The skincare category has experienced massive growth in recent years, especially at the mid-range and masstige levels. According to Circana’s Complete Beauty Insights data, this segment is outpacing prestige skincare brands, growing six times faster. Prestige skincare was the softest growing category across US department and beauty specialty stores through the third quarter of 2024, with dollar sales up 3%. This outcome was driven by a decrease in average pricing, indicating that consumers increasingly favor lower-priced skincare products in prestige department beauty retail stores. As 2024 comes to a close, what’s next for skincare?Looking ahead, BeautyMatter spoke with industry leaders, brand founders, and category experts to find out what skincare trends will shape the landscape in 2025.Proven Old-School Ingredients Paired with New InnovationsBrands walk a delicate tightrope when it comes to skincare formulations. Consumers want newness, but they also want the familiar effectiveness of ingredients they’ve come to know and trust over the years.Gilah Elul, co-founder of the skincare brand Muri Lelu, faced this dilemma when she saw an opportunity to use full-flower hemp extract in the brand’s formulations, which was less known a few years ago. Full-flower hemp is an anti-inflammatory powerhouse, but it’s even better when combined with other ingredients.“Instead of seeing it as a flash-in-the-pan trend, we knew that it would be a hero ingredient and use it in all of our products,” she says. “Most recently, we paired it with granactive retinoid, which makes for an incredible anti-aging product minus the redness and irritation.