A breakdown of current beauty trends, brands, and TikTok hashtags across skincare, makeup, fragrance, and haircare.
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Key facts
- •Bodycare demand is rising for hydrating mists, anti-sweat hand creams, and niacinamide-infused washes.
- •Fragrance consumers are showing interest in 'gothic' profiles and scents that serve as identity markers.
- •Nail brands like Heyhae and Sparkle & Co. are gaining attention for DIY-friendly, sun-cured, and dip-powder products.
- •Makeup trends include a focus on 'gripping' primers and SPF-infused powders for multifunctional use.
- •TikTok hashtags like #DiscountMakeup and #SpookyNailArt are currently driving consumer discovery and engagement.
The Vogue Business Beauty Tracker, produced with Spate, identifies top-performing beauty brands and trends based on year-on-year growth. Current market data highlights a consumer shift toward multifunctional products, science-backed skincare, and personalized fragrance experiences.
Bodycare and Fragrance Trends
Bodycare consumers are increasingly seeking products that combine hydration with targeted care, such as niacinamide body washes and strawberry-scented scrubs. Brands like Carpe and Hanni are gaining traction for specialized sweat control and simplified routines, while Estée Lauder and Prequel are noted for fragrance integration and barrier-focused skincare. Fragrance trends emphasize identity and convenience, with growing interest in alcohol-free, custom, and travel-friendly scents. Brands such as Lore, MCM Fragrance, and Maison d’Etto are highlighted for offering distinctive, immersive scent experiences that go beyond traditional perfume.
Nail and Makeup Innovations
Nail trends favor precision and personalization, with the Italian manicure and glass nail polish gaining popularity. Brands like Never Have I Ever and IPolish are trending for their unique approaches to at-home manicures, including licensed artwork and digital color-changing technology. In makeup, consumers are prioritizing ease of use and durability. Trending products include creamy lip liners, gripping primers, and SPF face powders. Brands such as Hung Vanngo Beauty, Burberry Beauty, and Maven Beauty are performing well across various price points.
Skincare and Haircare Developments
Skincare interest is shifting toward gentle, barrier-supporting ingredients and advanced technologies. Trending methods include the 'retinol sandwich' technique and high-intensity focused ultrasound (HIFU) for skin tightening. Brands like Elm Biosciences and Magic Molecule are recognized for their clinical and science-backed approaches. Haircare trends focus on plant-based ingredients and targeted follicle growth. TikTok content is currently dominated by hashtags such as #UVHairExtensions, #BumperBangs, and #CurlyHairBride, reflecting a mix of vintage aesthetics and occasion-specific styling.
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This article was independently rewritten by ManyPress editorial AI from reporting originally published by Vogue.
