The Beauty Trends That Defined 2025 And What They Mean for the Future of Skincare
As 2025 draws to a close, Spate’s Year in Review reveals what beauty consumers were really searching for, and the results are a wake-up call for brands still stuck in the past.
At Vaulabs, where we work with dozens of emerging and established founders, we see these shifts not just in data, but in real-time requests from visionary clients. Here’s what stood out in this year’s trends report and how it’s shaping the future of clean beauty product development.
Skincare Isn’t Slowing Down - It’s Growing Smarter
Skincare remains the strongest beauty category overall, with sustained interest in targeted solutions and simple routines. According to Spate, categories like tinted sunscreen, retinol body lotion, and beef tallow skincare saw breakout growth. The data suggests a deeper shift: consumers are becoming ingredient-aware, results-driven, and less influenced by “trend for trend’s sake.”
As a formulation lab, we’re seeing this reflected in founder briefs with a clear rise in demand for multi-functional products that address specific skin goals, without overcomplicating the routine.
The Rise of Function-Forward Beauty
Among the top trends:
Retinol body care saw increased traction, confirming that the face-to-body crossover is more than a phase. Brands are now expected to deliver anti-aging and active ingredients across all categories — not just facial care.
Balm cleansers and oil-to-milk textures continue their reign, speaking to the ongoing demand for gentle, sensorial, yet effective formulations.
Tallow-based skincare (once a fringe movement) is now experiencing mainstream curiosity — highlighting the growing acceptance of bioavailable, heritage-inspired ingredients.
We anticipate 2026 will build on this ethos: clean beauty, yes — but also functional, nostalgic, and minimalist.
Clean Beauty Must Keep Evolving
One striking insight from the Spate report is the continued consumer focus on ingredient transparency. Search trends show that buyers are not only looking for performance — they’re actively researching ingredients, cross-referencing claims, and demanding regulatory clarity.
At Vaulabs, this aligns perfectly with our mission: clean formulations backed by science, transparency, and global safety compliance. Our team was already formulating free of the ingredients banned by California’s new Musk Reduction Act (effective 2027), and we welcome this shift toward higher regulatory standards.
The Bottom Line for Founders
2025 confirmed what we already knew: consumers are evolving. They’re craving clarity, efficacy, and simplicity — not just aesthetics or marketing buzzwords.
If you’re planning to launch or grow a skincare brand in 2026, these are the questions you should be asking:
Is my formula forward-thinking and future-proof?
Am I speaking to a more informed, ingredient-aware consumer?
Is my packaging and positioning aligned with function-first values?
Let’s make 2026 the year your product isn’t just part of a trend — it defines one.
Sources:
SPATE 2025 Year in Review: The Brands That Won Beauty, © Spate, Inc.