2025 Makeup Trends Report
11/7/2025 12:00:00 AM
IntroductionMakeup remains a powerhouse in the U.S. beauty industry in 2025, fueled by shifting consumer preferences, social media influence, and innovative product launches. This report explores the top-selling makeup products, leading brands, and key market trends shaping the cosmetics landscape.
Trending Makeup Products in 2025
Skin Tints and Lightweight FoundationsThe "butter skin" trend emphasizes a moisturized, satin-finish complexion. Key products include:
Lisa Eldridge Seamless Skin Enhancing Tint: A lightweight formula that blurs blemishes for a natural look.
Milk Makeup Hydro Grip 12-Hour Hydrating Gel Skin Tint: Offers weightless coverage with long-lasting hydration.
Haus Labs by Lady Gaga Foundations: Praised for buildable coverage and a radiant, natural finish, popular among beauty editors and consumers.
Liquid Blushes and Multitasking ProductsBlushes and hybrid products are driving sales with versatile, skin-friendly formulas:
Rare Beauty Soft Pinch Liquid Blush and Soft Pinch Luminous Powder Blush: Bestsellers for their long-lasting, transfer-proof flush. The brand’s 2025 liquid contour is also gaining popularity.
Glow Recipe Cloudberry Bright Essence Blush: A makeup-skincare hybrid with niacinamide and watermelon extract, delivering a dewy, hydrating finish.
Lip ProductsLip products blend hydration and bold color for 2025’s glossy aesthetic:
YSL Beauty Loveshine Lip Oil Stick: Combines lip oil and lipstick in 23 shades for a glossy, hydrating finish.
Fenty Beauty Gloss Bomb Universal Lip Luminizer: A fan favorite for its non-sticky, high-shine formula.
Dior Addict Lip Glow Oil: Loved for its non-greasy, hydrating texture and subtle color payoff.
Eye MakeupEye makeup trends focus on bold and colorful looks:
Maybelline New York Lash Sensational Sky High Mascara: A drugstore staple for volume and length at an affordable price.
Gucci Mascara and Lancôme Lash Idôle Mascara: Create dramatic, fanned-out lashes for a bold look.
Stila Smudge & Set Waterproof Gel Eye Liners and Victoria Beckham Beauty Satin
Kajal Liner: Versatile for both natural and dramatic styles.
Summer 2025 Trend: Neon lashes in shades like pink and teal, inspired by runways and celebrities like Dua Lipa.
Setting Sprays and PrimersLong-lasting formulas are essential for flawless makeup:
Pat McGrath Glass 001 Legendary Glow Setting Spray: A viral hit for its glass-skin finish without greasiness.
Too Faced Makeup Insurance Setting Spray and Laura Mercier Translucent Loose Setting Powder: Reliable for smudge-proof, all-day wear.
Contour and BronzersContouring products enhance natural radiance:
Tom Ford Contour-and-Highlight Palette: A makeup artist favorite for its creamy texture and glowing finish.
Benefit Cosmetics Hoola Matte Powder Bronzer: A staple for its blendable, sun-kissed contour.
Top Makeup Brands in 2025
L’Oréal Paris: Leads with $47.04 billion in global sales, driven by products like Infallible 24H Fresh Wear Foundation and Blush. Rare Beauty: Selena Gomez’s brand excels with blushes, highlighters, and new contour products.
Fenty Beauty: Dominates with inclusive shade ranges and popular lip glosses and skin tints.
Haus Labs by Lady Gaga: Gaining traction for skincare-infused foundations and blushes.
Maybelline New York: A drugstore leader with high-performing, affordable mascaras and concealers.
Dior, YSL Beauty, and Pat McGrath Labs: High-end brands driving trends with luxurious, innovative formulas.
Market InsightsThe U.S. cosmetics market is projected to reach $113.2 billion in 2025, accounting for 16.9% of the global beauty market. Social media, particularly TikTok and Instagram, drives trends, with 89% of TikTok users purchasing beauty products after seeing them on the platform. Consumers prioritize “clean beauty” and sustainability, boosting brands like e.l.f. Beauty for affordability and inclusivity. The “bombshell” glam aesthetic, inspired by figures like Sabrina Carpenter, emphasizes bold blushes, voluminous lashes, and glossy lips, shifting from minimalist “clean girl” looks.
Why Makeup is Trending
Social Media Influence: Platforms like TikTok and Instagram amplify viral launches, with influencers like Katie Fang promoting products like Rhode’s Glazing Milk, inspiring similar offerings from Ilia and Byoma.
Hybrid Products: Makeup-skincare hybrids, such as Glow Recipe’s blush and Rare Beauty’s luminous blush, appeal to multifunctional product seekers.
Inclusivity and Innovation: Diverse shade ranges and innovative formulas, like Glamnetic’s magnetic eyelash extensions, resonate with younger audiences.
Premiumization: Consumers are opting for premium brands like Dior and Armani Beauty for quality, while drugstore brands like Maybelline maintain affordability.
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