Beauty expert Julia Ferrari explores exciting beauty trends of 2025 and highlights the top three inspiring keywords we’ll frequently see featured in beauty campaigns: Empowerment, Sustainability, and Mindfulness. Read on to discover more!
Working in the beauty industry means I have direct access to trend predictions. So is 2025 the year of the AI takeover? Well, not quite. If anything, AI takes a back seat to serve a return to simplicity and provide the information and tools to showcase your individuality. Rather than brand new trends, these 2025 movements are evolutions from the past few years.
1. Knowledge is Power: Empowering Beauty Choices
Key message: showcase your individuality
More than ever, we have access to vast amounts of information online thanks to social media and AI. Although convenient, this has also resulted in algorithm-driven trends that promote uniformity. In 2025, beauty is no longer just about following these bland digital trends. It is time to celebrate your identity through self-expression and champion individuality and artistry.
What this means for beauty:
- More products reflecting diversity and inclusivity, with a broad spectrum of skin tones, gender identities and cultural backgrounds. MAC Cosmetics and Fenty Beauty boast some of the broadest selection of shades
- More experimentation and creativity, with new beauty routines. As our understanding of the connection between a healthy gut and a healthy mind and skin increases, beauty and nutrition merge as one routine. Wellness brand Feel offers beauty supplements such as vegan collagen gel, bringing ingestibles into your beauty routine
- More personalisation thanks to skin analysis devices and real-time product recommendations. Elemis offer a free in-depth skin analysis with their Expert Skinlab in participating stores. This shows you pigmentation areas and dry patches, and coupled with a consultant’s expertise, guides you towards product recommendations
2. Turning the Tide: Sustainable Beauty Practices
Key message: sustainable, responsible beauty goes mainstream
This one has been building up for a while now: more than ever, in 2025 we demand ethical and sustainable products that make us feel good about purchasing and using them. Of course, we’re not willing to compromise on product efficacy; this really has to be a win-win for all parties. Transparency is crucial here, meaning that beauty brands (and any consumer brand, really) must prove what they claim and avoid greenwashing at all costs.
What this means for beauty:
- Expect to see more ingredient sourcing information. Sustainability marketing technology firm Provenance partners with the likes of Cult Beauty, Caudalie and The Ordinary to prove how ingredients have been ethically sourced, what certifications they hold and their charitable donations.
- More green chemistry, regenerative farming practices and biotech innovations. L’Oreal has partnered with Debut, a biotech beauty company, to develop bio-identical ingredients with the aim of easing pressure on demand for scarce beauty ingredients whilst retaining product performance
- Products with lower environmental impact thanks to vertical farming, local sourcing and minimal packaging. My personal wish is for 2025 to be the year of naked packaging, aka solid beauty exemplified by SBTRCT (launching the first ever Vitamin C Serum bar), EarthKind (solid shampoo) and Balade en Provence (solid moisturiser)
3. Think Slow, Move Fast: Mindful Beauty and Wellness
Key message: a return to simplicity
I remember attending a yoga class where the teacher prefaced every action with ‘mindfully’: ‘mindfully close your eyes’, ‘mindfully lie down’, ‘mindfully breathe in’. Isn’t the beauty of breathing in the fact that you don’t need to think about it? Mindfulness isn’t going anywhere, and in 2025, it will work its way into the world of beauty, enticing us to slow down and approach beauty with intention.
What this means for beauty:
- Less steps in your beauty routine. Let’s all hail the return of simpler beauty routines with less steps, less products, and more time – and budget – for other pursuits. I’m using this as an opportunity to embrace multi-purpose products such as Neal’s Yard Remedies Wild Rose Beauty Balm which can literally do your whole evening skincare routine from cleansing to masking – yes, just one product
- Quality over quantity, with a playful touch: look out for simple, effective and long-lasting products with soothing textures and nostalgic scents, taking you to a place of comfort. Those sensory experiences are embodied by LUSH’s fun collaborations – Wicked being the latest one – to their playful spa treatments, including a hot chocolate massage *yum*
- Biohacking: longevity-focused beauty solutions are gaining ground, delivering long-lasting benefits rather than quick fixes. Wellness guru Liz Earle extensively sings the praises of biohacking – drawing from biology and neuroscience to enhance skin health and vitality – in her book A Better Second Half
In summary, the beauty industry is evolving toward individuality and sustainability. As consumers prioritise unique identities and ethical practices, we can expect a market filled with innovative, eco-friendly products that celebrate self-expression. This shift will enhance beauty routines and foster a deeper connection between personal wellness and beauty, inspiring mindful choices.
Written by Julia Ferrari @freshbeautyfix
Do you plan to impliment these beauty trends into your daily routine? Share your throughts in the comment box below!
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