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 Innovations
Brands 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.”
Animal-Derived Ingredients
Vegan and plant-derived skincare ingredients have become a main focus over the last five to ten years, but Manessa Lormejuste, a beauty scientist and product developer, predicts a total 180-degree pivot into animal-derived ingredients. Lormejuste believes this is a budding area of opportunity.
"With the rise of biomimetic ingredients like peptides and the increasing discourse on social media around beef tallow, the market seems primed for brands to explore animal-derived ingredients—provided it can be done ethically and sustainably, perhaps sourced as a byproduct of existing industries," she says.
An Evolution of the Acne Category
Tamar Kamen, a beauty product developer, believes that the acne category still has room to grow, particularly in the mass, masstige, and prestige segments. Sephora’s existing prestige brands, like Caudalie, Dr. Dennis Gross, and Murad, have all recently introduced new lines targeting acne. According to Kamen, Sephora has been investing in it more in 2024 and plans to continue in 2025. The retailer's primary target customer right now is the under-25 age demographic, and acne is the most pervasive chronic skin condition for that age group. She predicts 2025 will see a continuation and expansion of acne products across nearly all price points (aside from luxury), but definitely masstige.
Kamen predicts the evolution of [acne] will come from nontopical skincare alternate formats, like acne dots and silicone patches for acne scars. Within the acne category, Tamar also sees an increase in tinted hybrid skincare/makeup products. Consumers want to cover their acne while it's still red and healing, so she anticipates seeing more tinted skincare serums to meet this need.
Skincare for Chronic Skin Conditions
In addition to acne, Kamen sees more brands releasing products that address various chronic skin conditions, such as eczema, psoriasis, rosacea, and cold sores. Abreva, the most recognizable cold sore brand, is off-patent, which gives other brands licenses to use the previously patented technology. Products currently available over the counter (OTC) will start entering the mainstream beauty and skincare aisle. Kamen also sees this potentially expanding into the nail category with a nail polish that treats fungus.
"Many of these things have already happened, but maybe they were before their time," says Kamen. "Now that we're talking about these 'icky' categories, it'll be better received."
Rethinking Fragrances in Skincare
"Clean beauty" advocates are becoming more aware of the fragrances in their skincare and bodycare products, which means that brands have to think twice about how they're fragrancing the products they develop. Essential oils are more "natural" than synthetic fragrances, but they can also be highly irritating for those with sensitive skin. Consumers want to use skin and body products that smell good, but brands have to be careful about how they choose to fragrance their products, especially as more skincare brands expand into bodycare. Kamen believes there should be more transparency around fragrance in skincare to put consumers at ease.
Ingredient Innovation and Education
Dr. Ekta Yadav, MD MBA MS, host of the beauty podcast Skincare Anarchy, believes we’ll see a surge in ingredients created via biotechnology, such as synthetic peptides and fermented extracts, providing sustainable alternatives to conventional ingredients.
“These new compounds offer superior performance with a lesser environmental impact, supporting the global trend towards sustainable practices and offering tailored solutions at the cellular level,” she says.
Brands like Debut and Formula Fig have already started bringing biotech innovations to market, but one of the challenges of this emerging category is educating the consumer on what biotech is and how brands are utilizing it to optimize their products.
“If we expect new technology and innovation in the market, this requires education to be successful,” says Kailey Bradt, founder and CEO of Syndeo. “If you tell the consumer information, without providing the education around the value of the information, it’s meaningless.”
On the opposite end of the spectrum, K18 is an example of a brand that was able to pioneer a new category and successfully communicate its unique benefits to consumers.
“Work with professionals who have the educational background to speak about your innovations, utilize the professionals online and offline, and let’s see what happens,” says Bradt.
Artificial Intelligence (AI)-Powered Skincare Customization
AI is here to stay, but how will brands utilize it in the upcoming year? Experts say it will play a pivotal role in tailoring skincare regimens. Dr. Yadav can see AI’s advanced algorithms being used to help analyze genetic profiles, environmental factors, and personal habits to recommend a customer’s ideal skincare routine.
Dave Skaff, co-founder and Chief Operating Officer at Geologie, sees AI playing a pivotal role at every stage of the funnel in 2025. “With consumers starting their journey on AI chat solutions like chatGPT and Gemini or AI recommendation engines like TikTok, brands will need to power their solutions by AI and data, leveraging technology to create personalized recommendations and formulas that cater to individual skin needs,” he says.
“Cleanical” Skincare
Sustainability remains a top priority, but consumers want more. Clinical efficacy is the next frontier of clean. Dubbed "cleanical" skincare, this trend is nothing new. Brands have always had to prove their products work in some form or another. However, there has been an emergence of skepticism around online reviews and how businesses conduct their consumer perception testing.
Bradt sees the future of claims substantiation tied to the consumers who are actually using the products. “It’s a merging of reviews, microinfluencing, and consumer perception testing where there is a new element at play to tie it all together: storytelling,” she explains.
Storytelling is key for building brand trust and, now, product validation. Bradt cited the way that Experiment Beauty seeded their Software Lip Balm product to customers and microinfluencers before launch, getting real reviews and storytelling before the first day of sales. “We’re going to see more of this, perhaps taken even one step further,” she predicts.
“This year, I think we will see some brands testing out live reviews on site with actual customers who have been using the products and are able to share testimonials with video, before and after photos, and humanize the ‘proofing’ process, sharing how the product actually worked for them. It’s digitizing word of mouth, in a way.”
Ingredient: Exosomes
On the topic of ingredient innovation, multiple experts expect exosomes to become more prevalent as consumers continue to focus on highly efficacious skincare that delivers precise results. “Couple this with biotech’s ability to navigate sustainability, and all skincare brands will need to flex their scientific muscles to compete,” says Lisa Mattam, founder and CEO of Sahajan, an Ayurvedic skincare brand.
Neha Chandan, MD, MPH, a dermatologist and skincare advisor for Vice & Virtue, says that exosomes have the potential to rejuvenate and repair skin at a cellular level. “These tiny vesicles derived from stem cells are packed with growth factors and proteins that can address a variety of skin concerns,” she says.
Daniel Isaacs, Chief Product Officer and founding partner of Medik8, is placing his bets on photo exosomes, an innovative plant ingredient that’s hailed for its skin rejuvenating properties.
“Exosomes comprise a cocktail of natural bioactive encapsulated in a protective bubble, containing signaling molecules like peptides, nutrients, and other bioactive, which can exert benefits on the skin,” says Isaacs. “Due to their small size, the plant-sourced delivery system securely delivers a handful of proteins, lipids, and messenger molecules fast and effectively into the skin, sending signals to enhance skin health.”
Ingredients: Miniproteins
Dubbed “the next generation of peptide technology” by Isaacs, Miniproteins are small but mighty.
“They slot in at the interface between peptides and proteins, taking on both characteristics for double the benefits,” he explains. “Their small size makes them similar to peptides in bioavailability and penetration into the skin. However, their ability to fold into a complex 3D structure allows them to fit into receptors and therefore gives them protein-like potency.”
In plain terms, Miniproteins are more powerful than peptides due to their ability to penetrate the skin barrier and reach their target cells more effectively.
Ingredients: Omni-Antioxidant Acetyl Zingerone
“Derived from ginger, this powerful antioxidant is labeled an ‘omni’- antioxidant due to its remarkable ability to defend against multiple types of free radicals for optimal antioxidant protection,” says Isaacs. “Expect to see it in vitamin C formulas acting as a booster due to its environmental protector properties.”
Ingredients: Plant-Based Adaptogens and Botanical Extracts
Adaptogens are becoming essential in skincare, particularly in bodycare products like mists, lotions, and oils. Consumers are looking for skincare that not only improves their complexion but also promotes overall well-being.
"I see a rising trend of using plant-based adaptogens and botanical extracts like chamomile, lavender, or reishi mushrooms in bodycare products, particularly those targeting relaxation and sleep,” says Sonia Singh, founder and CEO of Sonela.
Ingredients: Beta-Glucans
Known for hydrating and repairing the skin barrier, these antioxidant-rich polysaccharides are poised to become a cornerstone in consumers’ routines.
“With their natural origins in oats, yeast, and mushrooms, beta-glucans are gaining traction as a powerhouse ingredient for hydration, barrier repair, and overall skin health,” says Sonia Gaillis-Delepine, founder of the soon-to-launch skincare brand Verdoie.
Neurocosmetics and the Mind-Skin Connection
Dr. Yadav predicts there will be a rise in neurocosmetics, featuring compounds that interact with the skin's neuroreceptors to positively affect emotional states.
"This approach embodies a more comprehensive view of beauty, linking psychological health with skincare, and supports the growing wellness industry by fostering mood improvement and stress reduction,” she says.
Microbiome Balance
Dr. Yadav sees skincare products evolving to actively manage the skin's microbiome, with a focus on balancing the ratios of different bacterial species for optimal skin health.
“This evolution goes beyond current microbiome products by aiming to precisely adjust the microbial community structure,” she explains. “Understanding and manipulating these ratios could lead to targeted therapies for skin disorders, reflecting a nuanced comprehension of skin as a balanced ecosystem where the interplay between different bacteria species is key to health.”
Probiotics, prebiotics, and postbiotics are central to formulations targeting the skin’s microbiome, addressing issues like eczema and acne through a holistic approach. Dr. Chandan sees products designed to support and balance the skin's microbiome gaining traction as more people realize the connection between skin and gut health.
“As we continue to understand the connection between our skin and gut microbiomes, this has the potential to impact how we treat and prevent inflammatory skin conditions,” says Dr. Vaidya.
Sophisticated Ingredient Delivery Methods
The use of cutting-edge delivery systems such as microencapsulation, nanocarriers, and transdermal delivery will become more widespread, according to Dr. Yadav, improving how active ingredients are delivered to the skin.
“These advancements ensure that beneficial compounds reach their targets more effectively, minimizing waste and maximizing results in response to consumer expectations for high-efficacy products with fewer components,” she says.
From Anti-Aging to Skin Longevity
The skincare conversation is reframing products that target signs of aging to products that promote skin longevity, focusing on cellular health and vibrancy. Innovations in neurocosmetics and exosome treatments are at the forefront of this movement.
“This innovation is seen in Dr. Medion’s Spaoxy Gel Mask, an effective CO2 mask that utilizes carbonic acid to promote skin health and rejuvenation,” says Kyoko Getz, Director of Education at Shiko Beauty Collective. “CO2 enhances blood circulation and oxygen delivery to the skin, boosting collagen production, stimulating cellular regeneration, supporting lymphatic drainage, and improving skin permeability.”
Dawn Hilarczyk, Chief Operating Officer of Borghese, believes that longevity science and stress-reducing skincare go hand-in-hand, improving the skin on a cellular level with ingredients that promote longevity. Borghese has been doing this for over 20 years with ingredients that energize the cells, such as adenosine triphosphate and murumuru seed butter. Hilarczyk predicts that consumers will want to remedy not just the physical effects of stress but the emotional and mental consequences as well. Brands will need to provide both as benefits to the consumer. She cites a recent survey that claims 52% of consumers declared they will be healthier in the next five years based on key priorities they have implemented for longevity and wellness.
The Rise of Biosurfactants
Biosurfactants are set to replace synthetic surfactants like sodium lauryl sulfate (SLS). Derived from natural sources, they offer gentle cleansing and are biodegradable, making them both skin-friendly and sustainable.
Anisha Khanna, founder of Sonage, believes that surface-active glycolipids like rhamnolipids are emerging as the future in face cleansers. Produced by microorganisms, glycolipids are alternatives to synthetic surfactants like SLS and other sulfates, commonly found in many cleansers on the market today.
“Unlike SLS, which can be harsh and irritating to the skin and eyes, biosurfactants are milder and more compatible with skin proteins and lipids, therefore providing effective cleansing and foaming while maintaining skin moisture and less irritation,” says Khanna. “Additionally, biosurfactants are biodegradable and have a lower environmental impact compared to traditional sulfates, which can persist in aquatic environments.”
Men’s Skincare Reaches Its Inflection Point
“As the stigma around male grooming fades, more men are getting interested in caring for their skin,” says Dr. Chandan.
Skaff agrees, remarking that men’s skincare has “officially” arrived, with younger generations leading the charge. “More than half of all US men use skincare now (and over 68% of Gen Z!), and the category has grown nearly 100% every year since 2022,” he says. “The wait is over.”
The men’s skincare boom has led to a broader shift towards inclusive, gender-neutral products. While some skincare brands may target men directly, other newer brands are taking a gender-neutral approach, which seems to be resonating with today’s consumer.
The Medicalization of Beauty
“The line between beauty and aesthetics continues to blur as consumers incorporate both products and treatments into their beauty regimen to achieve the most efficacious results,” explains Marla Beck, CEO of BeautyHealth. “We anticipate this will continue to accelerate in 2025, given consumers are demanding greater efficacy and putting their trust in professionals to achieve the results they are looking for.”
Solar-Responsive Skincare
Consumers are becoming more aware of the dangers of too much sun exposure. Formulations that adapt to environmental stressors like UV exposure reflect consumers' demand for smarter, more responsive products. “Products that adapt in real-time to UV exposure, heat, and pollution exemplify the demand for solutions that align with evolving environmental challenges,” says Gaillis-Delepine.
Skincare Meets Bodycare
The bodycare category is evolving rapidly, with new products targeting the skin on the rest of the body using the same clinically proven ingredients once reserved for facial care. “From decollete serums to leg-firming creams and hand serum treatments, this segment continues to represent a significant growth opportunity,” says Gaillis-Delepine.
Clinical Validation
Unlike color cosmetics, there isn’t an immediate visible before and after impact when it comes to daily skincare treatments. Skincare brand Colorescience’s consumer surveys have consistently shown that clinical results are a top purchasing consideration because they serve as proof of a treatment formula’s efficacy.
“Consumers will look increasingly to brands that deliver strong clinical results to demonstrate the safety and functionality of their skincare treatment products,” says Kay Seiden, Senior Director of Global Marketing at Colorescience.
