SPATE 2025: YEAR IN REVIEW & THE BRANDS THAT WON BEAUTY
2Spate is grading our 2025 trend predictions to evaluate which trends continued to accelerate as expected across skincare, makeup, fragrance, hair, and bath and body. Based on our Google search forecasts, each category earned a passing grade, 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-beauty leaders like Medicube and Dr. Melaxin, fast-rising hair brands such as Based Bodyworks, Wavytalk, and Tymo, and trend-driven brands like Rhode Skin and Sacheu Beauty. You will find the key drivers behind each brand’s momentum and what these signals mean for brands heading into 2026.Want to learn more and find signals for your brand? Set up a free trial of Spate’s dashboard to access full trend data.Thank you, Olivier and Yarden, co-founders of SpateYEAR IN REVIEW: GRADING PREDICTIONS AND IDENTIFYING 2025’S BEAUTY WINNERS
SPATE’S 2025 HIGHLIGHTS3
Ingredients and InnovationConsumers prioritized functional ingredients and quick payoff formulas throughout 2025.Key Outputs: ● The Ingredients Defining 2025● Emerging Themes In Beauty● 2025 AI Search in BeautySpate ExperiencesPlatform-Driven Discovery4TikTok shaped brand momentum and virality became a strategy.Key Outputs:● Virality-Driven Brands Are Taking A Slice Of The Beauty Pie● Decoding Beauty Trends & Platform Dynamics On Google, TikTok & Instagram (webinar)WHAT 2025 REVEALED: KEY CONSUMER SHIFTS SPATE TRACKEDSpate expanded how trends were delivered in 2025 across digital and in-person formats.Key Outputs:● 2025 Culture Report● Makeup Trends & Brands To Watch● New Wave Of K-Beauty● Trend Oasis: Try the Trends with Spate (in-person event)
GRADING 2025 PREDICTIONS
2025 TREND REVIEW: SKINCARE6Trend YOY ↓collagen patch359.9%milky toner132.0%red light face mask53.4%hypochlorous acid spray50.4%centella ampoule47.9%red light wand12.8%korean sunscreen-5.1%glycolic acid toner-14.3%biorepeel-28.2%snail serum-33.0%Source: US Search - from Oct 2024 to Sep 2025 vs. Oct 2023 to Sep 2024SKINCARE: 6 OUT OF 10REFLECTIONIn 2025, consumers continue to explore skincare formats that feel functional and purposeful, reflected in rising interest in collagen patches and milky toners. These categories point to a desire for visible results paired with sensorial experiences that make routines feel more indulgent. At-home tools such as red light face masks and red light wands also remain popular as shoppers look for accessible ways to bring treatment-style benefits into daily care.Ingredient-led products remain central, and the platform split is especially clear here. While Google interest has eased for categories like Korean sunscreen and glycolic acid toner, both are seeing strong momentum on TikTok. This suggests that th...
