In 2025, consumers are clearly redefining how they approach skin care. From my own experience working closely with beauty clients across the UK, I’ve noticed a powerful shift: routines are no longer just about appearance—they’re deeply intertwined with wellness and self-worth. People are investing in face care like never before, and not just in luxury moments but in the basic steps like cleansing, which are now considered sacred parts of a daily ritual.
The idea of trading up to premium products isn’t just a trend—it’s a lifestyle choice, especially for those embracing self care and longevity practices. What’s fascinating is that consumers are taking on additional steps within their routines, and the result is being clearly reflected in some of the strongest performing segments across Europe.
The use of facial mists has jumped by 18%, lip treatments by a massive 48%, and toners by 17%, as shown in recent data from Circana comparing 2024 with 2023. As a consultant, I’ve watched how even modest enhancements like these can deliver visible improvements, both in skin health and in overall wellbeing. The prestige lip treatments category was a bright spot in the US market, where despite modest 2% growth in overall sales last year, consumer interest remained high due to their perceived value.
In the UK, the shift is even more pronounced. The skin care market saw prestige sales rise by 12%, far ahead of the mass market products that only grew by 8.6%, according to exclusive data from Kantar, ending 5 January 2025. What this shows is that skin care consumers are getting smarter.
They follow one golden rule: necessity over excess. They are expanding their skin care routines, but also exhibiting control over the items they choose—opting to adopt only trending formats and innovations that truly make the cut. This shift aligns perfectly with the Top 5 Skincare Trends for 2025 Unveiled by Cosmetics Business, where wellness-driven routines and premium products are at the forefront of consumer decisions.
Kristi McCluer, Global VP Sales & Education for skin care brand Element Eight, captured this best when she spoke about the 2024 launch of her brand in Harrods, UK. She explained the shift toward intentional, results-driven routines, aligning with the quiet luxury movement—where consumers are investing in fewer, high performance essentials rather than cluttering their routines with the latest fads.
This matches insights from Connor Spicer, Consultant at Euromonitor International, who values the global skin care market at $167.3bn, pointing to rising demand for results-driven skin care that gives an extra dose of wellness.
“Modern skincare is focused more on enhancing vitality than on vanity.”
What we’re seeing now is a transformation: brands have an opportunity to develop innovations that deliver on both conventional expectations and something deeper. Today’s consumers want sensory-rich, efficacious products that enhance both their skin and their inner balance. This is the age of holistic beauty, caring for the body inside and out.
Segment-Wise Skincare Growth: Comparing 2023 and 2024
| Product Segment | Growth Rate (%) | Region |
| Lip Treatments | 0.48 | Europe |
| Lip Treatments | 0.69 | UK |
| Facial Mists | 0.18 | Europe |
| Toners | 0.17 | Europe |
| Prestige Sales | 0.12 | UK |
| Mass Market Sales | 0.086 | UK |
Why Milky Toners Are the Must-Have Skincare Staple in 2025
In 2025, one trend that continues to strike a chord with consumers is the growing love for milky toners. From what I’ve seen working closely with emerging brands, this gentle yet effective format has become a game-changer in the facial toners category. Unlike traditional toners, which often came with harsh, drying, alcohol-based formulations, milky versions offer a complete reboot.
They focus on hydration and strengthening the skin barrier, offering a noticeable boost to the complexion. That soft, healthy dewy glow everyone’s seeking? This is exactly what these products help achieve. Spurred by this shift, Spate now forecasts a strong search growth of 49.2% through 2025, as more people flock to these innovative options.
From my own use of milky toners, I’ve noticed how well they integrate into daily routines without irritation. The upgrade they bring is more than just skin deep—it’s a full-circle return to caring for skin with intention. Brands are prioritizing skin wellness by creating winning formulas that not only cleanse but also comfort and protect. What once felt like astringent steps in a skincare regimen now feel like nourishment. And clearly, this isn’t slowing down anytime soon.
| Feature | Milky Toners | Traditional Toners |
| Alcohol-Free | ✅ | ❌ |
| Hydrating | ✅ | ❌ |
| Barrier Strengthening | ✅ | ❌ |
| Harshness/Irritation | ❌ | ✅ |
“Skin care in 2025 is about comfort, not compromise.”
The Return of Fragrance in Skincare: A 2025 Comeback
Over the past decade, the fragrance-free wave in facial skin care has shaped the choices of many consumers, especially since the early 2010s, when there was an uptick in claims around safer, more desirable formulations. The perception was that skipping scent made a product gentler, and that belief fueled a strong anti-fragrance movement.
As someone who’s worked with brands formulating both fragranced and fragrance-free versions, I’ve seen first-hand how deep that concern ran, especially for those with sensitive skin. But today, in 2025, there’s a noticeable shift—a steady trickle of launches is quietly turning the tide.
Now, brands are embracing the use of fragrance again—not to mask ingredients, but to elevate the self-care experience and highlight the benefits that come with it. It’s not about pushing scent on people, it’s about offering choice.
Ashley Horler, Head of Product at Skin Rocks by Caroline Hirons, explained that while the movement against fragrance remains strong, more people are starting to understand that not all scent is harmful. The presence of fragrance in formulas is becoming less of a red flag and more of a personal decision—part of a bigger trend where face care is as emotional as it is functional.
“Scent is not the enemy—it’s the soul of self-care.”
Skin Barrier Health: The Foundation of Future Skincare
Five years ago, the skin barrier wasn’t a big part of the conversation, but a lot has changed. During the pandemic, the over-use of exfoliating acids led to cases of irritation that peaked, especially with the rise of skin trends on TikTok around 2021. Since then, brands have ushered in a vast assortment of barrier-boosting innovations focused on protecting and repairing the skin.
As someone who struggled with irritation from acid overuse back then, I’ve personally seen how these solutions have changed not only consumers’ daily skin care practices, but also the direction of the entire industry.
Now, brand leaders like The Inkey List, The Ordinary, and Byoma are taking the next step—they’re ready to push their research further, to work harder, and deliver more advanced skin results without damaging the skin barrier.
This shift is shaping a new landscape in beauty, where skin strength and long-term health are just as important as surface glow. Hydration plays a key role in strengthening the barrier, which is why choosing the right moisturizer is essential. Learn more in our Moisturizer Guide for Dry Skin.
“Healthy skin is resilient skin.”
The Peptide Lip Boom: Lip Treatments Driving Skincare Sales
In the past year, we’ve seen lip treatments become the fastest growing segment in skin care, and as someone working closely with brands, I can confidently say this boom isn’t slowing down anytime soon. Backed by new data from Circana, value growth reached 48% across Europe in 2024, and a striking 69% in the UK alone.
This trend isn’t just about lip oils, balms, or lip liners—it reflects a wider focus on lip products within the make-up world and beyond. From my view, this strong uptake by consumers over the past couple of years is highly indicative of wider trends in both the aesthetic and skin care space.
Brands like The Ordinary and their Lab Team, who spoke to Cosmetics Business, point out that while traditional lip care was once all about hydration and softness, today’s products go beyond those basics.
The shift is now toward comprehensive care that does more—moisturize, support and enhance overall lip condition and appearance. This mindset is what’s truly driving the rapid growth in this segment, as modern users seek products that not only feel good but actually deliver results.
“Your lips deserve the same level of innovation as your skin.”
Face Mists in 2025: More Than Just a Summer Spritz
As summer 2025 nears, I’ve noticed a growing buzz around face mists, and for good reason. What used to be a niche category has now become a huge opportunity for skin care brands, fueled by a shift in consumer habits and the desire for simple, effective products.
According to market research company Circana and beauty retailer Space NK, the segment has exploded last year with value growth of 42% in the UK, and the number of launches has almost tripled. That’s a signal no brand should ignore.
What’s exciting is how brands like Ella & Jo, co-founded by Niamh Ryan and Charlene Flanagan, are driving next-level innovation in mists that go beyond just summer refreshment. The sensorial appeal and on-the-go hydration offer convenience, but it’s the booming creativity that’s really spurring demand.
As a long-time product developer, I’ve seen how consumers now expect more from skin care — they want multi-functional solutions with benefits in every spritz. Face mists are no longer an afterthought; they are becoming a statement in modern skin rituals.
“A mist a day keeps dullness away.”
The Rise of Male Grooming in the Skincare Industry
There is a rising trend of men engaging more actively in skin care routines, particularly in premium formats. This shift plays a significant role in broadening market demand and innovation. If this was in the original report, it would be a crucial angle to include.
“Men aren’t skipping skin care anymore—they’re leading their own evolution.”
Science Meets Skin: The Rise of Dermocosmetics in Beauty
The intersection of clinical and cosmetic skin care—especially Dermocosmetics—is a growing segment. These science-backed products are gaining traction among consumers seeking results without prescriptions.
| Dermocosmetics Features | Consumer Value |
| Dermatologist-Formulated | ✅ |
| Evidence-Based Ingredients | ✅ |
| Over-the-Counter Efficacy | ✅ |
“The new luxury is lab-proven.”
Eco-Friendly Skincare: How Sustainability Shapes 2025 Beauty Trends
In 2025, eco-conscious packaging and sustainable sourcing are more than buzzwords—they’re expectations. Brands not actively addressing this are being overlooked by savvy shoppers. You haven’t discussed this aspect in your content.
“What’s good for your skin should also be good for the planet.”
Tech-Enhanced Beauty: Where Skincare Meets Innovation
The blurring line between skin care and tech—like devices, AI skin diagnostics, and app-connected routines—is another area rapidly gaining relevance and was likely part of the broader industry discussion.
“When skin care meets smart care, everyone wins.”
Frequently Asked Questions
What are the top skincare trends in 2025?
The top skincare trends in 2025 include milky toners, fragrance reintegration, barrier repair, peptide lip treatments, functional face mists, and innovations around sustainability, Dermocosmetics, and tech-driven routines.
Why are milky toners so popular now?
Milky toners offer hydration, barrier support, and comfort without irritation. They’ve replaced harsh toners and now serve as a gentle, nourishing upgrade in modern skincare routines.
Is fragrance in skincare safe in 2025?
Yes, many 2025 formulations use low-allergen, well-tolerated fragrances to enhance the user experience without irritating sensitive skin. It’s increasingly viewed as a personal choice, not a risk.
What is the skin barrier and why is it important?
The skin barrier protects against irritation, pollutants, and moisture loss. Strengthening it improves resilience, reduces sensitivity, and ensures long-term skin health, making it a top 2025 focus.
How are lip treatments evolving in 2025?
Modern lip treatments now include peptides and moisturizers for long-term care, not just hydration. They’re designed to plump, protect, and improve lip condition and appearance effectively.
Are face mists necessary in a skincare routine?
Face mists in 2025 deliver hydration, glow, and barrier protection on-the-go. They’ve become multi-functional essentials, not just refreshing extras, and support busy, wellness-driven lifestyles.
How is male grooming influencing skincare trends?
Men are increasingly adopting skincare routines, especially premium formats. This shift is driving new product innovations and normalizing skincare as part of self-care across all genders.
What are Dermocosmetics and why are they trending?
Dermocosmetics combine medical-grade efficacy with cosmetic appeal. They’re trusted by consumers seeking visible, science-backed results without prescriptions, offering a high-performance yet accessible skincare experience.
Why does sustainability matter in skincare today?
Sustainability is a key 2025 concern. Consumers expect brands to use eco-conscious packaging and ethically sourced ingredients, aligning skincare choices with environmental responsibility and long-term wellness.
How is technology shaping skincare in 2025?
AI diagnostics, smart mirrors, and connected devices are helping personalize skincare routines. Tech empowers users to track, improve, and tailor treatments for real-time, results-driven skin solutions.
Conclusion
In 2025, skin care is no longer about chasing trends—it’s about meaningful choices and mindful rituals. From milky toners and face mists to peptide lip treatments and barrier-repairing solutions, consumers are showing that they value efficacy, innovation, and emotional connection over excess.
This shift is powered by a desire to align outer beauty with inner wellbeing, leading people to invest in products that deliver both visible results and personal comfort. As someone deeply immersed in this evolving industry, I can confidently say we’re entering an era where skin care is celebrated not just as a routine, but as an empowering act of self-respect.
“Skin care isn’t just routine—it’s a reflection of how we care for ourselves in a chaotic world.”
SkinStyl was founded by Claire Adams, a beauty enthusiast who believes in the power of confidence, self-care, and personal expression. Claire is passionate about skincare, makeup, and all things beauty, and she’s dedicated to helping others embrace their unique glow. With a love for adventure and a creative spirit, she inspires others to feel their best, inside and out.
Thank you for being a part of SkinStyl. Let’s create your own beauty magic!