2025 may go down in history as one of the most tumultuous and challenging years for beauty, wracked with job cuts, brand closures, staff cuts and more.
But between all of that, it was also a year defined by punchy colour trends, technological leaps and a fresh focus on taking better care of ourselves.
And while some segments of the industry struggled under the weight of US tariffs and cost increases, others, such as the ever-burgeoning K-beauty market and rise of longevity beauty, have thrived.
From the ‘Cherry Coded’ aesthetic and new scalp health heroes, to the roll out of longevity science-backed skin care, Cosmetics Business’ editorial team selects the beauty stories they believe defined 2025.
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