LOOKFANTASTIC has released its highly anticipated 2025 trend report, shedding light on the future of beauty, as captured through sales and search data from the previous year. This analysis reveals what consumers are gravitating toward and what brands can expect as they prepare for the new year.
At the forefront of the report is Buying Director Lillie Ellis, who spoke to the British Beauty Council about the direction of beauty trends. She highlights, “The 2025 beauty landscapes are all about embracing individuality and playful self-expression.” This perspective indicates users are moving beyond traditional beauty norms and instead, exploring personalized beauty routines.
Among these anticipated trends, the growing preference for certain fragrances stands out. The report reveals consumers are increasingly drawn toward vanilla scents, with the top-selling fragrances of the past year confirming this trend. Aromas such as Armani Sí, Yves Saint Laurent Libre, Prada Paradoxe, TOM FORD Oud Wood, and Lancôme La Vie Est Belle, focus on vanilla variations. These offerings cover everything from light and crisp to lush and dessert-like scents, showcasing vanilla's versatility.
Also gaining momentum is what LOOKFANTASTIC labels as the “Undetectable Era 2.0.” This trend encourages makeup consumers to seek products boasting skin-like finishes and longevity—a reflection of the current consumer desire for flawless, yet natural looks. Products such as Estée Lauder Double Wear Foundation, Clinique Black Honey Lipstick, NARS Radiant Concealer, and Drunk Elephant D Bronzi Bronzing Drops, have dominated sales, illustrating the demand for effective luxury cosmetics with minimal effort.
With consumers becoming more educated about their skincare options, there’s also been notable growth within the body care sector. Ellis emphasizes how individuals are shifting from just basic hydration post-bath to seeking out innovative products. For example, the INKEY List Glycolic Acid Exfoliating Body Stick and First Aid Beauty KP Bump Eraser Body Scrub are leading sales as consumers invest more time and effort on body treatments. Ellis notes, “People are beyond just moisturizing; they want products to amplify their ‘everything showers.’” This evolution indicates body care is set for a significant overhaul with more focus expected on integration and enhancement of skin routines.
It’s not just about cosmetics and fragrances either; hair care and skincare are experiencing equally notable changes. With the beauty community continuously educating itself, the impact of science-backed skincare is becoming increasingly influential, compelling brands to innovate and provide more effective topical solutions.
LOOKFANTASTIC's forward-looking report encapsulates both the necessity and the excitement of innovativeness within the beauty industry as we head toward 2025. With consumers dictifying their beauty routines, brands will need to be more adaptable and inventive, meeting the rising expectations of individualized and scientifically-advanced products. To find out more on these predicted trends, check back on LOOKFANTASTIC's website.