A new year, a new set of trends (and trending moments) set to sweep the beauty industry. Trends drive sales and can even offer fertile growing ground for new brands to emerge. But in a time where the speed of launch is ever-quickening and viral products change the competitive landscape overnight, how are trends themselves changing in nature to adapt?Amid shifting cultural values and social media acceleration, the traditional concept of trends is being challenged. As access to trends has been granted to all, thanks to the power of the online world, there are more voices than ever before determining the “it” brand of the moment or coining the term that will set the tone of industry launches moving forward. Subcultures and niche audiences continue to thrive and grow, creating new pockets of growth opportunities, but also a more discerning customer.BeautyMatter spoke to three entrepreneurs with their finger on the pulse—Moj Mahdara, Managing Partner and co-founder of Kinship Ventures; Jennifer Carlsson, founder of Mintoiro; and Christopher Sanderson, co-founder of The Future Laboratory—about the stakes of trends in 2025, differentiating the quick hit from the slow burn, and how brands can successfully navigate these new complexities.Given the current speed of the beauty industry, does the term “trend” still hold the same significance it did 10 years ago?Moj Mahdara: Not at all. What still holds true are movements, communities, modalities, and education. The days of buying an audience and figuring out retention later are over.