Spate has released its 2025 Year In Review & Brands That Won Beauty report on what's shaping beauty across categories and the top 10 beauty brands ranked by popularity increase.
To read the full report, click the link.
The report took average monthly popularity from the past 12 months, combining data from Google, TikTok and Instagram (adjusted for growth differences on each platform within the same industry). The report recorded the following:
- Popularity YoY Growth: Year-over-Year growth rate: average monthly popularity this year vs. average monthly popularity last year.
- Popularity Increase YoY: Increase in average monthly popularity this year vs. average monthly popularity last year.
Beauty brands that saw the most significant change in popularity in 2025 span K-beauty leaders like Medicube and Dr. Melaxin, fast-rising hair brands such as Based Bodyworks, Wavytalk and Tymo and trend-driven brands like Rhode Skin and Sacheu Beauty. The top 10 brands, ranked by popularity increase YoY are recorded below.
- Medicube: 167.9 million increase YoY
- Dr. Melaxin is a Korean slow-aging brand gaining traction on TikTok through its Peel Shot line for texture, blackheads and whiteheads.
- Based Bodyworks: 122.2 million increase YoY
- Based Bodyworks is a hair and skin care brand that has grown by leaning directly into trend-driven products, supported by a steady cadence of paid TikTok videos that keep the brand highly visible across emerging beauty conversations.
- Dr. Melaxin: 82.1 million increase YoY
- Dr. Melaxin is a popular Korean cosmeceutical brand known for targeting pigmentation and aging with scientifically-backed skin care, famous for its viral "Peel Shot" products.
- Lattafa: 70.4 million increase YoY
- Lattafa is an Arabian fragrance brand that grew through TikTok, which continues to drive most of its visibility.
- CeraVe: 66.3 million increase YoY
- CeraVe is a skin care brand created with dermatologist input and recognized for its use of gentle ingredients, a popular staple among Gen Z and teens.
- Wavytalk: 62.4 million increase YoY
- Wavytalk is a popular hair styling tool brand known for its high-quality and affordable innovations in brushes that offer fast, salon-like results for various hair types.
- Rhode Skin: 61.4 million increase YoY
- Rhode Skin, launched by Hailey Bieber, has become a cultural standout. The brand’s personality is deeply tied to Hailey Bieber’s influence, and its product drops and pop-ups consistently trigger clear spikes across the series.
- Valentino Beauty: 49.7 million increase YoY
- Couture makeup, fragrances and skin care brand whose popularity is being driven by strong digital engagement on TikTok, strategic collaborations and viral products like the Rosso Valentino Lipstick.
- Tymo: 49.3 million increase YoY
- A hair care brand that specializes in hair styling tools that offer salon results at home, Tymo's popularity has surged due to strong TikTok engagement and influencer endorsements.
- Sacheu Beauty 49.0 million increase YoY
- A makeup and skin care brand driven by viral hits like the Lip Liner Stay-N and peel-off lip stain, fueled by celebrity endorsements and high demand in stores like Ulta and Amazon.
What's Fueling the Beauty Momentum
Looking back at 2025, it’s clear that beauty brands gained traction by aligning product, platform and cultural behavior. Visibility was no longer driven by scale or heritage alone, but by how well brands fit into the way consumers now discover and engage with beauty.
Across beauty, brand popularity is being driven by platform-driven discovery, with TikTok as the main platform fueling brand momentum. Through this lens, brands should consider how virality can become a strategy and how discovery-driven content can strengthen brand curiosity and engagement.
Additionally, the world of ingredients is now a skin care language. Consumers are becoming more ingredient-focused and motivated, prioritizing functional, science-backed formulations that have quick payoffs. Brands that provide transparent formulations and include high-performance actives will find a foothold among the new wave of ingredients gurus.
Functional Skin Care Formats
Overall, 2025 saw more thoughtful approaches to skin care that allowed consumers to build their routines around their individual needs. Liubov Levytska at Adobe Stock
In 2025, consumers are exploring skin care formats that are functional and purposeful, pairing sensorial and indulgent experiences with products that feel intuitive, tolerable and rooted. At-home tools like red light therapy masks and wands offer consumers accessible ways to bring treatment-style benefits into daily care. Overall, 2025 saw more thoughtful approaches to skin care that allowed consumers to build their routines around their individual needs.
Salon-Results At-Home
Hair trends reflect a mix of experimentation and maintenance, shaped heavily by creator-led education.AAA at Adobe Stock
Hair trends reflect a mix of experimentation and maintenance, shaped heavily by creator-led education. As consumers lean into expressive looks that feel manageable day-to-day, tools like heatless curlers and thermal brushes allow them to play with shape and texture without heavy styling routines. As consumers refine their routines, brands have an opportunity to show not just what to use but how to use it, driving content that speaks to their specific needs.
Effortless Transformations
More importantly, consumers are after high-impact tweaks that can personalize their looks in a way that feels accessible and powerful. LIGHTFIELD STUDIOS at Adobe Stock
Makeup is being shaped by lasting payoffs and easy transformations. Peel off lip stains, eyebrow stains and cluster lashes indicate that shoppers are abandoning complicated routines and adopting straightforward methods to achieve maximum results. More importantly, consumers are after high-impact tweaks that can personalize their looks in a way that feels accessible and powerful.
At the same time, there's a noticeable shift in makeup that supports specific needs and ages. Categories like mature skin makeup and tubing mascara remain steady as consumers refine their routines around performance, texture and wearability.
Feel-Good Fragrances
Fragrance in 2025 is defined by exploration and emotion as consumers choose scents that match a feeling and are deeply personal. GS-Studio at Adobe Stock
Fragrance is shifting towards warmer, edible scents that can create a soft, cozy and mood-enhancing atmosphere. As people play with texture and format, momentum grows for oil-based perfumes that wear close to the skin as well as scents that can be layered. Fragrance in 2025 is defined by exploration and emotion as consumers choose scents that match a feeling and are deeply personal.
