The sales were going down yesterday for some beauty brands. However, buyers' captivation with new and fancy goods will be the driver of trends by 2025. Triggered by the interaction with influencers such as Hailey Bieber and Sabrina Carpenter, buyers are increasing perfume collections, experiencing the excitement of viral K-beauty products like milky toner, and more glamorous hair and makeup, which has made their previous behavior of minimalism obsolete. Apart from new cosmetics, the buyers have also introduced new habits in their beauty regime, such as wearing different perfumes and watching male beauty tutorials. Due to the overall market conditions, this category is not as lucky as the previous one, as the mass segment is in recession mode.
However, Jensen pointed out that luxury brands have managed to stick with the "relative equal distance of prices," and the fusion was influenced by the consumers who decided to move on to upper-class.
"Across all mass categories of beauty products, their prices have gone up markedly, and those categories are characterized by a continued average price increase," commented Jensen. The day when people would own only one signature scent for the whole year is over. The majority of young customers apply three or more perfumes every day, and 69 of them spray body lotions on top of them. That's not even a complete wrap-over. According to a study by Boston Consulting Group, perfume sales of body sprays and scented lotions, along with mini-me versions of high-end fragrances, which, apart from minis, the sales went up by a factor of three, accounted for their total revenue increases the previous year as communicated by Circana.
"In fact, in 2024, the sales of mini fragrances were higher than those of full-size ones," disclosed Jensen, who added that the body sprays segment would also continue to grow, thanks to Gen Alpha, the new generation. "Milky toners" are among these products that have some of the characteristics of a common liquid toner and a serum, and those products that made them popular when they were first bombarding the shelves with "milk" items.
According to this text, the launch of similar products will boost the interest of people in 2025. The first one in order is the "Milky toner," which was the one found first on Spate's ranking of the most popular terms in skincare sought by customers. The whole of 58.9% of these searches is projected to be made within a year in which the steady growth of K-beauty-like skin care is clearly demonstrated.
The basic makeup trend has been in fashion for many years, but today this is not the case. It goes without saying, the comeback performance of the Victoria's Secret Fashion Show was not all that pleasing to the eyes of all audiences. It is quite obvious, nonetheless, that the "bombshell" beauty style is back—over-the-top, big, curly hairstyles and a natural makeup look are on the rise. The aforementioned are the new young people starring in its refired influences.
One of the admirable things that Carpenter did was that he transformed the stylish but dull grungy-cool style that everyone is always looking at into a more glam and trendy one. Having been named the celebrity face of Prada Beauty in 2024, she remained true to her innovative techniques and spiced them up with such things as color-changing lip balm as well as the mix of blush and hair products.