Much like choosing the best-dressed people of the year, selecting the best beauty trends of 2025 is a harder task than one might think. In the era where something goes viral weekly (and attention spans are devastatingly shorter), what exactly qualifies as the best trend when we are inundated with them?
Biggest doesn’t always translate to best, and many of the most-searched products and routines that one could argue actually defined this year (think morning shed, beef tallow skin care, and GLP-1 everything) sparked more debate than a love for beauty—that’s just not a fun list or the energy we want to close out the year with.
So for us, the best beauty trends of this year really came down to three things: actual staying power that will go into 2026 and beyond, near-universal love, and something we’d most likely happily try. Below are the eight beauty trends of 2025.
The Bob & Bixie Takeover
Summer Fridays
Blush Butter Balm
$26
SUMMER FRIDAYS
Live Tinted
Blush Crush Liquid Blush
$13
AMAZON
Photo: Getty Images. Collage by Vogue
From celebs like Kris Kardashian to the increase in using plastic surgery brokers to find a doctor abroad, facelifts were everywhere in 2025. But what stood out the most is that people have become more comfortable admitting when they have gotten work done. A controversial pick, sure. But whatever your stance on plastic surgery, there’s no denying that this type of transparency is refreshing.
Yannis Alexandrides, MD, triple board-certified plastic and reconstructive surgeon and 111Skin founder, says that advancements in facelift techniques that give natural-looking results and a “refreshed appearance” are why more people are opting for the procedure in the first place. That, paired with non-surgical aesthetic treatments, can give people incredible results. “Many of the results we see in the media are actually a combination of procedures and non-surgical treatments that I would classify as full facial rejuvenation,” says Dr. Alexandrides. “These results generate more interest in facelifts, along with other procedures.”
The World of Protein
Daily Shake Essential Protein
$49
RITUAL
Promix
Protein Puff Bars
$36
AMAZON
Japanese Walking
Sacheu
Lip Liner Stay-N Peel Off Lip Stain
$14 $10 (29% off)
AMAZON
Kulfi
Staining Lip Oil
$24
KULFI
Jamie McCarthy/Getty Images
The urge to keep that bronzed summer glow into the colder months is always strong, and thanks to toasted makeup, it’s totally possible. 2025 saw everyone reaching for their bronzer for that soft added warmth (and a mani to match for a monochromatic look).
“It pays homage to the beautiful browns we loved seeing on the ’90s supermodels,” says Oquendo. “With these toasted colors, you can leave a lot of negative space in your makeup for your natural facial colors to shine through, which is very attractive to the makeup lover.”
“It’s warm, tonal, and sexy,” adds Martin. “What’s interesting about the ‘toasted makeup’ trend is that every generation has had its muse for this warm, coppery-bronzey vibe: The ’80s had Brooke Shields, the ’90s was Cindy Crawford, the 2000s was Beyoncé from ‘Crazy in Love’ era. The 2020s toasted muse is Hailey Bieber.”
e.l.f.
Camo Liquid Blush in Bronze Bombsell
$8
AMAZON
Clinique
High Impact Gel Tech Eyeliner in Bronze Glow
$28
AMAZON
$28
NORDSTROM
Plaid Nails
Photo: Instagram (@sarahbrezel)
Chalk it up to people’s love of dark academia or how preppy vibes have come back to take over fashion, plaid nails are a recent trend with strong staying power. “Plaid nails more than fit the vibe, inspired by heritage prints and textured knits we’ll be wrapping ourselves up in for the foreseeable,” wrote Vogue’s news editor Anna Cafolla of the trend. “It’s sleek but striking, a combo of criss-crossed stripes in various lengths and widths.”
Plus, many experts predict that plaid nails will be huge in 2026. So definitely keep an eye out for that.
Have a beauty or wellness trend you’re curious about? We want to know! Send Vogue’s senior beauty and wellness editor an email at beauty@vogue.com.
