Sculpted By Aimee founder shares top beauty trend predictions for 2025
The beauty industry is a powerhouse of innovation, with brands capitalising on trends and blending cutting-edge tech with breakthrough science to meet the ever-evolving demands of beauty enthusiasts worldwide.
Leveraging insights from social media trends and emerging search data, makeup artist and entrepreneur Aimee Connolly reveals her beauty trend predictions for 2025.
Blurred Vision
The new data reveals a surge in smooth, "soft-focus" skin, with searches for "Blurring Setting Powder" up 145% over the past two years, signalling a shift in consumer preferences. But this trend isn’t just about powders anymore - it’s shaping beauty routines, from skincare to lip products, as the demand for a naturally perfected, effortlessly blurred complexion takes centre stage.
"I expect 2025 will see us moving past heavy, cakey makeup as consumers embrace a more natural, skin-like finish. Inspired by K-beauty and a communal shift towards a more minimal makeup aesthetic, this growing trend champions products that enhance your natural complexion - think a soft, diffused effect that sits perfectly between the usual matte and dewy finishes," explains Connolly.
Sleeping Beauty
TikTok's obsession with "Sleepmaxxing" - a trend focused on optimising sleep quality rather than quantity, boasting over 98 million views - is set to redefine beauty routines. The quest for that effortlessly rested, "I woke up like this" glow could drive a new wave of innovation in skincare and makeup that mimics the benefits of a perfect night’s sleep.
Expect skincare-infused concealers to take centre stage, leveraging the brightening properties of well-known actives like niacinamide and vitamin C to enhance the visual benefits of makeup. At the same time, actives like ceramides and hyaluronic acid will continue to dominate as consumers strive for plump, bouncy, well-hydrated skin. This sleep-inspired shift underscores the growing desire for beauty that feels restorative, fresh, and effortlessly radiant.
Skinimalism 2.0
The "skinimalism" trend that swept TikTok in 2024, amassing more than 1.5 million views and sparking discussions about product overload and barrier damage, is set to evolve in 2025. While the focus on simplifying routines continues, the emphasis is shifting to potency. Expect a rise in high-impact, science-driven makeup and skincare that deliver maximum results with minimal effort.
"It’s time to simplify our routines and embrace a more mindful, effective approach to beauty. Healthy, radiant skin is the ultimate canvas, and that’s why we always say that beautiful makeup begins with great skin," says Connolly.
Dark Romance
The 90s revival is also set to evolve into darker, vampier makeup looks in 2025. This romantic twist on the classic style pairs perfectly smudged eyeliner, often in dark brown or black, with a more pared-back complexion. Lips are either nude or a deep berry stain, creating a striking contrast.
This "vampy grunge" aesthetic, seen everywhere from runways to social media, draws inspiration from various sources, including the upcoming 2025 release of Snow White, where Gal Gadot's portrayal of the Evil Queen channels a darkly glamorous, almost gothic beauty.
Ancient Botanicals
Ancient beauty secrets, rooted in centuries-old rituals and natural ingredients, are expected to dominate bodycare in 2025. It comes amid a growing preference for natural, well-founded formulas, with brands increasingly incorporating powerful botanicals like baobab and skin-soothing ingredients such as shea butter into their formulations.
"As a makeup artist, I know how important hydrated, glowing skin is when it comes to ensuring someone looks their best – and this applies to bodycare too. Ingredients like shea butter aren’t just a passing trend; they’re a return to time-tested traditions that deliver real results. I foresee ingredients like shea butter being paired with more innovative ingredient blends for added benefits, making their way into body oils and lotions," finishes Connolly.
