Labeling something as “trendy” often creates a negative connotation, but trends also serve as meaningful reflections of our time. They visually mark certain moments in our lives (for better or for worse) and can signal a fresh start—especially when it comes to the beauty industry. In honor of the new year ahead, we tapped a stable of beauty world experts and heavy hitters to help us sift through the best and worst of 2024 and source their best bets for 2025 beauty trends. Here’s to a little less lash extensions and DIY Botox and a little more beauty biotech and scalp skincare.
Featured image from our interview with Mary Ralph Bradley by Michelle Nash.
The Best 2024 Beauty Trends
Here are the things that experts predict are here to stay.
More Natural Makeup
On the red carpets and award shows there is a real trend for “skin first” makeup that shows off glowing skin and enhances features. I love the embrace of individuality and not looking like the cookie-cutter “Instagram face.” – Lalais, founder Lita Cunningham
Less Lashes
It feels like many of us are recovering from the era of lash extensions, falsies, and heavy mascara. Don’t get me wrong—I love a bold lash moment, but lately, I’ve been drawn to the everyday look of healthy, natural lashes. Lashes that are curled and defined without being weighed down by layers of product feel so fresh and effortless. It’s also refreshing to finally see people’s eyes—unobstructed by an awning of oversized lashes. My go-to products for achieving this natural look are Sweed Beauty eyelash serum (great for strengthening and growth) and the Tarte eyelash curler. – Candace Marino, “The LA Facialist”
Scalp Care
We are closing the gap on how many more steps people are taking in their skincare routine versus their haircare routine. The simple fact is that our scalps age six times faster than the skin on our face. As a trichologist, I see firsthand the way that we are treating our scalps is a big part of this discrepancy. – Jay Small, certified trichologist, celebrity hairstylist, and Co-Founder of Arey
Biotech Skincare
Biotech innovations allow us to harness potent, sustainably sourced ingredients from nature in a way that is both effective and environmentally conscious. The beauty industry’s demand for natural ingredients has historically led to unsustainable harvesting practices, causing deforestation, habitat destruction, and biodiversity loss. Biotechnology offers a sustainable alternative. – Whitney Clarke, founder of Habelo Beauty
“Anti-Aging” Pushback
I loved seeing some pushback against the overconsumption of anti-aging products among Gen Z and Gen Alpha, as well as the growing awareness around the importance of sunscreen. Questioning these generations’ skincare choices was a necessary step toward healthier habits. – Dr. Heather D. Rogers, dermatologist and founder & CEO of Doctor Rogers Skincare
A Healthy Skin Barrier
Maintaining your skin barrier is essential, to not only protect the skin from environmental aggressors but to improve its resilience and hydration level. – Margaret de Heinrich Omorovicza, Co-founder of Omorovicza
SPF Makeup: A New Standard
Estheticians have always been advocates for SPF makeup, but it’s exciting to see this becoming more mainstream. Makeup brands are now creating products that not only protect your skin but also incorporate ingredients that genuinely improve skin health. This shift reflects a growing focus on achieving healthy, radiant skin rather than simply covering it up with makeup, which as a facialist, I LOVE! One standout brand in this category is Ciele Cosmetics. – Candace Marino, “The LA Facialist”
Blush is Back
I love that blush is back. I’ve always been a huge fan of blush and never understood why people solely opted for bronzer for so many years. Everyone looks happy, youthful, and chic with the right blush. – Candace Marino, “The LA Facialist”
Skin Minimalism
In the past, many of my new clients came in with skin that had been overwhelmed by too many active ingredients, often layered without much thought to compatibility or balance. Thankfully, that’s starting to change. People are becoming more discerning, moving away from following every TikTok-driven craze and focusing instead on what works for their unique skin. It’s refreshing to see consumers reclaiming control of their skincare and prioritizing education over hype. – Matthew Miller, founder of Matthew Miller Skin
Glass Skin
I’ve always been obsessed with the glass skin trend and never want it to fade. There’s something so captivating about a polished, almost reflective complexion that exudes health and radiance. – Candace Marino, “The LA Facialist”
Headbands
I love a classic hair accessory. The headband makes everyone look like a supermodel. – Candace Marino, “The LA Facialist”
The Worst 2024 Beauty Trends
Here’s to hoping that, like our makeup routines, Beauty Tok cleans up its act.
The DIY Skincare Craze
DIY at-home activities like making your own face masks or sunscreen. – Dr. Heather D. Rogers, dermatologist and founder & CEO of Doctor Rogers Skincare
To that end… Matthew Miller notes: Skincare formulation is a science, and a complex one at that. Professionals spend years studying how to create products that are not only effective but also safe. This involves everything from preserving formulations properly to rigorous safety and efficacy testing. DIY skincare often overlooks these critical steps. — Matthew Miller, founder of Matthew Miller Skin
Salmon Sperm Facial
I mean, need I say more? – Dahlia Devkota, founder of Editrix
Too Many Extensions
Extensions are a fantastic tool, but the overdone, bulky looks with excessive layering seemed unnatural. – Leo Izquierdo, co-founder of IGK Hair Care
Thin Eyebrows
I’m just traumatized by growing up in the 90s and early 2000s and tweezing the life out of my brows in middle school and high school. – Candace Marino, “The LA Facialist”
Beef Talow as a Moisturizer
Enough said. – Dr. Heather D. Rogers, dermatologist and founder & CEO of Doctor Rogers Skincare
Bleached Everything
I was not here for the bleached brows and matching hair.- Chase Kusero, Co-founder of IGK Hair Care
Hair Bows
Everyone wearing bows in their hair: It’s giving cheerleading competition meets Little Bo Peep. – Candace Marino, “The LA Facialist”
BeautyTok Trends
For example, slugging caused so many enormous breakouts and stress. While wonderful for some skin types, for oily and acne-prone skin, it can really wreak havoc on our complexion. So many tried it and were devastated with clogged pores and acne breakouts following it. It can sometimes take weeks to correct an issue that took a night or two to create. That can be incredibly frustrating and really wear on your confidence, so it’s unfortunate. – Lalais founder Lita Cunningham
The Teen Skincare Craze
It resulted in loads of unnecessary products being used on youthful skin! I believe less is more for younger skin and that it’s so important to protect the skin barrier. – Stephanie DiPisa, founder of Solara Suncare
Baby Bangs
They’ve always stressed me out. – Jay Small, certified trichologist, celebrity hairstylist, and Co-Founder of Arey
DIY “Botox”
There’s a fine line between innovation and gimmick. Some 2024 trends, like DIY “Botox” from flaxseeds lack scientific validation and can’t deliver meaningful results. Certain procedures, particularly those involving advanced technologies, should be left to trained professionals to ensure efficacy and safety. – Dr. Saami Khalifian from SOM Aesthetics
“Cowboy Copper”
I’m ready to see Cowboy Copper fade out and a stronger embrace of “Penny Lane Copper” take over—think Chappell Roan-inspired tones. – Renée Valerie, Director, R+COLOR Education
The 2025 Beauty Trends We’re About to See Everywhere
From AI to biohacking, these are the beauty trends worth investing in, per the experts.
Exosomes
With a focus on skin renewal and regeneration, exosomes are quickly rising to the top of my skincare recommendations list. While there’s currently a lot of noise around this type of product, in the coming year, we’re going to see scientifically validated products rising to the top. – Dr. Saami Khalifian from SOM Aesthetics
Simple Skincare
We’ve already cleaned out our pantries and closets, and now we’re moving to the bathroom. People are becoming more selective about the products they use, choosing items that provide long-term benefits rather than chasing the next fad. Skin is healthier for it, but the beauty industry thrives on driving the next buy. My advice? Focus on makeup and fragrance if you want something new—grab a fun lip gloss instead of disrupting a good skincare routine. – Dr. Heather D. Rogers, dermatologist and founder & CEO of Doctor Rogers Skincare
Skin Quality Over Volumization
The U.S. aesthetic market primarily focuses on two things: volumization typically through hyaluronic acid fillers, and control of dynamic motion, typically through Botox. In other countries like Korea, there is a much greater emphasis on skin quality. While volumization and dynamic motion softening are important pillars of a comprehensive approach to aesthetics, skin quality is equally, if not more important. – Dr. Saami Khalifian from SOM Aesthetics
Fewer Tweaks, More Surgery
I anticipate more people choosing surgical procedures over repeated non-invasive treatments like fillers, threads, and skin-tightening devices. Consumers are starting to recognize that the non-invasive route can become a never-ending and costly cycle, sometimes leading to unwanted side effects—such as fat loss from excessive heat-based devices or scar tissue from threads—that ultimately take them further from their goals. Instead, many are opting for surgical solutions that are often more cost-effective and results-driven in the long run. – Candace Marino, “The LA Facialist”
A Focus on Regenerative Treatments and Longevity Over Anti-Aging
As functional medicine and lifelong wellness gain importance, I expect to see more emphasis on regenerative treatments that prioritize long-term skin health over quick fixes. – Dr. Heather D. Rogers, dermatologist and founder & CEO of Doctor Rogers Skincare
Medical-Grade Body Products
The days of heavily scented body products are behind us. Instead, we’re seeing a shift toward targeted, corrective skincare for the body. Brands like Epicutis, iS Clinical, and SkinBetter are leading the way with medical-grade formulas designed to firm skin, stimulate collagen, improve elastin, refine texture, and even out skin tone. This trend reflects a new mindset: treating the body with the same level of care and precision as the face. – Candace Marino, “The LA Facialist”
Biohacking
Biohacking is going to continue to play an important role in skincare in 2025. We are going to see more results-driven formulations that enhance skin longevity, supporting the skin’s natural functions at a cellular and molecular level. – Margaret de Heinrich Omorovicza, Co-founder of Omorovicza
Sandy Beige Hair
Rich, candlelit brunettes are gaining popularity, as more people recognize the beauty of embracing warmth in their hair rather than trying to eliminate it. – Renée Valerie, Director, R+COLOR Education
The Tweakment Movement
Patients want to look refreshed, not overdone. In 2025, we’ll see a continued shift toward subtle treatments that enhance natural beauty. Botox and HA fillers will remain key players, but the approach is evolving. – Dr. Saami Khalifian from SOM Aesthetics
AI Skincare Personalization
We’ll also see even more personalization through AI, which is transforming how we approach skincare. At Habelo, we’re leading this shift with SkinMetrics, which uses AI to provide hyper-personalized recommendations tailored to each person’s unique skin needs and goals. – Whitney Clarke, founder of Habelo Beauty
More Beauty Sticks
I believe consumers are increasingly drawn to elevated convenience in their beauty routines, with products like stick formats gaining popularity across skincare, body care, and cosmetics. Their portability and satisfying ease of application make them a perfect fit for an on-the-go lifestyle, while meeting the rising demand for multitasking, simplified routines. – Lillian Tung, Co-Founder and CMO of Fur
Bright Blonde
Bright blondes are definitely on the rise in popularity, and I’m loving it! A more refined golden hue in your blonde adds a stunning shine. – Renée Valerie, Director, R+COLOR Education
Skin Tightening
As semaglutide [Ozempic] continues to scale in accessibility, and more people are reaching their weight loss goals, they are now experiencing hollowed faces, which we saw in 2024. But in 2025, the focus will shift to sagging skin on the neck, arms, and abdomen. – Dr. Saami Khalifian from SOM Aesthetics
More Hair Texture
I think we will see more texture, focusing on natural hair textures. Classic and new shapes and haircuts, but worn with more of people’s unique texture and style. – Ashley Streicher, Celebrity Hairstylist and R+Co Collective Member
The 90s Forever
I expect to see 90s hair trends continue their ascent. Bombshell blowout curls like the famed supermodels of the 90s and straighter blowout looks like Gwyneth Paltrow in the 1998 film Great Expectations. – Julie Chung, Co-Founder of T3
Less Clean, More Science-Backed
I think the conversation will shift from the table stakes of “clean and more sustainable” to efficacy and results. I think it’s possible to check all these boxes, and the brands that do will win repeat customers. – Stephanie DiPisa, founder of Solara Suncare
Artistic Bobs
Think: a great, edgy bob that takes into account your face shape and your individual style, so nobody looks the same. – Garren, Celebrity Stylist and Co-Founder of R+Co
The Chunky Face-Framing Braid
Retro influences meet Gen Z style for an effortlessly cool vibe. This look is best for long hair of all textures. Ask your stylist for chunky braids that frame the face, leaving the rest of the hair loose. Inspo: Hailey Bieber or Vanessa Hudgens. – Leo Izquierdo, Co-founder of IGK Hair Care
Inside-Out Beauty
While this trend has already started, I think it will continue to gain momentum in 2025. We are just beginning to understand the connection between gut health and skin health so ingredients that maintain a healthy gut microbiome will continue to grow. – Dahlia Devkota, founder of Editrix
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