Welcome to 2025. The year we banish ‘one size fits all’ when it comes to beauty. On the one hand, we’re seeing things get stripped back, with demure makeup, sustainable, targeted skincare and future-proofing products on the rise. On the flip side, bold plumped-up pouts, metallic eyes and big hair are also in. Pick-and-mix or pick your tribe, the good news is, with the two sides contradicting each other, from low-key to OTT, there’s something for everyone. 

We’ve tapped experts across the beauty spectrum, from skincare to makeup and haircare to nails, to bring you the next big things for this year to keep you ahead of the curve. Here are the top 2025 beauty trends set to steal the show this year. 

2025 Skincare trends

Personalised skincare

It’s all about personalised skincare this year, as award-winning aesthetic doctor Dr Sophie Shotter explains, “Consumers are realising there is no one size fits all approach and [are] looking for a more personal solution.” Whether tailoring your skincare routine or using bespoke products with targeted formulas based on your specific needs, work out what your skin is craving and treat it to the care it deserves. Brands such as Skin + Me and Dermatica offer dermatologist-approved customised skincare kits through their subscription services, making prioritising personalisation simple. 

Prejuvenation

The buzzword of 2025 skincare: ‘prejuvenation’. Describing proactive and preventative treatments aimed at maintaining fresh and healthy skin, the concept of prejuvenation focuses on the long term over quick fixes, treating now to reap the rewards later. Cosmetic surgeon and founder of 111Skin, Dr Yannis Alexandrides, explains, “In past generations, most people waited until they started seeing their first wrinkle to look at ways to rejuvenate the skin. Now, with so much information and education at our fingertips due to social media, combined with the advancements in skincare and aesthetics, younger people (mid-20s even, and up to early 30s) are looking at preemptive ways to keep their skin in good condition.” 

Don’t wait for the problem to show – start with preventive skincare solutions, such as anti-ageing and firming products, to keep skin healthy, youthful and glowing, and avoid the need for reversing treatments further down the line. 

Waterless skincare

Watch out for waterless skincare this year. Beauty Pie’s annual trend report reveals that Google searches for waterless products were up by more than 806 per cent in the past six months, predicting it to be a huge skincare phenomenon in 2025. Now, you may think water equals hydration, but it can in fact have the opposite effect when applied topically to the skin. Step in waterless skincare products – which use oils, waxes and butters as primary ingredients to nourish and hydrate the skin. These active ingredients are more concentrated, taking a ‘less is more’ approach, and also tick the box for being more environmentally friendly. Go waterless and join the movement for smooth, supple and radiant New Year skin. 

Multipurpose skincare products  

Sophie Cooper, managing director of the Harley Street Skin Clinic, foresees multipurpose skincare products taking centre stage this year thanks to a vogue for “simplifying routines with powerful formulas that hydrate, protect, and rejuvenate all in one step.” Dr Munir Somji of DrMediSpa also predicts a rise in this streamlined approach, seeing “more products with gentler ingredients and delivery systems that target multiple concerns, while also protecting the delicate skin microbiome”. Using fewer products with a broader spectrum, such as all-in-one balms and cleansers, means quicker, easier skincare routines and no more product overload for healthier, protected skin. 

Azelaic acid

Whilst niacinamide (vitamin B3) is still trending since its boom last year, azelaic acid will be the active on everyone’s lips in 2025. A dicarboxylic acid with antioxidant, antibacterial and anti-inflammatory benefits, this topical treatment is commonly used for treating acne and rosacea to clear and soothe the skin. Apply to reduce redness, irritation and pigmentation and watch your skin glow again. 

Exosomes

The ingredient to look out for this year is exosomes: bioactive vesicles that contain protections, lipids, peptides and growth factors that can improve the overall health of your skin. 2024 saw a surge in injectable exosomes but, this year, we will see a rise in topically applied products for easier access and quicker results. With benefits including skin rejuvenation and repair, and reduced inflammation, hyperpigmentation and wrinkles, this plant-derived ingredient is one to include in your beauty routine. Dr Preema Vig, owner of Dr Preema London Clinic, is excited by its versatility too: “Look out for exosome-infused serums and treatments to stimulate hair growth, and edible exosomes too.” 

Sustainable products

It's no surprise that sustainability is trending in skincare. According to Sophie Cooper, “Consumers will increasingly demand eco-conscious options – biodegradable packaging, ethically sourced ingredients, and clean formulations that protect both skin and the planet.” When choosing sustainable skincare products, take into account factors such as the ingredients (are they organic and naturally sourced?), packaging (can you recycle, refill or reuse the bottles and pots?) and ethical considerations including whether products are vegan and cruelty-free. 

At-home skincare devices

Following a successful climb in 2024, at-home skincare devices will continue to soar this year, bringing the beauty salon to your bedrooms, bathrooms and living rooms. Why the popularity? Dr Sabrina Shah Desai, oculoplastic reconstructive surgeon and aesthetic practitioner, explains that these devices offer everything today’s beauty lovers are looking for: “Convenience, affordability and results that mimic in-clinic treatments. They target everything from fine lines [to] pigmentation and acne from the comfort of your own home.” And you don’t need to be a tech whizz to use them; “These gadgets are user-friendly and fit seamlessly into busy schedules,” adds Shah Desai.

From microneedling with dermarollers to facial toning, cryotherapy and LED light masks, this year beauty technology will become more advanced than ever, providing convenient and cost-effective methods to upgrade your skincare regime.

2025 Haircare trends

Turn up the volume

The iconic ‘90s blowout is back for 2025. A retro style, it’s all about volume to add drama to your ’do and show off your luscious locks. From volumising shampoos and conditioners to leave-in texture sprays and serums, enhance your tresses for a big, bold knockout look.  

Fringe era

Love them or hate them, fringes will be big this year. Whether wispy and whimsical, rock-chic and shaggy, curtain bangs, side bangs or Birkin bangs, this versatile hair trend will be seen in all its shapes, forms and glory, and sported everywhere from the catwalk to supermarket aisles. Adding structure to your hairline and framing your face, while enhancing facial features, make your fringe debut or return to your Noughties look to be in on the trend.

The bob is back

Making its entrance back in the 1920s as a cut that symbolically rejected the status quo, the bob has since been in and out of fashion as a daring but chicly powerful hairstyle. Coming in a number of forms, it’s very much in again for 2025. According to Natalie Crank, director of HEIR Salon & Education, the French Girl Bob in particular is gaining traction: “Think of Lily Collins with her chic, short cut. This versatile, Parisian style suits every wardrobe, exuding timeless elegance.” Alternatively, go ultra short and sharp with a micro-bob, softer and more feminine with a rounded bob, or add in flicks and layers for a more rugged, boho style.

Hair health

Everyone wants healthy hair – and there are a number of ways to achieve it. Products taking the lead in 2025 include the continuingly popular heatless curler and infrared hair dryer, aiming to reduce heat exposure with gentle technology while protecting hair moisture and minimising frizz. Watch out for L’Oreal Professional's AirLight Pro, the first professional hair dryer powered by infrared light technology, which launches imminently. Shampoos, conditioners and exfoliating treatments targeting scalp health will also be a big focus, enriched with rejuvenating and repairing formulas to encourage growth with lasting effects. Add hair supplements and collagen supplements into your routine, too, to help keep your locks healthy and nourished.

2025 Makeup trends

Medium contrast makeup

Hot on the list this year (and big on TikTok) is medium contrast makeup, with a staggering 45,320 per cent rise in interest according to the Beauty Pie trend report. A concept that’s been around for years, Nicola Moulton, Beauty Pie’s in-house beauty expert, explains it as “the contrast between your hair, eyes and skin tone to determine the best approach to doing your makeup. The aim is to keep everything low contrast and unified so that your makeup all ties together nicely, without one feature standing out.” For example, someone with brown hair and fair skin should wear a medium-toned lip and cheek colour to keep their makeup looking natural and harmonised.

Demure makeup

‘Very mindful, very demure’ was one of the catchphrases of 2024 thanks to TikTok and it’s sticking around in 2025 when it comes to makeup. ‘Demure makeup’, a minimalist, natural style, is trending. Encompassing neutral, pastel colours with soft textures, the look is understated and subtle. It has already had 846,000 hashtagged posts on TikTok and 314,000 hashtags on Instagram – so you won’t be short on inspiration.

Boyfriend and Sunset Blush 

Used to add colour and an element of warmth to the cheeks, blush has long been a key step in makeup routines and, popular for 2025, are the Boyfriend and Sunset looks, according to Beauty Pie. Boyfriend blush, inspired by post-workout flushed cheeks, uses natural shades to create a rosy coloured finish, while Sunset blush blends a couple of tones (think pinks, oranges and reds) to mimic a warm sunset for a glowy, summery vibe. Finish your Sunset blush with highlighter to really offset the colours.

Metallics 

Big and bold, shiny and glitzy, metallic accents are set to have a big comeback in 2025. The popular 1990s trend saw an almost 200 per cent search increase at the end of 2024 and will make its mark once again through “liquid silver eyeshadow, shimmery pigments and metallic eyeliners,” says Franchesca Villar, beauty editor at Cosmetify. A little daring, these statement frosty colours will add something extra to your makeup look for a captivating finish.

Lollipop pouts

It's time to get lippy with the ‘I-just-finished-a-lollipop’, high-shine, glossy lips look. “Coined ‘lollipop pouts’ off the back of New York Fashion Week (and a notable favourite of Hailey Beiber), the juicy lip trend is likely to continue in 2025 and is effortlessly easy to replicate at home”, explains Villar. She recommends using lip tints and stains in vibrant magentas and glossy berry tones before completing the look with a hydrating gloss applied on top. Seductive and sophisticated.

2025 Nail trends

‘Duck’ nails

Not quite the classic square, round, oval or almond shape, ‘duck’ nails are making a comeback. Wide, fanned-out silhouettes, flaring from the tip to top (think of a duck’s webbed feet), the shape is bold and wacky – and set to be the biggest nail trend of 2025. According to the Beauty Pie trend report, searches for this early 2000s nail shape phenomenon have increased by a huge 463 per cent within the last six months – watch it (and your nails) grow. 

The It nail colours of 2025

It’s time to experiment with colour and design this year, from punchy patterns and intricate detailing to bright and powerful shades. Beauty Pie forecasts hibiscus nails to take the top spot, perfect for summery months with pretty pastels and petal hues to transport you to a tropical escape. Next up is tortoiseshell nails to bring in an autumnal nail art style, then Greek Goddess, where nails are painted with gold, blue and white polish for a feminine, elegant look, nodding to Greek mythology and Aphrodite-style glamour. Black cherry will also be a popular contender for luxurious and expensive-looking nails.

Press-on manicures 

The press-on nails trend is still going strong and will continue its stardom into 2025. A great damage-free alternative to salon manicures, and a handy quick fix when needing painted nails fast, there’s no wonder they’ve been a popular choice in the last few years, and they’re here to stay. Available in an array of colours and patterns, secure onto your natural nails with nail glue or adhesive and flaunt your DIY masterpieces (no one will know the difference).

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