The beauty industry this year has experienced challenging yet simultaneously very interesting times. This is due to the number of changes that occurred, each accompanied by a large number of micro-trends. We suggest recalling what happened and what specific trends in the beauty industry the past year will be remembered for.
In 2025, we witnessed a literal tectonic shift in the world of beauty trends. The industry finally bid farewell to the minimalist aesthetic of the clean girl and gradually began transitioning to maximalism in manicures, hairstyles, and, of course, makeup. As a result, among the fashionable currents, we saw long-forgotten creative ideas, interesting combinations of colors and textures, experiments with formulas, as well as numerous returns of products that had been shelved, which turned out to be just as beautiful as before. We suggest summarizing the beauty highlights of the year and recalling the most successful trends in the industry.
"Glass Skin"
One of the first loud trends in the beauty industry in 2025 was gifted to us by British makeup artist Pat McGrath. At the end of 2024, she created a makeup look for the couture collection show of the Maison Margiela brand, which literally exploded on social media. Everyone started trying to find the exact way in which the renowned artist achieved such a glossy effect. Tired of watching endless attempts by fans to find the right solution, the Pat McGrath Labs brand released a special finishing spray that allows for that very "glass skin" effect, albeit a bit more suitable for everyday life.
Bleached Eyebrows
One of the main trends across the entire lifestyle industry became the Y2K aesthetic, allowing older generations to reminisce about their carefree youth, while younger ones experimented with bold outfits, hairstyles, and makeup. Initially, thin thread-like eyebrows returned to fashion in the beauty sphere, which, as Zoomers discovered, who did not experience such a trend in the past, made even the sweetest face look much bolder. However, the noticeable thinning did not stop there — it was quickly replaced by bleaching, creating not just a slightly careless but truly alien effect that appealed to celebrities, influencers, and ordinary beauty enthusiasts alike.
Blue or Blue Eye Makeup
Another quite controversial retro trend that we saw return in 2025 is the revival of eye makeup using blue and azure shades. Despite the fact that for many who experienced this trend in the past, it does not quite associate with high fashion, it is precisely there that it emerged this time. Designers began sending models down the runway with such makeup, leading to further spread of the trend.
Cool Pink Blush
By the end of 2025, a somewhat forgotten yet simultaneously classic beauty trend made a comeback. Thanks to viral makeup looks by makeup artist Ngozi Edema, which she created for members of the Kardashian-Jenner family, all influencers suddenly remembered all the advantages of this product, as well as the image of a frozen girl. Now, dry and matte light pink blush with a mandatory cool undertone is rapidly becoming bestsellers among various brands and shows no signs of disappearing in the first half of 2026.
