The Big BEAUTY PIE Trends Report 2025

Long story, short

  • The Top 20 Biggest Beauty Trends for 2025 are led by medium contrast makeup (+45,320%), demure makeup (+4,268%), and high contrast makeup (+3,492%), all driven by TikTok and a shift toward understated, unified looks.
  • In skincare, waterless skincare (+806%), Tranexamic Acid (+107%), and Niacinamide (+97%) are the three fastest-growing trends for 2025 — with peptides, Azelaic Acid, and Squalane also climbing fast.
  • Beauty Pie’s 2024 bestsellers were led by Featherlight UVA/UVB SPF 50, followed by Superdrops Brightening Niacinamide 10% and Triple Hyaluronic Acid Lipopeptide Serum — while the LED Face Mask sold over 50 units per minute at launch.
  • British beauty attitudes show 36% of people have a consistent skincare routine; skin-type suitability (38%) is the #1 purchase motivator; and daily makeup use is rising, with 24% wearing it almost every day.

From the skincare hacks that went viral on social media to the bold makeup looks we couldn’t get enough of, 2024 delivered an array of exciting and unconventional beauty moments that took the world by storm. To find which truly made an impact, we analysed millions of data points across TikTok, Instagram, annual Google search trends and YouGov data.

The result? The Big BEAUTY PIE Trends Report, covering the biggest skincare, makeup, body care, nail, and hair care trends that defined 2024 and the ones to look forward to for 2025.

Read on to discover the Top 20 Biggest Beauty Trends of 2024 or jump ahead to see:

The Top 20 Biggest Beauty Trends For 2025

To unearth the up-and-coming beauty trends set to take the world by storm in 2025, our trend experts calculated the total search volumes for hundreds of beauty and wellness trends from May 2024-October 2024. They then compared these volumes with the previous six-month period (November 2023-April 2024) to reveal which trends show the most extensive growth in popularity and interest.

So, what are you going to be seeing a lot more in 2025?

1. Medium contrast makeup +45,320%

With a stratospheric rise in interest of 45,320%, contrast makeup has been a big talking point on TikTok this year. Medium contrast means your skin colour varies by a few tones from your hair and eye colour. For example, if your hair is brown and your skin is very fair. A medium toned, rosy lip and cheek colour can help unify your overall look.

2. Demure makeup +4,268%

Again, thanks to TikTok and in particular the creator Jools Lebron, the phrase ‘very mindful, very demure’ was on everyone’s lips during August/September 2024. While the trend may have had its moment, ‘demure makeup’ is here to stay for 2025.

Demure makeup is a minimalist, understated, more pulled-together style focusing on soft textures and natural colours. The look encompasses ‘barely there’ lip tints, groomed tidy eyebrows, and a fresh-faced look. Perfect for those who want to look polished but not too done when wearing makeup.

3. High Contrast makeup +3,492%

Following the overarching trend for contrast makeup, a high contrast face is one which has vast shade differentiation between features — for example, very light skin paired with black hair and dark eyes. The idea is to use makeup to reduce the contrast and create a less harsh appearance by using rich pigments to create smoky eyes and bold lipsticks.

4. Boyfriend blush +940%

Inspired by the natural rosy flush that comes after playing sports, beauty lovers want to play on the natural beauty trend in the year ahead. The key is playing with blush placement — applying it lower on the cheeks to mimic the natural flush you’d get after finishing a workout. Make sure to use natural shades of rosy red blush, such as our Supercheek Cream Blush in Red Light, to achieve that natural finish.

5. Waterless skincare +806%

There’s been an impressive rise in interest in waterless skincare as beauty lovers seek products that pack more of a punch. Whilst water is often associated with hydration, it can be quite drying when applied topically to the skin. By using products without water, active ingredients are often more concentrated, meaning you can use less to achieve the required results. Also praised for being more environmentally friendly, this trend looks set to take off next year.

6. Irish hair +649%

The ‘Irish Curls’ or ‘Irish Hair’ trend is continuing to gain traction online. Typically you’ll see more curls on the underneath layers of the hair, with the top layers being straighter — this is often because when air drying, the underneath sections retain more moisture, helping to form curls and waves. To embrace these natural waves, hydrate with a good conditioner such as our Ultra-Nourishing Hair Therapy Conditioner, packed with Hyaluronic Acid and Plant Keratin.

7. Duck shaped nails +463%

While coffin-shaped nails were big in 2024, duck-shaped nails are set to take over in 2025. Recently returning to prominence after being popular in the early 2000s, the nail shape is wide and fanned out at the tip, similar to a duck’s webbed foot. The wider shape gives a bolder look and more room for intricate nail designs.

8. Sunset blush +422%

Another blush trend to try: sunset blush. Unlike other blush trends that focus on a natural flush of colour, this one is a more playful look blending a few tones. Mimicking the hues of a sunset with pinks, oranges and reds, it’s the perfect trend for summer 2025. It’s often paired with a highlighter, so try our Luminizing Highlighter Wand to complete your glowy sunset-inspired look.

9. Sunburned makeup +405%

Also known as ‘sunburnt blush’, this technique involves creating a natural sun-kissed glow across the face where you’d typically catch the sun — across the cheekbones, nose, and forehead. It’s of course much better to fake a ‘sunburned’ look than get it for real. Wearing SPF is always a must, even on cloudy days — and if you need to up your SPF game, we’ve got you covered.

10. Sabrina Carpenter makeup +313%

The pop princess has taken the world by storm, and it’s not just her catchy songs that pique people’s interest — her makeup looks do too. Known for winged liner, rosy cheeks and soft, subtle shimmer on her eyes, the look is both soft and slightly sultry. Try a sharp cat eye with our Deluxe Precision Liquid Eyeliner or add youthful pink blush using our Supercheek Vitamin Powder Blush & Compact Case in Electric Valentine.

Positions 11-20

11. Hibiscus nails
12. Tortoiseshell nails
13. Scandinavian make up
14. Blonzer
15. Greek Goddess nails
16. Bouche Mordue
17. Glass nails
18. Aura nails
19. Tranexamic acid
20. Forest nymph makeup

Starting with skincare, our data reveals that waterless skincare is set to take centre stage in 2025. These concentrated formulas rely on botanical oils, waxes and butter for hydration rather than water as a primary ingredient — or come in solid form mixed with water at home to reduce haulage emissions. Google searches have increased by over 806% in the past six months, suggesting the waterless movement is heading our way fast.

The second biggest skincare trend for 2025 is Tranexamic Acid, an ingredient that treats dark spots and discolouration, with a 107% increase in interest over the last half of the year. In third place is Niacinamide (also known as Vitamin B), with a 97% increase in interest, loved by skincare fans seeking to repair their skin barrier, soothe skin and combat dark spots.

Interestingly, ‘caffeine skincare’ features in the top 10, with searches up by 87%. Caffeine can help to reduce puffiness and reduce the appearance of dark circles, making it great for use under the eyes. ‘Caviar skincare’ ranks in eighth position with searches up by 83% — while some products include caviar extract for its moisturising properties, others mimic the texture for an ultra luxurious experience.

Azelaic acid, microbiome skincare, hydrating lip balm, squalane and skincare peptides also appear in the top 10 biggest skincare trends for 2025.

  1. Waterless skincare + 806%

  2. Tranexamic acid + 107%

  3. Niacinamide + 97%

  4. Azelaic acid + 96%

  5. Microbiome skincare + 91%

  6. Caffeine skincare + 87%

  7. Hydrating lip balm + 85%

  8. Caviar skincare + 83%

  9. Squalane + 82%

  10. Skincare peptides + 80%

In what should be no surprise, medium contrast makeup is the number one up-and-coming makeup trend for 2025, with a 45,320% increase in interest. High contrast makeup follows closely behind in third place with searches up by almost 3,493%.

Nicola Moulton, our in-house beauty expert, says: “While this is nothing new and has been a technique used by professional makeup artists on photoshoots and catwalks for decades, it is fascinating to see how it has captured the interest of so many people. The concept looks at the contrast between your hair, eyes and skin tone to determine the best approach to doing your makeup. The aim is to keep everything low contrast and unified so that your makeup all ties together nicely, without one feature standing out.”

Demure makeup will continue to be hot in 2025, claiming the second spot on the list. This trend took social media by storm with 846,000 hashtagged posts on TikTok and 314,000 hashtags on Instagram — representing a shift from bolder styles to a more refined look.

Our research also reveals four blush trends set to dominate makeup bags next year. Boyfriend blush is fourth (+941%), sunset blush fifth (+422%), sunburned makeup sixth (+406%), and ‘blonzer’ — combining bronzer and blush — ninth. Other top 10 trends include Sabrina Carpenter makeup, Scandinavian makeup, and ‘bouche mordue’ (literally ‘bitten lips’ in French).

  1. Medium contrast makeup + 45,320%

  2. Demure makeup + 4,269%

  3. High Contrast makeup + 3,493%

  4. Boyfriend blush + 941%

  5. Sunset blush + 422%

  6. Sunburned makeup + 406%

  7. Sabrina Carpenter makeup + 313%

  8. Scandinavian makeup + 265%

  9. Blonzer + 174%

  10. Bouche Mordue + 127%

The Irish hair trend leads the charge as the biggest hair trend for 2025, with a 650% rise in Google searches. The top 10 list also proves that copper colour hair is more than just an autumnal trend and that curls will be going nowhere next year.

The fashion world has been talking about the return of boho since the latest catwalks, and it seems it’s coming for our beauty routines too, as ‘boho braids’ feature second on our list. Four of the top 10 hair trends are all about the curls, with Utah curls fourth (+73%), Italian blowout fifth (+49%) and fluffy curls ninth (+34%). Completing the top 10 are rebel streaks, the French twist, minimalist hair and a slick back bun.

  1. Irish hair + 650%

  2. Boho braids + 92%

  3. Terra copper + 86%

  4. Utah curls + 73%

  5. Italian Blowout + 49%

  6. Rebel streak + 46%

  7. French twist hair + 41%

  8. Minimalist hair + 38%

  9. Fluffy curls + 34%

  10. Slick back bun + 29%

What Are 2025’s Biggest Body & Wellness Trends?

The top 10 body and wellness trends for 2025 feature a great mix of face and body products, with two forms of SPF making the top rankings — chemical sunscreen coming second and mineral sunscreen in third place. Mineral sunscreen can be better for those with sensitive skin, as it sits on top of the skin to reflect UV rays rather than penetrating it.

An exfoliating body wash tops the list at +93% growth. Heading into 2025, we anticipate these exfoliating formulas becoming part of everyone’s ‘everything shower.’ Our AcidEnzyme Body Cleanser is perfect for buffing away dry patches and keeping skin as smooth as silk.

Notably, two perfumes also feature in the top 10: amber perfume is sixth (+25%) and vanilla perfume is eighth (+19%). Both are warm, sensual, and inviting — amber brings warmth and depth, while vanilla exudes comfort and cashmere-like softness. Body bronzer and body foundation occupy fifth and ninth places respectively, while Retinol hand cream completes the top 10.

Top 10 Body & Wellness Trends 2025

  1. Exfoliating body wash + 93%

  2. Chemical sunscreen + 82%

  3. Mineral sunscreen + 71%

  4. Hypochlorous acid + 49%

  5. Body bronzer + 36%

  6. Amber perfume + 25%

  7. Vanilla body creme + 21%

  8. Vanilla perfume + 19%

  9. Body foundation + 19%

  10. Retinol hand cream + 18%

Duck-shaped nails have surged by an impressive 463% in Google searches, ranking as the most popular nail trend for 2025. Hibiscus nails claim second place (+303%), followed by ‘tortoiseshell nails’ in third (+227%), ‘Greek Goddess nails’ fourth (+134%) and ‘glass nails’ fifth (+127%).

Nicola Moulton comments: “It’s lovely to see that people are clearly a lot more open to experimenting when it comes to their nails in 2025, from summer-inspired hibiscus nail art to Greek goddess nails, where nails are adorned with gold, blue and white polish.” Three nail colour variations also appear: black cherry nails (+95%), rainbow manicures, and yellow manicures.

  1. Duck shape nails + 463%

  2. Hibiscus nails + 303%

  3. Tortoiseshell nails + 267%

  4. Greek Goddess nails + 134%

  5. Glass nails + 127%

  6. Aura nails + 110%

  7. Black cherry nails + 95%

  8. Rainbow manicure + 64%

  9. Yellow manicure + 48%

  10. Sheer nails + 46%

What’s Been Hot At BEAUTY PIE?

Here, we’re giving you a peek behind the scenes at our internal data — from the products at the top of everyone’s wish lists to our overall best-sellers.

Wish Lists

For our UK customers, Superdrops Brightening Niacinamide 10% was the number one product on everyone’s wish list – unsurprising given that Niacinamide ranked as the second biggest beauty trend of the year! Almost 5,500 customers have these complexion boosters on their to-be-purchased lists. The second most sought-after product was Youthbomb 360 Radiance Concentrate, a Swiss-formulated golden serum on the wish list of 4,680 people. Third was Featherlight UVA/UVB SPF 50 Sunscreen + Primer, a two-in-one that doubles as a primer for those wanting to wear makeup throughout the day.

Top 10 Items On Your Wish Lists

  1. Superdrops Brightening Niacinamide 10% – 5,452

  2. Youthbomb 360 Radiance Concentrate – 4,680

  3. Featherlight UVA/UVB SPF 50 Sunscreen + Primer – 4,071

  4. Triple Hyaluronic Acid Lipopeptide Serum – 3,767

  5. Triple Hyaluronic Deep Moisture Miracle Cream – 3,279

  6. Super Healthy Skin Anti-Aging Cream – 3,040

  7. Japanfusion Pure Transforming Cleanser – 2,896

  8. Superluminous Undereye Genius – 2,593

  9. Youthbomb 360 Multi Action Eye Repair Night Serum – 2,536

  10. Triple Hyaluronic Acid Elastic Lifting Eye Serum – 2,514

Our Fastest Selling Items

Did you know that our LED Face Mask sold over 50 units every minute? That makes it our fastest-selling item of the year, followed by the C-Wave Light Facial at 56 units per hour. The skin-boosting benefits of LED treatments have been widely spoken about this year, which explains the surge in consumer interest.

Top Five Fastest Selling Items

  1. LED Face Mask

  2. C-Wave Dual Light Facial

  3. Super Healthy Skin Anti-Aging Cream

  4. Super Healthy Skin V 2.0 Ultimate Anti-aging Vitamin Cream

  5. Featherlight UVA/UVB SPF 50 Sunscreen + Primer

Our Best-Sellers List

Topping the list of most purchased items is the incredible Featherlight UVA/UVB SPF 50 Sunscreen + Primer. Superdrops Brightening Niacinamide 10% is the second best-selling item, followed by Triple Hyaluronic Acid Lipopeptide Serum in third, Japanfusion Pure Transforming Cleanser in fourth, and Super Healthy Skin Anti-Aging Cream in fifth. Of our top 10 best-sellers, Wrap Star Tubing Mascara - Classic Black is the only makeup product to feature — tubing mascaras have received great media attention for wrapping around individual lashes for a lifted effect. Our Super Healthy Skin Deluxe Moisture Body Creme also featured, described by customers as “the best on the market.”

Top 10 Best-Selling Products

  1. Featherlight UVA/UVB SPF 50 Sunscreen + Primer

  2. Superdrops Brightening Niacinamide 10%

  3. Triple Hyaluronic Acid Lipopeptide Serum

  4. Japanfusion Pure Transforming Cleanser

  5. Super Healthy Skin Anti-Aging Cream

  6. Triple Hyaluronic Deep Moisture Miracle Cream

  7. Youthbomb 360 Radiance Concentrate

  8. Wrap Star Tubing Mascara - Classic Black

  9. Superluminous Undereye Genius - Light/Medium

  10. Super Healthy Skin Deluxe Moisture Body Creme

View all our Bestsellers.

To reveal this year’s biggest beauty and wellness trends, our beauty experts analysed the popularity of over 300 trends by calculating the total number of each trend’s TikTok views, Instagram posts, and Google search volumes over the course of 2024.

1. Wolf cut - 27,319,900 total engagements

An edgier haircut combining shag and mullet styles, with shorter layers in the front and longer layers in the back, the wolf cut truly took 2024 by storm. Favoured by celebrities including Billie Eilish, Miley Cyrus and Jenna Ortega, the style involves a wilder, layered look with a deliberately ‘messy’ finish. Perfect for adding volume and texture, and easy to maintain.

2. Niacinamide - 19,259,700 total engagements

Also known as Vitamin B3, this skin-brightening multi-tasker can work wonders for the skin. Not only does Niacinamide help to brighten and treat dark spots, but this barrier-strengthening vitamin also helps to support a healthy skin barrier, aiding in keeping your skin hydrated and protected. BEAUTY PIE members agree — our Brightening Niacinamide Superdrops ranked as our second best-selling product in 2024.

3. Salicylic Acid - 12,312,900 total engagements

Salicylic Acid isn’t just any chemical exfoliant — this Beta-Hydroxy Acid (BHA) is your skin’s overachieving BFF, tackling pore-clogging debris, excess oil, and dead skin cells like a pro. By diving deep into your pores, the oil-soluble exfoliant doesn’t just clear the surface but helps prevent the chaos that leads to breakouts and dullness. Its breakout-busting powers have earned Salicylic Acid rave reviews from dermatologists, influencers, and beauty editors alike.

4. Pixie cut - 11,365,600 total engagements

While the Wolf Cut won 2024, the Pixie Cut still had a big year. This super short hairstyle is characterised by shorter sides and back, paired with slightly longer, textured layers on top — the perfect balance of edgy and elegant. Much like the Wolf Cut, it leans into the year’s “perfectly imperfect” trend, celebrating a less polished, more natural aesthetic.

5. Natural skin - 10,967,804 total engagements

This year, the beauty world embraced skin’s natural glory, with radiant, dewy complexions stealing the spotlight. Think lit-from-within vibes — hydrated, healthy skin that celebrates what’s real and beautiful, rather than masking it. Sheer foundations and lightweight tinted moisturisers, like the Luminous Mineral Skin Tint Broad-Spectrum SPF 40 Sunscreen, became the MVPs of this trend. Packed with Hyaluronic Acid and Vitamins C & E, this skin-loving formula enhances your complexion without overwhelming it.

6. Brow lamination - 10,911,700 total engagements

In 2024, brows continued to take centre stage, and brow lamination became the go-to trend for anyone chasing that effortlessly full, fluffy, and groomed look. This semi-permanent treatment straightens and sets brow hairs into place, reshaping them to deliver a polished yet natural vibe — low-maintenance chic at its finest.

7. Coffin nails - 10,908,600 total engagements

The past decade has been all about the almond-shaped nail, but 2024 was the year of the coffin with over 8.3 million Instagram posts dedicated to the nail trend. Named for resembling a coffin, these nails are longer with a narrow, squared-off tip. They’re edgy, they’re elegant — and they’re here to stay.

8. Tretinoin - 9,595,300 total engagements

Tretinoin is a prescription medication and a derivative of Vitamin A designed to treat skin concerns like acne, wrinkles and dark spots. Whilst this potent retinoid is great at helping tackle various skin issues, it’s only available via a prescription in the UK. If you feel tretinoin might help you with a skin concern, it is always worth discussing this with a medical professional first.

9. Butterfly cut - 9,415,600 total engagements

With over 9.2 million Google searches over the past year alone, so many people have requested this hairstyle when going into the salon. Hailed for creating the illusion of a fuller, healthier look, the butterfly cut combines short and long layers to create volume and movement throughout the hair. The shorter layers help to frame the face, and the style is inspired by 90s glam — essentially a more modern version of the popular 90s ‘Rachel’ haircut.

10. Glycolic Acid - 8,093,716 total engagements

Skincare acids were popular throughout 2024, with Glycolic Acid leading the charge. This AHA (alpha hydroxy acid) is hailed for its ability to remove dead skin cells, encourage new cell turnover, and help support a healthier, glowy look. Try our Dr Glycolic Pore-Purifying Glycolic Acid Toner or Dr Glycolic Multi-Acid (6.5%) Micropeeling Glycolic Acid Pads in the evening after cleansing and before moisturising (and remember to always wear SPF in the day!).

Positions 11-20

11. Korean skincare
12. Benzoyl Peroxide
13. Retinal
14. Red light therapy
15. Chrome nails
16. Tranexamic acid
17. Azelaic acid
18. Red lipstick
19. Almond shaped nails
20. Retinol serums

Click here to see our Trends Report from 2024.

British Attitudes to Beauty in 2024/25

TLDR: The Main Takeaways

  • 20% of people exclusively buy beauty products when they’re on offer

  • The top motivations for purchasing beauty products are: suitability for particular skin types (38%), special offers (32%), cruelty-free (28%) and allergen/paraben/toxin-free or organic formulations (17%)

  • Just 36% of the general public say they have a consistent beauty regime

  • Daily makeup use is rising: almost a quarter (24%) of people wear makeup almost every day

  • Facial cleansers are now a staple for many people, with 36% of people adding one to their routine in 2024

  • 45% say they purchased facial care products (such as moisturisers and cleansers), compared to 34% who say they purchased makeup, and less than one-third (30%) invested in body care.

We delved into YouGov data, Great Britain’s most trusted source of public opinion, to discover how Brits perceive the world of beauty and how these attitudes have evolved over the years.

Overall, over one-third (36%) say they have a consistent skincare routine. The increase in skincare routines may be unsurprising given the sheer amount of information now freely available on social media, meaning people now have access to skincare education at their fingertips.

The main motivation when choosing beauty products is primarily around suitability for their skin type (38%), whereas special offers are the second biggest motivator (32%), followed by cruelty-free formulations (28%) and ingredient contents such as parabens, toxic ingredients, allergens and organic formulations (17%).

The Top Things People Consider When Buying Beauty Products

  1. Suitability for specific skin problems - 38%

  2. Special offers - 32%

  3. Cruelty-free - 28%

  4. Allergen/paraben/toxic-free formulations - 17%

  5. Natural or organic ingredients - 17%

The YouGov data also helps us understand the products people introduced to their routines in 2024, with facial cleansers being added most. In 2024, 36% of people said they purchased a facial cleanser compared to just 30% who invested in body care products.

Another interesting takeaway is that makeup use is on the rise — in 2024, 24% of people are wearing makeup regularly, compared to the lockdown era when we hardly reached for our makeup bags. Whether you’re influenced by the full glam looks of Nikkie de Jager or opt for the clean girl barely-there aesthetic, makeup is being used across a broad spectrum as we approach 2025.

Nicola comments: “As makeup continues to rise as an everyday staple for more people, it makes sense that cleansers are also making their way into our skincare routines. Typically, cleansers are used to remove visible dirt and product build-up. However, even if you’re just wearing skincare throughout the day, it’s still vital that you cleanse your skin at night to remove oil and any external stressors that may be lingering on the skin surface.”

Methodology

The experts at Beauty Pie analysed skincare, makeup, body and wellness, hair, and nail trends on TikTok, Instagram, Pinterest and Google to create the 2024/25 Trends Report. The research team analysed TikTok hashtag views, Instagram hashtags, Pinterest boards, Google search volume for the past 12 months and year-on-year Google search volume data for 408 different trends. To discover the biggest trends of 2024, the experts totalled Pinterest boards, Instagram hashtags, TikTok hashtag views, and average annual Google searches for each trend. To calculate the biggest up-and-coming trends for 2025, the experts compared average search volume over the past six months (April–September 2024) with the previous six months (October 2023–March 2024). Data from YouGov Profiles Great Britain.

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