THE TRENDS THAT WILL SHAPE BEAUTY AND WELLNESS THIS YEAR
Beauty in 2025 will be a tale of two halves: on the one hand, nostalgia and an AI-reactionary human touch will prevail in make-up and fragrance, while on the other, skincare and wellness will embrace break-neck advancements in technology.
Here, discover our edit of the 10 biggest beauty trends for the year ahead.
1/ Express preventative wellness
Health retreats offering full body MOTs are nothing new; what is new is that a sound, swift, preventative approach to wellbeing – that can be done in your lunch hour – is becoming increasingly accessible and – if the 40,000-person waiting list for the Neko Health Body Scan is anything to go by – in demand. “You are required to do an MOT on your car, but when it comes to your body, you often need to break down before seeing a doctor,” says Hjalmar Nilsonne who, alongside the Spotify founder Daniel Ek, co-founded Neko Health, which offers a comprehensive health check and on-the-spot results at its Marylebone clinic in just one hour.
Via its own software and state-of-the-art tools, the Neko Health Body Scan uses more than 70 sensors, thermal cameras, lasers and radar to collect 50 million internal and external data points from a patient in just a few minutes. These, in turn, are looking at everything from the moles on your body and their propensity for skin cancer, to your risk factors for heart disease and diabetes. Fascinatingly, in the first year of scanning, 14.1 per cent of Neko’s patients (aged 33 to 79 and none of whom were aware of any condition prior to their visit) needed medical treatment, and for 1 per cent, this was potentially life-saving.
The Liver Clinic, whose flagship is based in Wigmore Street’s John Bell & Croyden, has a similar philosophy. Contrary to popular belief, for 70 per cent of those with liver disease it isn’t alcohol-related – lots of factors, including medication and ultra-processed foods can play a part. “Metabolic dysfunction-associated fatty liver disease (MAFLD) is reaching epidemic proportions with close to 40 per cent of adults afflicted by the condition," says the oncology and cancer medical advisor Dr Gareth Morris-Stiff. "With no symptoms or blood test abnormalities in the early stages, most patients present signs when there is already significant damage done to the liver."
Booking in for TLC’s 15-minute FibroScan (ultrasound) lets the specialists assess your liver (giving you a score and guidance) and its potential for fatty liver disease, as well as early detection of any asymptomatic MAFLD already present. You will get instant results along with advice on how to manage any issues that arise, and follow up suggestions.
For something entirely comprehensive, Solice Health is a smart doctor-led programme. After a 90-minute consultation and various tests, it designs a highly detailed and bespoke health plan that also perfectly suits your schedule. Think of it as your private medical concierge.
Neko Health Body Scan, £299; FibroScan at The Liver Clinic, £299
2/ Undetectable injectables and stealth surgery
The year of peak filler blindness, 2024 saw a clear backlash to the overuse of injectables and, at the start of the year, rumour had it that there would be a return of the face lift. Then, as Lindsay Lohan, Christina Aguilera and Demi Moore stepped out, one by one, with faces that had seemingly dropped a decade but displayed no obvious signs of injectables, that same rumour mill went into overdrive, citing the rise of the deep-plane facelift – surgery pioneered in New York for which, until recently, the risks seemed to outweigh the benefits.
“The deep-plane facelift is not new – it’s been around a long time,” explains the consultant plastic surgeon Nora Nugent. “But it’s recently been popularised, in part because it’s a good technique that’s been improved and advanced.” The procedure involves sliding underneath what’s called the SMAS (superficial musculoaponeurotic system) or 'supporting' layer of the skin, and working on a layer beneath, which sits above the nerves that control facial movement.
This, in the past, has come with a higher risk of nerve damage or injury than a standard face lift. But education and nuances about where you “slide under” and the direction in which you lift are leading to more surgeons practicing the deep-plane lift (for Nugent, it’s her go-to). Why? It comes with a more natural-looking, less tight effect that will hold for around a decade and, perversely, result in potentially less bruising and downtime. “I’ve had more and more patients coming in asking about deep-plane face lifts,” says Nugent, who also explains that the procedure works nicely with “deep neck” surgical work.
While surgery clearly isn’t for everyone, there is a general mood for aesthetic work that is undetectable, for which the aesthetic doctor Sophie Shotter is championing a new practice, using a patient’s platelet-rich plasma (PRP) as filler. “We’re extracting and heat-treating the patient’s own blood, and that alone is re-injected,” explains Dr Shotter, meaning what’s put under the skin is 100 per cent natural. “While this can’t do everything filler can do – for instance it won’t be able to reshape your jawline – I think it’s fabulous for those who just have a little volume loss, for skin regeneration, and I think it’s going to be a game-changer for anyone who wants some volume around the eye area; it’ll become an excellent option for the tear trough,” she says.
PRP is also, as consultant dermatologist at Montrose London Dr Jonathan Kentley expands, a form of "regenerative dermatology" predicted to grow in 2025. "This focuses on using techniques to repair and restore the normal function of the skin as we age," he says. "As well as platelet-rich plasma, regenerative techniques include exosomes and polynucleotide injections, all of which work to restore the normal function of our skin, making sure we age the best we can while looking natural."
Dr Sophie Shotter Retexture & Rejuvenate protocol, which includes Cellenis Derma PRP filler, from £2,000; Consultations with Ms Nora Nugent can be booked here.
3/ The summer of mineral sunscreen
“Mineral-based sunscreen is definitely on the rise and going to be big in 2025,” says Bobbi Brown, founder of her eponymous brand and Jones Road, both of which herald skincare as a key component to make-up looking its best. “Mineral sunscreens are great because they contain ‘clean’ ingredients, but they’re also really effective.”
Mineral, also sometimes referred to as 'physical' sunscreens, are those which use ingredients that sit atop the skin and literally block UV rays getting in, as opposed to chemical sunscreens, which are absorbed by the skin in order to themselves absorb and break down UV.
Consultant dermatologist Mary Sommerlad agrees that the clean beauty movement is playing into the rise of mineral sunscreen formulas. She explains that, “by its nature, this movement excludes a number of ingredients found in traditional chemical sunscreens,” some of which have been alleged to cause skin irritation or worsen breakouts – but there is, as yet, no robust data to support this. And as an extension of this conscious approach, “there are also concerns around the potential impact of certain ingredients found in chemical sunscreen on marine environments,” continues Dr Sommerlad. Oxybenzone, for instance, has been banned in Hawaii and the state of Florida among other territories due to environmental concerns.
So why haven’t we always used mineral sunscreens? Until now (and still now, to some degree) mineral sunscreens haven’t been especially user friendly; they can be thick, greasy, and leave a white cast. But last year that began to change, with Tatcha’s The Silk Sunscreen being a notable evolution of the mineral; a zinc oxide-based fluid that’s lightweight – and a pleasure – to apply but feels substantial when on, and leaves no trace. It’s also reef safe.
"Improved formulations are making mineral sunscreens more cosmetically acceptable,” says Dr Sommerlad, something that in the past – particularly for women of colour – has been an issue. "I have been impressed with some 100 per cent mineral sunscreens that are using non-nano technology [meaning it won't penetrate the skin and is also safer for marine life] while still making very attractive formulations without a white cast. Bloomeffects Tulip Dew Shield and Glow is my standout mineral sunscreen at the moment – it's a really moisturising and effective sunblock (SPF50) with an elegant, glowy finish."
Many more excellent mineral formulas (currently under embargo) are due to launch this year, all of which will be reviewed here over the coming months. Until then, shop our physical sunscreen picks below.
4/ The rise of neck and dec tech
The neck, and by extension the décolleté, has long been resistant to rejuvenating treatments; it's a rogue body part where the skin is thinner, has fewer sebaceous glands, and is generally tricky to target. But that is all about to change. “This is really exciting,” enthuses Dr Shotter. “2025 is going to reap the benefits of recent studies that have been done to help practitioners understand optimal dosing and injection techniques for botulinum toxin (botox) in the neck.”
To be clear, while botulinum toxin has been administered in necks for some time, there haven’t been any clear guidelines as to best practices and, as such, best possible outcomes. "Now, these new studies have resulted in evidence-based injecting protocols (like those that already exist for the upper and lower parts of the face) that will mean much better end results,” says Dr Shotter.
In addition, topicals specially developed for the neck and décolleté are starting to produce next-level results. Industry insiders have been increasingly clamouring for Trinny London’s The Elevator, packed with peptides alongside patented technology that helps restore the connection between the skin’s layers, which work together to lift, tighten, smooth and firm. New from Gatineau, meanwhile, is a formula that combines potent plant extracts with algae and hyaluronic acid (HA) for skin that, in clinicals, was shown to appear stronger and firmer. Similarly Cellcosmet's new CellLift Neck and Décolleté cream, formulated with peptides – one of which mimics the freezing effects of botox – as well as multi-molecular HA, was put through robust testing and shown to drastically reduce wrinkle depth.
5/ Purposeful perfume
A couple of years ago, the notion of neuroscience infiltrating fine fragrance was still fairly niche. Today, less so, as more and more brands are understanding the value in a perfume that is as useful and therapeutic as it is beautiful-smelling; a notion that will boom in 2025.
But as well as for an instant mood uplift, it seems that Gen Z is using fragrance to access the kind of emotional boost that only happy memories can prompt. “I'm seeing the new generation of customers as very versatile," says the perfumer Marc-Antoine Barrois. "They are collecting fragrances in a special way – not using them as long-term olfactive signatures but more as souvenirs of a specific emotional time or state of mind in their lives; scent to remind them of this or that memory,” he explains. "This is unexpected, but seems to be what is driving fragrance sales when it comes to Gen Z."
In this way fragrance, rather than being a sensorially decorative extension of getting dressed, is being used as a vehicle through which to access memories and their associated feelings for moments of mental uplift. Picture-postcard perfume, if you will.
6/ Bioactive beauty routines
The rise of ingredient-led brands such as The Ordinary and The Inkey List has made amateur lab technicians of us all, but beauty’s next scientific frontier is Willy Wonka-esque in scope. The use of biotechnology, which involves producing potent lab-grown ingredients sourced from living organisms (think algae, bacteria and yeast), not only allows cosmetic scientists to tweak natural ingredients to make them even more stable and effective but opens doors to creating new ones altogether. This isn’t simply an exciting prospect for supercharging everything from skincare to haircare to fragrance; it’s also set to make the beauty industry more sustainable, as lab-engineered products exert less pressure on our natural resources and ensure that ingredients are traceable.
“As precision fermentation and vertical farming become mainstream, beauty brands will adopt these technologies to produce bio-synthetic ingredients with minimal environmental impact”, says Clare Hennigan, principal analyst of beauty and personal care at Mintel.
“Future beauty products will be designed to adapt to environmental and physiological changes in real-time; imagine skincare that adjusts to varying climate conditions or deodorants that release odour-neutralising molecules based on body temperature,” she continues. “These climate-adaptive products will offer highly personalised experiences, blending technology with nature.”
In the skincare sphere, lab-created antioxidants like glutathione and naringenin eclipse even the likes of vitamin C in terms of efficacy and skin-brightening potential (even at low concentrations), and they’re formulated to be more readily ‘accepted’ by your skin, too. This is especially revolutionary for those with sensitive skin or conditions like eczema or rosacea who find that powerful actives normally trigger irritation; biotech can quite literally take out the sting while allowing you to reap the skin-rejuvenating rewards.
The cosmetic dermatologist Dr Anjali Mahto also predicts that biomimetic peptides will become big news in 2025. “These synthetic compounds mimic the body’s natural peptides, acting as messengers to boost skin health. They can stimulate collagen production, repair damaged skin, and even regulate pigmentation,” she explains. “Their customisable nature allows precise targeting of various skin concerns, from ageing to sensitivity. With ongoing advancements in formulation, I suspect we’ll see more brands research and introduce biomimetic peptides into their product formulations.”
7/ ‘Therapeutic laziness’ and the simplification of self-care
As an antidote to both burnout (44 per cent of UK workers feel physically and/or mentally exhausted at the end of the working day according to Telus’ Mental Health Index) and elaborate wellbeing regimes that can often ironically increase stress levels, WGSN’s number one 2025 beauty trend is ‘therapeutic laziness’. According to WGSN analysts, the movement offers up a “guilt-free retreat where therapeutic rest meets beauty”. Expect “treat-while-you-laze products that enhance skin and hair health while you unwind” and an increase in rest-related tourism and retreats, “with sleep-enhancing amenities like AI smart beds and prescription-scented lullabies.”
Mintel’s 2025 Global Beauty and Personal Care Trends report also spotlights beauty’s increasing focus on comfort and emotional wellbeing, “much like the comfort food movement”. There are also eco-benefits to be had. “Ingredients, textures and products will evoke simpler times, focusing on sensorial experiences that soothe and nourish,” details the report. “Brands will also need to adapt to the growing trend of slow living by aligning their innovation cycles with more sustainable and mindful consumption patterns. This means creating products that are not only effective but also designed for underconsumption.”
Therapeutic launches to come in 2025 include Jo Malone’s Care Collection, arriving at Selfridges in February and inspired by the ingredients and rituals of the Roman baths. Each of the seven bath and body-care products aims to reflect the different stages of a Roman bathing experience, from the warm, cosy Tepidarium to the hot and steamy Caldarium and invigorating Frigidarium. Blends use ingredients and essential oils symbolic to the Romans, informed by modern neurosensorial research, so that each product invokes a positive emotional reaction.
Meanwhile, Chanel is set to debut its modern take on a gua sha this month, its No1 de Chanel Massage Tool, and LED light therapy will become as renowned for its wellbeing benefits as it is for skin health.
“Younger clients in particular can see tech-led treatments as simply functional, but the likes of LED light have remarkable holistic effects too,” says the expert facialist Katharine Mackenzie Paterson. “I use a Dermalux LED device and it’s a profound mood-enhancer; clients arrive wound-up and after just 10 minutes under the lamp they’re relaxed,” she explains.
“Clients have told me that it’s like giving your brain a break to read a book in a sunny park, and this makes a lot of sense to me. Studies indicate that blue LED light can improve mood as effectively as antidepressants and help to relieve symptoms of SAD, while on the red-light setting, research shows that it’s brilliant for boosting melatonin levels, helping you to sleep better. There’s almost nothing else like it for switching off fast.”
8/ Press-on – but still polished – manicures
For all their speedy appeal, press-on nails have thus far been neither environmentally friendly nor especially chic, but in 2025, that’s set to change. Claws by Tiger Taylor, for one, brings an elevated aesthetic to the press-on nail market, with each glossy kit being fully biodegradable and compostable (for comparison, a plastic nail takes around 500 years to degrade). Bazaar can confirm that the plant-based bioplastic nail sets are nevertheless durable and can be cut, filed and shaped for a fully bespoke manicure, and each case is recyclable, too.
Another brand elevating press-on nails is Fette, whose founder Angela Lei found herself searching for an elegant alternative to the back-to-back gel manicures that were weakening her natural nails.
“I decided to take a break so my nails could get stronger but still wanted to look put-together when attending dinners or events” she tells Bazaar. “I heard that there were handmade press-on nails in Asia that used an alternative adhesive option to industrial glue that doesn't harm your nails, so I looked into it. I found many technically high-quality options but aesthetically I couldn't find a set that I would want to wear. So, I had the idea to create a brand offering hand-painted (rather than machine-sprayed) press-on nails that are as much lifestyle accessories as they are beauty products.”
Now Lei’s professional manicures are limited to cuticle trims and shapes, and she alternates her Fette nail sets in accordance with her mood and diary. “We blend classic designs such as French tips and chic, solid colours with trending elements such as dots and cat’s eyes,” she says. As for Fette’s future plans, they’re focused on both style and substance. “This month we’ll be releasing a small capsule collection of short, wearable styles that are both practical and beautiful. We’ll also soon be offering another adhesive solution that’s longer lasting than the current jelly nail tabs on the market.”
9/ Hair volume: the bigger the better
“Volume is really going for gold in 2025,” states the legendary hairstylist Sam McKnight MBE. “Bombshell blowouts will be made easy; they’ll inject glamour into the everyday but without the hard work.”
As seen at the 16Arlington SS25 show, for which McKnight designed the hair look, a retro go-to is a key tool. “We started using Velcro rollers in the '80s with Cindy Crawford, and they’re still a staple in my kit four decades later. The '80s was all about big hair: hot rollers and Velcro rollers were the name of the game,” McKnight reminisces.
The difference between then and now? “Velcro rollers have always required minimal effort and heatless stylers saw a huge resurgence in 2024, but you’d either leave them in overnight or need to wear them for many hours to set and reshape your hair,” he explains. “Everyday tools are evolving to create a voluminous blow dry that’s easy and that you won’t have to pre-plan.”
A perfect example is McKnight’s recently released The Big Set, used backstage at the 16Arlington show and consisting of Velcro rollers, a hood attachment and McKnight’s heat-protective Modern Hairspray. “Once you pop your hair in rollers, attach the hood to your hairdryer. It heats up in 15 minutes and shapes and styles your hair to achieve dreamy volume. This kind of blow dry would normally take twice as long, not to mention the fact that it’s hard to execute yourself.”
Also hastily heightening hair for 2025 is London’s Neville salon, whose 30-minute Glow Dry service combines a refined, lifted blow-dry with a simultaneous LYMA laser treatment, reviving both skin and your style “for a multi-tasking and effortlessly luxurious beauty experience,” according to Elena Lavagni, the director of Neville Hair and Beauty. “We’re increasingly blending luxury with innovation; now clients can leave with voluminous hair and rejuvenated skin [even if they’re wearing make-up] in very little time.”
10/ The return of winged liner
For all the derision that winged eyeliner received on TikTok in 2024 (it was largely deemed passé by Gen Z), the feline flick made a strong resurgence towards the end of year, as seen on Nicola Coughlan at both The Fashion Awards and Bazaar’s Women of the Year Awards (where Laura Haddock also showcased a crisp cat’s eye) and Simone Ashley at multiple winter events. Make-up artists Neil Young and Alex Babsky executed some of the sharpest winged liner looks of late on the red carpet, rebuffing last year’s ever-popular clean-girl aesthetic in favour of elevated drama and classic flicks for Coughlan, Haddock, Ashley and stars such as Lashana Lynch and Black Doves’ Ella Lily Hyland.
Chanel’s Métiers D’Art Collection 2024/25 in Hangzhou also saw a return to graphic black liner, with the lead make-up artist Lisa Butler creating glossy black liner looks to complement the collection inspired by the Chinese lacquer screens that adorned the walls of Gabrielle Chanel’s 31 rue Cambon address in Paris.
Butler described the shape as “resembling a half-moon, with a wing angled slightly upwards". Teamed with lip balm, a velvety matte complexion and lightly blushed cheeks, the liner commanded attention.
While this specific look is perhaps not for everyday wear, it indicates that winged liner will not only return to form in 2025 but become more playful, with experimental textures, rich pigments and fresh placement lending a modern feel. A case in point is the Victoria Beckham Satin Kajal Liner in Jeans, launching this month, which is designed to be as versatile as the denim in your wardrobe; the indigo shade is a twist on classic black, with payoff intense enough to create a sweeping wing.