What’s trending IN 2025

Whether you’re a salon owner, skincare professional or nail technician—keeping up with the latest trends is crucial for staying relevant and meeting your clients’ evolving needs. Here’s a look at some of the top beauty and skincare trends for 2025, tailored to your expertise and with actionable insights to grow your business.

Skinimalism

Clients are slowly leaning towards minimalist beauty routines that focus on achieving healthy, glowing skin using fewer products.

Here’s why consumers are making the shift:

• Focus on skin health, not perfection: Consumers are shifting toward prioritising healthy, natural-looking skin over heavy makeup and complex routines. The ‘skin positivity’ movement encourages embracing imperfections and focusing on products that promote overall skin health rather than just appearance.

• Economic considerations: While the move towards ‘skinimalism’ is not entirely economic, cost-consciousness plays a role. Simplified routines with fewer, multi-functional products, such as moisturisers with SPF or serums with multiple benefits, reduce overall spending without compromising effectiveness. This resonates with consumers managing tighter budgets due to inflation or economic uncertainty.

• Time efficiency: Busy lifestyles drive the need for less time-consuming routines. A streamlined approach to skincare eliminates the overwhelm of layering multiple products, making it easier for consumers to stick to a consistent regimen.

As a professional:

• Educate clients on how to achieve radiant skin with a “less is more” approach.

• Stock multi-functional products, such as tinted moisturisers with SPF or serums that combine hydration and anti-ageing benefits.

• Offer skincare treatments that focus on boosting skin health naturally, such as hydrating facials or gentle exfoliation.

Hormonal and personalised skincare

Skincare tailored to individual hormonal needs is gaining traction. Hormonal changes, whether due to age, stress, or lifestyle, directly impact skin health. To leverage this trend:

• Provide personalised consultations that address hormonal concerns like acne, sensitivity or dryness.

• Incorporate customisable products and treatments into your offerings.

• Partner with brands that specialise in hormone-conscious skincare.

1Acne, particularly when driven by hormonal imbalances, remains one of the most prevalent and challenging skin conditions to treat. As beauty professionals, understanding the interplay between hormonal fluctuations and acne is crucial in offering effective, personalised care. Hormonal acne—often occurring during puberty, pregnancy, menstruation, or menopause—can manifest in different ways, such as cystic acne, persistent breakouts, or inflammation, requiring a tailored approach to treatment.

Understanding these triggers allows you to implement more focused and personalised acne treatments.

To integrate hormonal and personalised skincare effectively into your practice, consider the following:

Personalised acne consultations: Provide in-depth consultations that go beyond diagnosing acne superficially. Assess hormonal imbalances by reviewing the patient’s history and lifestyle and conducting diagnostic tests when needed. This approach helps differentiate hormonal acne from other types caused by factors like diet or skincare products, allowing for more precise and effective treatments.

Customised acne treatments: Create personalised treatment plans based on patients’ hormonal profiles. Use targeted ingredients like benzoyl peroxide, salicylic acid, or retinoids, along with medications to balance hormone levels. Depending on individual needs, treatments such as light therapy, chemical peels, or other in-office procedures can be recommended to reduce inflammation and promote healing. Tailored regimens effectively address acne linked to hormonal changes.

Patient education on hormonal acne triggers: Educate your patients on how hormonal changes, diet, stress, and lifestyle can impact their skin. Empowering patients with this knowledge can help them better manage their acne and complement their medical interventions. Encourage them to track their symptoms and identify patterns to further personalise their treatment plan.

Collaborate with endocrinologists or dermatologists: For patients experiencing persistent hormonal acne, consider collaborating with endocrinologists or other specialists to address underlying hormonal issues. Hormonal acne may sometimes be linked to conditions like polycystic ovary syndrome (PCOS) or thyroid imbalances. Working alongside other medical professionals can ensure a holistic approach to treatment, offering a broader range of solutions for managing acne.

By embracing hormonal and personalised skincare, you can offer a more effective, patient-centric solution for treating acne. This approach allows for the management of acne through a multifaceted strategy that targets both the external manifestations of the condition and its internal hormonal causes.

Sustainable and eco-friendly practices

Eco-conscious clients are prioritising sustainability in their beauty choices. To align with this trend:

• Use and promote products with sustainable packaging and ethically sourced ingredients.

• Reduce waste in your salon by introducing refillable product options.

• Highlight your eco-friendly practices in marketing materials to attract like-minded clients.

Eco-friendly skincare has gained significant traction in recent years, driven by consumer demand for sustainable and ethical products. This shift presents both opportunities and challenges for skincare professionals. Examining case studies of brands that have successfully implemented eco-friendly practices can provide valuable insights into the efficacy and reception of such approaches.

Case study 1: Rain Natural Skincare

Rain Natural Skincare is a South African skincare brand known for its commitment to creating high-quality, eco-friendly products using natural ingredients. The company blends the wisdom of traditional African remedies with modern skincare technology to craft products that are not only good for the skin but also for the planet.

It uses sustainably sourced ingredients that are often indigenous to Africa. These include oils like marula kalahari melon, known for their nourishing and anti-aging properties.

The brand emphasises the use of organic, plant-based ingredients that are free from harmful chemicals, parabens and artificial fragrances.

The brand is cruelty-free, meaning none of their products are tested on animals, and all formulations are vegan-friendly. It ensures that no animal-derived ingredients are included in their products, aligning with ethical beauty standards.

Packaging plays a crucial role in Rain’s sustainability efforts. The company uses recyclable, biodegradable, and reusable materials, such as glass bottles and aluminum packaging. Many of the products are packaged in containers that can be repurposed, reducing overall waste and contributing to a circular economy.

Rain works closely with local communities, especially rural cooperatives, ensuring that fair wages and ethical labor practices are upheld. This also includes helping farmers grow and harvest ingredients in an environmentally sustainable manner. Their sourcing practices contribute to local economies, because the brand supports initiatives that uplift local communities and promote sustainable agriculture.

Rain Natural Skincare has taken steps to reduce its carbon footprint by using energy-efficient manufacturing processes. The company also engages in various conservation efforts, including planting trees and supporting projects that protect Africa’s rich biodiversity.

Case study 2 Cocoon Vietnam

Cocoon Vietnam is a skincare brand that has achieved remarkable success by focusing on eco-friendly practices. Success was measured through the increase of sales and new clients. Their strategy centers around three key pillars local ingredients (sourcing of native plants and fruits such as winter melon, turmeric and Dak Lak coffee); Vegan and cruelty-free practices; and cultural authenticity (by incorporating unique natural ingredients from Vietnam into its products).

The success of these brands demonstrates that eco-friendly skincare can be both effective and commercially viable. These brands have reported growth in sales and customer loyalty, indicating that consumers are willing to support and invest in sustainable products. For skincare professionals, these case studies highlight the importance of integrating eco-friendly practices into product development and business operations.

By prioritising sustainability, professionals can meet evolving consumer demands, contribute to environmental conservation and achieve business success.

Advanced anti-ageing treatments

Anti-ageing solutions are becoming more innovative, with a focus on preventive care and cellular health. To stay ahead:

• Offer advanced treatments such as microneedling, LED light therapy, or collagen-boosting facials.

• Stock products that feature cutting-edge ingredients like peptides, niacinamide and retinoids.

• Educate clients on the benefits of starting anti-ageing treatments early.

Inclusive beauty for diverse skin tones

South Africa’s rich diversity calls for beauty solutions that cater to all skin tones and types. To embrace inclusivity:

• Expand your range of foundations, concealers and skincare products to suit a variety of skin tones.

• Offer training to your team on addressing unique concerns such as hyperpigmentation or melanin-rich skin.

• Partner with brands that prioritise inclusivity and representation. Manufacturers consider regional differences in skin tone preferences, such as catering to warmer undertones in countries with predominantly darker-skinned populations, manufacturers are now also improving formulas to ensure undertones (golden, olive, red) are accurate and flattering across all skin tones. Additionally, some brands consult with makeup artists, influencers and consumers from diverse backgrounds to ensure their products meet a broad range of needs.

Inclusive makeup brands like Rihanna’s Fenty Beauty and Pat McGrath Labs have become household names for their shade ranges.

Foundation shades are a starting point, but addressing the needs of diverse skin tones extends far beyond makeup. Darker skin tones, for instance, respond differently to conditions like acne and eczema and are more prone to hyperpigmentation due to higher melanin levels. However, many skincare products have historically been tested predominantly on lighter skin, raising concerns about their efficacy and safety for individuals with darker skin.

Greater diversity in dermatological research and product development is essential to ensure inclusive and effective solutions for all skin types.

Technological integration in beauty

Technology is revolutionising the beauty industry, making it easier to offer personalised services by integrating AI-powered skin analysis tools to enhance consultations, providing virtual makeup trials or skincare consultations and tracking client progress with digital tools, offering data-driven insights for their beauty journey.

Preventive aesthetics and prejuvenation

To cater to younger clients increasingly investing in preventive measures for youthful skin, we should highlight services like gentle chemical peels, hydrating facials, and early-intervention treatments, while educating them about the importance of sun protection and antioxidants in their skincare routine and offering package deals for long-term skin maintenance.

3D textured nails

As a nail technician, staying ahead of the latest trends is essential to keeping your clients inspired and coming back for more. One of the most exciting trends in nail artistry today is 3D textured nails. These designs go beyond the ordinary, offering depth, dimension and a tactile appeal that sets them apart from traditional nail art.

Here are some of the designs to offer clients:

• Floral accents: Sculpt delicate flowers using acrylic or gel to create an elegant and timeless look. Adding tiny details like leaves or pollen enhances the realism.

• Gemstone embellishments: Offer designs that incorporate rhinestones, pearls or crystals. These are perfect for clients seeking a luxurious and glamorous finish.

• Custom sculptures: Craft miniatures such as bows, hearts, or themed shapes like seashells or snowflakes to make each design unique.

• Textured finishes: Experiment with materials like velvet, caviar beads or bubble techniques for clients who love a tactile and standout look.

Spiky lashes

The beauty industry is always evolving, and lash trends are no exception. One of the most talked-about styles today is the spiky lashes trend. Loved for its bold, edgy appearance, spiky lashes offer a dramatic alternative to traditional volume and classic lash extensions. Here’s everything you need to know about the spiky lashes trend:

• Unique style: Unlike classic or volume lashes, spiky lashes stand out due to their edgy, avant-garde appeal.

• Customisable: The look can be tailored to suit different preferences, from subtle wispiness to extreme drama.

• Trendy appeal: Inspired by runway looks and social media influencers, spiky lashes are perfect for clients who love to stay ahead of beauty trends.

How to leverage these trends

As a beauty professional, adopting these trends is not just about staying current, it’s about building stronger connections with your clients. Here are some strategies:

• Workshops and events: Host in-person or virtual sessions to educate clients on these trends and showcase your expertise.

• Social media engagement: Share before-and-after photos, client testimonials, and tips that align with these trends on platforms like Instagram and TikTok.

• Continued education: Ensure your team is trained in the latest treatments, techniques, and technologies.

• Exclusive promotions: Offer discounts or bundles on services and products that reflect these emerging trends.

By embracing these trends, you can enhance your services, attract new clients, and ensure your business thrives in the ever-changing beauty landscape.