Remember when we all couldn’t stop talking about glazed donut skin and slugging? Well, 2025’s beauty trends are taking a decidedly different turn. This year, the industry is embracing everything from AI-powered skin care to brain-boosting beauty supplements, proving that innovation and efficacy are leading the charge.
To get the inside scoop on what’s really going to make waves in 2025, we went straight to the source: the founders behind some of beauty’s most innovative brands. Their predictions? Think fewer but smarter products, sustainable science breakthroughs and beauty routines that work while you sleep.
Here’s what’s set to transform the beauty and wellness space in 2025, according to the experts who are shaping it.
Skin-Care
A Focus on Efficacy
“For 2025, I think we’ll see a deeper evolution of some of the key trends that have been emerging recently. First off, I think skinimalism will continue to grow. Consumers are increasingly seeking fewer, but more effective products to streamline their routines (we’re all so busy!). The emphasis is shifting toward simpler, high-quality products that truly deliver on their promises—no gimmicks.” —Amy Liu, founder and CEO of Tower 28
“I think we’ll continue to see innovation in hybrid formulas—multi-products-in-one that do more than one thing. The modern working woman wants simplified routines so solving for her busy lifestyle will continue to be very relevant. She also continues to care deeply about clean performance/efficacy, and sustainability as the wellness trend continues to go mainstream.” —Michele Gough, founder of Iris & Romeo
“Efficacy is really important to consumers these days, so products need to perform. That’s why I think we’ll see a resurgence of exfoliating acids like glycolic acid and lactic acid for people that deal with dull skin, aging and discoloration. We’ll also continue to see more people focus on their body-care routines—from the minute they cleanse with a body wash to their body serum and the lotions they use.” —Susan Yara, founder of Naturium
Barrier Repair
“I believe barrier repair will also remain a central focus for skin-care products, and we’ll see it expand even further. Ingredients like ceramides, fatty acids and peptides will continue to be front and center as people prioritize strengthening the skin’s natural barrier. At Tower 28, we’re focused on providing products that help people with even the most sensitive skin, so we’re excited about the shift away from over-exfoliation and practices that can compromise already stressed-out skin!” —Amy Liu
“So many people are suffering from sensitive skin, redness, irritation and barrier breakdown as a result of using too many skin-care actives, and having multi-step, complicated routines, so repairing your barrier and minimizing the use of actives will be top of mind. As a result, simplicity in formulas that treat barrier health will continue to be an important trend in both skin care and makeup, and we’ll see innovation here with new ingredients like beta glucans to repair.” —Michele Gough
Trend vs. Truth
“We are entering an echo chamber period of epic proportions so we will be seeing a LOT of trends in rapid succession. Beef tallow was a ‘trend’ but only amongst a very specific demographic. I do think we will see people continue to drill down on efficacy and a surge of devices.” —Charlotte Palermino, cofounder and chief brand officer of Dieux
Sustainability Spike
“Lab-grown collagen, peptides and growth factors are the future—potent, pure and planet-friendly. At MUTHA, we’re already ahead with REBIRTH Technology, mimicking the exact nutrients found on newborn skin for deep repair and renewal. Science is raising the bar, and we’re all about it.” —Hope Dworaczyk Smith, founder of MUTHA
“Innovation in sustainability will continue to trend in 2025, with advances beyond just PCR. Caliray is soon to feature a new tube for our So Blown Primer that includes an infusion of sequestered carbon (we like to call ‘recycled air’) into the bioplastic we are currently using.” —Wende Zominr, Founder of Caliray
SPF, Upgraded
“I think we’ll see a lot more innovation in mineral SPF formulas as we learn how to combine high-performance skin-care actives like retinol or Vitamin C into a sunscreen base with pigment that makes the skin glowy or color corrects. There’s a huge opportunity to develop mineral lip care in the clean color category and do it in a cosmetically elegant way that doesn’t leave a white cast and has zero mineral taste. I don’t see that out there right now and think it will be a big trend in 2025.” —Michele Gough
“We’re pushing boundaries with SPF—our May/June launch is game-changing, and all my tennis player friends are begging me for lab samples! I love the hunt for innovation in manufacturing, and have discovered labs that are creating new textures through how they process ingredients! You are going to see ultra lightweight products for the face that feel like nothing, but deliver a big, visible result. —Wende Zominr
Peptide Power
“I think we’ll see more people lean into the power of peptides! They’re incredibly hydrating and plumping for the skin, and each type delivers different benefits for aging issues. We’ve seen the excitement from the Naturium community with our Multi-Peptide collection. They especially love the Multi-Peptide Advanced Serum that contains encapsulated copper peptides and argireline amplified which helps smooth fine lines and wrinkles.” —Susan Yara
Smarter Skin Care
“2025 is all about next-level science, sustainability and personalization, and I’m here for it. We’re moving beyond surface-level fixes to true skin rebuilding. PRP, NAD and exosomes are changing the game, boosting collagen, accelerating repair and improving skin health at the cellular level. The future isn’t just anti-aging—it’s pro-regeneration.
We’ll also see hyper-personalization. Skin care that adapts to you? Yes, please. AI diagnostics and custom formulas mean routines are getting smarter, more intuitive and tailored to exactly what your skin needs—no more one-size-fits-all.” —Hope Dworaczyk Smith
Food Fix
“The link between food and beauty will definitely get stronger. We’ll probably see even more collaborations between these categories; for instance indulgent beauty products that are inspired by desserts or sweet treats—as well as products that draw inspiration from healthy foods we eat to nourish our skin from the outside in.” —Amy Liu
Fragrance
“In the ever-growing fragrance space, I think we’ll continue to see gourmands take center stage in 2025, albeit with a more elevated, differentiated approach. We’ve seen a lot of stick-sweet vanilla scents, for example, and I think those types of notes will give way to notes like almond, luscious cream, toasted meringue and the like. I also think people are ready for something a little fresher, so we may see bright citrus notes come to the forefront as well.” —Carol Han Pyle, founder of NETTE
Wellness
Women’s Health
“2025 is shaping up to be a pivotal year for women’s health. I’m most excited about the growing movement around women’s brain health as an essential component of overall well-being. There’s a deeper focus on making time to address the unique cognitive needs of women, which have often been overlooked in traditional health and wellness conversations. We’re seeing advancements in research, increased transparency in product formulations, and more innovative solutions that cater to women with ingredients like Cognizin(R) for brain health combined in formulas that support women’s brain, body and beauty, in that order. It’s inspiring to see the industry embrace the idea that empowering women starts with prioritizing our brains which is our most important asset.” —Emma Heming Willis, cofounder of Make Time Wellness
Colostrum + Collagen
“2025 is the year colostrum and collagen go mainstream! We’re increasingly seeing more animal-based proteins, including colostrum. These powerful supplements offer incredible benefits for gut health and beauty, working together to improve wellness inside and out. Collagen, a natural protein in our bodies, enhances skin elasticity and supports bones and joints, while colostrum, loaded with antibodies, boosts collagen production and promotes tissue repair. Together, they strengthen immunity, balance gut health, and nourish hair, skin, and nails, making them a beauty essential to add to your routine this year and beyond.” —Mari Llewellyn, founder and president of Bloom Nutrition
Hair Care
“More customers are realizing that what you do to your hair before bed has a major impact on how it looks the next morning. Incorporating hair care into your nighttime ritual—like brushing before bed—can help your hair grow healthier, stronger and longer over time. A favorite life hack of mine is dusting the Crown Affair Dry Shampoo on the scalp before bed. It absorbs oils overnight, so you wake up with refreshed hair and beautiful volume at the crown.
And while scalp care is key, tending to the ends matters just as much—people want treatments that nourish and leave their hair looking amazing. We’re seeing growing excitement around clinical, results-driven treatments that work while you sleep, truly transforming hair overnight. I’m ready and excited for everyone to find their nighttime ritual this year!” —Dianna Cohen, founder of Crown Affair
