The beauty industry is constantly evolving, with new brands and products emerging every year that challenge the norms and set new trends. As we look ahead to 2025, several brands and products are making waves with their innovative formulations, sustainability efforts, and inclusivity. I’ll dive into the brands and products that are poised to redefine the beauty landscape in the coming year.
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Find your gear1. Lush – Leading the Charge in Sustainability
Lush, a long-standing pioneer in ethical beauty, continues to make strides in 2025, pushing the boundaries of sustainability while offering luxurious skincare, haircare, and bath products. The brand has always been known for its fresh, handmade products, and in 2025, it has expanded its commitment to eco-friendly practices. Lush is focusing on “naked” products—items that are sold without packaging to reduce plastic waste—and introducing biodegradable, plant-based alternatives to traditional beauty packaging.
One of the standout products to watch in 2025 is Lush’s “Naked Body Butter.” This product has already gained attention for its deeply hydrating and nourishing qualities, and its zero-waste design is setting a new standard for sustainable skincare. Expect more “naked” products to hit the shelves, continuing Lush’s mission to be more eco-conscious without compromising on quality.
2. Fenty Beauty – Pioneering Inclusivity in 2025
Rihanna’s Fenty Beauty continues to dominate the beauty industry, and in 2025, the brand remains at the forefront of inclusivity. Fenty has made a name for itself by offering an extensive range of foundation shades catering to every skin tone, and this commitment has only deepened over time.
In 2025, Fenty’s “Pro Filt’r Soft Matte Powder Foundation” is expected to remain one of the most sought-after products. The formula provides a buildable, smooth matte finish, offering a broad spectrum of shades that flatter a diverse range of skin tones. Additionally, Fenty Beauty’s eco-friendly initiatives, such as using recycled materials in its packaging, reflect the growing shift towards sustainability in beauty.
Fenty’s ability to set trends, especially in the realm of diverse beauty needs, makes it one of the most influential beauty brands to watch in 2025.
3. Rare Beauty – Redefining Natural Beauty
Selena Gomez’s Rare Beauty is known for its commitment to natural beauty and promoting mental health awareness, and the brand continues to capture attention in 2025. Rare Beauty has been highly praised for its lightweight foundations, blushes, and highlighters that enhance natural beauty, rather than masking it.
One of the most anticipated launches for 2025 is “Positive Light Tinted Moisturizer,” a hydrating product that offers sheer coverage while letting skin shine through. The brand’s emphasis on mental well-being and the idea that beauty should empower, not cover, is resonating with more consumers than ever.
Moreover, Rare Beauty’s inclusivity and dedication to providing products for all skin tones ensures that it will remain a frontrunner in 2025. The brand’s commitment to creating high-quality, accessible beauty products has made it a beloved choice for those seeking a natural, glowing complexion.
4. Glow Recipe – Skincare Meets Makeup
Glow Recipe has become a favorite in the skincare realm, and in 2025, it continues to redefine the beauty industry by merging skincare and makeup. Known for its fruity, plant-based formulations, Glow Recipe has captured the hearts of beauty enthusiasts with its fun yet effective products.
Glow Recipe’s “Watermelon Glow Niacinamide Dew Drops” have already earned a cult following, and in 2025, its new formulations with added niacinamide, peptides, and antioxidants are expected to offer even greater results. The brand is committed to creating clean, non-toxic beauty products that not only deliver results but are also vegan and cruelty-free.
Glow Recipe’s ability to seamlessly blend skincare benefits with makeup-like finishes makes it a unique brand to watch in 2025. As more consumers seek to simplify their beauty routines, this hybrid approach is likely to become even more popular.
5. Kosas – Clean Beauty Revolution
Kosas has quickly emerged as one of the leading names in clean beauty, offering high-performance products that are free from harmful ingredients. In 2025, Kosas is gaining traction with a wide range of makeup and skincare solutions, and the brand’s clean beauty credentials continue to set it apart in a crowded market.
One of the standout products from Kosas in 2025 is the “Revealer Super Creamy + Brightening Concealer,” which promises to deliver buildable coverage while brightening and hydrating the skin. Kosas’ commitment to using clean, cruelty-free ingredients without compromising on performance has made it a top choice for beauty lovers who prioritize both effectiveness and ethics.
With more beauty enthusiasts turning to clean beauty alternatives, Kosas is well-positioned to continue its upward trajectory in 2025.
6. Charlotte Tilbury – Timeless Glamour with a Modern Twist
Charlotte Tilbury remains one of the most influential makeup artists in the world, and her eponymous brand continues to be a go-to for beauty aficionados in 2025. Known for its luxurious, high-performance products, Charlotte Tilbury brings timeless glamour to the modern beauty scene.
One product to watch in 2025 is “Airbrush Flawless Foundation,” a full-coverage foundation with a lightweight, long-lasting formula. It provides a flawless matte finish, perfect for those looking for all-day wear. Charlotte Tilbury’s cult-favorite “Pillow Talk” lipstick has been a top-seller for years, and in 2025, the line will likely expand with new, exciting shades and formulations.
Charlotte Tilbury continues to innovate with new product launches, and her ability to blend luxury with practicality ensures that her brand will remain relevant and highly coveted in 2025.
7. Drunk Elephant – Clean, Clinical Skincare
Drunk Elephant, a skincare brand renowned for its clean formulations and clinical approach, is another standout brand to keep an eye on in 2025. The brand prides itself on using non-toxic, effective ingredients, and it has garnered a loyal following for its commitment to providing high-quality skincare without the use of harmful chemicals.
“T.L.C. Framboos Glycolic Night Serum” remains one of Drunk Elephant’s most popular products, but in 2025, the brand’s focus on creating products that work in harmony with the skin’s natural processes will continue to resonate with consumers. As the demand for effective, non-toxic skincare grows, Drunk Elephant’s dedication to high-quality ingredients ensures its place as a leading brand in 2025.
8. BeautyBio – At-Home Skincare Devices
BeautyBio is changing the game in 2025 with its innovative skincare devices that deliver professional-grade results at home. Their “GloPro Microneedling Regeneration Tool” has become a game-changer for those looking to improve skin texture, tone, and elasticity without the need for invasive treatments.
The brand’s ability to blend cutting-edge technology with skincare has made it one of the most exciting brands to watch in 2025. As more consumers look to invest in at-home beauty devices, BeautyBio’s devices will likely become a staple in many skincare routines.
The Future of Beauty in 2025
As we look ahead to 2025, it’s clear that the beauty industry will continue to be shaped by trends like inclusivity, sustainability, clean beauty, and innovative technology. Brands like Fenty Beauty, Rare Beauty, and Lush are leading the charge in these areas, while emerging names like Kosas and Glow Recipe offer new and exciting products that cater to the modern beauty consumer.
In 2025, consumers will prioritize products that not only enhance their beauty but also reflect their values. Whether it’s eco-friendly packaging, clean ingredients, or a commitment to inclusivity, the beauty industry is becoming more thoughtful, intentional, and innovative.
Stay tuned for these brands and products, as they are sure to lead the way into the future of beauty.
