Beauty media platform Cosmetics Business has revealed that lilac has become beauty’s 2025 signature colour in the wake of Brat and Barbie summers.

The pastel hue has been dominating the cosmetics sphere this year, from packaging and marketing to product shades, despite colour specialist Pantone declaring brown Mocha Mousse as the colour of the year.

Lilac's appeal is in contrast to the bold, call-to-action colours that have taken the past two years by storm - lime green and hot cerise pink. Lilac’s newfound popularity signals a wider shift in what consumers are looking for and where a beauty brand’s attention should be focused.

This move to reset from loud colour storytelling also reflects the wider impact current economic and societal issues are having on consumers, such as the rising cost of living.

For more information, visit cosmeticsbusiness.com.