Soft Shifts: What Beauty Will Look Like in 2025

As we step into the new year, it’s impossible to ignore the weight of the world around us. I’ve taken some time away from writing to focus on projects behind the scenes and to process the profound events unfolding globally. My heart has been especially heavy this past week, grappling with the devastation caused by the fires in the Palisades and Malibu.

Yet, amidst this tragedy, I’ve been deeply moved by the beauty community's response—a poignant reminder of the compassion and unity that defines this space. From beauty brands pledging all proceeds to support fire victims, to the extraordinary efforts of Alexander French and Depot Chopra in creating kits for makeup artists who lost everything, it’s clear that this community is nothing short of magical.

While the beauty industry may often be perceived as superficial, those within it know its true essence: a collective of people bound by creativity, generosity, and heart. In moments like these, the beauty space transcends its exterior, revealing its capacity to uplift, heal, and bring us together when it matters most.

As the new year is now upon us, I can’t help but reflect on the transformative energy brewing in the beauty space. While beauty has always been a trending topic in the media, there’s a palpable shift taking place—one that feels groundbreaking. From innovative product launches to cutting-edge ingredients and boundary-pushing brand marketing, beauty continues to evolve and redefine its impact on the world.

With that in mind, I’m excited to share my predictions for what’s to come in 2025. And this isn’t limited to makeup—it’s about the beauty industry as a whole. So, grab your favorite lip balm and a cozy cup of coffee as we dive into the trends, innovations, and game-changers that are set to shape the year ahead.

“CBM” Routine

Let’s kick things off with what I’m calling the CBM routine. You might be wondering, “What is that?” Well, it’s something I recently coined, and it’s rooted in simplicity. After surveying over 100 people about their everyday beauty habits, three products stood out as essentials: concealer, blush, and mascara.

Looking at the data, it all makes perfect sense. When I reflect on my own routine, it’s exactly that—CBM! The reality is, while beauty lovers enjoy experimenting with products for nights out or weekend plans, the average day-to-day routine is all about looking effortlessly stunning and getting out the door quickly.

There’s something so refreshing about embracing a “less is more” philosophy. With just a touch of concealer, a sweep of blush, and a coat of mascara, you can achieve a polished, radiant look in minutes. If you haven’t tried the CBM method yet, give it a go—it might just become your new go-to routine or the one most viral of the year.

Stay tuned, as I’ll be sharing my top product picks for the CBM method very soon!

Staining Lip Liner

Next up is an idea that hit me the other day while I was getting ready—a product concept that, if it doesn’t already exist, is my gift to the beauty world. Milk Makeup, I’m looking at you.

We’ve all seen the virality of lip stains over the past year, and it’s clear they’re here to stay. The standout for many (myself included) is the Sacheu Peel-Off Lip Liner, a game-changing product that’s earned its iconic status. However, as much as I adore it, the application process can be a bit cumbersome for the average user. That got me thinking: why aren’t brands creating staining lip liners?

Picture this: a staining formula similar to Milk Makeup’s Cooling Water Jelly Tint, but repurposed as a precision lip liner. While I’m not the biggest fan of the Cooling Water Jelly Tint as a blush, I can’t help but imagine how epic it would be if reimagined for lips. A staining lip liner would provide the precision of a pencil, the long-lasting color of a stain, and the versatility to enhance any lip look.

Of course, we’ve seen tints in the form of markers or paint-on formulas, but nothing with the precision and ease of a pencil. It seems like such a natural evolution for the lip stain trend, and I wouldn’t be surprised if it’s already in development. If not, well, consider this a free idea for any beauty brand reading. And when it launches? Don’t say I didn’t tell you first.

Sensorial Marketing with a side of Food & Beverage collaborations

Marketing is something we often overlook, but when it comes to beauty marketing, it’s a whole new level of complexity. Recently, I’ve been diving into the strategies and techniques that fuel this industry, and I can confidently say 2025 will bring innovative approaches to the forefront. My prediction? We’ll see a surge in sensorial marketing and food-and-drink brand collaborations.

Brands like Rhode, Summer Fridays, and Snif have already mastered the art of sensorial marketing, and the results speak for themselves. By connecting their products to relatable, everyday indulgences—like coffee or pastries—they tap into a universal sense of comfort and familiarity. It’s a tactic that not only sparks desire but also creates endless possibilities for visually captivating campaigns featuring these beloved items. As a consumer, I’ll admit, it’s a strategy that’s worked on me time and time again.

In addition to sensorial marketing, I predict food and drink collaborations will take center stage. Last year, I had the incredible opportunity to work as a makeup artist for Summer Fridays’ New York City pop-up, which partnered with Pop Up Bagel, Wandering Brothers Coffee, and Táche Pistachio Milk to celebrate the launch of their Iced Coffee Lip Balm. Seeing how the beauty community came together to enjoy two of their favorite things—beauty and delicious treats—was proof of how powerful this type of collaboration can be.

It’s a win-win: brands create unique, memorable experiences, and consumers get to enjoy products that feel more personal and engaging. As we move through 2025, I’m excited to see how these strategies evolve and continue to shape the beauty industry.

the power of pop ups

Speaking of pop-ups, let me just say it—2025 is going to be the year of pop-ups, and they’ll be everywhere. Not just in major cities, but in local communities too. Brands are beginning to shift away from allocating their budgets solely to influencer-only events, instead pivoting toward pop-ups that invite everyone to participate.

While pop-ups are undoubtedly an investment for brands, the in-person experience they offer is invaluable. These events give beauty lovers the opportunity to discover and purchase products they adore, directly from the brand itself. Beyond shopping, pop-ups create a space for connection—bringing friends, family, and fellow beauty enthusiasts together under one roof.

This shift marks a significant change in the industry. We’re moving away from the exclusivity of influencer-focused events and embracing a more inclusive approach. 2025 is about celebrating the beauty community as a whole, highlighting the love and connection that this space fosters. Pop-ups are more than just events; they’re a testament to the power of shared experiences and the magic of making everyone feel welcome.

the year of body care

As our makeup and skincare routines become more streamlined, I predict that body care routines will take center stage in 2025. The beauty community has embraced the simplicity of approaches like the CBM method and three-step skincare routines, but when it comes to body care, there’s a growing desire to experiment and indulge.

There’s also a collective realization that taking care of your body is just as essential as maintaining a solid skincare regimen. While traditional body care has revolved around shaving and body lotion, emerging brands are redefining the category, introducing innovative products that signal a shift in the market.

From retinol body serums to cupping and massage devices, body care is evolving in exciting ways. For example, Sol de Janeiro’s new beechwood lymphatic drainage tool is a game-changer. Unlike metal tools, which can feel cold and uncomfortable, this wooden alternative offers a smoother, more enjoyable experience, making self-care feel luxurious and effortless.

Another trend to watch is body slugging. While the idea of slathering yourself in petroleum jelly might feel impractical for most, brands like Hanni are revolutionizing the process with products like the Splash Salve. This clever innovation allows you to slug in the shower, step out, and finish with a quick layer of lotion, blending convenience with efficacy.

Next on my list is a brand with roots in Nashville where I grew up: Nemah. While I haven’t had the chance to try their products just yet, I’ve been so inspired by their mission and success. Founded by Mary Lawless Lee, also a Nashville native, Nemah specializes in innovative solutions for stretch marks and scars—issues that many women face, especially during and after pregnancy.

Nemah’s standout products, formulated with cutting-edge ingredients like Vanistryl® and Antarcticine™, have climbed the charts in body care. As a registered nurse like Mary, I deeply admire her dedication to creating science-backed products that genuinely improve lives.

Another standout in the body care space is Soft Services, a brand that has risen to the top with its thoughtfully curated approach. Their sleek, design-forward products, like the Theraplush Hand Cream that’s a statement piece for your nightstand, and accessories like the drying dish and splash cover for their iconic Buffing Bar, show incredible attention to detail. Soft Services is redefining the everyday body care routine, making it functional, aesthetic, and enjoyable. While I haven’t yet tried their products, I’ll be sure to share my thoughts once I do.

Lastly, let’s talk about the brand I predict will dominate 2025: Cyklar. With their unique sexual-sensual marketing approach, Cyklar has created a buzz that’s impossible to ignore. Their lineup—including a luxurious sensorial body wash, nutrient-rich body cream, and toning cup—offers a full-spectrum body care experience.

Body washes, in particular, are notoriously tricky for brands to perfect, but Cyklar has cracked the code. Formulated with a high content of glycerin and oils like coconut, argan, and limnanthes alba seed oil, their body wash ensures deep hydration with every use. Add to that their intoxicating scents—Sacred Santal, Vanilla Verve, Bergamot Bond, Crescent, and Naked Neroli—and it’s no surprise that Cyklar keeps consumers coming back for more.

colored eyeshadow

To wrap things up, I’m sharing a prediction I truly hope goes viral in 2025—and that’s colored eyeshadow. But not the bold, cut-crease looks we saw in 2016. I’m talking about blown-out, sheer, shimmering colored shadows paired effortlessly with the CBM method. Imagine the softest lavender or an icy blue shimmer gracing your lids—it’s about embracing color in a more wearable, everyday way. I see this trend becoming the next big thing.

One person who has been pioneering this look for a while now and who I turn to for inspiration is Lara Violetta. Her stunning, monochromatic eye looks paired with high-fashion outfits have proven that any color of eyeshadow can be worn confidently—it's all about the way you apply it. She’s shown us that color isn’t something to fear, but rather an opportunity to express yourself.

Recently, my boyfriend bought me the Danessa Myricks Lightwork VI Palette, and let me tell you, I’ve been reaching for it every single time I’m going out. It’s a perfect example of how color can be integrated into your daily beauty routine, proving that color is not scary—it’s fun, vibrant, and brings an entirely new dimension to your look.

I can’t wait to see this trend take off in 2025. Whether it’s a soft, ethereal shimmer or a bold, striking color, the possibilities are endless.

On the other hand, I’m sure we will see unique trends that we least expect to take over which I’m so excited to see. I would love to hear what you think will be the new and latest trend. Anyways, I hope you’re having a great start to the new year and remember to always take time for yourself when it comes to beauty.

xoxo, The Blush Boy