Top 9 Beauty Trends in The Industry (2025 & 2026)

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beauty trends

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The beauty industry is growing ever so quickly. At this point, the Beauty & Personal Care market is getting bigger by 3.33% every year, currently projected to generate more than US$ 600 billion in 2024.

Along with the growth of the beauty market, so has the variety of products and ingredients being sold. Many of these come and go with the trends, but some have stayed tried and true, timeless, functional, and a staple in the industry.

However, just knowing these isn’t enough. You need to stay up to date with the new trends in beauty and what’s going on in the industry so you know what to do next with your business. 

social media for beauty trends 2025

Social media is a hotspot for discussions about beauty products, many turn to social media to share their feedback, reviews, and experiences for products they use. Many others also use social media to sell their products as these platforms are slowly integrating markets or shops.

Through social media, you’ll be able to find a lot of information about trends, how they’re going, and why they’re successful, and using this, you can figure out whether this is worth investing in or not. 

On top of skincare and makeup products, beauty technologies are also starting to emerge. A main playing factor in this is AI, usually for personalization and analyses, which a lot of people really like. Since beauty products are very varied, AI has most people in a chokehold.

Let’s look into it more. What is trending in the beauty industry?

This 2024, the beauty retail trends have been leaning toward sustainability, diversity, and anti-aging. Though this has been a thing since 2023, it’s gaining even more traction now.

1. Sustainability and Biotechnology Coming Together

Since sustainable materials started booming, cosmetic industry trends started leaning more toward sustainable ingredients and methods, and this usually came in the form of natural ingredients and renewable sources. 

However, nature isn’t always the answer. Before, how natural ingredients were acquired involved large farmlands, industrial farming, and natural oil extraction which produces pollutants as byproducts. Though seemingly good, the process of acquiring these is actually not doing the environment a favor.

farming and skincare beauty trends 2025

This is where biotechnology has taken a foothold. It moved the spotlight of sustainability from the packaging to the beauty products themselves.

Biotechnology uses both biology and chemistry to formulate skincare ingredients that are grown—not manufactured—in a lab which lessens the resources needed to cultivate that same ingredient while also creating an equally effective ingredient.

One of the frontrunners of biotechnology is Biossance’s botanical squalane, typically from a shark’s liver but this time, they derived it from sugarcane. With the population of sharks going down, the use of sugarcane, which only needs 1 sq. km of land, has helped the ocean regain its balance.

2. Clean Beauty – Going All Natural

More and more consumers are starting to look at the ingredients in beauty products. As they start being more conscious of their purchases, the need for going the more eco route is also becoming more urgent.

Because of this, the global organic beauty market is projected to reach a value of more than US$ 15 billion by next year, 2025. The rising demand is also expected to increase even further as more consumers are becoming more aware. 

clean beauty tiktok

This is what the beauty industry refers to as “clean” and this word has been used for skincare, makeup, cosmetics, hair care, and even body care. In Tiktok alone, Clean Beauty gained its own category and the top videos have reached more than 4 million views. 

Many beauty businesses like Sephora also followed through and created their own Clean Beauty category in their stores both physical and online. 

3. From PPE to PPC – Protective Personal Care

As the global heat levels start to rise the concern for sun exposure is also starting to rise. In response to that, the demand for sun protection products are starting to pop up.

UV protection has long been part of skincare routines but even more so now, consumers are becoming more conscious of the sun damage on their skin.

On the other hands, pollution is also a continuing problem which consumers are becoming more aware of for their skin. 

Protective Personal Care

As this progressively gets worse with climate change, it’s projected to increase demand for protective health and personal care products to prevent sun and pollution damage.

4. Online Selling on Tiktok and Instagram – the New Mainstream

As the number of influencers increase by the day, so has sales from social media platforms. Many sellers have taken to social media to start selling their beauty products as not only do people spend a lot more time on social media sites, they are also more compelled to buying them when they see them organically.

Around 76% of consumers have bought products posted by the brand itself on social media because of the exposure. 11% of those bought immediately through the post while others bought online or later in a physical store. 

Even those who weren’t originally interested in the product were compelled to buy them as it seemed appealing to them. One thing about social media is its targeted algorithms which increases the likelihood of the user’s willingness to buy the advertised products.

Some platforms have also integrated an online shopping platform for their users to buy and sell products. Facebook and Tiktok are one of the many platforms that have now effectively implemented this method and many sellers have found success in selling and advertising their products here. 

tiktok shop

Shortform videos are also becoming the most watched and most consumed form of media especially among the younger generation. Tiktok is dominating the shortform video platforms, being one of the pioneers in the current boom of shortform videos. With 1 billion active users back in 2021, Tiktok has only been growing more since then. 

But for existing brands, Instagram, which many brands use to solidify their branding and increase engagement, has also adopted a shortform video section in their site. Many who are more accustomed to using IG have opted for it rather than Tiktok. 

With videos working together, sales have increased considerably, with Tiktok having 89% of its users making the purchase after seeing the beauty product there.

Content and influencer marketing is worth talking about on these platforms as Tiktok being the primary driver of shortform videos and beauty content, has provided a platform for influencers to showcase the products more effectively. 

The Ordinary is one such brand that benefitted a lot from influencer marketing on Tiktok. Their Peeling Solution, the blood-red serum specifically, spiked up to a 426% increase in sales when a tiktoker, @kaelynwhitee, shared her success story of battling acne and coming out on top with smooth skin. And that’s only organic engagement!

influencer battling acne

I’ve received tons of questions on this product. Please use it properly and be safe.💖 #fyp #foryou #skincare #theordinary

♬ Love Songs x No Police Funk Mash Up – L.Dre

5. Men’s Beauty Products – A Rising Demand

One of the hottest beauty trends in the market right now is men’s beauty and personal care products. Seeing a steady rise in terms of market size in increments of around US$ 5 billion, the market is projected to increase even more in the coming years.

With the advent of a new era of skincare and makeup, men are also starting to expand their horizons from simply beard care to skincare and cosmetics as well. The main driver for this? Male celebrities getting into skincare and some even starting their own line. 

Brad Pitt launched his own skincare line, Le Domaine Skincare, who uses grapes (note: natural ingredients) and their antioxidant characteristics as the unique selling point of his line. 

Le Domaine Skincare by Brad Pitt

For the younger generation, there’s also Pleasing by Harry Styles but this time, it’s nail lacquers. Endorsing it himself, he emphasizes that his products are ones that he himself would use. 

Pleasing by Harry Styles

With these new launches and many more, men have started to also become more open to adopting skincare routines and purchasing other cosmetic products.

Here in Rixin Cosmetics, part of our expertise is the production of professional men’s skincare and grooming products. We also have a men’s skincare brand, Mantisfy, which has been featured before on GQ, Vogue, and Wired Magazine. 

If you want to launch your own men’s skincare line, you can check out our private label men’s skincare products. You can create your own line of products depending on your own preference with our help. Our products are made with natural ingredients, of course, as recommended above, and our top priority is to provide your customers with the best skincare experience.

6. Inclusivity and Diversity

With the calls for diversity and inclusivity coming out, a lot of beauty brands get called out for not having inclusive products. This is especially prevalent for the darker skinned community as they struggle to find products that suit their skin well.

Inclusivity and Diversity from influencer

#stitch with @Bellamy James Why do makeup brands not make darker foundation shades 😭 #browngirlmakeup #inclusivity

♬ original sound – Monica Ravichandran ✨

With Generation Alpha growing up with internet and becoming more and more active on online platforms, they have also been leaving an impact on beauty brands as they’re slowly expanding their products to the new generation. Being younger and having a different culture, the call for inclusivity is even stronger.

Not just the products, but also the advertisements also play a factor in how the consumers feel about the brands. Different ages, skin types, body types, sexualities, and consideration for special conditions need representation and most of the time, this is where beauty brands come up short. 

Black brands actually only make up 2.5% of the industry and still, 11.1% of beauty consumers are black. Due to the growing demand for more inclusive products, Black brands get a relatively higher median revenue, about 89 times higher, than other beauty brands.

Skincare ingredients like Vitamin E and C are also high in demand for the darker skinned consumers but there’s considerably less of these products. 

Fenty Beauty is currently one of the biggest multicultural makeup lines in the market. Their main selling point is the diversity and inclusion in their products that they constantly advocate for. On top of that, they feature a variety of models in advertising, plus-size models, gender-neutral products, and products that suit dark skin. In doing so, consumers feel seen and heard by the brand and are more compelled to choose Fenty Beauty over other brands.

7. Anti-aging Cosmetics

Despite Gen-Alpha entering the market, there’s still a lot of demand in the industry for anti-aging cosmetics. With retinol, hyaluronic acid, peptides, Vitamin C, and exfoliation gaining traction last year and even more so this year, anti-aging products are still selling like hotcakes.

The thing about this is, it’s not just the aged population who are buying them. Young adults, mostly in their mid-20s to 30s are also purchasing these products as it also helps with acne and prevents aging to achieve that smooth clear skin. 

8. Biohacking Our Skin

While anti-aging cosmetics are enjoying their spotlight right now, there’s also a rising trend where rejuvenation trumps anti-aging. Rather than trying to prevent aging, these beauty products actually promote aging. 

Essentially, how this works is by allowing the aging process to happen, you are also promoting skin regeneration. This is because pro-aging treatments penetrate deeper into the skin and have a longer lasting effect as compared to anti-aging. 

The thing about this is it uses your body’s natural functions and capabilities, and simply encouraging it so that it restores and renews your skin cells more quickly.

9. Emotional Well-being Is Skincare

What many people seem to forget is emotions and mental health also affect our skin health. Now emotional beauty is starting to gain more traction as one of the most effective ways to take care of your skin. 

Having a negative self-image and low self-esteem can lead to a lot of stress and anxiety, which in turn, can trigger a lot of skin issues like acne. It can also cause some unwanted habits to form like skin picking or stay too long under the sun. 

Although the pandemic ended years ago, many still feel the effects of it, especially in self-care. Choosing wellness at home and prioritizing improving their mental well-being are some of the ways that many people used to cope with the isolation. As an effect, surprisingly many of the Gen Z started believing in pseudosciences like clairvoyance and astrology among other things. Around 58% of French people alone practice and let these beliefs guide their life.

This is how emotional beauty has evolved ever since the pandemic ended and the realization of the need for self-care arose. And it is continuing to grow with #crystaltok now having more than two billion views on Tiktok.

5 Emerging Beauty Technology

With beauty products, science was never too far off. Although previously the focus was on formulas and chemical compositions, beauty brands are innovating new avenues to improve the beauty experience.

1. AR and AI Hyper-Personalization

The forerunners of beauty tech: AI. AI is being used in a lot of fields and beauty and cosmetics is one of them. One of the new beauty trends is hyper-personalization. That means providing your consumers with the most personal shopping experience.

This can come in the form of analyses, filters, quizzes, and more. 

First and possibly the oldest of the bunch, virtual try-ons and filters. Filters have been around for a while but only recently has it started becoming widely used for promoting beauty products.

Through the use of make up filters, users are able to “try on” the makeup virtually and see how it looks for their skin. The best thing about this is all the user needs is a smartphone and the app to try on the filters.

Many consumers have also expressed their excitement about skin analysis tests, color analysis tests, and other types of tests that let them know what products suits them the best. Using AI, the technology analyzes the different aspects of their skin and determines the different characteristics that they possess including skin type, acne, dark spots, and more

Through this analysis, the algorithm can provide them with the most suitable beauty products for their skin. Cetaphil is among the brands that have used this method and they did it through a specialized application on mobile.

Cetaphil AI Skin Analysis Test

Along with skin, lips can also be analyzed. The Lipcure Beam, awarded in the CES 2024 Digital Health category, is a device that can do lip diagnosis, care, and makeup all in one unit. Developed by Amorepacific, this was proven to be effective in not only creating the most optimal combo for your lip, but also restoring your lip’s health.

With body care booming right now in the industry, hair analysis also hasn’t fallen behind on the current beauty trends. Although not as accessible, MYAVANA has developed a hair analysis lab where consumers can visit and get their hair tested. 

Using advanced algorithms and sensors, they can assess the quality of the hair and scalp and determine what products are most recommended for that person.

2. Wearable Beauty Devices

Physical health affects skin health. That has always been true and many have started to realize that skincare isn’t enough to keep their skin healthy and smooth. Because of that, smartwatches and fitness bands have started to become a beauty industry trend as well.

These devices help monitor heart rate, sleeping patters, skin damage, mood changes, and activity levels of a person. These health indicators can say a lot about people and can say a lot about why their skin is the way it is.

The Evie Ring is one such example, with its sleek and minimalist design, it can go with almost anything while still performing its function of monitoring health. It’s especially catered toward women as it also tracks menstrual health and hormonal functions.

3. 3D-printed Makeup

Makeup has never been more customized than with the custom 3D-printed makeup that’s taken over the beauty industry. 

Among the most popular ones is the YSL Rouge Sur Mesure Custom Lip Color Creator which allows you to design your own lip shades and even bring them on the go with its built in compact. 

This recently blew up when a lip color, the “bunny tongue” lip, went viral in Chinese equivalent of Tiktok, Douyin. Many sought to recreate the color or find lip products that matched the color of the bunny tongue. Naturally, given such a task, the YSL lipstick printer delivered just that.

3d printed makeup from tik tok influencer

Replying to @kira Can we create the viral bunny tongue lip shade using @YSL Beauty Rouge Sur Mesure? I used the “cool nude” cartridge trio here

♬ Bossa nova(262254) – And More Music

4. Smart Mirrors

Like an even more accurate version of filters with the addition of skin analysis features, smart mirrors have also taken to the market. What these do is scan your face and tell you what aspects of your skin you need to focus on and also recommends products for you to try for your skin. 

It also has additional quality of life features like adjustable lighting and voice-enabled controls. You can also try on makeup looks using its built in software and the virtual try-ons are also more accurate because of the embedded cameras. 

One of the top results for smart mirrors is the HiMirror, coming in a compact size, it has a touch screen where the user can adjust the settings or get recommendations from. 

5. Virtual Beauty Advisers

As various social media and shopping platforms have taken over the beauty industry, so has technology advanced further to accommodate the consumers and make their experience more personal and efficient.

To help with this, many beauty brands have incorporated AI into their websites as virtual consultants that help consumers find the perfect product for them. 

Ulta, for one, has an AI-powered beauty adviser that asks users questions which help it determine which products suits the consumer’s needs. 

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There are so many factors affecting what starts trending but also, some just seem to appear out of nowhere. As unpredictable as trends are, there are still ways to somehow predict what’s in store for the future of the cosmetics industry. 

The key to keeping up with the times is to know where and how they take form. In today’s society, majority of it comes from social media or other popular online platforms. It’s worth checking out the previously mentioned social media platforms like Tiktok and Instagram. 

It’s also good to look into what demographics are more likely to be interested in beauty products. These things all contribute to the emergence of new trends. 

Of course, while there are trends that seem like they’re out of nowhere, trying to hop on trends as a seller can be rather difficult as the risk is higher. Instead, trends should become your guiding light for the future.

The Growth of the Beauty Industry

Trends come and go and its these trends that greatly influence the flow of the market. While some are fleeting and only last a few months, some that have proven their effectiveness and sustainability in the industry have solidified their place in the market.

As a beauty brand, knowing these changes will not only help you know what sells but also what to expect in the future. Now that cosmetic tech is starting to emerge with more and more innovations, AI and AR technology has also started entering the industry. 

Among all of these, the most common themes that have stayed strong are personalization, sustainability, innovation, and surprisingly online platforms. Despite having to go online involuntarily for a period of time due to the pandemic, the adjustments have also made most people more inclined to use online platforms.
Overall, health and beauty industry trends are always changing but tech in beauty is still in its early stages—with lots of room for innovation and improvement. All looking towards creating a more personalized experience for the consumers.

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