Cosmetics Business has unveiled its prediction for the top 5 beauty trends of 2025. Trends include:

The Ozempic effect

• The side effects of rapid weight loss on the skin due to Ozempic have increased the demand for procedures to restore facial volume and tighten sagging skin. Trends like 'snatched' look and 'ballet body' are becoming popular. The skin care industry will also be impacted in 2025 as focus shifts towards ingredients addressing rapid weight loss concerns. 

Eye make-up's bold return

• 2025 is expected to see the return of eye make-up, as maximalist looks return to the spotlight and eyeshadow takes the glitter ball. During October 2024, sales of eye make-up in the UK rose by 6%. There has been a rise in brands launching new eyeshadow palettes in recent months.

The rise of 'entertainment brands' in beauty

• The line between beauty commerce and entertainment has grown increasingly blurred with how they connect with young consumers. In 2025 consumers can expect beauty brands with their own Netflix shows, virtual try-on episodes and interactive storylines where viewers help decide product outcome.

The new rebellion

• There will be two polarising trends in 2025, the ‘brat’ imperfection and 'anti-woke' tradition, reflecting ideological differences among consumers. A polarising wave builds on the 'trad wife' movement with new brands launching with a “woke-free” mission.

Preventative skin care

• The Gen Z ‘baby Botox’ boom is evolving into a preventative approach that emphasises skin health over perfection. For the beauty industry, the focus on long-term skin health and the desire for sustainable results will open up opportunities across ingredients and product development.

For more information, visit cosmeticsbusiness.com.