The Strategic Guide to Beauty Trends 2025 for Beauty Brands

At Evolut, we’ve analyzed 50+ TikTok beauty trends 2025 videos from the most known experts and professionals (like Dr. Mamina Turegano or ‘Ron Chemist’ – the chemist behind Hailey Bieber’s rhode skin ).

We also?did an extensive Reddit research to uncover key consumer-driven beauty trends for 2025.

More importantly, what they mean for beauty brands’ social media and marketing strategies.

If you manage beauty brands or run social media marketing campaigns, here’s how to leverage these insights for better engagement, brand positioning, and beauty sales.

From TikTok Trends to Beauty Sales

Without a doubt, TikTok trends in 2025 will be a major force driving beauty trends, influencing both product development and social media strategy for beauty brands.

That’s why we analyzed all the TikTok videos on beauty trends 2025 and makeup trends 2025 in English, Spanish, German, and French, alongside our deep, rabbit-hole-style research in subreddit communities.

Our goal? To uncover what experts and consumers are really saying, identify key correlations, and integrate them into this strategic guide.

Beauty Trends 2025

1. The Rise of Individualism

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Consumers are moving away from one-size-fits-all beauty trends and instead working on their own unique, signature looks.

Rather than blindly following every new micro-trend on TikTok, they are curating a personal aesthetic.?

This shift means that consumers no longer see beauty as trend-based, but rather as a way to express who they are through consistent beauty choices that feel authentic to them.

Tips for Brands

• Instead of marketing products as 'must-have trends,' position them as tools for self-expression, helping consumers define and clarify their personal aesthetic.
• Encourage users to share their signature beauty looks using your products through branded hashtags, social media challenges, or UGC videos.
• When ‘real people’ show how your products helped them achieve their personal beauty goals, it builds social proof and inspires other potential buyers.
• Whether it’s dewy skin, bold eyeliner, or a natural flush, makes others want to recreate that success for themselves with your products.

• Instead of transactional, one-off influencer partnerships that simply promote the latest trend, brands should focus on long-term collaborations with creators who have a strong, recognizable personal aesthetic.
• These influencers have a dedicated audience that trusts their beauty choices, making them far more persuasive than trend-chasing influencers who jump from one viral product to the next.
• By choosing influencers whose signature beauty style aligns naturally with your products, you’re not just paying for exposure – you’re embedding your brand into their authentic beauty routine.
• This allows them to communicate why your product fits into their aesthetic and why their audience should consider it too.

• Do not send PR packages to 100 random beauty influencers. This era has come to an end, as this Business of Beauty article correctly referred to the phenomenon.

Influencer Beauty Reviews VS. Reddit

Recently, we took a deep dive into Reddit communities to explore their opinions on influencer beauty reviews. We’ve compiled the key findings in this video:

2. The Skincare Minimalism Paradox

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Consumers aren’t abandoning skincare – in fact, it’s still a top priority, but the 10-step routine era is over.

We can call it ingredient overload fatigue. Consumers are tired of layering multiple actives (e.g., retinol + AHAs + niacinamide) and dealing with irritation, sensitivity, or product conflicts.

Now, people are prioritizing moisture, repair, and gentle ingredients.

Instead of using separate serums for each concern, consumers prefer multifunctional products that save time, money, and bathroom counter space.

Tips for Brands

• Beauty brands should use short-form video content to explain and educate WHY fewer products can still achieve better skin results.
• Shift from marketing complex, multi-layered routines to intentional, high-performance skincare with fewer steps.
• Consumers in 2025 aren’t just looking for minimalism – they want skincare that works smarter, not harder.
• Instead of overwhelming them with multiple serums and actives, focus on how your products simplify and enhance their routine.

• Consumers tend to trust dermatologists, estheticians, and medical experts over traditional beauty influencers when it comes to skincare advice.
• To build credibility, brands should incorporate science-backed messaging and authoritative voices into their campaigns.

Brands like Dr. Barbara Sturm and Augustinus Bader have a competitive advantage because their founders are medical professionals, which naturally reinforces their expertise.

However, even if your brand doesn’t have an MD or PhD at the helm, you should still establish authority by collaborating with dermatologists, skincare scientists, or estheticians.

3. The Return of Full-Face Makeup

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After years of 'clean girl' minimalism dominating beauty trends, bold, statement makeup is making a comeback in 2025.

Consumers are shifting away from ‘barely-there’ aesthetics and endorsing full-face glam, defined features, and expressive eye looks that highlight individuality and artistry.

The resurgence of bold lip liners, metallic eyeshadow, and structured blush placement is fueled by Y2K (meaning 'the year 2000') nostalgia.

Tips for Brands

• Shift from No-Makeup Makeup to Statement Looks content. Users need inspiration, not just product ads.
• Leverage step-by-step reels showing how to achieve 2025’s full-face glam looks.
• Highlight throwback-inspired makeup collections, positioning them as modern takes on 90s/Y2K beauty.
• Everyday beauty creators will be key in driving adoption of bold looks (vs. over-polished celebrity endorsements).
• Play with grainy filters, VHS effects, and old-school magazine layouts in marketing visuals.

4. Affordable Luxury & Drugstore Dominance

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Consumers are becoming more strategic with their beauty spending - cutting costs where they can but still splurging where it matters.

Instead of blindly purchasing high-end products across all categories, they are prioritizing value and performance, opting for affordable drugstore essentials while selectively investing in premium, long-lasting makeup staples.

Many shoppers are realizing that affordable drugstore shampoos and treatments perform just as well as luxury alternatives.?

While cutting back on big beauty expenses, consumers are still willing to invest in prestige beauty items that feel like a treat, such as long-wear foundations, high-performance lipsticks, and luxury fragrances.

High-value skincare and makeup hybrids (e.g., tinted serums, multi-use balms, SPF foundations) are in high demand.

Tips for Brands

• Premium makeup brands should promote long-wear, multi-functional, and highly pigmented products to justify the cost.
• Instead of 'high-end,' position premium products as long-term investments ('One lipstick, 12-hour wear, zero reapplications').
• If you’re a mass-market brand, create content comparing your affordable products to premium competitors, showing equal (or better) results.
• Highlight how budget-friendly options perform just as well as premium products.
• Consumers are more likely to buy in bulk. With rising costs, shoppers are looking for ways to stretch their beauty budget without compromising on quality.
• To help consumers save money, offer bundles, refillable packaging, and subscription discounts. More consumers are opting for refillable packaging too.

5. The “Unpolished” Beauty Aesthetic

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Consumers, especially Gen Z are moving away from overly filtered, hyper-polished beauty content and embracing a more authentic, raw, and relatable aesthetic.

Instead of flawless, airbrushed skin and perfectly sculpted features, the new beauty standard celebrates visible pores, natural brows, and 'lived-in' makeup that embraces imperfection.

Platforms like TikTok reward authenticity; creators who show unedited skin, raw application techniques, and realistic makeup wear tests often outperform heavily edited campaigns.

Tips for Brands

• Brands should avoid heavy smoothing filters in campaigns, raw, textured skin will resonate better.
• Instead of polished product shots, run '8-hour wear test' videos to show how products actually perform over time.
• Run campaigns highlighting real customers, makeup mishaps, and experimental beauty moments.
• TikTok-style 'get ready with me' (GRWM) content will perform better than overly-produced studio ads.

6. More Natural-Looking Procedures

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The era of overfilled, hyper-sculpted faces is fading, and consumers are seeking subtle, undetectable enhancements over extreme cosmetic work.

Instead of chasing dramatic transformations, they are opting for refined, natural-looking procedures that enhance features without drastically altering them.

Consumers have grown tired of the homogenized, overdone aesthetic (think overly plumped lips, exaggerated cheekbones, and frozen foreheads).

They now favor results that preserve individuality rather than make them look like a copy-paste influencer.

Aesthetic patients no longer want procedures to be obvious; they want results that look like great genetics rather than cosmetic work.

Treatments that deliver gradual, long-term improvements (e.g., fat transfers, collagen-boosting procedures, and regenerative skincare) are replacing temporary, high-maintenance injectables.

Instead of overfilling lips with injectables, more people are opting for subtle lip lifts, which provide a natural-looking youthful enhancement.

Tips for Brands

• Consumers are rejecting the term 'anti-aging' and prefer language like 'skin longevity' or 'preventative beauty'.
• Use models with subtle, naturally enhanced features, rather than exaggerated lip and cheek enhancements.
• Feature before-and-after results that show realistic improvements, not overly photoshopped or exaggerated transformations.

7. The Rise of Fragrance Wardrobing

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Consumers are moving away from a 'signature scent' mindset and instead building fragrance wardrobes. A collection of different perfumes for different moods, seasons, and occasions.

At the same time, hyper-personalized fragrance experiences (e.g., custom-blended perfumes, scent layering, and AI-driven fragrance matching) are gaining popularity, allowing consumers to curate unique scent identities.

Just like fashion and makeup, people see perfume as an extension of their personal aesthetic, switching scents to match their daily vibe.

The 90s / #Y2K revival is extending into fragrance as well, with gourmand vanilla, body mists, and powdery scents making a comeback.

What Should Be Taught in Schools

Aurezzi , originally known for its luxury mouthwash, has just redefined the category with its latest launch: a ‘mouth perfume.’

This is branding genius – they’ve taken an everyday product, a simple mouth spray, and lifted it into a luxury experience by positioning it as a perfume for your breath.

Their product page copy perfectly reinforces this premium narrative:

‘Flood your mouth with decadence—this golden mouth spray erases the echoes of extravagant feasts, stolen kisses, and late-night toasts, leaving your breath refreshed. Best applied like perfume—anytime, anywhere. That’s confidence; take a spritz.’

Tips for Brands

• Encourage consumers to curate multiple scents for different occasions, rather than committing to just one.
• Show how different scents can be mixed to create a customized personal fragrance profile.
• Offer scent personality quizzes or personalized recommendations to match users with their ideal fragrance.
• Icon launch a 'Scent Wardrobe Challenge' on TikTok, where users showcase different perfumes for different days of the week, driving engagement and UGC.

Conclusion of Beauty Trends 2025

The beauty industry isn’t just evolving, it’s undergoing a fundamental shift.

The trends we’ve highlighted for 2025 aren’t just short-lived TikTok crazes; they represent a deeper consumer rebellion against outdated marketing tactics and inauthentic branding.

If your beauty brand is still pushing overhyped, over-filtered influencer campaigns, you’re already losing consumer trust.

If you’re still banking on overpriced salon exclusivity while drugstore brands are innovating, you’re getting outpaced. If you’re not actively listening to how real people are redefining beauty, you’re marketing to a consumer that no longer exists.

The 2025 beauty consumer is not mindlessly following trends. They see through lazy marketing, and they won’t buy into brands that don’t evolve with them.

So, what’s next?

Brands that survive and thrive will be the ones that lean into personalization, empower self-expression, and deliver real value, not just hype.