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?
Because 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 skincare, and GLP-1 everything) sparked more debate than a love for beauty—and 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
Short hair dominated 2025, but the two cuts in particular that were seen on every celebrity and cool girl we love were the classic bob and the bixie. The bob cut is universally beloved and works on pretty much everyone, which is why it continues to trend every year. “You can tailor it endlessly; soft edges with movement or something a little more sculptural,” says celebrity hairstylist and co-founder of RŌZ Mara Roszak. “It’s 90s, it’s ‘French Girl,’ both of which have been big trends in beauty this year.”
As for the bixie, which you can think of as a hybrid bob and pixie, it’s another 90s cut that has found a resurgence for anyone looking for versatility. “It’s short enough to feel fresh and liberating, but not so cropped that it’s a drastic change for most clients,” celebrity hairstylist and groomer Charley McEwen once told Vogue. “It brings together the structure of a pixie with the softness and layering of a bob, which makes it really wearable.”
And 2026 doesn’t seem to be the end of short hair’s reign. Roszak predicts that we’re about to see more “lived-in” versions of the bob. “Less sharp, architectural lines and more roundness, natural bends, and cuts that grow out incredibly well,” she says. “We’re moving toward hair that feels more personal and expressive rather than overly polished.”
A Blush Renaissance
Marie Antoinette Blush. Cherry Blossom Blush. Watercolor Blush. 2025 marked the year of flushed and rosy cheeks. On the surface, blush can add dimension and energy to your entire look without putting too much effort. But experts believed that this year, we used blush as a marker of our identity.
“Blush itself has always been far more than decorative,” celebrity makeup artist Lisa Eldridge, founder of her eponymous makeup line, once told Vogue. “Today, it’s about self-expression, a way to convey mood, drama, and personality, and lean into the joy-sparking moments of makeup application.”
Facelift Transparency
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
If you had a sudden worry that you weren’t getting enough protein this year, you are not alone. Algorithms were filled with protein hacks. Then we saw the launch of protein popcorn and protein liquid drinks all over our grocery store aisles. Everyone was obsessed with this nutrient.
“Influencers and wellness advocates have shed light on how protein impacts hormone health, energy levels, and recovery, sparking curiosity among a broader audience,” registered dietitian nutritionist Lauren Manaker once told Vogue. “It is a very buzzy macro.”
Though buzzy, protein is vital for our bodies to stay healthy. So interest in an important nutrient is never a bad thing. Just don’t be too quick to fall into trendy hacks and focus on whole foods first to get your fix.
Japanese Walking
Japanese walking was made for those who saw walking 10,000 steps a day as a daunting task. First studied in 2004, this version of interval walking training (basically, you alternate between three minutes of fast-paced walking and three minutes of slower recovery pace for a total time of 30 minutes) comes with loads of benefits.
Heather Viola, DO, assistant professor of general internal medicine at Mount Sinai, once told Vogue that it can improve cardiovascular health, lower blood pressure, increase mobility and metabolism, improve insulin sensitivity, strengthen leg muscles and core, improve balance and coordination, and support bone density. And it can also boost your energy levels and improve sleep. What more could one want?
The Rise of Lip Stains
Of all the exciting products that launched this year, lip stains dominated the market. And the numbers don’t lie: according to Spate’s 2025 Year In Review Brands That Won Beauty report, lip stains ranked #1 in search and saw a 1,171% year-over-year growth.
“People are fascinated with a full and pouty lip,” says Vincent Oquendo, celebrity makeup artist and host of “Backseat Beauties.” “You can achieve this with a lip stain easily. It stays on all day, and you don’t have to worry about touching it up.”
“It’s an innovative way to achieve color,” agrees Daniel Martin, celebrity makeup artist and Tatcha s global director of artistry. “It’s a fun consumer product that challenges the wearer to see what they can achieve by thoughtful and precise application.”
Toasted Makeup
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 Beyonce from ‘Crazy in Love’ era. The 2020s toased muse is Hailey Bieber.”
Plaid Nails
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.
