The beauty industry is undergoing a transformation, and influence is at its core. WeArisma’s Beauty 2025: State of Influence report unpacks the key shifts redefining how skincare, makeup, and fragrance brands connect with consumers. In a landscape where resonance, virality, and authentic engagement now drive results, traditional playbooks are quickly becoming obsolete. Below, we share top takeaways from the report, which you can access in full here.
2025 Beauty Trends
1. Celeb-Brands Raised the Bar for Beauty Marketing
The rise of celeb-owned brands like Fenty, Rare and R.E.M. have upped the game on how to market to Gen Z, achieving unprecedented dominance by building much deeper connections with fans. At the forefront is Fenty. Rihanna’s star power plays a huge role in garnering organic Engagements at press previews and events where she personally interacts with beauty influencers via meet & greets.
2. Beauty and Sport: Rising Female Audiences
Beauty brands are embracing fresh partnerships to meet consumer demand for novelty and depth. The expanding female fanbase in traditionally male-dominated sports are capturing the attention of beauty brands with e.l.f. sponsoring the Wonder Women of Wrestling Varsity Tournament, Glossier teaming up with the USA women’s basketball team, and Charlotte Tilbury with F1 Academy.
3. Mixing Luxury with Budget Finds: Normalising Dupes
Beauty is at the heart of the dupes trend, contributing 40% of the $568M EMV conversation. Budget-friendly brands are quick to adapt to trends and bring products to the market. For Gen Z, finding quality for less has become a new social status, with influencers playing a key role in boosting trust in challenger brands. In response, heritage brands built on long-standing excellence can hone into their values to deepen affinity.
4. High Maintenance to Stay Low Maintenance?
The "high-maintenance to stay low-maintenance" trend is taking over beauty routines, focusing on upfront investment in treatments that reduce daily effort. Brands like Maybelline, Anastasia Beverly Hills, and St. Tropez have capitalized on the trend with dedicated product lines, while Kopari has seen interactions and EMV double over the course of 2024. Influencer Alix Earle is a prominent advocate of this trend showcasing her "effortless" hacks to millions on TikTok.
5. Beauty is Tapping into Sensory Marketing
Glazed doughnut skin, cherry cola lips - TikTok is bursting with food-inspired beauty trends and brands have taken notice. Hailey Bieber's Rhode Beauty primarily relies on associating its products with sweet treats like cinnamon rolls and ice cream; even offering these indulgences to customers who wait hours in line. Glossier’s newly launched black cherry collection that hinges on the fruit’s smell and taste has already amassed 4.5M Engagements on just 108 Mentions.
6. Blush Bliss or Blush Blindness?
“Glazed blush", "boyfriend blush", and "sunset blush" are everywhere, with stars like Sabrina Carpenter, Hailey Bieber, and Zendaya leading the trend. Rare, Rhode, and Patrick Ta Beauty have capitalized, releasing dreamy palettes and creamy, blend-able formulas. But enthusiasts are warned—nail the trend, or risk falling into the dreaded reverse category - “blush blindness.”
Take Note
