Skinny eyebrows, OTT contouring and obviously lined lips are still out (phew!). However, if you want to up to your make up game this year, here are Mecca’s predictions for the biggest beauty trends of 2025.
Make up: The bold and the beautiful
According to Kate Blythe, Chief Marketing Officer at Mecca, gone are the days of “you but better.” In 2025, makeup is all about bold expression and dramatic flair. We’re seeing a revival of high-impact, colourful looks, and it’s about time! Smokey eyes, coloured mascaras, and vibrant eyeliners are back in full force. Glitter, high-pigment eyeshadows, and playful textures are taking over eye makeup, making it an art form all over again.
Kate explains that this shift is fuelled by makeup artist-led brands that prioritise creativity and boldness. “These make-up-artist led brands are inspiring a vibe shift that prioritises radical ideas over restraint and playfulness over propriety,” says Kate. “These brands consistently offer innovation with exceptionally high-quality ingredients and formulations that have high pigment pay-off, built from their years of expertise as makeup artists.”
Think brands like Half Magic, VIOLETTE_FR, and Westman Atelier – they’re not just about colour, but about empowering you to experiment and have fun with your look. In 2025, makeup is going to be a form of self-expression, and we’re all here for it.
Skin care: The evidence era
Skin care in 2025 isn’t just about pretty packaging and clever marketing. Instead, customers are demanding science-backed, transparent products that actually work. With the rise of online information and reviews, it’s easier than ever to make informed decisions about the products we use. So, it’s no surprise that the skincare brands that will thrive in 2025 are the ones that offer clinical studies to back up their claims and feature proven ingredients.
“Having clinical studies to validate claims is now more than a bonus, but a need for our customers to trust brands and products,” says Kate. “The beneficiaries of this trend will be the brands with founders of credential experience; think Dr Dennis Gross and Professor Augustinus Bader.” In 2025, skincare will be all about efficacy, transparency, and results.
Fragrance: Spritz with substance
It’s time to throw out the delicate floral notes and welcome the bold, impactful fragrances that will define 2025. Customers are craving scents that make a statement, and Mecca predicts that Extraits – fragrances with the highest concentration of fragrance oils – will rise in popularity, potentially surpassing traditional Eau de Toilette (EDT) and Eau de Parfum (EDP).
“Extraits contain the highest concentration of fragrance oils, making them the richest formulations with the strongest silage and longest-lasting wear on the skin – precisely what customers seek in premium scents,” Kate explains. Expect to see powerhouse fragrances like Maison Francis Kurkdjian’s Baccarat Rouge Extrait and Maison Crivelli Hibiscus Mahajád Extrait de Parfum take centre stage.
If you want a fragrance that lingers and leaves an impression, Extraits are the way to go in 2025.
Hair: DIY glam with a side of scalp care
The days of struggling with frizzy hair and lacklustre styling tools are over. Thanks to innovations in hair technology, 2025 is all about achieving professional-level hair results from the comfort of your own home. Brands like Dyson and ghd are leading the charge, creating tools that give us salon-worthy results without the hefty price tag.
But, it’s not just about styling; it’s about scalp health too. Over 40% of customers report concerns like hair thinning, sensitivity, and dryness, driving the demand for scalp-focused products. “These new, reliable tools have revolutionised the hair styling landscape, resulting in women (and men) of every age sporting perfectly styled locks,” says Kate. “When combined with scalp serums and tailored shampoo, conditioners, and treatments, you’ve got the next generation of hair enthusiasts ready to master their skills at home.”
Scalp care will continue to be a huge focus, and with the help of high-tech tools, achieving flawless hair has never been easier. Or, more accessible.
Body care: Anything but basic
According to Kate, body care is getting a major upgrade in 2025. What was once a functional task is now a full-blown self-care experience. With more focus on well-being, body care products like deodorants, body washes, and exfoliators are becoming luxury items that contribute to a calming, rejuvenating routine. The trend of the “everything shower” is booming on TikTok, and it’s no wonder – taking time for yourself to unwind and pamper your skin is now more important than ever.
“In the busy lives of our customers, taking time out from the everyday distractions and constant accessibility can be almost impossible, so to combat this we’ll see an even greater trend towards extending the top-to-toe, shower regime as an opportunity for self-care,” says Kate.
Wellness: Beauty from the inside out
Finally in 2025, beauty isn’t just skin-deep; it’s about feeling good on the inside as well. Wellness is taking centre stage, with more and more customers prioritising products that support their overall health. From products that promote better sleep and reduce stress to those that balance hormones and boost energy, the focus is on nurturing inner beauty first.
This trend is already visible in the fragrance category, where functional fragrances are gaining popularity. These scents don’t just smell good – they aim to support emotional and physical well-being. “Functional fragrances, like those from Vyrao, focus on the holistic approach, considering the interplay between scent, emotions, and physical health,” says Kate.
Expect more wellness-centric beauty products that promote relaxation, stress relief, and even improved focus. As we continue to embrace self-care, 2025 will see a whole new category of beauty products designed to enhance both our appearance and overall wellbeing.
