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TLDR: The trend? Skincare consumers will continue to pursue simple skincare routines and products, no pun (and copyright infringement) intended.
This year, we’ve witnessed the rise of skinimalism (or skin minimalism), where consumers are fully embracing simple skincare routines and products that address general skincare needs effectively. As part of this trend, multi-functional products that tackle multiple concerns simultaneously have gained immense popularity, offering both convenience and value.
What is Skinimalism?
Skinimalism is one of the latest skincare trends term coined after the amalgamation of the words "skin" and "minimalism" which focuses on creating a skin care routine that is minimal, and does not involve multiple steps to complete a full routine. This became popular after the infamour ten-step or eight-step skincare routines that was spread across social media in the last few years prior to this trend which was considered too much for dermatologist, and will require time investment for a daily routine.
Why these latest skincare trends matter for 2025
Skinimalism didn’t emerge out of nowhere. It has largely been driven by rising living costs, which have encouraged consumers to seek cost-effective solutions for their beauty regimens. With tighter budgets for luxury self-care, many opted for economical multi-use products that deliver results without the need for elaborate routines.
The rise of skinimalism isn't just about practicality; it reflects a broader cultural shift towards embracing simplicity. The mantra "less is more" has gained significant traction among influencers, dermatologists, aestheticians, and skin experts on social media, shaping modern beauty trends. This movement marks a departure from the consumerist habits of the late 2010s, when beauty enthusiasts often hoarded excessive products influenced by influencer-driven hype. In contrast, the early 2020s have ushered in a minimalist mindset, prioritising curated routines with fewer, high-quality products that promote skin health and sustainability.
Are we going to get the same trending skincare trend for the year 2025? Or are consumers starting to pivot its priorities for a newer trend that will redefine the beauty industry altogether?
2025 Skincare market predictions
Using data derived from the &facts platform, a consumer and market insights app that brings insights about several CPG markets such as the skincare industry, we'll find out what types of skincare consumer trends we will be able to find and what your brand needs to know in preparation for the new year ahead.
Retinol-infused products will remain relevant to consumers
Retinol emerged as a staple of skincare routines as the sole anti-ageing product that boasts a lot of skincare benefits, from hyperpigmentation, to skin rejuvenation. It rose to popularity when dermatologists and other skin professionals and experts got their traction on social media preaching the benefits and the whys consumers will have once integrated into their routines.
Problem? Retinols are not cheap, and so are the other skincare products that make up a consumers' skincare regimen.
The solution brands found to tackle this problem? Integrating retinol to other compatible products.
Let's take a look at this trending keyword for example, "retinol serum".
The keyword has experienced a remarkable growth rate of 166% over the past five years and is projected to climb even higher by next year. This steady growth can be attributed to increasing consumer demand for retinol and the multi-functional appeal of a retinol serum—a product that combines the targeted benefits of a skincare serum with the transformative properties of retinol. This trend not only highlights the rising popularity of skinimalism but also underscores the practical, results-driven nature of the product.
There is undeniable hype around retinol considering consumers are also looking for retinol-related solutions such as "retinol moisturisers" and other retinol-related keywords such as "boots retinol serum", and "retinol skin care".
Korean skincare continues to define global beauty trends
Before clean beauty and Rhode Beauty’s glaze-associated trends gained popularity, the term "glass skin"—originating from Korean and Asian skincare—was coined to describe the concept of achieving hyper-hydrated, radiant skin so smooth and luminous it appears as if made of glass.
This association, coupled with the many benefits of Korean skincare, will remain relevant, especially with the continued rise of skinimalism. Korean skincare often emphasises hydration, skin barrier repair, and a natural, glowing complexion—key principles of skinimalism that prioritise skin health over heavy makeup or excessive products.
Additionally, the growing volume of user-generated content (UGC) on social media will continue to drive the popularity of Korean skincare. This, alongside the ongoing influence of the K-pop industry, will propel Korean beauty to even greater heights.
The keyword has seen a whopping 777% growth in the 5 years and is forecasted to even grow further beyond 2025.
Simple Skincare: Embracing skinimalism with effortless solutions
Simple serum has seen constant growth since its rise mid-2023 (143.4% growth in the last 5 years) demand for skincare products that are simple, straight to the point, affordable, and accessible to consumers.
Perhaps consumers are tired of constantly having to do thorough research that often or not results in a deadlock, and decision paralysis that they would rather opt for a simpler, and affordable solution, without compromising on quality and purpose for buying a product. They want something simple, minimal, straight to the point, no questions asked.
The quiet rise of simple, youth-centric products
The projected rise in demand for Bubble Skincare (1100% growth rate in the last 5 years) highlights a growing interest in skincare products tailored to younger generations, where simplicity and effectiveness intersect.
While not traditionally aligned with skinimalism, Bubble's focus on straightforward, clean formulations resonates with the younger demographic’s desire for skincare solutions that are both fun and easy to incorporate into daily routines. This subtle shift towards simplicity is a growing observable trend, with brands quietly integrating these principles into their product offerings—not overtly, but steadily—positioning them to capture a significant market segment that is set to solidify by 2025.
Moisturisers will continue to be at the core of streamlined skincare routines
The rising demand for simpler skincare reflects a shift in consumer priorities towards effectiveness and ease of use. Moisturisers, as a staple in every skincare routine, naturally benefit from this trend. With increasing consumer education—fueled by dermatologists, influencers, and brand transparency—people are more informed about their skin’s needs and the importance of hydration. Thanks to this, consumers became accustomed to performing specific searches that aligns with their needs, such as for this keyword, moisturizer for dry skin—which has a growth rate of 129.1%, emphasising importance on finding a moisturising skincare product that tackles dry skin-related problems. Perhaps we can expect more specific searches further by the year 2025 where new products relating to hydration might be emphasised and advertised more by professionals.
This knowledge empowers consumers to prioritise core products like moisturisers while steering away from overly complex routines, aligning with the growing preference for streamlined, no-nonsense skincare regimens.
The appeal of skinimalism, with its emphasis on simplifying skincare routines and the wide availability of information scientifically backing claims from these skincare products is also attracting demographics that may not have previously embraced skincare, starting with moisturisers. The simplified nature of skinimalism routines has an appealing gender-neutral nature, perhapse due to its universal branding, which can be encouraging a wider audience—across all genders—to explore and incorporate skincare, making it more inclusive and accessible, incentivising both consumers and brands at the same time.
Perhaps we will be seeing more gender neutral skincare brands by 2025?
Sensitive skin care brands gaining traction as consumers prioritise informed choices
Consumers are becoming increasingly aware of their skincare needs, thanks to the wealth of information available online. As part of the growing skinimalism trend, many are opting for skincare routines that are both simple and effective—especially when it comes to sensitive skin with the keyword "sensitive skin care" having a growth rate of 34.3%. Brands that specialise in gentle, non-irritating formulas are thriving as consumers seek fewer, yet more purpose-driven products. Brands like:
- Cerave
- La Roche-Posay
- Cetaphil
- Simple
- The Ordinary
These are just a few of the trending skincare brands that have a lot to offer towards consumers prioritising sensitive skin care products.
2025 Skincare consumer trends poised to reshape the industry
The skincare landscape of 2025 stands at a fascinating crossroads of tradition and transformation. While consumers continue to prioritise simplicity and proven effectiveness, emerging dynamics are reshaping the industry. Gen Alpha's entrance into the market signals a potential revival of maximalist skincare routines, while the growing demand for gender-neutral products is expanding the industry's horizons, particularly among male consumers.
From the minimalist appeal of skinimalism to the scientific backing of retinol, and the rising focus on sensitive skin solutions, successful brands must navigate these evolving consumer preferences with agility. For industry leaders, understanding these shifts isn't just advantageous—it's essential for creating products and marketing strategies that truly connect with today's sophisticated skincare enthusiast.
Success in this competitive landscape requires more than just innovative formulations. It demands a deep understanding of consumer needs and the ability to deliver solutions that are both effective and inclusive.
As we approach 2025, is your brand positioned to meet these evolving demands?
All data in this article is sourced from the &facts platform. For more details on how we obtained these insights, feel free to contact us through this link.
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