When it comes to our beauty routines and the products we're using daily, we want them to actually work – whether it’s repairing sun damage, fighting against pollution or carrying ingredients that help penetrate and regenerate.
In this year’s Trendalytics Wellness & Beauty Forecast, the top macro trends and growing search terms were revealed.
Below, we break down the top trends and the brand recommendations to keep on your radar for the year ahead.
Skin
A focus on healthy, protected skin is key for 2025, and consumers are looking for ways to minimise and repair old habits.
Search for sunspots is up a big +81% on last year, and exosomes treatment searches is up +77% and +14% on TikTok.
BD recommends: SunSense Face Ultra Light Tint SPF 50+, Elucent Anti Ageing Day Moisturiser SPF 30, Azclear Action Day Moisturiser SPF 30, and QV Ceramides Lotion.
Body
What’s old is new again remains a strong idea when it comes to the world of beauty and wellness. Currently, we’re seeing brands and consumers seek out power ingredients and remedies from around the world that have been a part of beauty rituals for years – this is over a range of categories including skin, hand and foot care.
Consumers also want to ensure that their products really work, sparking the increase in formulations that that not only penetrate but also protect the skin barrier.
BD recommends: Silic 15 Cream, DermAid Soft 0.5% Cream, SolvEasy Tinea Cream, and DU’IT Roll-on Heel Balm.
Face
Conversations around procedures like filler and botox have been on the rise thanks to TikTok. Plus, high-tech gadgets that are normally only used in-office or at the spa are coming into the home.
Searches for face massagers are up +47% on last year with 111M TikTok views, gua Sha searches are up +29%, red light therapy is up +91% on last year with 316M TikTok views, and trapezius botox is up a whopping +375% compared to last year.
BD recommends: Manicare Contour Roller Set, Revlon Oil Absorbing Volcanic Roller, and Numit Numbing Cream.
Hair
In terms of hair, thermal brush searches are up a massive +927% on last year, including +63% growth on TikTok.
Tousled hair is up +68% in searches, with consumers looking for easy-to-use products that provide maximum results.
There has also been a shift towards scalp care, with scalp serum searches up 92% and growth on TikTok up +24%.
BD recommends: Lady Jayne Thermal Radial Brush, Head & Shoulders BARE Pure Clean, KMS HEADREMEDY Solid Sensitive Shampoo, Herbal Essences bio:renew Pure Argan & Aloe Hair Oil Blend, and Nioxin Pro Clinical Scalp + Hair Thickening System 1 Trial Kit.
You can find the full Trendalytics Wellness & Beauty Forecast report, here.
Header image credit: Getty Images
