With the beauty and skincare industry set to make USD 673.7 billion in 2025, established beauty brands and indie launches are constantly innovating to get ahead of the curve. Shifting beauty trends, consumer preferences and new technological advancements will no doubt affect the industry’s ever-changing landscape in 2025. From peptide-packed moisturisers to groundbreaking beauty-tech devices, the newest releases of 2025 are emphasising transformative products that deliver long-term results.

Paula’s Choice: Peptide-Powered Skincare for the Next Generation

Since experiencing viral success in 2022 with their Skin Perfecting 2 percent BHA Liquid Exfoliant, Paula’s Choice has become a favourite among Gen Z consumers, leading the charge in new skincare formulations and trends. Its latest releases are the Pro-Collagen Peptide Plumping Moisturiser and the Pro-Collagen Peptide Gloss Balm, two new additions to their Pro-Collagen Peptide line. The moisturiser — formulated in a hybrid gel-cream texture to suit all skin types — boasts three types of peptides that works beneath the surface to restore the skin’s elasticity and plumpness. Known as the “3X Pro-Collagen Complex,” the formula features hexapeptide-5, to boost hydration and bounce; oligopeptide-1 to support collagen; and tridecapeptide-1 to smooth fine lines, which aims to target skin elasticity and plumpness.

For lips, the Pro-Collagen Peptide Gloss Balm is the brand’s solution to dryness and thinning, but also aims to enhance lip volume without the typical “stinging” or “cooling” effect often found in traditional lip plumpers. It also features a 3X Pro-Collagen Peptide Complex, with ingredients like tridecapeptide-1 to plump lips and smooth lines, palmitoyl tripeptide-1 to boost collagen production, and palmitoyl tripeptide-38 to provide lasting hydration.

The new lineup from Paula’s Choice is no coincidence — rather, it shows a sustained interest in peptide and collagen products. Peptides have become a cornerstone of anti-aging skincare, capitalising on their reputation for delivering visible, youthful results. As consumers increasingly seek products that address the signs of aging, peptides have risen to prominence due to their ability to stimulate collagen production, improve skin elasticity, and reduce the appearance of fine lines and wrinkles. In March 2024, board-certified dermatologist Dr. Lindsay Zubritsk declared peptides “the buzzword of the year” at a Clinique launch event, underscoring the desire for ingredients that promote regeneration and repair instead of temporary solutions.

Chloé Fragrances: Unveiling the Transformative Power of White Flowers

In the olfactory industry, Atelier des Fleurs by Chloé introduces new fragrances inspired by three iconic white flowers: orchid, orange blossom, and tuberose. What sets Chloé’s newest scents apart is their focus on the transformative property of smell. The entire collection celebrates the duality of these flowers, highlighting how their scents transform from day to night, uncovering more sensual and complex layers that are not immediately apparent.

Tubéreuse Lazuli captures the essence of tuberose at night, when the flower’s fragrance becomes more intense and intoxicating. According to perfumer Jean-Christophe Herault, the scent is designed to embody the flower’s transformation after being warmed by the sun, blending bright bergamot, pink pepper, and osmanthus with the richness of jasmine, patchouli, and sandalwood. Orchidée de Minuit also emphasises the white orchid at night. The fragrance opens with notes of orchid, clove, and rum, leading into creamier notes of jasmine and benzoin, with vanilla becoming the central scent. In contrast, Nuit D’Oranger explores the evolution of the orange blossom from night to day — fresh orange petitgrain, bergamot and honeyed orange blossom is mixed with a woodier, herbaceous base of yerba mate and patchouli.

Chloé is not the only luxury retailer to delve into the fragrance industry, with houses like Gucci and Dior dedicating more resources to new eau de parfums and eau de toilettes. This reflects a broader trend in the beauty sector towards personalisation and self-expression, especially within fragrance — according to a report by Statista, the global fragrance market is projected to generate USD 61.94 billion worldwide and is expected to make almost USD 69 billion in revenue in 2029. This surge in popularity can be attributed to several factors, including the rise of niche and artisanal fragrances, as well as a growing emphasis on self-care rituals, which also became particularly popular during the pandemic. “We theorised that people were looking to treat themselves with little luxuries during these difficult times,” Larissa Jensen — vice president of market research firm NPD — said in a CNN article. “Scents allow us to escape, even momentarily, and experience a different emotion.”

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The Inkey List: Advancing Barrier Science for Visible Skin Transformation

For 2025, UK-based skincare brand The Inkey List has launched a new serum that represents “a breakthrough in barrier skincare,” according to their website. The Ectoin Barrier Serum is a product of advanced barrier science and the latest hydration technology, which the brand claims will result in a visible skin transformation in as little as 15 minutes. The key ingredient is ectoin, a naturally occurring chemical compound that serves a dual-purpose function: boosting hydration while helping to build the skin’s barrier. This — combined with four different molecular weights of hyaluronic acid, as well as a blend of ceramides — creates a concoction that is able to provide hydration ten skin surface layers deep.

The Inkey List’s no frills, science-backed philosophy has become a popular vehicle to market skincare, following popular brands like The Ordinary, which broke down the science behind skincare in order to educate consumers. This has resulted in increasing consumer demand for products that are not only effective but also backed by scientific research and clinical data. As skincare becomes more sophisticated, consumers are becoming more discerning, seeking formulas that deliver proven results rather than relying on quick fixes or unsubstantiated claims. In recent years, the introduction of various dermatologist-founded brands such as Dr. Samantha Ellis’ Prequel or Dr. Shereene Idriss’ PillowtalkDerm only proves the shift towards a more evidence-based approach to skincare.

Glossier: A Bold New Take on Classic Shades

Glossier‘s first launch of 2025 is the Black Cherry Collection, a limited-edition makeup line that re-introduces some of the brand’s bestselling formulas and products. The Black Cherry Collection features a range of deep red tones that mirror the ripening stages of the fruit itself, from vibrant, juicy reds to rich, deep burgundies.

This new colourway features in Glossier’s fan-favourite products, including the Cloud Paint blush, Balm Dotcom lip balm, Lip Line lip liner, and No. 1 Pencil eyeliner, each infused with the essence of black cherry. The brand’s focus here is not just on the aesthetics, but also on the scent, sight, and taste of the fruit. The Balm Dotcom’s sheer burgundy tint also carries the scent of Amarena black cherries, with added notes of almond cookies and cherry liqueur, while the Lip Line lip liner sports a dark red hue of ripe cherries. For finishing touches, the No. 1 Pencil eyeliner can be used to create a smoky, burgundy-toned eye-look, and the dark red Cloud Paint Blush brings to mind a more mature version of the beauty world’s previously viral “strawberry” makeup trend.

While Glossier’s use of bestsellers is not a revolutionary idea, its newest Black Cherry shade range is an indicator of the makeup trends to come in 2025. Echoing 2024 and the rise of quiet luxury, more dramatic and rich colour palettes of burgundy red, navy blue, and emerald green have taken centre stage in the fashion and beauty world. Sabato de Sarno, marking his 2023 debut as Gucci’s creative director, opted for bold, rich reds on patent leather jackets, Gucci’s Jackie bag, and low-rise mini skirts. On the beauty front, deep red dominated nail trends and lip looks, with celebrities like Selena Gomez settling on red nails for the Cannes Film Festival. The appeal of these colours lies in their versatility — used as both accent colours and as full monochromatic looks that exude luxury and sophistication.

L’Oréal: Revolutionising Skincare with Cutting-Edge Technology

Launched at the annual Consumer Electronics Show (CES) in Las Vegas, L’Oreal unveiled a groundbreaking new device that aims to revolutionise the way consumers assess their skin type and choose products. Named the Cell BioPrint, the device is designed to provide a comprehensive analysis of skin health in just five minutes. As Guive Balooch — head of L’Oréal’s Technology Incubator — explained to Fortune, “One of the things that I noticed is that people, especially in skincare today, are completely lost on what product to use. It’s only through tech that we can give people this kind of answer and take the guessing game out of skincare.”

The Cell BioPrint works by measuring specific biomarkers beneath the skin’s surface, providing insights into various aspects of skin health, including its biological age, level of inflammation, and hydration needs. By gathering the necessary data, L’Oréal hopes to allow consumers to make informed decisions about their skincare needs, rather than wasting time on vast amounts of products that are not necessarily helpful to each individual.

Although L’Oréal is known for its extensive range of skincare products and beauty brand portfolio, the Cell BioPrint demonstrates the future of technology within the beauty industry. In particular, personalised skincare has become increasingly popular, with Yahoo Finance estimating that the global customised skincare market will reach USD 61.2 billion by 2034. At the helm of this is, of course, advancements in technology, allowing brands to offer innovative solutions that were once considered impossible. Devices like skin assessment tools, AI-driven skin analysis apps, and advanced diagnostics have provided consumers with detailed insights into their skin’s condition. With skincare becoming increasingly complex, more individuals are seeking solutions that go beyond one-size-fits-all formulas.

READ MORE: Is it Realistic for All Beauty Brands to be Completely Inclusive?

Dior: Redefining Anti-Aging with Breakthrough Regenerative Skincare

Originally released in 1983, Dior’s Capture Totale line has always been recognised for advanced anti-aging solutions and technology. This past December, the brand introduced an exciting update to its iconic range, reflecting the latest in skincare science and innovation. The new Capture Totale Le Serum, paired with La Crème day cream, incorporates a breakthrough technology called OX-C (Oxygeno-Collagen) Treatment, designed to revitalise and rejuvenate the skin by targeting oxygen deficiency, which becomes more pronounced with age.

Dior’s OX-C Treatment is the result of years of research, including collaborations with the Center for iPS Cell Research and Application (CiRA) and the Dior Reverse Aging Board, a team of scientists specialising in aging markers. This new technology focuses on enhancing cellular respiration, a vital process for skin regeneration. Along with new luxurious silver packaging, the latest iteration also introduces a revitalising lily extract, known for its proven activity on stem cells to enhance the skin’s regenerative capabilities, and a pro-collagen dipeptide to maintain skin elasticity.

Dior’s latest focus on regenerative skincare falls in line with the popularity of science-driven beauty products that target the root causes of skin damage and aging at a cellular level. One of the driving forces behind the popularity of regenerative skincare has been the rise of k-beauty in global markets. K-beauty has long been at the forefront of integrating cutting-edge skincare technologies with natural ingredients, and its emphasis on skin health has made regenerative skincare a key component of the beauty and skincare industry. By incorporating breakthrough technologies like oxygen delivery and cellular respiration improvement, Dior is offering a highly advanced solution for skin rejuvenation — much like the types of regenerative treatments that are now a common staple in Korean skincare.

Tatcha: Embracing Japanese Beauty with the Brightening Collection

In the new year, Japanese-inspired skincare brand Tatcha released their Brightening Collection, a two-piece set designed to deliver fast-acting results and address some of the most common skin concerns: dark spots, uneven tone, and puffiness. The collection includes The Brightening Serum and The Brightening Eye Cream, both of which promise to show visible results in just one week. At the heart of the Brightening Collection is ume (Japanese plum) — a J-Beauty ingredient known to brighten the skin — traditionally used in at-home beauty rituals.

Additionally, Tatcha’s latest launch addresses common concerns about vitamin C, which can sometimes cause irritation. Its time-release formula allows the vitamin C in both products to stay stable for a longer period of time, ensuring a continuous delivery of the ingredient’s benefits throughout the day without overwhelming sensitive skin.

The Brightening Collection’s multitude of skin benefits suggests a preference for more streamlined beauty routines. The once-popular 10-step skincare routine has fallen out of fashion in recent years, in part due to overconsumption concerns and new innovations within the skincare market. Rather than relying on a slew of different serums, creams, and treatments, many skincare brands are now formulating products that combine various beneficial ingredients to target a variety of skin concerns, from fine lines and pigmentation to hydration and elasticity.

Amorepacific: Leading the Future of Beauty with AI-Powered Personalisation

Also unveiled at CES 2025 was Amorepacific’s WANNA-BEAUTY AI, which took home the prize for the CES Innovation Award for the sixth year in a row. The South Korean beauty company, which operates well-known brands such as Laneige and Sulwhasoo, has constantly invested in forward-looking technologies and AI to improve the beauty industry.

The WANNA-BEAUTY AI leverages generative AI to offer personalised beauty experiences, allowing users to discover their perfect makeup look and try it on virtually. The app analyses a user’s skin tone, facial features, and proportions using photos, and then provides tailored makeup recommendations. To ensure that the application is as accurate as possible, Amorepacific employed data from professional makeup artists, combined with the company’s own proprietary image diagnosis technology, co-developed with KAIST (Korea Advanced Institute of Science and Technology).

AI in particular, has been a heavy focus of the beauty industry, seen as a new solution to target skincare concerns or provide better beauty experiences for consumers. One of the most significant trends is the rise of virtual applications and at-home beauty devices, which allow consumers to experiment with products, try new looks, and receive personalised recommendations from the comfort of their homes. The integration of AI creates a future where beauty is not only more accessible but also deeply tailored to individual needs, allowing users to become more informed and proactive when searching for products.

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