LOOKFANTASTIC Reveals 2025 Beauty Trends

Google ‘aesthetic’ and one of the most googled questions is “Why is Gen Z obsessed with aesthetics?". With ‘cores’, ‘eras’ and ‘aesthetics’ evolving at lightning speed from ‘Undetectable Era’, ‘Cloud Skin’, ‘Mob Wife’ to ‘Aura Beauty’, the appeal of personalised and playful beauty has gone mainstream, with Millennials and Gen X getting in on the ‘aesthetic’ action.

At the home of iconic beauty – LOOKFANTASTIC, we have a ton of rich data we’ve tapped into and analysed. With access to our own in house beauty experts – our buying team, alongside shining the spotlight on the LOOKFANTASTIC 2024 icons with everyone’s favourite skin and body care brand – Sol de Janeiro taking the number 1 spot, we’ve predicted the biggest and hottest trends and beauty behaviours for 2025, from smelling expensive to skincare backed by science and experts.

We didn’t stop there – we asked our little AI friends to also weigh in and predict the top 5 2025 beauty trends. What’s exciting is how closely our experts' predictions align with AI’s- proving just how spot on their insights are. Read on for our predictions and how they compare with AI’s, but first...

Most searched products on LOOKFANTASTIC in 2024

Most popular products on LOOKFANTASTIC in 2024

LOOKFANTASTIC, the Original Beauty Experts

The rise of ‘aesthetic’, ‘core’ and ‘era’ trends reflect a broader cultural movement towards authenticity, self-expression, and holistic beauty practices in 2024, driven largely by TikTok where beauty enthusiasts share their unique takes on these evolving aesthetics, which are also a playful way to experiment and swiftly move on.

In 2024, the beauty landscape continued to evolve, seeing a fascinating shift in consumer preferences, with multifunctional products, sustainability, and personalisation taking centre stage. We spoke to the LOOKFANTASTIC experts, including our Buying Director, Lillie Ellis, to reveal the biggest beauty predictions for 2025.

Let's explore the trends that are shaping the beauty industry. We predict:

Smelling Expensive

The fragrance market in 2024 was dominated by luxury brands, with a strong consumer preference for sophisticated scents.

Luxury fragrances transcend aesthetics; they can have a profound impact on our emotions - self-confidence and wellbeing. It’s also highly personal, and while ‘expensive’ scents evoke a certain allure, you don’t have to spend big to smell ‘expensive’.
We continue to see a gravitation of customer spend towards the more intense levels of perfumes with a surge in demand for Eau de Parfums, Absolutes, and Extraits, reflecting a desire for bolder, longer-lasting scents that leave a lasting impression.
Fragrance enthusiasts are opting to layer multiple scents to create their own customised, personalised scent, while understanding which top, base and heart notes you prefer on your skin, and trialling which last all day on you will help you find your perfect scent in 2025.

– Lillie Ellis, LOOKFANTASTIC buying director

Vanilla and caramel gourmand fragrances have emerged as the most searched category on TikTok, with 2.9 million searches for "vanilla gourmand fragrances" alone, reflecting a 141.1% increase in interest over the past month

Vanilla is our number 1 top note on LOOKFANTASTIC. Vanilla's sweet and creamy scent evokes feelings of comfort and nostalgia, making it particularly appealing across diverse demographics.

– Francesca Whitehead, LOOKFANTASTIC senior fragrance buyer

Oud-based fragrances, exemplified by Tom Ford's "Oud Wood", continue to captivate Western audiences, showcasing a growing appreciation for complex, woody aromas. Simultaneously, gourmand fragrances remain popular, with consumers still drawn to sweet, rich scents that evoke indulgent experiences. However, there's also a noticeable trend towards fresher, more versatile fragrances that can be worn throughout the year, indicating a desire for adaptable scents suitable based on occasions and seasons.

Top 5 Fragrances in 2024 (all have vanilla base notes)

Undetectable Era 2.0

2024 was the ‘undetectable era’ where cosmetic procedures became more discreet and undetectable. For the cosmetics category, there is a strong preference for products that enhance rather than mask natural features – enter undetectable era 2.0, with a focus on multifunctional items that blur the line between makeup and skincare.

Consumers are gravitating towards products that offer a radiant, skin-like finish, as evidenced by the popularity of luminous foundations and concealers. There's a growing demand for long-wearing formulas, indicating a desire for makeup that can withstand the demands of busy lifestyles.

The success of products like bronzing drops and tinted moisturisers points to a preference for makeup items that offer skincare benefits, further emphasising the trend of hybrid beauty products and the ‘I woke up like this’ natural beauty aesthetic.

The enduring popularity of cult classics, such as Clinique's Black Honey lipstick, suggests that consumers value tried-and-true products that offer subtle enhancement. Meanwhile, the strong performance of setting sprays indicates that makeup longevity remains a key concern for many users (because we didn’t really ‘wake up like this’, did we?)

Brow products continue to hold significance in makeup routines, reflecting the ongoing importance of well-groomed brows in overall facial aesthetics. This trend aligns with the broader movement towards natural, enhancing looks that accentuate one's features rather than dramatically altering them (let’s leave brow blindness in 2024).

Top 10 Cosmetics Products for 2024

Multi-Step Beauty Beyond the Face

Skincare, Back by Science and Experts

Skincare continues to reign supreme, especially a strong consumer preference for targeted, science-backed formulations. This trend reflects a growing sophistication among skincare enthusiasts who are increasingly ingredient-savvy and results-oriented.

Active ingredients remain at the forefront of skincare innovation, with retinol, niacinamide, and vitamin C leading the charge. These powerhouse ingredients are prized for their proven efficacy in addressing a wide range of skin concerns, from fine lines and wrinkles to uneven skin tone and texture.

The rise of multi-purpose products, exemplified by the success of La Roche Posay's Cicaplast Balm, indicates a shift towards streamlined skincare routines. Consumers are gravitating towards versatile moisturisers that can tackle multiple skin issues simultaneously, offering both convenience and efficacy.

Chemical exfoliation continues to gain traction, with products like The Ordinary’s Glycolic Acid Toner seeing high popularity. This trend suggests a growing understanding of the benefits of gentle, consistent exfoliation for maintaining healthy, radiant skin.

There's also a notable focus on barrier repair, with products designed to support and strengthen the skin's natural protective layer gaining favour. This trend aligns with a holistic approach to skincare that prioritises overall skin health rather than quick fixes.

Tech-driven skincare is making waves, with at-home devices like facial toning tools and LED masks piquing consumer interest. This trend points to a desire for professional-grade treatments that can be easily incorporated into daily skincare routines.

Top 10 Skincare Products for 2024

Iconic Hair Era

Coco Mocoe has a ‘Hollywood Hair’ theory and we’ve seen a lot of innovation in this category, as it continues to evolve consumers are showing a strong preference for multifunctional products and versatile styling tools. This trend reflects a desire for efficient, effective haircare solutions that can address multiple concerns and styling needs simultaneously.

Bond-building treatments remain at the forefront of hair care innovation, with products that repair and strengthen hair bonds seeing continued popularity. This trend indicates a growing awareness among consumers about the importance of hair health and the desire for salon-quality results at home.

Frizz control products are in high demand, suggesting that consumers are seeking long-lasting solutions for smooth, manageable hair. This trend aligns with the broader movement towards effortless, polished looks that can withstand various environmental conditions.

The rise of multifunctional styling tools demonstrates consumers' preference for versatile products that can achieve multiple hairstyles. This trend towards multi-use tools not only offers convenience but also appeals to those looking to streamline their beauty routines and reduce clutter.

There's also a growing awareness of heat damage and a corresponding interest in safer styling options. This trend suggests that consumers are becoming more educated about hair health and are seeking products that offer both style and protection.

Top 10 Haircare Products for 2024

Skin-ucation

Skincare can be overwhelming, from 10 step facial skincare routines to the ‘everything shower’ trend, and the body care, tanning, and wellness market is undergoing a transformative shift, thanks to a simplified approach to skincare and a demand for multifunctional products.

As consumers become increasingly aware of the intricate relationship between skin health, overall wellness, and appearance, they're seeking out less products that do more! They’re seeking sophisticated treatments. For example, the popularity of chemical exfoliation products for the body reflects the demand for effective, advanced solutions.

Sun protection has emerged as a non-negotiable step in skincare routines. The surge in searches for sunscreen products underscores the growing understanding of sun damage's long-term impact on skin health. This trend signals a shift in consumer perception, positioning sun care as an essential daily practice, not just a seasonal concern.

LOOKFANTASTIC’s What the SPF?! Summer campaign resulted in +15% growth YoY in SPF sales, further supporting the heightened consumer awareness of the importance of incorporating SPF in their routines daily.

How do you like your peptides?

Serum, shampoo, makeup? Peptides – the collagen-boosting skincare ingredient reaching almost 150k google searches (21 November – 24 December) have been on our radar this year, but they’ll be on everyone’s lips (and eyes, skin....) next year.

Peptides are a must-have for those looking to slow the skin’s ageing process and incorporating peptides into your routine can help reduce wrinkles, making skin smoother and more elastic, promoting overall skin health.

- Lauren Starkey, senior skincare buyer

From Pantone’s ‘Mocha Mousse’ to Pinterest Predicts trend ‘Cherry Coded’, the "food as aesthetics" trend in beauty leverages the visual and sensory appeal of food to create captivating products. These items transform beauty routines into playful and indulgent experiences while social media amplifies this trend, showcasing these photogenic products and encouraging consumer engagement. While primarily focused on aesthetics, some products also incorporate natural food-derived ingredients, offering potential skincare benefits.

Top 10 Bodycare, Tanning & Wellness Products for 2024

Amongst all our predicted beauty trends for 2025, personalisation remains central to them all. Whilst the trends provide overarching themes, more than ever, consumers are firmly in the driving seat when it comes to making trends their own.

This year and beyond at LOOKFANTASTIC, we’re committed to empowering beauty lovers by offering the right products and tools driven by our insights and social listening- allowing them to create their own iconic routines.

We then asked AI for its top 5 2025 Beauty Predictions

Source: Perplexity

AI’s Top 5 Beauty Predictions for 2025

Multifunctional Products

The trend of "skin minimalism" or "elevated skinimalism," where consumers prefer fewer but highly effective products and the demand for products that offer multiple benefits will continue to rise. We'll see more:

Skincare-infused makeup, like foundations with anti-aging properties
Hair products that style and treat simultaneously
Body care items that moisturise and provide gradual tanning

Science-Backed Formulations

Consumers will increasingly seek products with proven efficacy:

Retinol, niacinamide, and vitamin C will remain popular active ingredients
Newer ingredients like ectoin may gain traction
Brands will invest more in clinical studies to validate claims

Sensory Experiences

Beauty products will engage more senses highlighting the importance of comfort and emotional well-being in beauty, with textures and scents designed to evoke relaxation and nostalgia:

Fragrances emphasising intimate, skin-like scents
Textures like "cloud-like" formulas in skincare
Colour cosmetics inspired by food (e.g., "espresso makeup", "chocolate-milk nails")

Wellness Integration

Beauty will further merge with overall wellness. This trend reflects consumers' increasing interest in achieving balance between outer appearance and inner health.

More ingestible beauty supplements targeting specific skin concerns
Aromatherapy benefits in fragrances and body care
Products designed to enhance sleep quality and reduce stress

Targeted Solutions

Brands will offer more specialised products:

Skincare addressing specific concerns like barrier repair and hyperpigmentation
Haircare tailored to diverse hair types and textures
Bodycare targeting areas like keratosis pilaris or cellulite

Eleanor Ansell Beauty Intern

From a young age I’ve been immersed in the beauty industry, getting my first job at a skin clinic and staying there for almost 5 years. My love for skincare was born from the constant exposure to new French pharma skincare products, award-winning supplements and revolutionary techniques to snatch your face. My go-to look is a dewy, natural base using a tinted moisturiser, enhanced by a colourful eyeliner. The Garnier SPF50+ Face Fluid and YSL Touche Éclat Blur Primer are my holy grails.