Key Takeaways:

• Micro-transformations replaced megatrends, with consumers opting for small, low-commitment beauty shifts driven heavily by TikTok discovery.
• Functionality and sensorial payoff led category growth, from soothing skincare to expressive hair color and long-wear makeup innovations.
• Cultural fluency outweighed legacy, as brands that moved at platform speed became 2025’s winners.

Beauty in 2025 was defined not by a singular megatrend but by a series of powerful micro-shifts: ingredient-driven discovery, TikTok-powered virality, sensorial skincare, and quietly transformative product behavior. According to new insights from Spate, consumers moved away from the maximalist churn of past years and towards routines built on functionality, emotional payoff, and cultural relevance. In the 2025 beauty landscape, where algorithm literacy matters as much as product innovation, the brands winning aren’t necessarily the most established but the most culturally fluent.

Across skincare, haircare, makeup, bodycare, and fragrance, Spate’s multiplatform Popularity Index (combining Google, TikTok, and Instagram signals) maps a beauty consumer who is curious, experimental, and deeply influenced by creator-led discovery. Platforms are now the first gatekeepers of momentum.

Sensorial Skincare and Social Discovery

• Interest in collagen patches increased by 359.9% year-over-year (YoY), making them one of the fastest-growing skincare formats of 2025.
• Searches for milky toners grew by 132.0%, reflecting consumer demand for sensorial, gentle yet effective skincare.
• Red-light face masks saw a 53.4% increase in interest, as at-home treatment tools continued to gain traction.
• Hypochlorous acid spray grew by 50.4%, signaling strong consumer appetite for skin-soothing, barrier-supporting ingredients.
• Centella ampoules experienced a 47.9% increase in searches, maintaining K-beauty’s influence in calming and repair-focused skincare.
• Red-light wands rose by 12.8%, showing steady demand for portable, targeted LED treatments.
• Searches for Korean sunscreen declined by 5.1% on Google, although demand remained strong on TikTok.
• Interest in glycolic acid toner dropped by 14.3%, suggesting consumers may be shifting toward gentler exfoliation methods.
• BioRePeel searches decreased by 28.2%, indicating cooling momentum behind professional-style at-home peels.
• Snail serum saw a 33.0% decline, though the ingredient continues to trend upward on social platforms, particularly TikTok.

Consumer interest in skincare throughout 2025 pointed clearly toward gentle, functional, and treatment-style solutions. While sensorial, soothing formats and quick-payoff innovations surged, harsher or overly aggressive exfoliants showed signs of cooling, especially across traditional search. At the same time, tech-enabled at-home tools continued to rise, and K-beauty-led calming ingredients remained steady favorites. Overall, the pattern reflects a shift toward intuitive, skin-barrier-friendly routines that deliver visible results without irritation—paired with a growing preference for discovering these trends through social platforms rather than Google.

Haircare: Expressive Looks and Simplified Tools

• Interest in cherry cola hair increased by 123.8% YoY, making it one of the most expressive and fast-rising color trends of 2025.
• Searches for texturizing powder rose by 52.5%, reflecting growing demand for quick volume and effortless, lived-in texture.
• Interest in micro-bangs grew by 40.9%, signaling a continued appetite for bold, editorial-inspired cuts.
• Searches for heatless hair curlers increased by 30.3%, showing that consumers are embracing low-damage, low-effort styling tools.
• Interest in hair loss topical solutions grew by 19.5%, highlighting rising concern for scalp health and targeted treatment products.
• Searches for thermal brushes experienced a 6.2% lift, showing steady interest in simple, time-saving styling tools.
• The high burst fade hairstyle saw a 3.3% increase in searches, indicating slow but steady growth in precision clipper trends.
• Interest in mermaid braids rose by 1.4%, reflecting sustained, seasonal appeal for whimsical, texture-driven styles.
• Searches for boho knotless braids declined by 7.9%, though the style continues to maintain cultural relevance on social platforms despite the dip.
• Interest in scalp spa treatments dropped significantly by 43.1%, suggesting cooling Google search momentum even as TikTok continues to amplify scalp-care content.

2025 hair trends point to a blend of bold self-expression and practical, low-effort styling. High-impact looks, like rich red tones, micro-fringes, and airy textured styles continue gaining momentum, while easy-to-use tools such as heatless curlers and thermal brushes support a desire for low-damage experimentation. At the same time, scalp health remains a growing priority, though discovery has shifted away from traditional search and deeper into TikTok-driven education. Even as some styles cool in Google data, social platforms keep them culturally relevant, underscoring a broader pattern: Consumers are mixing expressive aesthetics with maintainable routines, guided heavily by real-time creator demonstrations.

Long-Wear and Low-Effort Makeup

• Interest in peel-off lip stains increased by 117.1% YoY, making them one of the fastest-rising makeup formats of 2025.
• Searches for eyebrow stains grew by 36.2%, highlighting strong consumer demand for long-lasting, low-maintenance brow definition.
• Cluster lashes saw a 30.4% increase in interest, signaling continued enthusiasm for customizable, salon-like lash looks at home.
• Searches for dark lip liner rose by 27.3%, reflecting a resurgence of bold, 90s-inspired makeup accents.
• Aegyo-sal increased by 16.6% YoY, reflecting the ongoing influence of K-beauty techniques that emphasize youthful, eye-brightening effects.
• Interest in mature skin makeup grew by 10.4%, indicating rising demand for age-inclusive complexion solutions.
• Searches for tubing mascara climbed by 9.1%, underscoring the appeal of smudge-proof, easy-removal lash formulas.
• Brown mascara increased by 7.7% as consumers continued to embrace softer, everyday eye looks.
• Interest in brown lip liner rose by 3.4%, showing steady demand for neutral, wearable lip-defining shades.
• Searches for “clean girl” makeup declined by 7.3%, signaling a gradual shift away from minimalist beauty toward more expressive trends.

The data showed a clear shift toward high-payoff, low-effort transformations, with consumers gravitating toward long-lasting stains, customizable lashes, and bold lip accents that deliver immediate impact without complex routines. At the same time, influence from K-beauty remained strong, particularly around techniques that create a soft, youthful dimension. The growing interest in age-inclusive makeup and smudge-proof, practical formulas suggests that performance and inclusivity are becoming non-negotiable foundations of everyday beauty. While softer, neutral staples continue to hold steady, the decline in minimalist clean girl aesthetics points to a broader move toward more expressive, personalized looks driven by social trends and creator-led experimentation.

Skincare Standards for Bodycare

• Glycolic body lotion saw a 164.8% jump, signaling a huge shift toward exfoliating, results-driven bodycare.
• Vanilla deodorant experienced a 44.9% rise, reflecting a strong appetite for warm, gourmand everyday scents.
• Searches for magnesium oil climbed 39.2%, suggesting growing interest in mineral-based relaxation products.
• Demand for the African net sponge grew by 37.5%, highlighting momentum behind culturally rooted exfoliation tools.
• Vanilla lotion increased by 27.0%, aligning with the wider consumer move toward comforting, sweet bodycare profiles.
• Unscented soap rose by 24.0%, showing continued preference for gentle, irritation-free cleansing.
• Engagement with vitamin C body lotion lifted 14.2%, pointing to rising enthusiasm for brightening body treatments.
• Vanilla body wash edged up by 10.7%, reinforcing the popularity of gourmand shower products.
• The “everything shower” trend ticked up 4.9%, showing modest but steady growth.
• Turmeric soap declined by 40.8%, indicating a significant drop in consumer attention toward the once-popular ingredient.

The data points to two dominant movements in bodycare: a strong pivot toward efficacy-driven products and a parallel rise in comfort-centric, sensorial routines. Exfoliating treatments and functional tools are seeing some of the fastest growth, suggesting consumers are prioritizing visible results and routine “upgrades.” At the same time, sweet, gourmand fragrances, especially warm vanilla profiles, are consistently climbing, revealing a clear appetite for soothing, mood-boosting scents. Gentle, irritation-free basics and relaxation-focused formulas are also trending upward, indicating that consumers are seeking both comfort and practicality in their daily routines.

Comforting Fragrances That Smell like a Dessert

• Marshmallow perfume surged by 91.7%, underscoring the explosive appeal of soft, sugary scent profiles.
• Oil-based perfume climbed 60.3%, reflecting growing interest in longer-wearing, skin-hugging formulations.
• Gourmand fragrances rose 57.6%, showing continued enthusiasm for edible, dessert-like notes.
• Caramel perfume increased 47.9%, signaling consumer craving for richer, indulgent sweetness.
• Musk perfume saw a 40.5% rise, highlighting renewed demand for clean, skin-scented signatures.
• Matcha perfume grew 38.9%, pointing to the rise of fresh, modern tea-based fragrances.
• Vanilla perfume lifted 19.3%, reinforcing its status as a comforting, evergreen favorite.
• Travel perfume edged up 6.5%, showing modest growth in portable, on-the-go formats.
• Perfume discovery sets rose 3.5%, suggesting steady curiosity around sampling and exploration.
• Watermelon perfume dipped 3.2%, indicating a slight decline in interest in fruity, summer-leaning scents.

The data suggests a strong shift toward comforting, intimate, and indulgent fragrance profiles, with sweet, sugary, and dessert-inspired scents showing the fastest growth. Softer, skin-like categories are also gaining traction, from longer-lasting oil-based formats to clean musk notes and modern tea-based fragrances, indicating a preference for perfumes that feel personal and wearable. Classic comforting scents continue to rise steadily, while practical formats like travel sizes and discovery sets show only mild growth, hinting at a more experience-driven than convenience-driven consumer mindset. In contrast, brighter, fruitier options are beginning to decline, suggesting a move away from playful summer scents toward richer, more cocooning olfactive themes.

2025 Beauty Brands Podium

Dr. Melaxin emerged as 2025’s breakout skincare disruptor, skyrocketing by 5,228% YoY by tapping directly into the year’s biggest consumer shift: fast and functional skincare. With search spikes concentrated around blackhead removal, exfoliation, and glow-up transformations, the brand became a TikTok staple, perfectly aligned with the platform’s obsession with close-up content. Hero formulas like the Peel Shot Keratin Care Kojic Acid Turmeric Spray paired trending ingredients with clear, on-camera payoff, mirroring wider market momentum around problem-solving products such as collagen patches, hypochlorous sprays, and red-light tools. In a year defined by quick fixes and ingredient literacy, Dr. Melaxin won by delivering immediacy consumers could see.

Based Bodyworks became one of the year’s most culturally in-sync grooming brands, rising 608.6% YoY by speaking fluently to Gen Z men—an audience newly energized by expressive, creator-led hair trends. With search booms around texturizing powder, heatless curlers, and “fluffy hair,” the brand leaned into TikTok’s trend cycles, pushing products that fuel experimentation without complexity. Its ascent was powered heavily by TikTok Shop, paid creator content, and concise transformation videos that matched the platform’s educational yet aesthetic tone. By reframing traditionally feminine formats through a male lens, “fluffy” instead of “voluminous,” Based Bodyworks offered men the tools to engage with beauty in a way that felt culturally natural, not performative.

Lattafa maintained its momentum as one of the fragrance’s most culturally resonant success stories, growing 102.1% YoY by bringing high-impact scent experiences to a price point perfectly matched for TikTok virality. As gourmand and warm, cozy scent profiles dominated 2025’s fragrance landscape, Lattafa’s bestsellers—Pride Pisa, Khamrah, and Yara—aligned with rising searches for marshmallow, caramel, and oil-based perfumes. The brand’s growth was driven by creator unboxings and casual reviews to emphasize affordability without sacrificing performance. In a year when fragrance discovery shifted heavily toward social proof and emotional storytelling, Lattafa proved that mass appeal plus creator amplification is enough to reshape the global fragrance hierarchy. 

Rhode continues its ascent as a defining prestige brand of the year, increasing 65.1% YoY by leveraging one of beauty’s most powerful assets: Hailey Bieber. With interest peaking around lip balms and blush, the same formats that dominate TikTok’s trend cycle, rhode operated at the intersection of celebrity-driven desirability and algorithm-friendly simplicity. The brand’s real-world activations mirror a broader shift toward experiential marketing and TikTok-touchpoints. In a year where clean girl aesthetics softened and expressive beauty surged, rhode managed to stay relevant by tying its product identity directly to Bieber’s personal aesthetic evolution, proving that personality-led branding now rivals traditional heritage strategies.

As we head into 2026, one theme is unmistakable: Cultural relevance now outweighs traditional brand equity. The brands that surged in 2025 weren’t the ones with the deepest heritage or the biggest ad budgets; instead, they were attuned to the speed and nuance of culture. 

Alongside this, the appetite for micro-transformations has redefined beauty experimentation. Rather than full-scale makeovers, consumers are embracing subtle, low-commitment tweaks, lip stains, cluster lashes, hair tints, and small-format styling tools, allowing them to participate in trends without abandoning their core identity. Beauty exploration has become incremental, personalized, and playful.

Spate’s 2025 data paints a clear portrait of today’s beauty consumer: sensorially driven, solution-oriented, and discovering products through the cultural lens of TikTok. The brands poised to win next will be those capable of operating at platform speed: translating cultural signals into products, formats, and content that feel immediate, intuitive, and emotionally resonant. In 2026, relevance won’t be a strategy; it will be a survival mechanism.