SPATESPATE2025:YEARINREVIEW&THEBRANDSTHATWONBEAUTY
VEADINDEVIFW·GRADINGDREDICTIONSANDIDENTIEYING2025'SBEAUTYWINNERSSpateis aradina our 2025 trend predictions to evaluate which trends continued to accelerate asexpected across skincaremakeup fragrance, hair, and bath and body. Based on our Google search forecasts, each category earned a passingarade with several predictions outperforming expectations. This report outlines which trends held strong.We also analyzed the beauty brands that saw the most significant change in popularity in 2025. The list spans K-beautyleaders like Medicube and Dr. Melaxin, fast-rising hair brands such as Based Bodyworks, Wavytalk, and Tymo, andtrend-driven brandslike RhodeSkin and Sacheu Beautv. You will find the kev drivers behind each brand's momentumand what these signalsmeanforbrandsheadinainto2026Want to learn more and find signals for your brand? Set up a free trial of Spate's dashboard to access full trend datalThankvou.OlivierandVarden.co-foundersofSpaterSPATE2
SPATE'S2025HIGHLIGHTSSPATE3
WHAT2025REVEALED:KEYCONSUMERSHIFTSSPATETRACKEDIngredientsandPlatform-DrivenSpateExperiencesInnovationDiscoveryConsumersprioritizedTikTokshapedbrandSpateexpanded howfunctionalingredientsmomentum and viralitytrends weredelivered inand quick payoffbecameastrategy.2025acrossdiaitalandformulasthroughoutin-person formats.2025.KeyOutoutsVirality-DrivenBrandsKeyOutputs:KeyOutputs:AreTakingASliceOf2025CultureReportThe IngredientsThe BeautyPieMakeupTrends&Defining2025DecodingBeautyBrands To WatchEmergingThemesTrends&PlatformNew WaveofIn BeautyDynamics OnGoogle,K-Beauty2025AlSearchinTikTok&InstagramTrend Oasis:Try theBeauty(webinar)Trends withSpate(in-person event)SPATE4
SPATEGRADING2025PREDICTIONS
2025TRENDREVIEW:SKINCARESKINCARE:6OUTOF10REFLECTIONTrendYoYIn2025,consumerscontinuetoexploreskincare formatsthat feelfunctionaland purposeful,reflected in rising interest in collagen patches and milkycollagenpatch359.9%toners.Thesecategories,point toadesire forvisibe results paired with,sensorialexperiencesthatmakeroutinesfeelmore indulgentAt-homemilky toner132.0%toolssuch asredlightface masks and redlight wands alsoremain popular as,shopperslook for accessible ways to bring treatment-style benefitsintored light facemask53.4%daily care.hypochlorous acid spray,50.4%Ingredient-ledproductscentra,and theplatformspltisespecillycentellaampoule47.9%thaseasedfor cateaorieslikeKoreanhand glycolichatharacadinastronamomentum onred light wand12.8%TiKTokThissuggeststhatthetrends themselvesare stllrelevant;consumerskorean sunscreen-5.1%traditionalsearch.glycolic acid toner-14.3%biorepeelOveral, a more thoughtfulapproachdefinesthe 2025skincarelandscape.-28.2%Shoppers are choosing products that feelintuitive, tolerable, and rooted-33.0%toward routines built around their individual needs.Koreansunscreenandglycolicacid toneraregrowingat+45.8%SPATE6
2025TRENDREVIEW:HAIRHAIR:8OUTOF10REFLECTIONTrendYOY+Cherry cola hair, micro bangs, and texturizing powder are setting the tone forcherry cola hair123.8%2025, showing how consumers are leaning into expressive loo...
