From clever to quirky: these 5 major beauty trends await us this year
4.4.2025
Translation: machine translated
Cooling gel patches for the eyebrows, care sticks for the vulva ... Some of the products presented at this year's Cosmoprof cosmetics fair were quite bizarre - and apparently all the rage. These are the five overarching trend predictions for 2025.
At the end of March, the upcoming trends in the cosmetics industry were presented at the Comoprof in Bologna: the so-called CosmoTrends, an annual guide. But how do you find out what the future holds? The 3,128 trade fair exhibitors were asked to submit their innovations in advance. The data was then analysed for relevant patterns by the Beautystreams trend platform. These are the forecasts for 2025 at a glance:
The "Glow Below"
When you think of beauty, do you think of your face first? Same. However, this trend starts a little further down. According to the CosmoTrends report, the topics of intimate care and sexual wellness have moved out of the taboo niche and are becoming increasingly important - especially in the beauty mainstream. Sex toys and intimate care products have long been part of the extended range of Sephora, Cult Beauty and Co. and there is a reason for this: the global market for sexual well-being is growing. While it was worth 25.29 billion US dollars in 2024, it is expected to grow to a whopping 52.71 billion US dollars by 2034
You will increasingly come across these products:
- Moisturising or "pheromone-enhancing" serums and creams
- Products designed to alleviate the symptoms of menopause or increase sexual sensation
- Sex toys for on the go
Intimate care
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It gets specific
Beauty treatments are popular, we know. Newer skincare products are designed to help achieve similar effects - but without the needles. The new products focus on a very specific area of the face or body, which they are intended to lift, plump or firm: The area between the eyebrows, the fine lines on the forehead or around the lips and eyes, and so on and so forth. A Abzocke solution for virtually every worry line.
You will come across these products more often:
- Specific massage tools that work with negative pressure, for example for the lips
- Treatments that promise Botox-like effects
- Preventive plasters against laugh and frown lines
Reduced to the essentials
Less is more is the motto when it comes to packaging. In the coming months, packaging should be more environmentally friendly and simpler - partly because manufacturers are likely to be held more financially responsible.
You will see more of this packaging:
- Compostable packaging made from wax
- Shower gel and shampoos in sachets or capsules that dissolve in water
- Compact aluminium cans that are easy to recycle
Source: Natalie Hemengül
"Glassy" from head to toe
Skin so glassy and glowy that it makes your jaw drop: with 718,300 posts on TikTok in 2024, glass skin was the skincare trend par excellence. Now it's conquering our hair, nails, lips and make-up. The only goal: a youthful and fresh look.
You will increasingly come across these products:
- Blushes, nail care, hair masks and lip care or lipsticks with an ultra-glossy finish
Lipstick
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Highlighter + Bronzer
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Happiness hormones thanks to neurocosmetics
Have you ever realised that a hot bath or a soothing face mask gives your stress the middle finger? That's neurocosmetics in action. In this niche, manufacturers are looking at the influence of various ingredients that have a positive effect on our mood, among other things. New product formulations are even said to be able to increase oxytocin and beta-endorphin levels. Beauty and well-being are therefore moving ever closer: according to industry magazine Happi, 72% of Gen Z and millennials already use beauty and self-care activities to relax.
You will increasingly come across these products:
- Skin and sun care as well as fragrances that make reference to your mood in their promises
Header image: Natalie Hemengül
Natalie Hemengül
Senior Editor
Natalie.Hemenguel@digitecgalaxus.chAs a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.
Beauty
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