With autumn in full swing, beauty lovers are giving their routines a seasonal refresh, but which trends are truly worth your attention?
To save you scrolling endlessly through TikTok in search of what’s hot, the expert buyers at Cult Beauty reveal the AW25 beauty trends that need to be on your radar and also in your basket.
Skincare Trends:
Korean Skincare – refined
K-beauty remains a key trend, but it’s now being redefined. According to the beauty buying team “we’re seeing a move from the once-popular 10-step routines to ingredient-focused formulas with futuristic textures, fermented actives and barrier-boosting formulations that deliver targeted results in fewer steps.”
Blemis support
Harsh spot treatments are out. This A/W blemish care is all about barrier support and microbiome balance. There is going to be a big surge in products that treat blemishes holistically, tackling excess oil while repairing the skin barrier.
Biotech-powered formulas
From exosomes to next-gen peptides, biotechnology is revolutionising skincare. “Biotrch offers precision actives that mimic natural compounds but with enhanced stability and efficacy,” the buyer adds. Star ingredients to watch include Ectoin Beta-Glucan and PDRN, all geared towards smarter, sustainable skin solutions.
Makeup Trends:
Blurred matte skin
Moving away from dewy glass skin, complexions are embracing a soft-focus, satin-matte finish. The buying team explains, “Innovative tints, powders and setting sprays are delivering a blurring, mattifying effect that still looks fresh and wearable.”
90s Reinvented
The 90s revival continues, but with an updated aesthetic. Think frosted silver lids, luminous highlighters and glossy lips, less grunge, more polished nostalgia.
Maximalist Eyes
Eyes are stealing the spotlight this season. Think shimmer shadow sticks, jewel-toned palettes and mascaras that dial up the drama. “We’ve seen the focus move towards bold and tonal palettes, as well as volumising mascaras,” buyer Lindsey tells us. Balance the look with softer lips and a muted base, then play with colour, texture and inner-corner accents for a hint of sophistication.
Wellbeing trends:
Sleep Enhancers
“Sleepmaxxing is still huge,” says buyer Polly Yeung, pointing to magnesium supplements, silk pillowcases and even mouth tape as the latest additions to sleep rituals.
Hormonal Support
“Our internal health will also remain a focus within 2025, and customers have shown an increase in hormonal support products for all stages of life from pregnancy to menopause and beyond” says buyer Polly. From solutions to help with bloating and specific supplements aimed at ensuring your strands look and feel longer and stronger, to gummies that deliver all the multivitamins you need to maintain healthy skin, bones and even nails, our love for supplements isn’t going away any time soon.
Collagen Boosts
New for A/W 2025 is collagen as “consumers look seek to achieve a glow from within.” buyer Polly tells us. Collagen continues to be the wellness buzzword. Essential for skin, hair and joints, it naturally declines with age, which explains the surging demand for powders, capsules and drinks promising that lit-from-within glow.
Hair trends:
Treatments
Offering targeted solutions to whatever your hair concern, treatments aren’t a new invention. However, with healthy-looking hair a number one goal for consumers, it’s clear that we’re looking for ways to being our locks back from the brink. Whether you’re tackling dandruff and want to eliminate flakes or are looking to moisturise and mend broken lengths, there’s a plethora of products carefully crafted to offer locks exactly what they need.
Hair masks
Specifically formulated to offer locks a heavy dose of hydration, hair masks mean business when you’re trying to tackle flyaways. Ideal whatever your hair type or texture, a hair mask can be applied pre-wash and left for you to go to the gym, a walk or even a zoom call before you need to rinse them out. Crafted from an array of high performing ingredients, including ceramides, peptides and biotin, they help leave locks looking and feeling softer, smoother and flyaway free.
Post wash treatments
New for AW25 are post-wash hair care heroes. Elevating your strand styling routine with clinically proven results, the post-wash category features everything from scalp-saving serums to elixirs, mists and styling foams all developed to promote healthier, stronger, more resilient hair that looks shiny and smooth.
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