These are the top makeup and beauty trends you will see everywhere this year

“It’s shifting more towards individuality and self-expression, through the use of metallics and bold pops of colour, alongside a barely-there complexion and a brow that is untamed yet refined.”

Some say this is the prerequisite of AI, while others simply insist that with a bombardment of trends, the natural result is that we begin to glance inward and ask the question: What really suits me?

“Textured brows will be big, too,” O’Sullivan says. “Textured brows embrace the natural direction and flow of your brow, creating an effortless look. This trend celebrates the uniqueness of your brow’s texture; moving away from overly sculpted arches, it offers a more relaxed, laid-back style that feels soft and natural, yet polished.

“Also, the bitten lip; the defined lip line has taken a back seat as softly stained pouts and smudged edges take the front row.”

But not all trends are being left in the past. The glass skin obsession is going nowhere, according to Givenchy Beauty’s National Makeup Artist Claire Mulleady. (She suggests the brand’s Beauty Prep & Set Glow Mist for that glistening radiant look; “mist over a sponge and bounce across the high points for an extra glow”.)

Echoing this is Keilidh Cashell, beauty influencer and founder of KASH Beauty, who insists the current complexion situation is here to stay — think coquette-core, Sabrina Carpenter full glam, or the trending Victoria Secret red blush phenomenon.

“I think fresh, blushed skin will still be a major trend, but I think people will play with their eye makeup more or try a bolder lip to contrast the lightweight skin.”

Consumers will have an even stronger focus on the natural, says hair expert, hairstylist, and founder of Cascata, Emma King. As a result, ashy blondes and cool-toned brunettes will stay on the shelf, while warmer, more vibrant tones come to the fore.

“For me, 2025 hair trends are all about embracing warmth, fullness, and effortless luxury,” says King. 

“Full hair is defined by volume and texture. Warming up your hair with multidimensional colours adds to natural-looking fullness, creating a stunning, effortless effect. In 2025, we’ll be seeing a lot more warm tones like honey blonde, caramel, butterscotch, and chestnut brown making a strong statement. These shades add depth and dimension, perfectly complementing voluminous styles. 

“Rich, glossy, expensive brunette tones with subtle highlights are also a trend we’re going to see lots of, giving a polished, high-end look. For blondes, there’s a shift toward buttery and strawberry hues, offering a soft, glowing alternative to the icy platinum trend.”

Echoing this is Stephanie Maher, award-winning colourist and founder of The Sober Colourist. “We have seen a massive increase in clients loving our warmer blondes. They are super complementary to skin tones compared to the ash or cooler blondes that dominated for so long. I’m a massive fan of adding gold into my formulas for my blonde gals. And while we’re talking about blondes, the lived-in colour is here to stay; it’s a softer grown-out look. While the initial time investment is long, the growth can last months — I have a few clients who can get up to a year from theirs.”

The booming non-invasive procedures space (valued at €57bn globally, a figure predicted to triple by 2030) will continue to evolve. But most of all, boosted by the likes of Wegovy and Ozempic, fat-loss treatments will continue to soar.

“Lasers, filler, Botox, and treatments like Morpheus are going to continue to be huge,” says Dr Stephen Mulholland, an award-winning pioneer in cosmetic and plastic surgery. 

“But Quantum will actually be bigger than them all. In 2023, a Morpheus treatment was carried out every 23 seconds. And 2024 seems to be the same. The reason it’s so popular is that it can target tissue and treat fat as well as tighten tissue. It’s been huge. But, with Morpheus, you can only go 8mm. Quantum, in comparison, can go after deep fat and deep contouring — we’re talking two or three inches, without liposuction. This can also be done in an office, under local, in under half an hour. So that can contour a double chin, jawline or love handle.”

The booming green beauty market — forecast to increase continuously over the next five years — is also, thankfully, experiencing a rising call for sustainable solutions. However, that won’t scrimp on quality, Doctrine founder Tracey Ryan insists. “I think ‘beautility’ will emerge as a major trend,” she says.

“Consumers increasingly expect beauty products not only to look and feel luxurious but also to deliver results-driven benefits. It’s no longer enough to have beautiful packaging, textures, and scents — products must be effective too. At the same time, people are moving away from basic formulations centred around just one active ingredient. They want more sophisticated blends that offer multiple benefits.”

This shift ties into the ongoing sustainability trend, which is becoming more deeply ingrained in beauty, she says. “People are looking to buy fewer, higher-quality products that they genuinely enjoy using. Multitasking products are more desirable than a shelf full of half-used items that don’t truly satisfy. Consumers are demanding proof that brands are committed to sustainable practices, and the industry is responding with more solutions and certifications.”

A focus on the now will also grow in importance, says Una McGurk of Seoulista. “Slow living is increasing in popularity after we all became so busy post-lockdown,” she says.

“With this, I’m seeing the expectation that formulations and ingredients will be more focused on the sensorial experience, rather than just functional usage. I think the idea of protection and prevention as a trend will feed into ingredients; there’s a lot of love for peptides at the moment because they do so many things — even out skin tone, calm inflammation, and help reduce the appearance of fine lines and wrinkles.”

Finally, on the skincare side, biotech and scientifically backed sustainable solutions will rise to the top. “A great example is hemisqualane, a lightweight, non-greasy emollient derived from sugarcane through a fermentation process,” Ryan says. “These biotech ingredients significantly reduce resource consumption, such as land and water.”

Finally, skin barrier repair — after years of overusing actives by way of brand marketing — continues to be a growing trend. “I anticipate products rich in ceramides, fatty acids, squalane, and other skin-identical ingredients to feature prominently this year as consumers increasingly focus on maintaining a strong and resilient skin barrier.”