2025年度回顾与美妆赢家品牌报告_36页_9mb

2025 Beauty Trend Review Summary

Core Content Overview

This document provides a comprehensive review of beauty trends across skincare, makeup, fragrance, hair, and bath & body categories in 2025. It evaluates which trends performed well and highlights the brands that saw significant changes in popularity. The report also introduces Spate's proprietary Popularity Index, which measures trends based on digital platform data.

Main Trends and Key Insights

Skincare

• Overall Score: 6 out of 10
• Top Performing Trends:
  • Collagen patch: +359.9% YoY
  • Milky toner: +132.0% YoY
  • Red light face mask: +53.4% YoY
  • Hypochlorous acid spray: +50.4% YoY
  • Centella ampoule: +47.9% YoY
  • Red light wand: +12.8% YoY
• Declining Trends:
  • Korean sunscreen: -5.1% YoY
  • Glycolic acid toner: -14.3% YoY
  • Biorepeel: -28.2% YoY
  • Snail serum: -33.0% YoY
• Reflection:
  • Consumers prefer functional and sensorial skincare products.
  • At-home tools like red light devices remain popular.
  • Google search interest has shifted, but TikTok continues to drive discovery.
  • Brands should focus on clear, intuitive routines that cater to individual needs.

Hair

• Overall Score: 8 out of 10
• Top Performing Trends:
  • Cherry cola hair: +123.8% YoY
  • Texturizing powder: +52.5% YoY
  • Micro bangs: +40.9% YoY
  • Heatless hair curlers: +30.3% YoY
  • Hair loss topical solution: +19.5% YoY
• Declining Trends:
  • Thermal brush: +6.2% YoY
  • High burst fade: +3.3% YoY
  • Boho knotless braids: -7.9% YoY
  • Scalp spa: -43.1% YoY
• Reflection:
  • Consumers are leaning into expressive yet manageable looks.
  • Tools and products that simplify styling are in demand.
  • Trend-driven discovery on TikTok continues to shape brand momentum.
  • The brand's focus on specific concerns and quick fixes is key to success.

Makeup

• Overall Score: 9 out of 10
• Top Performing Trends:
  • Peel off lip stain: +1,17.1% YoY
  • Eyebrow stain: +36.2% YoY
  • Cluster lashes: +30.4% YoY
  • Dark lip liner: +27.3% YoY
  • Aegyo-sal: +16.6% YoY
  • Mature skin makeup: +10.4% YoY
• Declining Trends:
  • Tubing mascara: +9.1% YoY
  • Brown mascara: +7.7% YoY
  • Brown lip liner: +3.4% YoY
  • Clean girl makeup: -7.3% YoY
• Reflection:
  • Makeup discovery is driven by visible results and easy transformation.
  • Consumers are embracing small, high-impact changes for personalization.
  • There's a growing trend toward makeup that supports specific needs and ages.
  • The broader landscape remains dynamic, with influence from K-beauty and creator content.

Bath & Body

• Overall Score: 9 out of 10
• Top Performing Trends:
  • Glycolic body lotion: +164.8% YoY
  • Vanilla deodorant: +44.9% YoY
  • Magnesium oil: +39.2% YoY
  • African net sponge: +37.5% YoY
  • Vanilla lotion: +27.0% YoY
• Declining Trends:
  • Unscented soap: +24.0% YoY
  • Vitamin C body lotion: +14.2% YoY
  • Vanilla body wash: +10.7% YoY
  • Everything shower: +4.9% YoY
  • Turmeric soap: -40.8% YoY
• Reflection:
  • Consumers are moving toward functional and sensorial body care products.
  • There's a growing expectation for body products to deliver clear benefits.
  • Brands are creating routines with a mix of treatments, textures, and tools.
  • The shift in discovery from traditional search to TikTok and Instagram is evident.

Fragrance

• Overall Score: 9 out of 10
• Top Performing Trends:
  • Marshmallow perfume: +91.7% YoY
  • Oil-based perfume: +60.3% YoY
  • Gourmand fragrances: +57.6% YoY
  • Caramel perfume: +47.9% YoY
  • Musk perfume: +40.5% YoY
  • Matcha perfume: +38.9% YoY
  • Vanilla perfume: +19.3% YoY
• Declining Trends:
  • Travel perfume: +6.5% YoY
  • Perfume discovery set: +3.5% YoY
  • Watermelon perfume: -3.2% YoY
• Reflection:
  • Consumers are gravitating toward warm, edible, and atmospheric scents.
  • Texture and format play a major role in fragrance routines.
  • The decline in watermelon perfume reflects a shift in preference, not a loss of interest in the category.
  • Trend discovery is increasingly driven by TikTok and creator content.

Key Brands by Popularity Increase

Brand Highlights

• Dr. Melaxin:

  • Focus on blackhead removal, glow up, and exfoliation.
  • Strong TikTok presence with close-up, quick-result demos.
  • Top hashtags: #darkspots, #exfoliation, #hyperpigmentation.
  • High visibility through paid creator content.

• Based Bodyworks:

  • Targeting young men with trend-driven, accessible products.
  • Strong presence on TikTok with educational content.
  • Top hashtags: #menhairstyle, #texturedhair, #fluffyhair.
  • Uses casual formats like car clips and unboxings to drive discovery.

• Lattafa:

  • Growing interest in affordable, unique fragrance experiences.
  • Strong presence on TikTok with creator-led content.
  • Top hashtags: #ad, #perfume, #tiktokshop.
  • Focus on specific fragrances like Asad, Khamrah, and Yara.

• Rhode Skin:

  • Driven by Hailey Bieber's influence.
  • Top product formats: lip balm, blush.
  • Content centered on everyday moments with Hailey, not standalone product education.
  • Strong presence on TikTok with lifestyle and routine-based content.

Cultural and Consumer Shifts

• Cultural Relevance Over Brand Heritage:

  • Brands with strong cultural alignment (e.g., K-beauty, minimal luxe, affordable fragrances) are gaining traction.
  • Consumer attention is increasingly tied to personality and lifestyle rather than traditional brand campaigns.

• Micro-Transformations:

  • Consumers are embracing small, incremental changes in their beauty routines.
  • Products that offer subtle enhancements (e.g., lip tone, lashes, texture) are preferred for low-commitment experimentation.

• Platform-Driven Discovery:

  • TikTok plays a central role in shaping brand momentum and virality.
  • Google search trends are shifting, with more discovery happening through social content.

Methodology

• Popularity Index:

  • Combines data from Google, TikTok, and Instagram.
  • Adjusts for platform growth differences.
  • Categorizes trends as Very High, High, Medium, Low, or Very Low based on popularity.

• Metrics:

  • Average Monthly Popularity: Combined data across platforms over the past 12 months.
  • YoY Growth: Comparison of average monthly popularity between the past and current year.
  • TikTok Metrics:
    • Average Weekly Views: Views of videos with included hashtags over the past 4 weeks.
    • YoY Increase: Comparison of views over the past two years.

Conclusion

2025's beauty trends are shaped by a desire for functionality, sensorial experiences, and personalization. Brands that align with cultural shifts, leverage TikTok and creator content, and offer micro-transformations are leading the way. The Popularity Index provides valuable insights into trend momentum and brand performance, guiding future strategies for 2026.