How social media is influencing beauty

We're unpacking the top six trends that are painting the future face of beauty, moulded by the very hands of influencers and followers. It's a dynamic, diverse digital makeover, and you're invited to the front row. Let's explore this colourful spectrum together and decode how each pixel and post is crafting tomorrow's beauty standards.

Science-backed formulas that really work

Today’s consumers are savvy. When it comes to marketing beauty products and highlighting the benefits of them, brands can no longer expect their audience to simply take their word for it.  

With the internet always a tap away, it’s become common practice for many of us to research ingredients and seek out authentic reviews. Ultimately, we want to know if a product really works before we part with our hard-earned cash.   

So, with audiences more clued up than ever, expect to see a rise in beauty formulas that are backed by science, and even more of ingredients like Retinol, Hyaluronic Acid, Aloe Vera and Salicylic Acid, which have built up a positive following on social media.  

Sustainable and transparent ingredient sourcing

Environmental issues remain at the forefront of many consumers’ minds, influencing day-to-day choices like what to eat and where to buy clothes.   

With more and more of us wanting to understand the environmental impact of a purchase before we make it, we’re seeing a rise in customers analysing the contents of their beauty products with the same discerning eye they bring to their food shop. 45% of UK consumers consider a brand's use of natural or clean ingredients when purchasing.      

To counter this, expect to see more brands being transparent around ingredients and how they’re sourced, as a way of avoiding negative comeback on socials, reassuring customers and building trust.  

TikTok drives beauty trends

A staggering 52% of the people on TikTok say they use it to discover beauty products.  

It's unsurprising for any of us on the platform who may have been influenced to make a purchase or two, but a staggering 89% of TikTok users have purchased beauty products when seeing them on the platform.

Beauty is big news for the platform, especially as it attempts to move UK users closer to regular in-app shopping. In 2023, beauty products made up 32% of all sales on TikTok Shop in the UK.  

In a bid to reach wider audiences, beauty brands have had great success when doubling down on hashtags. One such success story was Maybelline's Sky High Mascara, which was the number one trending product under the hashtag #TikTokMadeMeBuyIt. 

Celebrating normal skin and imperfections

The body positivity movement has been dominating social media for years now, with an ever-expanding pool of influencers and accounts pushing back on beauty standards and championing real bodies.  

This year, the beauty industry will be working even harder to catch up.   

We’ll be seeing brands distance themselves from heavy airbrushing and face-changing filters to show a more natural and realistic aesthetic, with pimples and blemishes proudly embraced.   

We’re excited to see even more authentic, inclusive and diverse campaigns, designed to empower customers and encourage self-acceptance. 

Let it all glow

The "Shimmer Shadow" is here, thanks to recent exposure at the Spring/Summer runways. Heightening the sheer, moisturised look that has continued to grow in popularity, watch out for those dazzling eyes across 2025.

We're expecting to see the trend for gloss and glow on everything from skin to hair and nails, popping up all over your feed.    

Fearless, playful, and colourful

Finally, makeup will be getting a shake-up.   

Rainbow lashes. 

Yes, you read correctly. Forget standard black mascara; we expect to see coloured mascaras make a comeback. Brands, with a keen understanding of evolving consumer desires, are not just revisiting coloured mascaras but are boldly expanding their palettes to include unconventional colours such as green lipstick and yellow mascara.

The resurgence of such playful and colourful makeup options underscores a collective desire for fun, self-expression, and breaking free from the monochrome constraints of traditional beauty standards. 

Getting your beauty brand noticed

These trends can help you stay ahead of the curve and give your beauty business an edge. But if you’d like some support getting noticed in store or online, let our experts lend a hand.   

From retail display design and influencer marketing to social media strategy, our omnichannel approach will help you reach customers wherever they are.  

Interested? Let’s talk.