SPATE2025:YEARIN

REVIEW&THEBRANDSTHATWONBEAUTY

2

Spateisgradingour2025trendpredictionstoevaluatewhichtrendscontinuedtoaccelerateasexpectedacrossskincare,makeup,fragrance,hair,andbathandbody.BasedonourGooglesearchforecasts,eachcategoryearnedapassing

YEARINREVIEW:GRADINGPREDICTIONSANDIDENTIFYING2025,SBEAUTYWINNERS

grade,withseveralpredictionsoutperformingexpectations.Thisreportoutlineswhichtrendsheldstrong.

Wealsoanalyzedthebeautybrandsthatsawthemostsigni?cantchangeinpopularityin2025.ThelistspansK-beautyleaderslikeMedicubeandDr.Melaxin,fast-risinghairbrandssuchasBasedBodyworks,Wavytalk,andTymo,and

trend-drivenbrandslikeRhodeSkinandSacheuBeauty.Youwill?ndthekeydriversbehindeachbrand’smomentumandwhatthesesignalsmeanforbrandsheadinginto2026.

Wanttolearnmoreand?ndsignalsforyourbrand?

Setupafreetrial

ofSpate’sdashboardtoaccessfulltrenddata.

Thankyou,

OlivierandYarden,co-foundersofSpate

SPATE’S2025HIGHLIGHTS

3

4

WHAT2025REVEALED:KEYCONSUMERSHIFTSSPATETRACKED

Ingredientsand

Innovation

Platform-Driven

SpateExperiences

Discovery

TikTokshapedbrand

momentumandviralitybecameastrategy.

KeyOutputs:

●Virality-DrivenBrandsAreTakingASliceOf

TheBeautyPie

●DecodingBeauty

Trends&Platform

DynamicsOnGoogle,TikTok&Instagram

(webinar)

Spateexpandedhow

trendsweredeliveredin2025acrossdigitalandin-personformats.

KeyOutputs:

Consumersprioritizedfunctionalingredientsandquickpayoff

formulasthroughout2025.

●2025CultureReport

●MakeupTrends&BrandsToWatch

●NewWaveOf

K-Beauty

●TrendOasis:TrytheTrendswithSpate(in-personevent)

KeyOutputs:

●TheIngredientsDe?ning2025

●EmergingThemes

InBeauty

●2025AISearchinBeauty

GRADING2025PREDICTIONS

SKINCARE:6OUTOF10

TrendYOY↓

collagenpatch

359.9%

milkytoner

132.0%

redlightfacemask

53.4%

hypochlorousacidspray

50.4%

centellaampoule

47.9%

redlightwand

12.8%

koreansunscreen

-5.1%

glycolicacidtoner

biorepeel

snailserum

-33.0%

-14.3%

-28.2%

Koreansunscreenandglycolicacidtoneraregrowingat+45.8%

YoYand+52.0%YoYinTikTokviews,respectively.

2025TRENDREVIEW:SKINCARE

REFLECTION

In2025,consumerscontinuetoexploreskincareformatsthatfeelfunctionalandpurposeful,re?ectedinrisinginterestincollagenpatchesandmilky

toners.Thesecategoriespointtoadesireforvisibleresultspairedwith

sensorialexperiencesthatmakeroutinesfeelmoreindulgent.At-home

toolssuchasredlightfacemasksandredlightwandsalsoremainpopularasshopperslookforaccessiblewaystobringtreatment-stylebene?tsinto

dailycare.

Ingredient-ledproductsremaincentral,andtheplatformsplitisespeciallyclearhere.WhileGoogleinteresthaseasedforcategorieslikeKorean

sunscreenandglycolicacidtoner,bothareseeingstrongmomentumon

TikTok.Thissuggeststhatthetrendsthemselvesarestillrelevant;consumersaresimplydiscoveringtheseproductsthroughsocialcontentratherthan

traditionalsearch.

Overall,amorethoughtfulapproachde?nesthe2025skincarelandscape.

Shoppersarechoosingproductsthatfeelintuitive,tolerable,androotedinclearfunction,creatingopportunitiesforbrandstoguideconsumers

towardroutinesbuiltaroundtheirindividualneeds.

6

Source:USSearch-fromOct2024toSep2025vs.Oct2023toSep2024

2025TRENDREVIEW:HAIR

REFLECTION

HAIR:8OUTOF10

Trend

Cherrycolahair,microbangs,andtexturizingpowderaresettingthetonefor2025,showinghowconsumersareleaningintoexpressivelooksthatstillfeelmanageableday-to-day.Toolslikeheatlesscurlersandthermalbrushessupportthismindset,givingshopperssimplewaystoplaywithshapeand

texturewithoutheavystylingroutines.

Care-focusedtrendstellamorecomplexstory.Googlesearchpointsto

declininginterestinbohoknotlessbraidsandscalpspatreatments,yet

TikTokcontinuestoamplifythebroadercategory.Bohoknotlessbraids

remaininpositiveterritoryontheplatform,andscalpcareisexpanding

throughproductslikeelectricscalpmassagersandscalpserums—proofthatdiscoveryhasshiftedbutdemandhasn’tdisappeared.

Hairtrendsin2025re?ectamixofexperimentationandmaintenance,shapedheavilybycreator-lededucation.Consumersarere?ningtheir

routinesthroughwhattheyseedemonstratedinrealtime,givingbrandsclearopportunitiestoshownotjustwhattouse,buthowtouseit.

cherrycolahair

123.8%

texturizingpowdermicrobangs

heatlesshaircurlers

52.5%

40.9%

30.3%

19.5%

hairlosstopicalsolution

thermalbrush

6.2%

highburstfade

mermaidbraids

bohoknotlessbraids

3.3%

1.4%

-7.9%

-43.1%

YOY↓

scalpspa

Source:USSearch-fromOct2024toSep2025vs.Oct2023toSep2024

7

Bohoknotlessbraidsareup+37.3%YoY,scalpmassagers+111.0%

YoY,andscalpserum+38.0%YoYinTikTokviews.

8

Source:USSearch-fromOct2024toSep2025vs.Oct2023toSep2024

2025TRENDREVIEW:MAKEUP

REFLECTION

Makeupdiscoveryin2025isbeingshapedbyconsumersgravitatingtowardlastingpayoffandeasytransformation.Peelofflipstains,eyebrowstains,

andclusterlashesillustratehowshoppersareadoptingproductsthatdeliverinstantpayoffwithoutacomplicatedroutine.Shadesandaccentslikedarkliplinerandaegyo-salcontinuetoriseasconsumerslookforsmall,high-impacttweaksthatpersonalizetheirlook.

Atthesametime,there’sanoticeableshifttowardmakeupthatsupportsspeci?cneedsandages.Categoriessuchasmatureskinmakeup,tubingmascara,andbrown-tonedessentialsremainsteadyasconsumersre?netheireverydaystaplesaroundperformance9texture9andwearability.

Theseproductsanchorroutineswhilestillallowingspacefortrend-drivenexperimentation.

Evenwithsofteninginterestincleangirlmakeup,thebroaderlandscape

remainsdynamic.Consumersarepullingin?uencefromamixofK-beauty9nostalgia9andcreator-ledtutorials,ultimatelyshapingamakeupspace

de?nedbyquicktransformation,personalexpression,androutinesthatfeelboth?exibleandachievable.

MAKEUP:9OUTOF10

YOY↓

Trend

peelofflipstain

1917.1%

eyebrowstain

36.2%

clusterlashes

30.4%

darklipliner

27.3%

aegyo-sal

16.6%

matureskinmakeup

10.4%

tubingmascara

9.1%

brownmascara

7.7%

brownlipliner

3.4%

cleangirlmakeup

-7.3%

9

Source:USSearch-fromOct2024toSep2025vs.Oct2023toSep2024

2025TRENDREVIEW:BATH&BODY

REFLECTION

Functionalityisalsoakeyfactorinthebathandbodycategory,andit’sbecomingmorevisibleintheproductsconsumersarechoosing.Glycolicbodylotion,magnesiumoil,andvitaminCbodylotionpointtoastrongerdemandfortreatmentsthatdeliverclearbene?tsratherthanservingas

simplemoisturizers.Theseformatsre?ectagrowingexpectationthatbodycareshouldperformwiththesameintentionasfacialskincare.

There’salsosteadyinterestinbothsensorialandutilitarianstaples.Vanilladeodorant,vanillabodywash,andvanillalotioncontinuetoresonatefortheirfamiliarcomfort,whiletoolsliketheAfricannetspongeandessentialslike

unscentedsoapspeaktoconsumerswhowanteffectivecleansingorexfoliationwithoutaddedcomplexity.

Insteadofrelyingonsingle-ingredientstaplesthewaytheyoncedid,

consumersarenowassemblingbodycareroutineswithamixof

treatments9textures9andtools.Declinesinturmericsoapdon’tsignala

pullbackfromthecategory—thetrendisstillgrowingonTikTok.Bodycarein2025isshapedbyexperimentation9sensorypreference9andagrowing

expectationthatproductsshoulddelivermeaningfulresultswithoutcomplicatingtheroutine.

+47.2%YoYgrowthin

TikTokviews.

BATH&BODY:9OUTOF10

Trend

YOY↓

glycolic

bodylotion

164.8%

vanilladeodorant

44.9%

magnesiumoil

39.2%

africannetsponge

37.5%

vanillalotion

27.0%

unscentedsoap

24.0%

vitamincbodylotion

14.2%

vanillabodywash

10.7%

everythingshower

4.9%

Turmericsoapshows

turmericsoap

-40.8%

10

Source:USSearch-fromOct2024toSep2025vs.Oct2023toSep2024

2025TRENDREVIEW:FRAGRANCE

REFLECTION

Fragranceisshiftingtowardscentsthatfeelwarm9edible9andatmospheric.Marshmallow,caramel,andothergourmand-leaningpro?lesareshapingthetoneofthecategory,suggestingthatconsumersareexploringfragrances

thatreadassoft,cozy,andmood-enhancingratherthantraditionallyboldor?oral.

Textureandformatarealsoin?uencinghowpeoplebuildtheirfragrance

routines.Themomentumbehindoil-basedperfumespointstoagrowingpreferenceforscentsthatwearclosertotheskin,whilematcha,musk,andvanillaperfumesshowthatconsumersarelayeringfamiliarnoteswith

somethingabitmoremodern.Evensmallercategories,liketravelperfumesanddiscoverysets,areplayingarolebygivingshopperslow-commitmentwaystoexperiment.

Watermelonperfumemaybelosingtraction,butthatdropre?ectsabroadermoveawayfromhyper-brightnotesratherthanadipinoverallinterest.

Fragrancein2025isde?nedbyexplorationandemotionasconsumers

choosescentsthatmatchafeeling,notatrendwave,andthatshiftiskeepingthecategorybothsteadyanddeeplypersonal.

FRAGRANCE:9OUTOF10

YOY↓

Trend

marshmallowperfume

91.7%

oilbasedperfume

60.3%

gourmandfragrances

57.6%

caramelperfume

47.9%

muskperfume

40.5%

matchaperfume

38.9%

vanillaperfume

19.3%

travelperfume

6.5%

perfumediscoveryset

3.5%

watermelonperfume

-3.2%

THEBRANDSTHATWONBEAUTY

SPATE’SPROPRIETARYPOPULARITYINDEX

WHATISTHEPOPULARITYINDEX?

ThePopularityIndexcombinesdatafromdigitalplatforms—currentlyincluding

Google,TikTok,andInstagram—toshowhowpopularacategoryortrendis.

Forexample,lookingatthegraphonthe

right,thetrendfor“Toner”intheUSgrew

by34.4%overthepastyear.

Theindexmeasureshow“Toner”

comparestoallotherbeautytrendsontheseplatforms.

Itadjustsforgrowthdifferencesoneachplatformtoaccuratelyre?ecttheincreaseinpopularity.

--G-回

12

ThePopularityIndexfor“Toner”forGoogleSearches,TikTokView&InstagramPostintheUS.

TOPBEAUTYBRANDSBYPOPULARITYINCREASE

THETOPBRANDSDRIVINGMOSTSIGNIFICANTCHANGEINPOPULARITY

Popularity

Index

Brand

YoY

IncreaseYoY↓

medicube

203.5M

167.9M

471.9%

basedbodyworks

142.3M

122.2M

608.6%

dr.melaxin

81.9M

82.1M

5,228.2%

lattafa

139.4M

70.4M

102.1%

cerave

577.1M

66.3M

13.0%

wavytalk

245.4M

62.4M

34.1%

rhodeskin

155.9M

61.4M

65.1%

valentinobeauty

126.8M

49.7M

64.4%

tymo

102.0M

49.3M

93.7%

sacheubeauty

76.5M

49.0M

177.9%

13

Source:Google,TikTok,InstagramUS-fromOct2024toSep2025vs.Oct2023toSep2024

2025BrandThatWonBeauty

14

VERYHIGH

avg.monthlypopularity

+5.2K%

YOYgrowthinPopularity

Imagesource:Dr.Melaxinwebsite

+82.1M

YOYincreaseinPopularity

BRANDSPOTLIGHT

DR.MELAXIN

Dr.MelaxinisaKoreanslow-agingbrandgainingtractiononTikTokthroughitsPeelShotlinefor

texture,blackheads,andwhiteheads.ItsnewPeelShotKeratinCareKojicAcidTurmericSpray,

designedforbodypigmentationwithtrendingingredients,helpeddrivethespikeininterestin

August2025.TheCemenreteCalciumVolumeMultibalm,marketedasa“botoxinabalm”productonTikTok,iscurrentlydrivingTikTokconversation.

●

●

200.0M

100.0M

202320242025

15

May2025August2025Sept2025

Dr.MelaxinlaunchesitsPeelShotKeratinCareKojicAcidTurmericSpray

Imagesource:Dr.Melaxinwebsite

PeelShotExfoliatingWhiteRiceAmpoule

CemenreteCalciumVolumeMultibalm

BRANDSPOTLIGHT

DR.MELAXIN

PopularRelatedTopics

Dr.Melaxin’svisibilityisdrivenbyfastsolutioncontentfocusedon

blackheadremoval,glowupresults,andexfoliation.

ThePeelShotGlow

RiceLineisthemainproductbehindthesebene?tdriven

conversations,

highlightingthatinterestcenterson

skincareresultsratherthanbroaderbrand

storytelling.

BLACKHEADREMOVAL

>1,000%YoY

(849.4Kavg.

monthly

popularity)

EXFOLIANT

>1,000%YoY

(573.1Kavg.

monthly

popularity)

GLOWUP

>1,000%YoY

(598.3Kavg.

monthly

popularity)

Source:PopularityIndex:Google,TikTok,Instagram

16

US-Oct2024toSep2025vs.Oct2023toSep2024;ImagesfromDr.Melaxinwebsite

TopViewedVideos

BRANDSPOTLIGHT

DR.MELAXIN

TikTokvisibilityisdrivenbycloseup9quickresultdemosfeaturingthe

PeelShot.Thisaligns

withtophashtags

centeredonconcernsandfast?xes,including

#darkspots(4.0Mviews),#exfoliation(3.6M),and

#hyperpigmentation(3.5M).

Highviewson#ad(33.1M)and

@thestephtreadway@thevisualshop@un?ltered_beauty

@thestephtreadwayisthetopcontentcreatordrivingthemostlikesofalltimefor

#tiktokshopcreatorpicks(9.1M)alsoshowthatpaidcreatorampli?cation

playsamajorrolein

thisbrand,with645.3Ktotallikesasof

November9,2025.

keepingthebrandvisibleonTikTok.

website

Dr.Melaxin

17

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023toSep2024;Imagefrom

2025BrandThatWonBeauty

18

VERYHIGH

avg.monthlypopularity

+608.6%

YOYgrowthinPopularity

Imagesource:BasedBodyworkswebsite

+122.2M

YOYincreaseinPopularity

BRANDSPOTLIGHT

BASED

BODYWORKS

BasedBodyworksisahairandskincarebrandthathasgrownbyleaningdirectlyintotrend-driven

products,fromhairtexturizingpowdertobeeftallowskincare,supportedbyasteadycadenceofpaidTikTokvideosthatkeepthebrandhighlyvisibleacrossemergingbeautyconversations.

200.0M

100.0M

202320242025

19

Oct2024January2025August2025

Texturepowder:+185.8%YoY(Google)

Imagesource:BasedBodyworkswebsite

BasedBodyworkslaunchesaShampoo&ConditionerShowerDuo

Brand50%offsaleonitsbodycareproducts

Topics

BRANDSPOTLIGHT

BASED

BODYWORKS

AD

>1,000%YoY

(9.3Mavg.

monthly

popularity)

TIKTOKSHOP

>1,000%YoY

(3.8Mavg.

monthly

popularity)

VIRAL

>1,000%YoY

(2.7Mavg.

monthly

popularity)

PopularRelated

BasedBodyworkshasgrownbyleaningintotrenddrivenTikTok

behavior,usingpaid

videosandcreator

ampli?cationtokeepitsproductsinconstantcirculation.

Thestrongpresenceofrelatedtopicslikead,TikTokShop,andviralshowshowcloselythebrand’svisibilityistiedtorapidsocial

momentumandtrendleddiscovery.

20

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023toSep2024;ImagesfromBasedBodyworkswebsite

BRANDSPOTLIGHT

BASED

BODYWORKS

TopViewedVideos

Thebrandconnects

stronglywithyoungmen,re?ectedinhashtagslike

#menhairstyle(2.2Mviews),#texturedhair(1.2Mviews),and

#?uffyhair(934.8Kviews).

Thebrandoftenworks

withmalecreatorswhoproduceshort9straightforwardcontenttodriveinterest.Thisapproach,

@based

alongwithterminology

like?uffyinsteadof

Thebranditselfdrivesmanytopviews

througheducationalvideosthatshowhow

productsaddressspeci?cconcerns.

volume,helpsthebrandspeakmoreclearlytothisaudience.

@legittimshop@based

2024;ImagefromBasedBodyworkswebsite

21

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023toSep

2025BrandThatWonBeauty

22

VERYHIGH

avg.monthlypopularity

+102.1%

YOYgrowthinPopularity

Imagesource:Lattafawebsite

+70.4M

YOYincreaseinPopularity

BRANDSPOTLIGHT

LATTAFA

LattafaisanArabianfragrancebrandthatgrewthroughTikTok,whichcontinuestodrivemostofitsvisibility.Thebrandshowssteadyupwardgrowth,withPisaEaudeParfumdrivingaspikeinMay

2025,KhamrahbyLattafadrivinganotherinJanuary2025,anditsFireOnIceUnisexEDPspraylaunchcreatinganadditionalspikeinJuly2025.

300.0M

200.0M

100.0M

202320242025

23

May2024Jan2025July2025

LattafaPisaEDP:KhamrahbyLattafa:FireOnIce

8.0Kavg.monthlysearches+70.9%YoYonGoogleUnisexEDPSpraylaunch

Imagesource:Lattafawebsite

BRANDSPOTLIGHT

LATTAFA

PopularRelatedTopics

PopularityforLattafaisacceleratingas

interestinperfumeformatsandTikTokdrivendiscovery

pushesmoreattentiontowardshoppingandcreatorledcontent.

Theconversation

aroundthisbrandis

heavilyproduct

focusedratherthan

centeredonfragrancenotes.

AD

+6.2M

IncreaseYoY

(9.3Mavg.

monthly

popularity)

TIKTOKSHOP

+2.4M

IncreaseYoY

(2.7Mavg.

monthly

popularity)

PERFUME

+5.6M

IncreaseYoY

(3.8Mavg.

monthly

popularity)

Source:PopularityIndex:Google,TikTok,Instagram

24

US-Oct2024toSep2025vs.Oct2023toSep2024;ImagefromLattafawebsite

TopViewedVideos

BRANDSPOTLIGHT

@shopnolan

paidviews67.8%veryHigh

LATTAFA

TopTikTokcontentfor

Lattafaleansheavilyon

paidcreatorvideosthathighlightaffordable

pricing9bundles9and

bulkbuying.Creators

focusonspeci?c

fragranceslikeAsad,

Khamrah,andYara,whichdrivediscoverymorethanbroaderbrand

storytelling.

Thecasualformatof

thesevideossuchascarclips,unboxings,andinstorereactionspresentsLattafaasaneverydaypurchaseratherthanaprestigebuy.

@yvettebright1@.aurieditz

Sep2024;ImagefromLattafawebsite

25

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023to

2025BrandThatWonBeauty

26

VERYHIGH

avg.monthlypopularity

+65.1%

YOYgrowthinPopularity

Imagesource:RhodeSkinwebsite

+61.4M

YOYincreaseinPopularity

BRANDSPOTLIGHT

RHODESKIN

RhodeSkin,launchedbyHaileyBieber,hasbecomeaculturalstandout.Thebrand’spersonalityis

deeplytiedtoHaileyBieber’sin?uence,anditsproductdropsandpop-upsconsistentlytriggerclearspikesacrossthetimeseries.Beyondthesemoments,thebrandisshowingupwardmomentum

throughproductlaunchesandcampaignactivations.

200.0M

100.0M

202320242025

27

Feb2024July2024Dec2024Feb2025Jul2025

RhodeSkin’sHolidayDuoCollectionlaunch

California

Imagesource:

RhodeSkinwebsite;@rhodeInstagram

RhodeSkin’sPop-UpeventinLosAngeles,

RhodeLipCaselaunch+147.8%YoYonTikTok

RhodeSkinSummerKit

RhodePocketBlush

BRANDSPOTLIGHT

RHODESKIN

PopularRelatedTopics

HaileyBieberisoneoftheleading

conversationdrivers

forRhodeSkin,withherpresencefuelinginterestacross

platforms.

Lipbalmandblusharethetopproductformatsthat

consumerssearchfor

andviewalongsidethebrand.

BLUSH

1.6Mavg.monthly

popularity

HAILEYBIEBER

11.0Mavg.monthly

popularity

LIPBALM

2.3Mavg.

monthly

popularity

28

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023toSep2024;ImagesfromRhodeSkinwebsite

BRANDSPOTLIGHT

RHODESKIN

TopViewedVideos

RhodeSkin’svisibilityisdrivenbycreatorpostsfeaturingHaileyBieber

ineverydaymoments.

Theseclipsoutperform

traditionalproduct

focusedvideos,indicatingthatconsumerattention

istiedmoretoHailey

Bieber'spresencethantostandaloneproduct

education.

@thereealz

Thissuggeststhebrand’stractioncomesfrom

PeoplearetakingtheRhodephonecase

conceptastepfurtherbycreating?ip?op

versionsofthelipbalmholder.

personalitydrivenandroutinebasedcontentthatkeepsHaileyBieber

centraltotheconversation.

29

@yvettebright1@.aurieditz

website

Source:PopularityIndex:Google,TikTok,InstagramUS-Oct2024toSep2025vs.Oct2023toSep2024;ImagefromRhodeSkin

SPATEPOV

CulturalRelevanceOutweighsTraditionalBrandBuilding

Thebrandsthatsurgedarenottheoneswiththemostheritageorthebiggestcampaigns;they’retheonesalignedwithculturalcurrents:Rhodewithminimalluxefemininity,Lattafawithunique,affordablefragranceexperiences,BasedBodyworkswiththenewwaveofmalegrooming,Dr.Melaxinwiththe“quick?x”

skincaremindset.Brandsthatactivelyinterpretculturalshifts9ratherthanrelyingonlegacy9aretheonesgainingmomentum.

BrandPersonalitiesAreBecomingGrowthEngines

Rhodeprovesthatpersonality-drivenvisibilitycanliftanentirebranduniverse.Whenthespokespersonandtheproductsfeeluni?ed,consumerinterestcompoundsnaturally.Thebrandbecomesalifestyle

shorthand9notjustacollectionofitems.Thissignalsanopportunityforbrandstobuildequitythroughpeoplewhoselifestylesnaturallyexpressthebrand’svaluesandaesthetic.

Micro-TransformationsAretheNewFormofExperimentation

Small9achievableshifts—adifferentliptone,aslightlashenhancement,asubtlehairtexturechange—allowpeopletoparticipateintrendswithoutcommittingtoafullreinvention.Beautyexplorationis

becomingincremental,notdramatic.Positioningproductsaroundtheselow-c