Trend Outlook
Scrolling through RED (Xiaohongshu) and TikTok recently, I've noticed how rapidly the beauty industry is evolving, with new innovations emerging daily. As a beauty blogger with seven years of experience, I deeply feel that the beauty industry in 2025 is undergoing an unprecedented revolution. Today, I'd like to share my observations with you, and I believe you'll gain a completely new understanding of beauty after reading this.
Natural Beauty is True Beauty
Remember back in 2023 when everyone was pursuing heavy makeup looks? Thick foundation, dramatic eye makeup, dense false eyelashes - treating faces like canvases for artistic expression. Now, this trend has completely changed. According to a recent beauty consumption report from a well-known data analytics firm, sales of lightweight mascaras have increased by an astounding 40% among the 18-25 age group, while traditional volumizing mascara sales have dropped by 15%.
This change reflects a fundamental shift in how the new generation understands beauty. Young women today no longer view makeup as "transformation," but rather focus on enhancing their natural features. For example, with mascara, instead of layering multiple coats for thick, dark lashes, the trend now favors lightweight mascaras with lash-nourishing ingredients that make lashes look naturally long and beautiful.
I've recently interacted with many young fans who are pursuing "no-makeup makeup" looks. This means wearing makeup that looks like you're not wearing any. This look requires careful attention to base makeup, using lightweight, skin-like foundation or cushion compacts, carefully concealing imperfections with concealer, and setting with a light dusting of powder. While the process seems simple, achieving that "naturally flawless" look requires considerable skill.
For eye makeup, "dewy" looks are trending. Instead of traditional smokey eyes or glitter shadows, people are using pearl-finish liquid eyeshadows, lightly applied to create a moisturized, luminous effect. This eye makeup not only makes eyes look more alert but also appears fresh and clean.
New Twists on Retro Styles
Speaking of 2025's hottest makeup trends, we can't ignore the innovative use of retro elements. According to Pinterest's latest trend report, searches for "purple blush" have increased by 30% in the past six months, while "new wave makeup" searches have skyrocketed by 410%. These statistics clearly show that young people are more willing to try unconventional makeup combinations.
I've experimented with purple blush several times recently, and honestly, I initially thought this color would be difficult to pull off. However, after trying it, I found purple blush surprisingly versatile. Unlike traditional pink or orange blushes that can look gaudy, it gives off a sophisticated vibe. It's especially suitable for fair-skinned individuals, creating a uniquely cool and elegant look.
Besides purple blush, another hot element in retro makeup is glitter eyeshadow. However, today's glitter eyeshadows aren't the chunky glitters of the past, but rather ultra-fine formulas that create a delicate diamond-like shimmer on the eyes. I particularly enjoy using champagne or rose gold glitter eyeshadows paired with dark brown eyeliner, achieving a retro feel without looking dated.
In terms of lipstick choices, retro shades are also trending. These include deep reds, brick reds, and even dark reds with purple undertones. While these colors appear intense, they can create a sophisticated look when applied correctly. Many brands now offer these retro shades with moisturizing ingredients, unlike the drying formulas of past retro lipsticks.
The Rise of Skincare-Infused Makeup
One of 2025's biggest beauty trends is the rise of skincare-infused makeup. Modern cosmetics are no longer just decorative products but increasingly incorporate skincare benefits. This trend has emerged mainly because modern lifestyles are fast-paced, and many people don't have time for complex skincare routines, so they hope to care for their skin while applying makeup.
Many such products are now available in the market. For example, foundations with hyaluronic acid not only conceal imperfections but also hydrate the skin during wear. Some cushion compacts contain Vitamin C, which both brightens the complexion and helps fade dark spots with long-term use. Even lipsticks are evolving in this direction, with many brands launching formulas containing Vitamin E or plant oils that both color and moisturize lips.
Speaking of skincare-infused makeup, we must mention Kosas. Their Revealer Concealer is a prime example of this category. This concealer contains skincare ingredients like hyaluronic acid and Vitamin B5, plus caffeine to help reduce under-eye puffiness. It provides excellent coverage for dark circles and blemishes while maintaining a lightweight texture that never feels heavy.
Beyond concealers, many base makeup products with skincare benefits have emerged. Some brands offer serum foundations containing various antioxidants that protect against free radical damage while providing coverage. Others have launched cushion compacts with SPF 30+ sunscreen, offering both complexion enhancement and sun protection.
As face makeup products trend toward skincare benefits, eye products are following suit. Many eyeshadows now contain eye-nourishing serums, offering both rich color and hydration for the eye area. Some mascaras include lash growth serum ingredients that promote lash growth with continued use.
Shopping Guide
Online Leaders
When it comes to beauty shopping, there are now numerous channels available. Professional beauty platforms like LOOKFANTASTIC have become the go-to choice for many beauty enthusiasts. The platform's biggest advantage is its comprehensive product range, from affordable to luxury brands, and frequent exclusive limited editions.
I particularly enjoy LOOKFANTASTIC's limited edition beauty boxes. These boxes typically contain multiple full-size or sample products from different brands at a much lower price than buying separately. Their packaging is also elegant, making them perfect for gifting. Recently, I purchased a Christmas limited edition box containing MAC lipstick, Lancôme serum, YSL foundation, and more, worth over 1000 yuan but only cost around 500.
Another brand worth recommending is e.l.f. While budget-friendly, their product quality is excellent. All their products are vegan and Leaping Bunny certified, making them a great choice for those concerned about environmental protection and animal welfare. I've gone through several tubes of their concealer, which performs as well as luxury brands but only costs a few dozen yuan.
Besides concealer, e.l.f.'s eyeshadow palettes are also highly recommended. Their eyeshadows have high color payoff with minimal fallout. They recently launched some cream eyeshadows that apply extremely smoothly, perfect for beginners.
General Platforms
For one-stop shopping, general platforms like Amazon are excellent choices. Their main advantage is the wide variety of products and frequent discounts. For instance, Maybelline's FitMe Concealer, usually priced at 70-80 yuan, often has 50% or even 70% discounts on Amazon.
These general platforms also offer fast shipping, usually delivering within one to two days of ordering. They provide detailed product reviews where you can reference other buyers' experiences. However, when shopping on these platforms, it's important to verify sellers and prefer platform-operated or officially certified stores to ensure product authenticity.
Besides beauty products, these general platforms offer many beauty tools. From makeup brushes to beauty blenders, from eyelash curlers to eyebrow scissors, they have everything. Prices are generally much lower than department stores. I recently bought a set of makeup brushes on Amazon - great quality at just one-third of the counter price.
Summary
Looking ahead to the 2025 beauty market, we can see many exciting changes. From the natural makeup trend to tech-enhanced skincare-infused cosmetics, each trend speaks to innovation and progress in the beauty industry. These changes not only make our makeup routines more convenient but also allow us to better care for our skin while enhancing our appearance.
However, regardless of how trends change, the most important thing is finding your own style. After all, true beauty isn't about blindly following trends but about expressing your authentic self. I hope everyone can find their own place in the world of beauty.
