In its 2025 Beauty Trends Report, Spate predicted all of the trends it sees in beauty based on growing online searches. The beauty trends were organized into skin care, hair, makeup, bath/body and fragrance categories. In skin care, it was predicted that milky toner, snail serum, red light therapy, Korean sunscreen, collagen patch, glycolic acid toner, biorepeel, hypochlorous acid spray, red light face mask and centella ampoule would be trending in 2025 based on search volume.
In its 2025 Beauty Trends Report, Spate predicted all of the trends it sees in beauty based on growing online searches. The beauty trends were organized into skin care, hair, makeup, bath/body and fragrance categories. In skin care, it was predicted that milky toner, snail serum, red light therapy, Korean sunscreen, collagen patch, glycolic acid toner, biorepeel, hypochlorous acid spray, red light face mask and centella ampoule would be trending in 2025 based on search volume.
Toners
Milky toner was the highest increase in search volume with +58.9% year over year increase in searches. Milky toners are said to be thicker than traditional toners. They also often contain more moisturizing and less astringent ingredients. Also trending in toners is glycolic acid toner, with a 42.9% increase in searches compared to last year. Interestingly, searches for the ingredient glycolic acid have been up in the past year. We, of course, know that glycolic has been around for a long time, but I suppose what once was old is new again.
Red Light
Red light searches are up, with searches for red light wand up 51.2% and searches for red light face mask up 38.4%. As we know well, right light therapy devices can be used to help stimulate collagen and elastin and can also reduce inflammation and pain. Consider utilizing the popularity of this trend to tout your red light expertise and offerings.
K-Beauty
K-beauty trends are still popular in 2025, with Korean sunscreen up 49.2% and snail serum up 54.2%. We have written about snail serum a few times this past year, but we wanted to know more about what makes Korean sunscreen different. Korean sunscreens are formulated with more advanced UV filters. This is because the U.S. has not approved new UV filters since 1999, inhibited by our regulation of filters as drugs. Furthermore, Korean sunscreens have lightweight formulations (designed for reapplication) versus American formualtions that tend to be thicker in consistency.
Brand-Based Trends
Among the trends, a few brands appeared. Skin1004's Centella Ampoule is trending with searches up 38.2%. Also, the peel Biorepeel is speculated to trend in 2025 with an increase of 42.8% in online searches.
Ingredient Technology
Delivery technology has led to a few of the trending terms in 2025. Among them, collagen patches were up 44.2% and hypochlorous acid spray was up 42.1%.
