Trending Beauty Data: The Biggest Beauty Trends and Products of 2025
Decoding industry shift and consumer signals from fads
Every day, a new beauty trend sweeps across the internet, or a product goes ‘viral’, creating a constant stream of trends to track. As trendiness becomes increasingly valuable for beauty brands, evident in the rise of beauty dupes, distinguishing the fleeting fads from true consumer signals and industry shifts has never been more crucial. Fortunately, this difference is measurable.
This report marks the first in a new ‘Trend’ series, where each edition will explore 20 beauty trends—10 branded and 10 non-branded—that are gaining traction on social media. We will analyse search volume, key growth metrics, and top traffic channels, then calculate growth patterns to forecast future consumer desires. By examining branded terms, we will identify which brands are objectively winning, helping you understand what is already resonating with consumers and allowing you to react proactively.
If you’re new to trend analysis, I recommend reading my article on ‘How to Analyse Trends’, which will provide the foundational knowledge to apply today’s data to your work.
The full analysis, raw data, and all the valuable insights are available behind the paywall.
Top Beauty Trends of 2025
With so many beauty trends swirling around on social media, how do you decide which ones to analyse? Great question. I developed my own set of criteria to ensure the trends were both culturally and industry-relevant.
First, I defined the time period. Since I wanted to capture the biggest trends of 2025 so far, I focused on year-to-date (YTD). To qualify, a trend needed at least 4,000 Google searches in the past 30 days (a lower threshold to identify emerging trends), over 1,000 pieces of social media content (on TikTok or Instagram), and coverage from a credible media publication.
Once I selected the trends, I used Glimpse to collate the data. Let’s start by graphing their quarter-on-quarter versus month-on-month growth to visualise the varying growth trajectories and identify emerging patterns.
