entering into mass consumer retail to drive accessibility and routine loyalty for consumers. Amazon will continue to be a means for discovery amongst shoppers as a plus-up to their shopping journey.
There will also be continued innovation in powerful, yet simple acne-care solutions and systems featuring active ingredients in concentrations proven to improve skin health. I forecast that brands will navigate through the health risks of ingredients, for instance BPO, with no compromise and will lean further into ingredient stories such as salicylic acid, glycolic acid, retinol, azelaic acid, hyaluronic acid, niacinamide and SPF.
I hope 2024 leaves behind multistep, chaotic routines that will cause more harm than good to overall skin health. Fast beauty, with a new viral product a minute, has been extremely confusing for consumers. I hope that brands try to envelop their brand philosophies to the creators and partners they work with, with more longevity and less virality as an objective, especially with skincare which is far more complex than a shade of lipstick being the “it” color.
- Lisa Mattam Founder and CEO, Sahajan
AI And Its Role In Personalization Rise: With consumers seeking more personalization, AI will not only meet their needs, but it will drive those needs forward. AI can enhance consultations, enable color matching and reveal skin issues not seen by the naked eye.
We, as consumers, don't even realize the level at which AI is currently impacting our purchasing behavior. The Sephora app, for example, shows you products that you are most likely to use based on a very powerful algorithm. I believe we will see AI popping itself in our beauty behavior more and more.
The Increased Presence Of Biotech: Biotech-driven advancements like exosomes will become more prevalent as the consumer continues the focus on highly efficacious skincare that delivers precise results. Couple this with biotech’s ability to navigate sustainability and all skincare brands will need to flex their scientific muscles to compete.
Consumers Continue To Lean Indie: In a world that feels increasingly complex, consumers are searching for authenticity and honesty. I have always believed that we vote with our dollars, and where we spend money is often an indication of our values and our beliefs.
In a category where there is no shortage of brands, consumers are increasingly choosing brands with whom they connect, where they can see the founder and believe in their mission and/or they can see the journey of the brand. TikTok has shown us that skincare brands are not just driven by trend, ingredient or efficacy, but they are driven by heart and relatability and in 2025. This will help indie brands sustain and create growth.
Eastern Traditions Continue To Prevail: During the pandemic, the increased interest and purchasing in brands rooted in Ayurveda and Traditional Chinese Medicine exploded as consumers found a method to merge wellness and beauty and the momentum continues to grow.
Couple this with the reality that great skin doesn't come just from great skincare products, but also from your gut health, stress management and other rituals, consumers are spending more and more of their time investing in these time-tested and clinically valid practices. They are also becoming deeply familiar with their related ingredients like turmeric, ashwagandha and others.
In a new world where clean beauty just isn’t enough, formulations from ancient practices close the gap that clean beauty alone can’t address, it offers the marriage of high performance, trusted ingredients and a clean approach, a trifecta that can be uniquely addressed in science from the East.
- Maxwell Stock President and CEO, Epicutis
Rising Skincare Trends in 2025
- Biotech-Driven Skincare
What: Products leveraging advanced biotech-derived technologies such as lab-grown ingredients, bioengineered peptides, synthetic ceramides and precision-fermented actives are poised to transform skincare. These technologies allow for sustainable production of highly potent and consistent compounds without the environmental and ethical challenges associated with traditional sourcing.
For instance:
- Plant Stem Cells: Biotech enables the cultivation of rare plant stem cells in controlled environments, delivering high concentrations of antioxidants and growth factors to repair and rejuvenate skin.
- Precision Fermentation: This technique is used to create probiotics, postbiotics and bioengineered actives that support the skin microbiome, enhance barrier function, and target inflammation.
- Synthetic Collagen And Elastin: Lab-grown proteins mimic the natural structure of skin’s connective tissue, promoting improved elasticity and hydration.
- Encapsulation Technologies: Advanced delivery systems ensure that active ingredients such as vitamins or retinoids reach deeper layers of the skin, enhancing effectiveness while minimizing irritation.
- Bio-Mimetic Lipids: These are engineered to replicate natural lipids, strengthening the skin barrier and addressing dryness more effectively than conventional moisturizers.
By combining sustainability with scientific rigor, these biotech-driven solutions cater to the increasing consumer demand for eco-friendly, high-performance skincare. This innovation paves the way for personalized, clinically effective products that outperform traditional formulations.
- Why: Consumers are increasingly eco-conscious and demand products backed by science and minimal environmental impact.
- Skinimalism 2.0
- What: Simplified routines featuring multifunctional products such as serums that combine hydration, brightening and anti-aging benefits.
- Why: Following “skinimalism” in 2024, consumers will prioritize efficiency and value in their routines.
- AI-Powered Personalization
- What: AI apps and devices offering personalized product recommendations and at-home skin diagnostics.
- Why: Advances in AI and consumer desire for tailored solutions will fuel growth in digital beauty.
- Postbiotic Skincare
- What: Building on probiotics and prebiotics, postbiotics (bioactive compounds) will emerge as the next frontier.
- Why: Research into the skin microbiome is uncovering ways to enhance barrier health and target conditions like acne or eczema.
- Barrier Repair Reinvented
- What: New formulations combining traditional barrier-focused ingredients with advanced technologies such as encapsulated delivery systems.
- Why: Consumers continue to prioritize skin barrier health, but demand next-gen solutions with added benefits.
- Professional At-Home Devices
- What: FDA-cleared devices for microneedling, laser treatments and LED therapy available for consumer use.
- Why: Rising interest in at-home professional-grade solutions amid convenience and cost considerations.
2024 Skincare Trends That May Decline in 2025
- Ingredient Overhype
- Trend: Single-ingredient fads (e.g., niacinamide, bakuchiol, snail mucin) dominating marketing campaigns.
- Why it will decline: Consumers will experience ingredient fatigue and demand more holistic formulations that feature synergistic blends. Additionally, there is a growing desire for new biotech-derived ingredients such as lab-engineered peptides, synthetic ceramides or plant stem cells. These innovations offer enhanced efficacy, sustainability, and differentiation compared to traditional, overhyped ingredients.
- Extreme Layering Routines
- Trend: Overly complex multistep routines popularized by K-beauty.
- Why it will decline: Time-pressed consumers will prefer streamlined, multi-functional products.
- DIY And Viral Hacks
- Trend: Homemade remedies or questionable techniques (e.g., sunscreen contouring, slugging with petroleum jelly).
- Why it will decline: Increased awareness of safety concerns and preference for dermatologist-approved solutions.
- CBD Skincare
- Trend: Products marketed with CBD as the sole selling point.
- Why it will decline: Lack of clear differentiation in benefits and market saturation will lead to waning interest.
- Generic “Clean Beauty” Claims
- Trend: Broad, unsubstantiated claims about being “clean” without transparency.
- Why it will decline: Consumers demand clearer definitions and third-party verification, such as certifications for safety and sustainability.
- Subscription Box Fatigue
- Trend: Monthly skincare subscription boxes.
- Why it will decline: Consumers are moving toward more intentional purchases and tailored solutions rather than receiving random assortments.
- High-Cost, Low-Impact “Luxury” Products
- Trend: Expensive products offering little differentiation beyond branding.
- Why it will decline: Consumers will prioritize results and transparency over superficial luxury.
Behind-The-Scenes Market Trends
- Rising Input Costs And Sustainability Demands
- Manufacturers will face increasing costs for raw materials due to inflation and sustainable sourcing requirements. Non-compliant brands may face consumer backlash.
- Shift To Omnichannel Distribution
- As direct-to-consumer (DTC) growth slows, brands will focus on diversifying sales channels, including retail partnerships and experiential in-store activations.
- End Of Influencer Dominance
- Reliance on mega-influencers will decline as consumers favor authentic endorsements from micro-influencers, dermatologists and AI-generated insights.
- Investment In R&D
- Investors will favor brands with unique IP or scientific backing as the market becomes saturated, pushing out “me-too” products.
Summary
In 2025, the skincare industry will witness a strong emphasis on innovation, sustainability and personalized solutions, fueled by advancements in biotech and AI. Trends driven purely by hype or lacking scientific support such as ingredient fads and extreme layering routines are likely to fade, replaced by consumer preferences for efficacy, transparency, and environmental responsibility. These shifts will shape the future of both product development and consumer engagement.
- Justine Wu Senior Director, Product Innovation and Development, Versed
Skincare Trends Rising In 2025
- The skinification of everything in terms of ingredients, delivery systems, actives, etc., typically seen in skincare will be making their way elsewhere. We'll see more products that have multi-benefits and cross categories (e.g. skincare with makeup finishes). We’ve already seen this make its way into scalp/hair care, body care, and I’d keep an eye on seeing this in the color space as well.
- The simplicity of routines and skincare solutions will remain top of mind, and we'll see that trickle down even further to the branding and product naming level. We're inundated with information daily. Consumers are looking for a reprieve. They want to know what problem a product will solve simply by looking at the packaging.
- We’ll also continue to see subsets of skin concern-specific product franchises and collections emerge. Think products specifically geared towards those with sensitive skin, rosacea, adult acne, etc. Similar to the idea of simplicity, at the ingredient level, we're finding that more isn't always better. We've overloaded our skin with too many actives and compromised our skin barriers as a result of thinking that high percentages always equate to better results. Consumers will turn to gentler, simpler solutions that complement their specific skin needs. The skincare narrative will shift to consistency and longer-term results instead of just an instant payoff.
- Consumers are looking more closely at the balance of quality and value. Luxury will always be aspirational, but mass and masstige brands are able to deliver great products at great price points—and shoppers are becoming more savvy to the fact that they don't need to spend a lot to achieve the skin they want. Not only that, but the look and feel of these brands are becoming more and more sophisticated so consumers are able to give their bathroom shelves an upgrade at a reasonable cost.
Skincare Trends Over In 2025
- Gen Z and gen alpha still very much have a place and a space, but some of that focus will slowly shift back to older demographics. Millennials, gen X and Boomers have been pushed to the side the last few years. We see a lot of brands catering to the needs of younger skin—think packaging in bright colors and bold type. While that's always fun to see, it's not resonating with the older consumer in the same way. They have the purchasing power, but there are fewer brands that speak to them at their current life stages and in modern ways. They're not seeking quiet luxury per se—especially post-pandemic consumers are still looking for personality in the brands they invest in—but they're looking for brands that can blend their skin needs they have with the lifestyle they lead.
- Forty Amsel CEO, Beyou
In 2025, I see personalized skincare gaining traction, with AI and data tools driving tailored routines. Barrier repair products will also be big, with ingredients like peptides, ceramides and niacinamides playing key roles in barrier repair. These components are recognized for strengthening the skin's natural defenses and retaining moisture.
The 2024 trend of skincare minimalism may slow down as people shift back to targeted multistep routines. The hype around single-ingredient products will likely give way to more balanced formulations. Meanwhile, behind the scenes, refillable packaging and waterless products will drive industry innovation.
- Adeline Koh Founder, Sabbatical Beauty
Peptides: They have been having a moment this year, and the projection of RFK Jr. to a major role in the new administration means they’ll probably see even more dominance. I think, due to the same administrative shift, we’re going also to see more fringe wellness trends enter the fold of the beauty industry.
Rediscovery of some older cult Korean skincare ingredients: It seems every five years snail mucin gets rediscovered. In 2024, we saw others like propolis entering the fold. I’m hoping to see other ones like donkey milk and ginseng resurge as well.
- Peter Thomas Roth Founder, Peter Thomas Roth
In-office treatments like fillers, skin boosters and baby Botox have become the new normal for wrinkle reduction and prevention. However, even though the benefits of cosmetic injectables have broad appeal, needles aren’t for everyone.
Thankfully, advances in ingredient technology have been incredible and non-invasive skincare solutions like my Peptide Skinjection products are on the rise. Whether people want to enhance the results of their injectables or mimic the effects of them, the time for needle-free formulas has arrived.
- Elina Sofia Wang Founder, ESW Beauty
I’m seeing a rise in food-inspired skincare, with more brands incorporating ingestible ingredients. Additionally, snow mushroom is gaining popularity as a key ingredient known for its hydrating and radiance-enhancing properties.
K-Beauty is making a strong resurgence, driven by exciting new innovations. We’re proud to offer Korean-made products and have several new product categories launching in 2025.
In 2025, elaborate skincare routines with excessive steps will give way to more streamlined approaches. Consumers are becoming increasingly savvy and prefer to be selective with their skincare. The focus is shifting toward simplicity and efficiency.
- Emme Diane Burg Founder and CEO, Emme Diane
Skincare Trends Rising In 2025
AI In Skincare
AI became a huge part of our lives in 2024, and I think it’s only going to become more prominent in skincare as we move into 2025. At my practice, we recently introduced an AI skin analyzer to our online consultations, and it’s been a total game changer.
So many clients come to us thinking they know their main concerns like focusing on anti-aging, but the AI often uncovers underlying issues like breakouts or barrier damage that they hadn’t even considered. These tools take the guesswork out of skincare by giving us a clearer picture, which means we can help clients create routines that are personalized and way more effective.
Barrier Repair And Care
In 2024, barrier care finally became a top priority (and for good reason!). After years of harsh exfoliation and overuse of actives leaving skin compromised, people are waking up to how essential the skin barrier is for overall skin health. I see this trend gaining even more traction in 2025.
What’s exciting is that people are moving away from quick fixes like “slugging” to repair damage and focusing instead on prevention and long-term care. So, we’re seeing products rich in ceramides and antioxidants becoming staples because they help the skin stay resilient and healthy. A strong barrier is the foundation for that smooth, clear, “glass skin” complexion everyone is striving for, so I definitely think it will become a bigger priority in 2025.
Adaptogens In Skincare
Adaptogens, particularly mushrooms like chaga and reishi, have started crossing over from wellness into skincare in 2024, and I think they’ll gain even more popularity in 2025. As more people take a holistic approach to skincare, adaptogens are becoming a go-to for products that support long-term skin health, not just surface-level issues.
These ingredients are amazing at helping the skin handle stress, whether it’s from environmental factors like pollution or internal ones like inflammation. They also bring serious anti-inflammatory and antioxidant benefits, making them perfect for calming irritation and strengthening the skin’s natural defenses. They’re a perfect example of how skincare is evolving to meet the demands of our modern, stress-filled lives.
I actually used them in one of my own formulations—Barrier Balance Cream—and the results have been incredible, so I definitely plan to incorporate them more in 2025 and expect the rest of the industry to follow suit.
Personalized Skincare Routines
With the overwhelming number of products and trends out there, more and more people are turning to professionals for tailored routines. Personalized recommendations, whether through AI tools or one-on-one consultations, are helping people skip the frustrating trial-and-error process and see results faster.
At my practice, I’ve offered one-on-one support for over 10 years and have seen how powerful a personalized approach can be. Many clients don’t realize how much stress, diet or even sleep can impact their skin. By taking the time to understand someone’s skin and lifestyle and addressing these factors alongside the right products, people can skip the frustrating (and expensive) trial-and-error process and start seeing real results much faster.
Plus, this type of personalized guidance is empowering for people. By giving them the same knowledge we professionals have, our clients can feel more confident and in control of their skincare journey. That’s something I think we’ll see even more of in 2025.
Holistic Skincare
The idea of "skin health from the inside out" is really gaining traction, and I can’t wait to see more of it in 2025. People are starting to realize that good skin isn’t just about the serums and creams you use, it’s also about what’s happening inside your body. Things like what you eat, how much sleep you’re getting, and how you handle stress can make a huge difference in your skin.
For example, I’ve had clients struggling with breakouts only to discover that stress or certain foods were playing a bigger role than they realized. When we address the bigger picture, not just their products, it’s amazing to see how quickly their skin can clear. It’s such a positive shift, and I can’t wait to see it continue in 2025.
Skincare Trends Over In 2025
Hypochlorous Acid Sprays
Hypochlorous acid sprays really had their moment this past year, and I can see why. They’re known for their antibacterial benefits and can be helpful for some skin concerns. But I’ve had a huge influx of people reach out to me saying these sprays caused more harm than good with issues like redness, sensitivity and even increased breakouts. And, honestly, it makes sense.
The problem is that these sprays have been heavily misused in 2024, with some people using them in place of cleansing or as a quick-fix solution for their skin. While they might temporarily reduce bacteria on the surface, they don’t actually remove dirt, oil, sweat or makeup. And all that buildup gets left behind, which can clog pores and lead to more breakouts.
Plus, overusing antibacterial products like this can disrupt your skin’s microbiome, the delicate balance of good and bad bacteria that’s essential for healthy skin. When that balance is thrown off, it can result in irritation, dryness, and again, even more breakouts.
That’s not to say hypochlorous acid sprays don’t have their place. They can be a helpful supplement to a proper skincare routine when used thoughtful, but they’re not the magic fix they’re often marketed as. In 2025, I think people will move away from relying on them and focus more on balanced, comprehensive routines.
Acne Supplements
One skincare trend I think we’ll see fade in 2025 is the reliance on acne supplements marketed as “cures” for hormonal breakouts. While these products have been hugely popular, they tend to oversimplify what’s actually a very complex issue. Hormonal acne can be triggered by so many different factors, like shifts in testosterone, estrogen or even stress hormones like cortisol. And unless you’ve had proper hormone testing, it’s hard to know if a supplement is actually helping or if it’s making things worse by throwing hormones further out of balance.
I’ve had so many clients come to me after trying these supplements, frustrated because they didn’t see results or, worse, their breakouts increased. The problem is that these products are often marketed as quick fixes, with dramatic before-and-after photos that make it seem like clear skin is just a pill away. But the truth is, managing acne, especially hormonal acne, is rarely that simple.
What really works is a holistic approach: the right skincare, a balanced diet, managing stress and, if needed, working with a healthcare provider for proper hormone testing. It’s not the “quick fix” that these supplements promise, but it’s a far more effective and sustainable way to achieve clear, healthy skin.
People are starting to catch on to this, so I think we’ll continue to see consumers moving away from the quick-fix mentality in 2025.
The “Clean Beauty” Buzzword
The terms “clean beauty” and “nontoxic” have been everywhere the last few years, but I think their influence is starting to fade (and, honestly, it’s about time). While the intention behind these labels is good, they’re not regulated or clearly defined, which has left a lot of room for confusion and fear-based marketing.
Many brands use these labels to position their products as safer or better, but, in reality, there’s no universal standard for what makes a product “clean.” What one brand considers clean, another might not. Plus, the idea of “nontoxic” can be misleading since skincare products sold in the U.S. and most other countries are already required to meet safety standards. It’s actually illegal for any skincare product to contain harmful levels of toxic ingredients. So, when a product claims to be nontoxic, it often implies that others aren’t, when that’s not the case at all.
We’re seeing that consumers are starting to demand more transparency and science-backed information instead of falling for empty marketing buzzwords. People want to know why a product works, what the ingredients do, and how they’re sourced—not just that it’s supposedly “clean.” I think this shift will continue in 2025, and it’s a much healthier direction for the industry.
Following TikTok Trends
TikTok has been a huge force in beauty, especially for skincare, but not all trends are worth following, which is a lesson a lot of people have unfortunately had to learn the hard way. Over the past couple of years, we’ve seen a lot go viral, from DIY dermaplaning to thinking consuming or rubbing raw garlic on your skin will clear acne (spoiler alert, it doesn’t).
While these hacks can seem “life-changing” in a short video, I’ve had clients come to me panicked after trying these trends because they ended up with irritated skin or major breakouts. For example, a lot of people experienced some of the worst breakouts of their life after improperly attempting to DIY dermaplane at home.
I think—or at least I hope—that people are starting to realize the risks of experimenting with random TikTok hacks and will start to prioritize credible, science-backed approaches in 2025.
- Brittany Lo Founder, Beia
I definitely see a continuation of the skinification of body care products. Our skin is our biggest organ and consumers are realizing that “skincare” no longer stops at décolletage, rather it is a whole-body thing now.
I think consumers are leaning away from trends in skincare and being more intuitive about what their personal skin needs are. A 10-step routine was a fun way to pass the time during lockdown, but there’s been a shift as we return to normal life and office—simple and efficient is what (busy) consumers (like me!) will be looking for.
- Shuting Hu Founder and Cosmetic Chemist, Acaderma
While we’ve certainly seen the call for efficacy and technology-driven skincare, I believe we will see an even stronger focus in this area. Consumers are more educated than ever before and the demand for products that are scientifically backed ingredients and deliver real results will increase.
We can expect skincare products focused solely on enhancing physical therapies such as laser treatments or after treatments to be less prevalent as consumers become more interested in preventative care and long-term skin health. Skincare products designed specifically for post-treatment no longer meet the evolving needs of the market. Consumers are seeking products that maintain skin health or actively prevent potential skin concerns, and we will continue to see this be the case in 2025.
- Lena Park Co-Founder, Mixik
Customers are looking for simplified routines that are easy, convenient, and effective. In 2025 I think we’ll see a rise in simpler routines and products that deliver on efficacy while maintaining simplicity.
I think lip trends will continue to remain strong in 2025, perpetuating the lipstick economy theory in times of economic uncertainty. Lastly, K-Beauty will continue to have a strong presence. In becoming even more mainstream, the beauty industry will try to define what constitutes K-Beauty and how it benefits diverse consumers.
The novelty of Sephora tweens, aka young beauty shoppers, will start to fade, and we will see concrete steps towards marketing to a new generation of beauty enthusiasts. Brands are in high innovation periods trying to attract these young buyers and to stay relevant in an increasingly crowded skincare market.
- Akilah Releford Gould Founder and CEO, Mary Louise Cosmetics
The beauty trends of 2025 will be shaped by a fusion of technology, sustainability and personalization. Biotech skincare is expected to take center stage as consumers gravitate toward scientifically backed ingredients and seek to recreate the professional dermatologist experience at home.
"Skinimalism" will continue to thrive, with streamlined routines featuring versatile, multifunctional products that save time and minimize waste. I also believe AI-powered tools will play a pivotal role in hyper-personalizing skincare, providing data-driven insights to create products uniquely tailored to individual skin types and routines.
While layering tons of hydrating products for plumper skin has been popular, the trend may lose some steam as people prioritize streamlined routines and focus on fewer but more potent products. Devices like LED masks and microcurrent rollers have surged, but high cost and inconsistent use may lead to declining interest in certain at-home professional treatments.
- Joy Kirst Brown Founder, Modern Age Skin
Trend Increasing In 2025
Preventative Skincare
Preventative skincare is gaining momentum, particularly among younger generations who are shifting away from a standard aesthetic by using neuromodulators and fillers. Instead, they are embracing skincare products that offer preventative and regenerative benefits, prioritizing skin health over striving for perfection.
This trend is also resonating with older generations, who are increasingly focused on aging naturally and gracefully. Consumers are turning to skincare brands that emphasize well-being and skin health rather than simply "anti-aging.” For those of us in the beauty industry, this focus on long term skin health and continued results will challenge us to find new, cutting-edge ingredients that deliver long-term, lasting results and incorporate them into our product development.
Trend Decreasing In 2025
Smaller Number of Indie Brands Launching
The climate for indie brands is becoming increasingly challenging due to declining interest from venture capital and private equity firms, potential tariffs on foreign-produced components, and the escalating regulatory and reporting demands as the Modernization of Cosmetics Regulation Act (MoCRA) continues to roll out.
As a result, we can expect to see fewer and fewer indie brand launches starting next year and beyond. The financial and operational barriers to entry are expected to become so onerous that self-funded and bootstrapped businesses will find it very difficult to enter the market.
- Mona Ebrahimi Founder, Mimar
I believe, in 2025, biotech-driven ingredients will take center stage. Lab-grown actives such as peptides, vitamin C, ceramides and even plant-based retinol alternatives will gain traction as consumers seek potent, clinically proven, sustainable and natural solutions that aren't harsh on the skin yet deliver results. Brands will see the value in providing products that harness the therapeutic properties of organic botanicals blended with bio-tech ingredients, the best of both worlds.
In 2025, it'll take brands more than having beautiful packaging and a nice-scented skincare product to truly be considered a luxurious brand or product. Today's consumer is ingredient-aware and can tell the difference between a product that has been made using premium luxurious ingredients versus one that uses commonly found ingredients and a few essential oils.
Community-driven innovation will be a key trend in keeping brands customer-focused and relevant. Brands will involve their customers more actively in product development, whether through co-creation platforms or real-time feedback loops, to ensure their offerings align with real-world needs and desires.
Lastly, from a business perspective, greenwashing will face more scrutiny. As a brand owner and skincare formulator, this is an area I’m passionate about and spend a lot of time educating our customers on the different “shades” of natural and how each definition of natural is differs from one brand to another. When a brand makes claims, they should be able to back it, for example, when a brand claims their ingredients are clinically proven, they should share the studies.
Another term flying around is “sustainable.” Consumers will better understand what it truly entails for a brand to be considered sustainable and not simply by having bamboo packaging or using natural ingredients or a glass bottle versus plastic. Sustainability is much deeper than surface claims. Consumers will and should hold brands up to higher standards to ensure they're not just using vague marketing claims. Brands that fail to back up their claims may struggle to keep up.
- Maria Warrington CEO, Beacon Wellness Brands
I predict skincare will expand its reach to every part of one’s body, including the most sensitive and intimate areas. This shift reflects the feedback we've been receiving from consumers, particularly women in perimenopause and menopause, who want products that address unique needs like dryness and discomfort. That’s why PlusOne is launching our new line of lubricants in early 2025 because traditional options haven’t kept up.
Many older products disrupt the vaginal microbiome and pH balance, which can lead to irritation or worse. Our lubricants are different. They’re designed with clean, body-safe ingredients to support the microbiome and address specific needs like extra moisture for menopausal women. This is about more than just comfort, it’s about empowering women to feel good about their intimate health, a core part of PlusOne’s mission. It’s thrilling to see the category evolve, and I think 2025 will be a turning point for more thoughtful, science-backed products in this space.
- Bobbie Cunningham Co-Founder, Fablerune
We’ll see a transition in the skincare category to a minimalist, small batch brand approach rather than the vast, fast beauty trends and brands. Consumers are seeking clean, stabilized ingredients that resonate from generations and align with a back-to-basic mentality.
Take trusted industry ingredients niacinamide, cermides, hyaluronic acid that are continuing to lead the space. These will continue to be a ritual for consumers and finding those products mixed with innovative solutions will be popular. It’s apparent that consumers aren’t looking to fill their counter space, but rather find simple solutions that are still effective. Creating time for yourself and turning routines into rituals and finding products that align with your well-being is key.
Hyper trends in 2024 such as the beef tallow TikTok craze had a moment of appeal and spiked consumers' curiosity for a period, but it’s not a component of skincare that’s considered timeless. And ingredients that aren’t science-backed or proven won’t hold longevity in the skincare space. This is a perfect example of how fast-paced, greenwashing beauty trends will slowly die out in 2025. Consumers want reliable, continuously effective products they know will work and trying out niche trends will become a thing of the past.
- Karishma Pranjivan Founder and Creative Director, Manjula
I see the skincare industry moving toward a more simplified and intentional approach to marketing and sales. I think the average consumer is slowly stepping away from overwhelming 20-step routines and leaning into multifunctional products that feel intuitive and reliable. We're slowly seeing a shift to buying fewer, more personalized options that fit seamlessly into our daily lives under the realization that we actually don’t need 10 similar products in the same routine to get better results.
I also think the biggest trends won’t be about the products themselves, but about how people connect with brands they see. We are constantly inundated with ads and are encouraged to over-consume, which is leading to some resistance in how we relate to being sold to. At large, it seems people are craving more authenticity. They want to feel seen, understood and engaged in a way that goes beyond feeling like a “consumer.”
This may also bleed into how skincare is positioned as a whole. For as long as I can remember, the beauty industry has been heavily marketed toward women, but there’s a growing demand for genderless branding that recognizes self-care as universal.
As social media continues to evolve, I think we’ll see more emphasis on celebrating individuality and emotional well-being within the beauty space. People are finding new ways to embrace their uniqueness and feel comfortable in their own skin. Prioritizing their mental and physical wellness first, we’re starting to see more people lean into subtly enhancing their natural features rather than complete alteration and pursuing unattainable perfection through products or procedures.
- Nikolay Turovets Co-Founder and CEO, DefenAge
2025 Skincare Trends To Watch
1. Skin Renewal With Cutting-Edge Science: Anti-aging innovation in 2025 will center on advanced peptide technologies like DefenAge’s Defensins, which activate dormant skin cells to generate fresh, new skin. This science-backed approach aligns with the demand for gentle, non-invasive solutions that allow consumers to embrace aging on their own terms. DefenAge’s Defensin-loaded products offer visible, lasting results, reinforcing its position as a leader in anti-aging skincare.
2. Skin Barrier Longevity Takes Priority: The focus on skin barrier health will intensify as consumers face rising environmental stressors like pollution and UV exposure. DefenAge’s clinically validated technology strengthens the skin barrier while supporting long-term resilience. With a proven track record of delivering sustainable, restorative results, DefenAge remains a trusted partner in the fight against premature aging.
3. Holistic And Functional Skincare Gains Ground: The intersection of beauty and wellness will drive demand for multifunctional products that enhance emotional well-being, balance hormones and improve skin health. DefenAge’s Defensin technology not only rejuvenates skin but complements the holistic lifestyle embraced by today’s consumers.
2024 Skincare Trends That May Fade By 2025
1. Overcomplicated Skincare Routines: The days of 10-plus step regimens are waning as consumers demand simplicity. DefenAge’s streamlined system offers maximum results with minimal effort, reflecting the market’s move toward effective solutions.
2. Ingredient Fads Without Science: Trendy ingredients like snail mucin or unproven botanicals will give way to clinically validated technologies. DefenAge’s Defensins are backed by rigorous dermatological research, making them a lasting alternative to fleeting trends.
3. Harsh High-Percentage Actives: Consumers are moving away from aggressive formulations that risk damaging skin barriers. DefenAge’s gentle, science-driven products exemplify the shift to restorative, barrier-supporting solutions that deliver long-term benefits.
4. DIY Tools Losing Appeal: At-home devices such as microneedling tools are declining in popularity due to efficacy and safety concerns. DefenAge provides microneedling-like results without risk of overuse or harm, offering a reliable alternative to risky DIY treatments.
Business Trends For 2025:
1. Ecommerce And Digital Growth: Following a flat year in 2024, an achievement in a declining skincare market, DefenAge is poised to benefit from an expected uptick in e-commerce sales. Increasing consumer comfort with digital platforms, coupled with DefenAge’s strong online presence and trust, positions the brand for growth.
2. Resilience Through User-Generated Content (UGC): Authenticity remains key as traditional influencer marketing wanes. DefenAge’s user-generated content highlights real results, strengthening trust and boosting its Defensin technology’s credibility.
3. Shifting Anti-Aging Messaging: The narrative around aging will continue to evolve, with consumers favoring empowering, natural approaches over fear-based “anti-aging” rhetoric. DefenAge’s tagline, “Age on Your Own Terms,” resonates with this ethos, promoting individuality and confidence.
4. Sustainability As A Competitive Edge: The skincare industry will continue prioritizing sustainability across every aspect, from ingredient sourcing to product lifecycle. DefenAge’s eco-conscious innovations and focus on longevity ensure the brand stays ahead of this trend. For instance, the removal of sea-whip in products to promote sustainability efforts.Closing Thoughts: Skincare will increasingly emphasize prevention, authenticity and personalization. DefenAge’s Defensin molecules position the brand as a leader in these trends, empowering consumers with science-driven solutions that rejuvenate the skin and inspire confidence. Whether through its commitment to skin barrier health, user-first ethos, or advancements in anti-aging technologies, DefenAge remains at the forefront of the ever-evolving skincare landscape.
- Daniella Inbar Founder, Inbar + Co.
Truly holistic sustainability will be the gold standard in beauty, not just a buzzword. It's no longer about a greener shade of plastic or slapping a "natural" label on a product; consumers will demand the whole package—clean ingredients, transparent sourcing, ethical manufacturing, net-zero operations and zero-waste packaging. Brands that go beyond carbon neutrality to truly regenerative practices.
Sustainability will move from a marketing tagline to a practice that needs to be proven, as consumers hold brands accountable for walking the walk in their planet-positive commitment. Certifications like carbon offset or waste removal credits are simply a "pay-to-play" solution, they are not actually making a change or a dent in the climate crisis and plastic pollution problem.
"Anti-aging" will become obsolete. The concept of fighting time will be replaced not just with "pro-aging" verbiage and age-positive messaging. Think "love the skin you're in." Younger generations will lead the charge, rejecting fear-based marketing and embracing products that promote skin health and confidence at every stage of life. By 2025, anti-aging rhetoric won't just feel quaint, it will feel downright offensive, lumped in with other outdated forms of body shaming.
- Shaya Mulcahy CMO, Qul Beauty by Skin Experts
In 2025, the biggest skincare trend we’re going to be seeing will be a “less is more” approach. Skin minimalism is on the rise, and consumers are seeking simplicity in every aspect of their routines—fewer products on their countertop, less makeup on their skin, fewer nonsense ingredients in their products, and an overall more natural and fuss-free beauty and skincare regime.
This shift towards streamlined skincare means each product must deliver real results, with every ingredient being intentional. Every single ingredient will count and face scrutiny. Peptides, niacinamide (vitamin B-3), and CBD are set to dominate, thanks to their proven benefits. A recent study published in the Journal of American Academy of Dermatology suggests that CBD and other cannabinoids not only hydrate and soothe, but may also protect skin from sun damage by reducing inflammation and enhancing skin repair, as highlighted in Allure.
Supporting this minimalist and holistic movement, non-invasive skincare technology like LED treatments will remain a cornerstone (so no need to worry, LED isn’t going anywhere!). Consumers are leaning into natural aging, with growing interest in non-invasive skincare technology for both at-home use and professional facial spas.
In 2025, say goodbye to the opposite of this approach: heavy makeup, overcomplicated skincare routines, which lead to overconsumption and confusion, and filler ingredients will all fade. Skincare aficionados are increasingly educating consumers on the negative impacts of overuse, and the benefits of simplification, ushering in a new era of thoughtful, results-driven beauty, and I’m all for embracing this minimalism trend.
- Jana Kleemeier Director of Creative and Brand Marketing, True Botanicals
We’ve seen a shift and trend in our customers focusing on skin health over appearance. There’s a new emphasis on nourishing the skin rather than masking imperfections, which we love to see! We’ve also seen a massive rise in overall wellness (nutrition, mental health, fitness, etc.) and predict that this will influence the beauty and skincare categories.
We expect a shift in the clean beauty category as consumers grow more savvy and demand transparency. With increasing concerns about "greenwashing," brands that claim to be clean without scientific backing, third-party certifications or clear transparency will likely lose credibility. We’re excited to see consumers advocating for the transparency and quality they deserve, and we believe this will drive a decline in brands that can't back up their clean claims.
- Emily Klein Co-Founder, Murmure Paris
Trends Rising In 2025
Skincare brands with a strong sense of purpose and a clear story will really stand out as shoppers become more mindful about where they spend their money. People are increasingly drawn to smaller, independent brands that align with their values like sustainability, transparency and authenticity.We’re also seeing a shift towards the “what else” and the “what’s next” mentality. As consumers get more knowledgeable about skincare, we predict that they’ll continue to look for alternatives to familiar ingredients like hyaluronic acid, vitamin C and retinoids. There’s growing interest in botanical-based ingredients such as underused plant oils, fermented extracts and natural compounds.
A Trend Falling In 2025
I think the days of long, multistep skincare routines with single active products are coming to an end. Consumers are now leaning toward multi-benefit products that simplify their routines. This shift will not only make skincare easier but also help avoid issues with layering conflicting actives and reduce packaging waste.- Amir Karam Founder and Facial Plastic Surgeon, KaramMD
The focus on long-term skin health will become a cornerstone of skincare in 2025. Consumers are shifting toward proactive approaches that maintain their skin's integrity and resilience over time. Ingredients like retinol, antioxidants and lipids are leading this movement, valued for their ability to protect, repair and regenerate, ensuring skin stays healthy and vibrant for years to come.
Simplified skincare routines with multifunctional products are set to dominate. Consumers are opting for science-backed, high-potency formulations that deliver maximum results with fewer products. The KaramMD Trifecta is designed to make skincare easier without sacrificing efficacy. Combining 20-plus essential anti-aging ingredients, this three-step anti-aging solution offers comprehensive results in an easy-to-follow, time-efficient routine.
People will increasingly seek solutions with clinical-grade efficacy that are both powerful and gentle, and made by experts they trust. They value high-quality, targeted ingredients that address multiple skin concerns without complexity. They are looking for products that seamlessly bridge the gap between medical precision and an elegant, streamlined user experience, making advanced skincare approachable and effective.
The rise of holistic skin health will see skincare trends align more closely with wellness trends like nutrition, stress management and mindfulness. For example, incorporating life habits that support skin longevity alongside topical treatments will help consumers take a more 360-degree approach to their routine.
2024’s trend of layering multiple serums and creams is losing favor as consumers realize that more isn’t always better. Instead, the focus is shifting toward streamlined routines with fewer, highly effective products. We’ll also find fads around trendy, but unproven ingredients will fade. Consumers are becoming savvier, demanding products backed by clinical studies rather than those relying solely on marketing buzzwords.
- Courtney Rubin Co-Founder and Dermatologist, Fig.1
I think people are finally ready to embrace retinol. I think that there was a long period when people were averse to using retinoids either because of a bad experience with something like tretinoin that was too irritating or in favor of more "natural" botanical options like rose hip oil or bakuchiol. I've seen a shift where people really do want the scientific efficacy of retinol in advanced formulations that allow retinol to be used without the irritating side effects. Our Fig.1 Retinol Level-Up system is a great example of this, where people can slowly increase their concentration of retinol over time in order to maximize the benefits and avoid side effects.
I also think brands that put an emphasis on sustainability are on the rise (and I certainly hope this isn't a trend!). I think it's so important that beauty brands start sharing more data about their business practices with consumers, so that consumers can vote with their dollar and support brands that are making better choices for our planet.
I am seeing more brands, including Fig.1, partnering with third parties like Bluebird to share carbon emission reports and waste generation reports with consumers, so that consumers have the context they need to support brands that have more environmentally conscious business models up and down their supply chains from formulation to manufacturing to transportation to packaging end of life.
I am hoping that we start moving away from natural deodorant. It doesn't work to stop odor, it simply masks it with strong botanical extracts that are one of the most common causes of contact dermatitis that I see in my clinical practice. The resulting uncomfortable, itchy rash that often requires a clinical visit (and missing school or work) along with post-inflammatory hyperpigmentation that takes months to resolve is a net negative.
- Katya Khayutin Owner and Aesthetician, BelVer Studio
The Growing Integration of Internal Health And External Skincare
A growing trend in modern aesthetics is addressing skin concerns by looking beyond the surface. Clients with persistent issues like acne or rosacea are increasingly consulting gut health specialists or naturopathic doctors alongside their estheticians. This reflects the deeper understanding that the skin as the body’s largest organ is intricately connected to internal systems like the gut and hormones.
In my practice, I collaborate with specialists to create tailored treatment plans. For example, clients with stubborn acne may undergo testing for underlying issues such as hormonal imbalances or gut dysbiosis. Based on the results, we develop a skincare regimen that works in synergy with the specialist’s recommendations, combining targeted treatments like LED therapy or resurfacing peels with internal healing approaches.
This integrative method ensures that the root causes are addressed while we treat the skin, yielding better and longer-lasting results. It's a smarter, more holistic way to approach skin health in modern aesthetics.
Fading Trend
Overly Aggressive Anti-Aging Messaging
As an aesthetician, I’ve noticed a significant transformation in how clients approach aging and skincare. The once-dominant narrative of "erasing wrinkles" and "fighting aging" is losing traction—and for good reason. This aggressive, fear-based messaging implied that aging was something to be ashamed of, something to "fix" at all costs. Thankfully, the conversation is shifting toward celebrating skin health, resilience and confidence at every stage of life.
Today’s skincare consumers are smarter and more empowered. They understand that aging is a natural process, and that true beauty isn’t about chasing an unrealistic ideal of "youth." Instead, clients are focusing on maintaining the overall health and function of their skin. This means prioritizing treatments and products that strengthen the skin barrier, boost hydration and protect against environmental stressors rather than chasing "anti-aging miracles."
At our Studio, we encourage clients to embrace this balanced approach. For example, instead of promising to "erase wrinkles," we highlight treatments and skincare routines that improve skin texture, enhance elasticity and restore a radiant, healthy glow. Treatments like radio frequency, microcurrent therapy, gentle resurfacing and customized facials are positioned not as quick fixes but as ways to support the skin’s natural processes over time.
This shift isn’t just about messaging. It’s about how we as professionals approach our clients' needs. Rather than creating unrealistic expectations, we’re helping clients feel empowered to care for their skin in ways that align with their personal goals. We’re also focusing on education, teaching clients about protecting their skin with SPF, nourishing it with antioxidants and maintaining hydration.
In short, the new message isn’t about stopping the clock, but about aging gracefully and confidently. This modern, gentler perspective helps clients focus on what truly matters: healthy, vibrant skin that reflects their overall well-being, no matter their age.
Another Fading Trend
The Decline Of The Quick Fix In Skincare
One fading trend in American aesthetics is the reliance on quick fixes like sporadic Botox and fillers every few months to address skin concerns. While these treatments once dominated the conversation around anti-aging and skin maintenance, clients are now gravitating toward a more holistic and proactive approach. Instead of treating their skin as an afterthought, they’re integrating regular self-care into their routines and prioritizing ongoing facial treatments.
I’ve seen this shift firsthand. More clients now book facials every three to four weeks, recognizing the cumulative benefits of consistent care over time. They understand that skin health isn’t something that can be achieved overnight, it requires dedication, lifestyle adjustments, and a thoughtful routine. This shift mirrors a broader change in mindset: People are starting to see skincare as part of their overall well-being, not just as a way to fix visible issues.
The new approach also aligns with the growing importance of self-care. Regular facials don’t just enhance skin health, they offer an opportunity to unwind, reset and invest in oneself. Clients are discovering that this time is not only vital for their skin but also for their mental and emotional well-being.
This shift away from the “quick fix” reflects a more balanced perspective on beauty. While injectables and medical esthetics still have their place, they are no longer the singular focus. Instead, clients are embracing long-term, natural solutions that prioritize health, self-care, and sustainable results over temporary changes. It’s a trend that’s here to stay, and one that truly empowers clients to look and feel their best.
- Jade Marie Chapman Founder, Jadé Complexions
Rising In 2025
In 2025, we’ll see a transformative shift in skincare, with a stronger emphasis on the skin-mind connection and professional-level skincare accessible to everyone. As consumers become more aware of how stress, emotions and mental health impact their skin, I'm hoping to see brands introduce highly effective formulas with simplified routines that not only deliver visible results, but also support overall well-being.
I believe there will be a rise in professional-grade skincare products designed for at-home use, allowing consumers to achieve spa-quality results in their daily routines in between facial treatments. Mindfulness will also play a key role, with brands incorporating practices like guided meditation and relaxation techniques alongside soothing, skin-friendly techniques.
This holistic approach will address both the physical and emotional aspects of skin and self-care, promoting inner harmony alongside outer radiance. At Jadé Complexions, we fully embrace this philosophy in all our formulations and esthetician education, and we’re excited to make a meaningful impact in the beauty world.
Declining In 2025
The era of overly complex skincare routines, often fueled by social media trends, is waning. As consumers become more discerning, they’re seeking simplified, effective solutions that prioritize sustainability and minimize environmental impact. The future of skincare lies in multifunctional products that deliver results without unnecessary layers. Educating consumers about the benefits of a streamlined approach is key to driving this shift and ensuring they achieve optimal skin health.
- Arielle Moody Co-Founder and CEO, Mama Sol
In 2025, I see personalized skincare powered by AI and DNA testing becoming a game changer, with hyper-tailored solutions taking center stage. Consumers will continue to embrace skin minimalism with multitasking products like SPF-infused serums, while sustainable innovations such as waterless formulas and microbiome-friendly products, gain traction. In regard to inclusivity, I see this going beyond skin tone to address concerns like hormonal acne and melanin-rich skin.
On the flip side, I believe over-hyped hero ingredients without solid science, complicated 10-step routines and influencer-driven product fads will start to fade. I see single-use sheet masks losing their appeal as consumers are now prioritizing sustainability.
Behind the scenes, I expect brands to shift toward digital-first strategies, more authentic micro-influencer collaborations, localized manufacturing and eco-conscious packaging. I think bootstrapping will also become more common as brands focus on steady, sustainable growth.
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