Cosmetics Business reveals the top 5 skin care trends of 2025 in new report

This article was originally published in the Skin Care Trend Report. Receive your copy here

Skin care is sitting pretty.

Consumers are investing more in their face care routines as they become intertwined with wellness, trading up to premium products for even some of the more basic steps, like cleansing.

And as results and wellbeing become a dual priority in skin care, consumers are open to redefining the essentials of a modern skin care routine.

Intriguingly, consumers are investing in additional steps, and the result is reflected in the strongest performing segments in skin care across Europe currently.

These include lip treatments (+48%), facial mists (+18%) and toners (+17%), which according to Circana, outperformed the market in 2024 versus 2023.

Prestige lip treatments were equally a bright spot in the US market, despite overall sales only achieving modest 2% growth last year.

The UK’s skin care market, on the other hand, saw prestige sales rise by 12%, ahead of mass market products which were up 8.6% according to exclusive data from Kantar, for the year ending 5 January 2025.

Nevertheless, for today’s skin care consumers, there is a golden rule: necessity over excess.

They may be expanding their skin care routines, but they are exhibiting control over the items they choose.

This does not mean that they won’t adopt new, trending formats or innovations, but only products that add enough value will make the cut.

Kristi McCluer, Global VP Sales & Education for skin care brand Element Eight, which entered the UK exclusively in Harrods in 2024, explains: “Over the past year, we have seen a shift towards intentional, results-driven routines, aligning with the broader quiet luxury movement – where consumers are investing in fewer, high performance essentials rather than cluttering their routines with excess.”

“Consumers remain selective in their purchases as they weigh up cost versus effectiveness and efficacy,” agrees Connor Spicer, Consultant at Euromonitor International, which values the global skin care market at $167.3bn.

As demand continues to rise for results-driven skin care that delivers an extra dose of wellness to consumers’ lives, brands have an opportunity to develop innovations that both deliver for skin and go beyond the conventional expectations of products.

As McCluer says: “Skin care is no longer just a routine – it’s becoming a daily ritual intertwined with self care, wellness and longevity practices.

“Consumers will continue to seek sensory-rich, efficacious products that enhance both skin health and overall wellbeing. Think holistic beauty: inside and out.”

Table of Contents

Trend 1: Milky toners

Traditional toners have had a reboot and consumers are lapping them up.

Gone are the harsh, drying alcohol-based formulations of the past, facial toners have had an upgrade that rolls out the red carpet for the skin barrier.

Enter milky toners, a format that has rebooted the traditional toner segment by prioritising skin hydration and strengthening the skin barrier to boost the complexion, and create the much-coveted dewy glow that consumers are seeking.

The milky toner trend is showing no signs of slowing down either: Spate forecasts strong search growth of 49.2% through 2025, as more consumers flock to the format

This trend reveals which products are winning, and why milky toners continue to strike a chord with consumers.

Trend 2: Fragrance returns to face care

Fragrance-free formulations have dominated facial skin care for well over a decade.

In the early 2010s, there was a significant uptick in fragrance-free claims in skin care, amid a growing perception that they are a ‘safer’ and therefore more desirable option for all consumers.

However, a steady trickle of facial skin care launches are turning against the tide and embracing the use of fragrance once again, recognising the benefits that fragrance can bring to both their formulations and consumers.

Ashley Horler, Head of Product at Skin Rocks by Caroline Hirons, which offers formulas in both fragranced and fragrance-free versions, says: “While the anti-fragrance movement is still strong, there is a shift happening – more people now understand that not all fragrance is harmful and that its presence in skin care can be a choice rather than a concern.”

This trend explores why brands are embracing the use of fragrance in face care once again.

Trend 3: The future of barrier care

Five years ago, the skin barrier had barely entered the conversation.

Following the over-use of exfoliating acids – cases of which peaked during the pandemic – the concept of protecting and repairing the skin barrier started to gain traction on TikTok in 2021.

Since then, brands have ushered in a vast assortment of skin barrier-boosting innovations that have changed consumers’ skin care practices, as well as the wider industry landscape.

Here, brand leaders including The Inkey List, The Ordinary and Byoma reveal how the next step will push brands to work harder to deliver advanced skin results without damaging the skin barrier.

Trend 4: Peptide lip treatments

Over the past year, lip treatments have taken the trophy as the fastest growing segment in skin care, with new data from Circana citing value growth of 48% across Europe in 2024, and even more impressive growth of 69% in the UK specifically.

The boom reflects the wider focus on lip products across make-up, with lip oils, balms and lip liners all seeing strong uptake among consumers over the past couple of years.

But it’s also indicative of wider trends in the aesthetic and skin care space.

The Ordinary’s Lab Team tell Cosmetics Business: “While traditional lip care has focused primarily on hydration and softness, today’s products go beyond that.

“This shift towards more comprehensive lip treatments is driving the rapid growth in this segment, as consumers seek products that not only moisturise but also support overall lip condition and appearance.”

Trend 5: Face mists

As summer 2025 approaches, face mists pose a “huge opportunity” for skin care brands, according to beauty retailer Space NK and market research company Circana.

The segment exploded last year, finding value growth of 42% in the UK as the number of launches almost tripled.

Face mists offer sensorial appeal, summer refreshment and on-the-go hydration, but it is also the next-level innovation that brands are bringing to face mists that is spurring demand.

Niamh Ryan and Charlene Flanagan, the co-founders of skin care brand Ella & Jo, explain: “Innovation in face mists is booming because consumers expect more from their skin care.

“A simple water-based facial mist is no longer enough, people want active ingredients that do more than just refresh.”