Beauty Enters Its Most Intentional Era Yet
By Kelli Luu | 31 Dec, 2025

2025’s biggest beauty movement revolves around wellness, natural beauty and routines that last, and 2026 will continue the shift toward science-backed solutions.

Beauty trends in 2025 became full of lifestyle shifts guiding the industry into its most intentional era yet. This year, our skin care routines became more personalized and rooted in wellness and as we head into the new year, the industry is evolving faster than ever. Let’s take a look at some of 2025’s viral beauty movements and a sneak peak at the ones that will shape 2026. 

A few years ago, you needed a ten-step skin care routine to achieve a glass skin finish. In 2025 consumers began to ask “What should I put in my body?” instead of “What should I put on my skin?”, shifting the conversation towards wellness and gut health. Probiotics, collagen, and digestive enzymes began to be seen in gummies, vitamins, and powder drink mixes, giving people an easy way to let their skin improve naturally from the inside out. Consumers no longer want to purchase a product and wait for results, they want consistency and long-term solutions. 

2024 was all about full glam, but 2025 was about effortless beauty. Minimalist trends completely dominated social media. Makeup lovers were trading their full coverage foundation for skin tints and perfectly carved eyebrows for a more natural soap brow. There was more emphasis on enhancing our natural features rather than covering up imperfections which went hand-in-hand with better skincare. 

This year hair care became just as important as skin care and this South Asian tradition turned into a viral beauty ritual. People have started to realize that healthy hair starts with the scalp and that’s why hair oiling is finding its way into weekly self care routines. Rosemary, castor, and argan oils have been used for centuries and creators have shared their oiling treatments and hair masks that were passed down through traditions. 2025 brought awareness to healthy hair and gave shine to the routines that have worked for generations. 

Beauty is now intentional and this shift towards wellness, simplicity, and tradition makes it clear that consumers are not chasing trends to keep up. They’re looking for the smartest and most effective ways to take care of themselves and as we transition to 2026, smart beauty and advanced skincare technology will be on the rise. AI-powered systems and personalized routines are allowing beauty to become even more intelligent. 

In 2026 ingredients like PDRN, a regenerative compound made from salmon DNA, are capturing the attention of skin care enthusiasts for its ability to repair skin and boost collagen production. Because consumers are trying to move away from quick fixes, science-backed products are beginning to win. So as 2026 approaches, innovation can only push beauty forward.