Skincare
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Jan 12, 2025
Beauty Independent
Skincare Trends Soaring—And Sinking—In 2025
by: Rachel Brown
In the first three quarters of last year, data from market research firm Circana shows skincare registered the slowest growth among prestige beauty categories in American department and beauty specialty stores, up 3% in dollars. In the mass segment in the United States, skincare sales were up 2%. Masstige skincare brands’ growth outpaced prestige brands six times, and Circana noted that “consumers are increasingly favoring lower-priced skincare product in prestige outlets.”
As we look ahead to how the skincare category will evolve this year, we checked in with 44 beauty brand founders and executives. For the latest edition of our ongoing series posing questions relevant to indie beauty, we asked them: What skincare trends do you see rising in 2025? What 2024 skincare trends do you think will be over in 2025?

Shaya Mulcahy
CMO, QUL Beauty by Skin Experts
"In 2025, the biggest skincare trend we’re going to be seeing will be a “less is more” approach. Skin minimalism is on the rise, and consumers are seeking simplicity in every aspect of their routines—fewer products on their countertop, less makeup on their skin, fewer nonsense ingredients in their products, and an overall more natural and fuss-free beauty and skincare regime.
This shift towards streamlined skincare means each product must deliver real results, with every ingredient being intentional. Every single ingredient will count and face scrutiny. Peptides, niacinamide (vitamin B-3), and CBD are set to dominate, thanks to their proven benefits. A recent study published in the Journal of American Academy of Dermatology suggests that CBD and other cannabinoids not only hydrate and soothe, but may also protect skin from sun damage by reducing inflammation and enhancing skin repair, as highlighted in Allure.
Supporting this minimalist and holistic movement, non-invasive skincare technology like LED treatments will remain a cornerstone (so no need to worry, LED isn’t going anywhere!). Consumers are leaning into natural aging, with growing interest in non-invasive skincare technology for both at-home use and professional facial spas.
In 2025, say goodbye to the opposite of this approach: heavy makeup, overcomplicated skincare routines, which lead to overconsumption and confusion, and filler ingredients will all fade. Skincare aficionados are increasingly educating consumers on the negative impacts of overuse, and the benefits of simplification, ushering in a new era of thoughtful, results-driven beauty, and I’m all for embracing this minimalism trend."