As we step into the new year, the beauty world is buzzing with excitement, bringing fresh takes on old favorites and next-gen innovations you’ll want to incorporate into your routine ASAP. In 2024, we saw plenty of minimalist makeup, dewy skin, and a heavy dose of barely-there beauty… but don’t get comfortable just yet.
In 2025, beauty is set to turn up the volume with trends that embrace self-expression, make bold statements, and further advancements in skincare. From the high-tech promise of exosomes transforming your skin to the resurgence of purple eyeshadow and press-on nails, the year ahead will include much-anticipated innovation—and a whole lot of fun.
Ahead, we’ve rounded up 2025’s top 10 most-anticipated beauty trends.
1. Goodbye, Nail Salons; Hello, Press-Ons
Press-on nails are nailing it as the ultimate manicure trend, and for good reason. Gone are the days of flimsy, one-size-fits-all options—today’s press-ons are luxe, customizable, and so realistic they’ll have everyone thinking you just walked out of a salon.
Brands like Nail Reformation, Lost Angels, and Glamnetic are stepping up big time with designs that rival professional nail art—think chrome finishes, intricate patterns, and perfect shapes—all for a fraction of the price of a salon visit. Plus, who has time to spend hours in a chair (and front a $120+ bill) when you can get the same look at home in minutes? Whether you’re into minimalist neutrals or bold statement nails, there’s a press-on for every look.
2. K-Beauty Takeover
K-beauty is officially on track to dominate the beauty world in 2025, and honestly, we’re not mad about it. This isn’t just a passing trend; it’s a full-on beauty revolution.
With the market projected to hit a jaw-dropping $34.40 billion USD by 2032, K-beauty is making waves in the U.S. beyond sheet masks and snail serums (although, let’s not forget how iconic those are). What sets K-beauty apart? Its commitment to innovation and serious results, with skincare saviors that deliver deep hydration and radiance that have beauty buffs hooked.
What’s fueling the K-beauty craze? First, e-commerce platforms like Amazon have made the must-haves more accessible. Combined with the viral power of TikTok, the effective products are now only a click away. It’s a perfect storm of accessibility, innovation and social media buzz.
3. All That Glitters
Get ready to shine (literally), because glitter is gearing up to be the makeup trend of 2025. According to Rea Ann Silva, MUA and CEO of Beautyblender, this year’s sparkle renaissance will take playful enhancements to dazzling new heights. Think: micro-glitters delicately dusted on lashes and brows, vibrant eyeshadows that shimmer with a variety of textures and finishes, and the triumphant return of heavy metallics that channel a futuristic, space-age feel. Glitter isn’t just for special occasions anymore—it’s your go-to for turning any look into a statement.
But don’t worry, this isn’t about looking like you fell into a craft drawer. The glitter resurgence is all about strategic shine. High-shine products like will be used in a more refined way, applied selectively to enhance features like cheekbones, eyelids, or even the Cupid’s bow. It’s a subtle yet striking approach to makeup that elevates your glow without going overboard.
4. Embracing Exosomes
Move over hyaluronic acid: 2025 is all about exosomes, the futuristic powerhouse that’s about to take over your skin and hair care routines. These microscopic messengers, which play a key role in cell-to-cell communication and regeneration, are revolutionizing everything from face serums to lip care. With FDA-approved clinical trials validating their potential, exosome-infused products are delivering next-level hydration, anti-aging benefits, and even solutions for thinning hair. It’s not just self care—it’s science, and the results are seriously impressive.
Dermatologists are already raving about exosomes, proving that they’re more than just a trend; they’re the future of beauty, offering real results for every inch of your self-care routine.
SŌM
SŌM is redefining lip care with its medical-grade exosomes that not only hydrate, but work to visibly reduce fine lines, boost collagen production, and leave your lips plump and smooth without the need for fillers.
Plated Skin Science
Packed with billions of platelet-derived exosomes, this game-changing formula creates an optimal scalp environment, boosting thickness, reducing shedding, and even combating damage from tight hairstyles or over-processing.
5. Purple Perfection
Purple is the new neutral. Whether it’s soft lavender hues on the eyes or rich plum on lips, the vibrant shade is being modernized and ready to take on 2025.
One of the easiest ways to incorporate purple into your everyday look? Lavender halo eyes. Dust a layer of a light purple shadow around your eyes to create a haloed effect that’s perfect for no-makeup makeup lovers. Add a swipe of waterproof mascara to define your lashes, and boom—you have a next-level eye look with little-to-no effort required.
And if you’re not already obsessed with purple lipstick, you should be: purchases of plum, mauve and purple-toned lipsticks have soared by 103% year over year, according to Adobe Analytics, proving that the bold-yet-wearable shade is here to stay.
7. Fragrance Maxxing
Forget spritzing a single fragrance onto your wrist—this year, we’re layering scents for a completely personalized experience. Whether it’s combining your favorite perfumes with scented body oils, lotions, or even hair mists, fragrance maxxing allows you to build a rich, multi-layered scent profile. This trend gives you the freedom to experiment with your scent to create something that feels completely custom.
Pro tip: If you’re new to layering your fragrances, Mona Kattan, founder of Kayali, recommends applying each aroma in the order of their intensity. Spray the most intense of your fragrances first, and the lightest last.
7. Black Cherry Lips
If there’s one makeup trend stealing the spotlight this year, it’s the black cherry lip: a sultry, sophisticated statement that’s equal parts timeless and on-trend. The rich, versatile hue elevates everything from barely-there makeup looks to full-glam moments.
“This look has and always will be classic and chic, and we are continuing to see it on both red carpets and runways, globally,” says Alexandra McCormick, Hourglass Cosmetics Director of Global Artistry Development. To nail the look, start with a precise lip liner, then saturate your pout with your favorite matte red lipstick to really saturate the lips with color. Finally, finish off with a glossy balm (like McCormick’s holy grail, the Hourglass’ Phantom Volumizing Glossy Balm in Red 0) to give the lips a high shine-finish.
8. Cat-Eye Revival
Guess what’s clawing its way back into beauty? Cat eyeliner. That’s right, after Gen Z had us thinking eyeliner was over, the timeless eyeliner flick is making a fierce revival in 2025. Everyone from Selena Gomez to Zoë Kravitz and Ayo Edebiri are rocking sharp cat-eyes as of late, so you know they’re here to stay.
The trick to nailing the look is all in the angle. Follow the natural line of your lower lash for a subtle lift, or go bold with a dramatic wing for full-on drama. To really nail the shapde, use a felt-tip liner for precision, then clean up any smudges with a dab of micellar water on a cotton swab. Easy, elegant, and flattering… what’s not to love?
9. Full Body Skincare
Skin care isn’t only about the face anymore—after all, the face and neck only account for 3.5 percent and 2 percent of our skin’s total surface area, respectively. This year, body care is going to extend far beyond a quick slather of lotion. Think: exfoliating serums, retinols, and body masks that treat your skin from the neck down with the same love you give your face.
The new wave of body care is all about indulgence and efficacy, with chic packaging, high-performance ingredients, and scents so dreamy you’ll ditch your perfume. Whether it’s smoothing rough patches, boosting hydration, or just making your skin glow, body care has never been more luxurious—or more essential to your beauty routine.
10. Big, Bouncy Blowouts
This year, hair is going to be big… no, literally. Big blowouts and voluminous hair are officially back and bigger than ever before. Glossy waves, sky-high crowns, and bouncy, salon-fresh locks are going to continue to grace the heads of your favorite celebrities (looking at you, Sabrina Carpenter).
Achieving the look is easier than you’d think. With the help of a thermal brush or just a good ole’ round brush and blow dryer, you can give your strands seriously bouncy waves, no blowout appointment required. Don’t forget to finish with a touch of shine serum for an extra-glossy finish.
ABOUT THE AUTHOR
Alyssa Rotunno, Contributing Writer
Alyssa Rotunno is a beauty, fashion, and lifestyle writer who specializes in skincare, haircare, makeup, and the latest up-and-coming trends. Her work has appeared in InStyle, Real Simple, and more.
