Beauty Market Trends for Skincare Brands in 2025
Being part of Selfnamed gives me a front-row seat to both sides of the beauty industry coin.
On one side, there’s the market itself—the big picture. It’s all about consumer behavior, patterns, and the data that pushes the industry forward. How people shop, use products, and hype them up to their friends, family, and followers.
On the flip side, I work closely with emerging and established beauty brands who’ve chosen the private label skincare route. It’s fascinating to watch them strategize and build their product lines from scratch.
Believe it or not, these two sides don’t always go hand in hand. Brands can get so wrapped up in their own business data that they forget to zoom out and ask, “What do consumers actually want?” And that means they can miss out on key trends and shifting behaviors.
That’s why I’m here – to help bridge that gap in 2025. This article is about opening up new possibilities for beauty brands, based on my own market observations and research done by reputable companies. Taking a step back to see the forest, not just the trees.
So let’s get into it! This article features the 5 beauty market trends every brand should take into account when working on their 2025 lineup. And if you’re interested in more insights and trends, download the full research.
Clean beauty reigns supreme
Honestly, it’s getting repetitive to talk about clean beauty and sustainability every year. Because it’s not really a trend, but rather a staple that’s here to stay for a long time. Yet brands still occasionally sleep on its importance, even though such market leaders as Walmart feature these products, clearly signalling that there’s a lot of potential in the niche.
When it comes to skincare and clean beauty, there are several aspects that brands should pay attention to.
First and foremost, it’s all about the product. Customers continue to value organic or natural ingredients, making them a key factor in purchase decisions.
In fact, a report from Nosto concluded that 68% of people are looking for products described as “clean” and 59% of people are influenced by products that are described as “natural and organic”.
Similarly, 66% of shoppers are seeking out eco-friendly brands and products, with 55% saying that they’ll pay more for sustainability.
But it’s not just about the ingredients. Customers also care deeply about how your business impacts the environment—whether it’s through sustainable production practices, eco-friendly packaging, or greener shipping methods.
So, make sure every aspect of your business aligns with sustainable practices—get all your ducks in a row.
And don’t forget to communicate your values and practices to the consumers. It’s easy to assume that people will understand on their own. But they might not. So your task is to speak about those efforts again and again.
Living longer as the ultimate goal
Living long has never been so fashionable!
People are intentionally adjusting their wellness routines to improve their future selves, aiming to live healthier and longer lives. Many now believe they’ll be in better health in the coming years thanks to exercising more, taking time off to rest, and using a variety of products.
For example, take a look at the trends of products that contain NAD+, a coenzyme found in all living cells that plays a crucial role in various biological processes, particularly in cellular repair.
And, indeed, it’s not just a statistic. Market is filled with products that contain NAD+ and promise anti-ageing properties.
Using these and many other anti-aging products is no longer exclusive to older generations.
Being a millennial man, it took me a while to get started with any kind of skincare. But looking around now, I see 12 and 13 year olds making sure to use moisturizers, SPFs, and other skincare products so they wouldn’t have to suffer the consequences later. They’re focusing on products that might have slower results. No magic “your skill will look smooth in one night” promises.
And the skincare industry is catching on, creating bright, colorful brands that appeal to Gen Alpha more than to any other generation.
Source: Bubble
So for any skincare brand out there this means two things:
Make sure your product line has those long-term products and that you communicate this with your customers.
Consider your target audience carefully. Are you overlooking younger demographics who have traditionally shown less interest in skincare? If so, now is the perfect time to rethink your approach.
Multi-purpose products
At one point, every person who was even a little bit interested in skincare than the average joe was also expected to be a chemist. Their bathroom shelves were full with ingredients so specific that it almost felt like a lab.
And while there will always be people who lean into that lab-like approach, I’m now seeing an opposite shift—people who want to do less but get more. Think minimalist routines with powerhouse products. Brands similar to Biossance are nailing this vibe with product like their Squalane + Probiotic Gel Moisturizer: one product, multiple benefits, no fluff.
Source: Biossance
It’s not just a moisturizer—it’s basically a Swiss Army knife for your face. It calms redness, soothes irritation, reduces excess oil, minimizes pores, supports a healthy microbiome, and probably even files your taxes… but only if it’s in an exceptionally good mood. Other brands are following suit with multi-purpose products filling their shelves.
And you can see a related trend leaning towards multi-purpose solutions on TikTok as well, amplified in typical TikTok fashion. Products are being used in unexpected, off-brand ways, such as:
Vaseline used for slugging as a moisturizer
Calamine lotion being repurposed as a primer for makeup.
Athletic tape used as a DIY face-lift hack.
CeraVe Healing Ointment applied as a highlighter for a dewy look.
Monistat Chafing Gel touted as a budget-friendly makeup primer.
Hair gel applied to eyebrows for a laminated effect.
Market intelligence agency Mintel also notices a similar trend. They write: “Consumers will no longer work hard on their beauty routines but rather work smarter, repurposing products like self-tanners as bronzers or using Vaseline for skin ‘slugging,’ maximising their effectiveness with minimal effort.”
Time for prestige beauty
According to market research firm Circana, prestige beauty is stealing the spotlight, growing at a solid 7%. Meanwhile, mass beauty products are growing at 2%.
But what exactly is “prestige beauty”? Simply put, it’s the world of high-end, luxury beauty products and services. It’s about premium quality, an air of exclusivity, and price tags that set them apart from your everyday drugstore staples.
A common misconception among brands is that entering the prestige beauty market requires a fortune. Not true. Prestige beauty is less about deep pockets and more about how you position your brand.
So, yes, of course, you do need quality formulas and ingredients. But what truly sets prestige brands apart is the attention to detail in every touchpoint—sleek packaging, elevated design, and a polished brand presence across social media, marketplaces, and physical stores.
If you’re building a skincare brand from the ground up, consider aiming for the prestige sector. It’s not the easiest path, but it can give you a competitive edge and open the door to higher margins and a more loyal customer base.
Personalization through AI and AR
Personalization has been a recurring trend on virtually every “top trends” list for the past decade. Yet, when talking to skincare brands, I often notice them dismissing it, citing the complexity of the industry as a barrier to embracing personalization.
But it’s definitely worth a conversation. After all, 71% of today’s consumers expect to receive a personalized experience when they shop, and McKinsey’s research shows that personalization can have a direct impact on the customer life cycle.
Nearly 80% of consumers are more likely to make repeat purchases from a company and recommend that company to a friend or family member if the company provides a personalized experience.
Mostly because it’s practically impossible to customize a product for every individual. But here’s the thing—you can guide customers toward the right products and combinations that work uniquely for their needs.
Brands with deeper pockets are taking personalization to the next level. For example, JCPenney Beauty introduced an AI beauty advisor that, according to their data, boosted customer engagement and improved purchase conversion rates.
But even without a big budget, there are plenty of ways to make your customers feel personally cared for. Think educational content that provides valuable insights, helps create personalized skincare routines, and guides consumers through the overwhelming sea of options in the market.
Here’s to a successful 2025
As we head into 2025, one thing’s for sure: the beauty market isn’t slowing down. Trends like sustainability, personalization, and prestige beauty are reshaping the industry, and if you’re not paying attention, you’re already behind.
If you’re interested in learning more (as you should be), download our full research on the beauty industry in 2025.
Here’s the deal: consumers expect more—more transparency, more innovation, and more connection. If you’re not thinking about how your brand fits into these trends, you’re missing out. But let me tell you, it’s not about jumping on every shiny new bandwagon. It’s about knowing your audience, understanding what matters to them, and showing up in a way that feels authentic.
So here’s my advice: take a hard look at where your brand stands and how you can do better. Whether it’s upping your sustainability game, using tech to create a more personalized experience, or leveling up your brand to play in the prestige space, the opportunities are out there. The question is—are you ready to grab them? Because 2025 isn’t waiting for anyone.
