Beauty trends incoming: looking into MECCA’s crystal ball for 2025


It’s only February, and already it’s becoming more and more apparent that the beauty landscape is continuously evolving. To gain insight into the beauty trends of the year, I tapped MECCA’s Chief Marketing Officer, Kate Blythe for her intel when it comes to the key beauty movements set to redefine our routines.
So without further ado, this is what is shaping the beauty landscape in 2025, according to MECCA…

MAKEUP: A bold revival.
* In 2025 there will be an emphasis on colourful, high-impact looks including smokey eyes, coloured mascaras and vibrant eyeliners. Glitter and high pigment eyeshadows will bring playful elements and colour back to eye makeup in an expressive way.
* Makeup brands will move away from “you but better” minimalism, to radical and playful ideas. This has been championed by a new crop of brands, many of them founded by makeup artists with the expertise to inspire bold looks and deliver on the wearability of formulations.

“These makeup-artist led brands are inspiring a vibe shift that prioritises radical ideas over restraint and playfulness over propriety,” says Kate. “These brands consistently offer innovation with exceptionally high-quality ingredients and formulations that have high pigment pay-off, built from their years of expertise as makeup artists. Think Half Magic, VIOLETTE_FR and of course, Westman Atelier.”

SKINCARE: We’re in our evidence-based era!
* Due to the increased availability of online information, it’s easier than ever for customers to research ingredients, read reviews and make informed choices.
* Brands prioritizing science, transparency- and efficacy are set to thrive.
“Having clinical studies to validate claims is now more than a bonus, but a need for our customers to trust brands and products. The beneficiaries of this trend will be the brands with founders of credential experience; think Dr Dennis Gross and Professor Augustinus Bader.

FRAGRANCE: Go bold or go home!
* Customers are more frequently requesting bold, impactful scents that make a statement. MECCA predicts in 2025, that Extraits will see a surge in popularity – even to surpass the demand of EDT and EDPs.
“Extraits contain the highest concentration of fragrance oils, making them the richest formulations with the strongest silage and longest-lasting wear on the skin—precisely what customers seek in premium scents. I expect this spike to be seen within fragrance brands across the board, especially scents like Maison Francis Kurkdjian’s Baccarat Rouge Extrait, Maison Crivelli Hibiscus Mahajád Extrait de Parfum and Byredo Rouge Chaotique Extrait de Parfum.

HAIR: At-home hair professionals.
*Advanced technology in hair styling tools is driving innovation that’s empowering customers to achieve professional results at home.
*Scalp health remains a top priority, with over 40% of customers reporting concerns like hair thinning, sensitivity, and dryness. This awareness has driven demand for scalp-focused products and encouraged brands to invest in this space. This heightened focus on the scalp is expected to continue in 2025.
“These new, reliable tools have revolutionised the hair styling landscape, resulting in women (and men) of every age sporting perfectly styled locks,” says Kate. “When combined with scalp serums and tailored shampoo, conditioners, and treatments, as well as online content and tutorials, you’ve got the next generation of hair enthusiasts ready to master their skills at home.”

Excited about the prospects? I know I am – bring on a year of new beauty, trusted faves and having a WHOLE lot of fun.

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