2025 marked an exciting turning point in the beauty world, where warmth, nostalgia and authenticity were prioritised.

From subtly rosy cheeks to easy-to-maintain short hairstyles and more open conversations about cosmetic procedures, the beauty industry has focused on bringing simple joys amidst a challenging economic climate.
Major brands are consolidating, new products are booming, and consumers are increasingly prioritising practicality and sustainability. Let's take a look back at the beauty market through the most prominent trends of this year, as compiled by L'Officiel Vietnam.

<h2 style="text-align: center;">Key events in the beauty industry</h2>

2025 will see several major events shaking up the beauty industry, reflecting a combination of celebrity power, global influence from diverse cultures and economic pressures.
First, there's the blockbuster deal for Rhode &ndash; the skincare brand founded by Hailey Bieber. Rhode was sold to elf Beauty for a staggering $1 billion, a huge sum proving that celebrity-initiated brands aren't just passing trends but real goldmines. This deal underscores how simple, hydrating, and affordable products can conquer the global market, especially as consumers seek effectiveness without breaking the bank. It also signals a larger consolidation in the industry, where large companies like elf are "swallowing" smaller brands to expand their product portfolios.
Next, the Korean cosmetics industry continued to assert its dominant position, spreading strongly from Korea to the rest of the world. Advanced ingredients such as PDRN (salmon DNA) and natural skincare extracts have become "stars" in daily skincare routines. Beyond just products, K-Beauty has influenced global trends through the endorsements of celebrities and social media, making snail mucin and sheet masks more popular than ever. This shows that consumers are gravitating towards innovations from Asia, which emphasise the combination of science and nature, promoting healthy skin from within without harsh interventions.
Another highlight is the increased transparency in cosmetic procedures. Celebrities like Kris Jenner have openly shared their facelift journeys, turning once-hidden topics into casual conversations. This not only helps break down stereotypes but also encourages more natural-looking results, such as radiant skin that doesn't appear artificial. In a social media landscape flooded with retouched images, this authenticity connects consumers more closely and cosmetic surgeons report increased demand for minimally invasive procedures.

Furthermore, 2025 also witnessed significant brand upheaval due to economic pressures. Several beloved brands, such as Ami Col&eacute; (specialising in products for people of colour) and REN (clean skincare), had to close or divest, reflecting consolidation to cope with rising tariffs, escalating production costs, and fierce competition from larger players. This led to a focus on more affordable, multi-purpose products, but also opened opportunities for niche brands initiated by beauty experts.
Ultimately, the beauty industry in 2025 will focus on skin longevity. Products such as skin barrier repair, scalp care, and protein-based wellness hacks have become major trends, helping people think of beauty as part of a long-term healthy lifestyle, not just superficial appearance.

<h2 dir="auto" style="text-align: center;">Beauty trends shaping 2025</h2>

Is there a reason behind the beauty trends of 2025 &ndash; from warm toasted makeup and vibrant cherry flush to short bobs and long-lasting lip tints?
In essence, they reflect a year of uncertainty, where people sought comfort and stability. It's no coincidence that the beauty industry has shifted toward familiar, comforting things; this is a result of larger economic, social, and industry factors.
First came the explosion of bob and pixie haircuts. These short cuts not only offer convenience &ndash; easy to blow-dry, easy to style &ndash; but also evoke the confident style of the 90s. From classic chin-length bobs to stubby pixies, they suit all face shapes and have been championed by celebrities like Emma Stone and Zo&euml; Kravitz. If you're thinking about a change, this is an ideal option for a fresh look that doesn't require a lot of maintenance.

Next, cherry-coloured makeup with blush truly exploded in popularity. Imagine a blush that glows like ripe cherries, creating a sensual and sophisticated look. This trend extended to lips and nails, creating a cohesive look that's easy to replicate at home with readily available products.
Inspired by the luscious and vibrant beauty of ripe cherries, Cherry-Coded offers a captivating palette of red shades, from youthful bright reds to sophisticated crimsons and alluring wine reds. The name Cherry-Coded evokes a sense of freshness, sweetness and a touch of mystery "coded" into each manicure. Red, the timeless symbol of passion and power, is refreshed with a fresh cherry tone, more suited to a modern spirit. &nbsp;

Lip tints (lip stains) are also a star this year, with their ability to stay vibrant all day while still looking natural. No more worrying about smudging or constantly reapplying, this is the perfect choice for a busy lifestyle. Brands like Rhode and K-Beauty are leading the way with their hydrating formulas, making lips look fuller without feeling heavy.
Industry-wise, economic realities have shaped trends. Billion-dollar deals like Rhode's acquisition by elf demonstrate a priority on brand effectiveness and viral potential, while closures like Ami Col&eacute; or REN clearly show that the beauty industry is forced to consolidate to survive. As a result, versatile products like lip tints &ndash; long-lasting and affordable &ndash; have become popular, allowing consumers to save money while still looking good.

This fall, the "toasted" makeup trend, with its warm, sun-kissed tones reminiscent of 90s supermodels like Cindy Crawford, is on the rise. Using a single shade of bronzer to create a natural glow, this trend extends the summer vibe into fall and winter, is easy to apply to all skin tones, and gives a healthy, radiant look. Hailey Bieber continues to be a trendsetter.
How many of this year's most prominent beauty trends have you experienced?

Year-End Summary: Key Beauty Trends for 2025

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