GEN Z – born between 1997 and 2012 – shaped the beauty industry in 2024, sending products viral, sparking new trends and shelling out more money on beauty than any other generation.
Here are their beauty predictions for 2025.
Mia Lyndon, 22, beauty writer, says:
“2024 was a year of two halves. One moment, blue mascara and oversized scrunchies reigned supreme, the next it was all about bare lashes and dainty curls.
So, if 2024 was a year of experimentation, 2025 will be defined by what sticks.
Drunk Elephant B-Goldi Bright Drops, £34
I predict we’ll wave goodbye to heavy, obvious make-up and instead welcome a new age of hydrating, multitasking products, such as shimmering, barrier-boosting Drunk Elephant B-Goldi Bright Drops, £34.
We’ll also be stripping back our skincare routines to the simple, unsexy products that get the job done.
We began experimenting with bold takes on classic nail designs late last year (think bubblegum-pink French tips), and I believe this trend will continue.
I also think focus will shift to haircare in 2025, so expect exciting, innovative and inexpensive formulas from high-street haircare brands.”
Elizabeth Ola, 22, founder of make-up brand Tru Skn, says:
“This year will be all about dewy, glowy make-up, so I expect to see people experimenting with sheer, skin-loving products, such as Sculpted By Aimee HydraTint, £23, as well as with bold blush in shades of purple and orange. I have my eye on Glossier Cloud Paint in Wisp, £22.
Sculpted By Aimee HydraTint, £23
Layering will also change in 2025. Rather than stacking on your primer, foundation, concealer, blush and contour, a new minimalist trend involves carefully applying make-up to small sections of your face – for example, only using concealer under your eyes.
This helps prevent a heavy, cakey finish, and is a continuation of last year’s natural, clean girl aesthetic.
However, I don’t predict there will be many matte or powder products around this year.
Usually, people embrace dewy looks during the first half of the year, then switch over to matte make-up in autumn for a more polished look.
Though, this didn’t happen in 2024, as people went for glowy looks all year round, so I doubt we’ll see the return of matte any time soon.”
Dermatologist and skincare enthusiast Andrea Suarez - known as Dr Dray - revealed why you should wear suncream.
The one thing you can do that will make the biggest difference – and this matters for all ages – is protecting your skin from the sun, Andrea stressed.
“The vast majority of external aging is due to exposure to ultraviolet radiation,” she continued, not because you’re “not using some jazzy serum or layering 90 different things on your face everyday”.
“If you’re not doing in your 20s, get on that now.”
But she said the use of sun cream alone doesn’t go far enough. Andrea urged that you also wear sun-protective clothing like broad-brimmed hats and long sleeves, on top of not staying out too long in the sun.
Doing this over your lifetime – and all year, not just during the summer or on sunny days – “will reduce the visible signs of photoageing”, Andrea said.
Those are wrinkles, muddled pigmentation and sagging skin.
Ceyda Faik-Yildirim, 25, chemist/facialist, says:
“Prevention over cure will be huge for skincare in 2025. We’re already seeing this trend with ‘preventative Botox’, where Botox is injected before fine lines form.
There is also the ‘morning shed’, a social media trend where people apply an excessive number of beauty products before bed, such as face masks and lifting straps, then film themselves removing them all in the morning.
Summer Fridays ShadeDrops SPF30, £36
I’m not saying we all need to wear a chin strap, but combining protective products, such as antioxidants and sunscreen, with a multitasking product like Garnier Vitamin C Serum, £13, and sunscreen, like Summer Fridays ShadeDrops SPF30, £36, into your routine is a must to help prevent damage before it occurs.
Dermal fillers have been popular for many years, but I predict a massive dip in popularity in 2025.
We’ve already seen this in the tail end of 2024, with some research suggesting that filler does not dissolve over time but migrates, resulting in the infamous ‘pillow face’, which causes a swollen, puffy appearance.”
Lucie Macleod, 25, founder of haircare brand Hair Syrup, says:
“We’re demanding results from our haircare products more than ever, so in 2025 brands will be expected to produce formulas with proven effectiveness, rather than just relying on packaging that looks good.
Timeless, neutral colours across make-up, skincare and haircare had a moment last autumn, so I imagine we’ll see bolder shades and more shimmers.
Living Proof Perfect Hair Day HighShine Gloss, £30
Hair glosses, such as Living Proof Perfect Hair Day HighShine Gloss, £30, spiked in popularity late last year, so I think they’ll be the next big hair craze.”
Soph Martiné, 28, influencer, says:
“We got so heavy-handed with blush last year that people became ‘blush blind’. I saw this trend winding down at Christmas, so I don’t think it will emerge in 2025.
Instead, people are craving more creativity with their beauty looks.
Last autumn’s contrast trend, where people tailor their make-up based on whether their facial features are considered high, medium or low contrast, was all about finding make-up that suits you, rather than just following the crowd.
I believe this will be a defining feature of the next 12 months.
Shark CryoGlow LED Mask, £269.99
We’ll also see a continued emergence of skincare tech, such as the viral Shark CryoGlow LED Mask, £269.99, as people focus on long-term skincare, rather than just instant results.
And people eat up whatever Hailey Bieber’s beauty brand Rhode launches, so 2025 is sure to be defined by whatever she and her brand does next!”
Cynthia Cohen, 27, founder of supplements brand Nuchu, says:
Gen Z has a significant impact on the beauty industry today; they’re the generation responsible for dictating market trends – especially through social media.
Today, the beauty and wellness industry goes hand-in-hand, meaning consumers will keep seeking products that promote a mindful approach to beauty, skin-care rituals, and holistic health in 2025.
The body positivity movement has been gaining traction, and social media users are no longer shying away from showing their imperfections, meaning beauty and wellness brands are distancing themselves from filters and instead celebrating “flaws”.
Dycpher My Customer Foundation, £42
I’ve also noticed that consumers are craving personalised experiences, meaning products that involve AI-customisation, like tailor-made foundation Dcypher, will be huge in 2025.
However, something we won’t see much of in 2025 is single-use sheet masks.
Due to growing sustainability concerns, consumers are turning away from wasteful products and looking for reusable or compostable alternatives.
Fortunately, you can now get your hands on reusable masks like Botanics Reusable Silicone Sheet Mask, £7.
