Clarkston’s team of health and beauty consultants have highlighted the top skincare industry trends that businesses should consider. See an excerpt of the trends report below, and read all 6 trends for 2025 by downloading the full report here.

2025 Skincare Industry Trends

Consumers today are increasingly conscious of what they put on their skin, seeking out products that not only enhance their appearance, but also protect skin health and resilience over time. This shift in consumer values creates new opportunities for beauty brands to innovate, evolve, and cater to their changing demands.  

Several key trends are emerging in 2025 as a result. Not only have consumers made health & wellness a top priority for skincare, but price, convenience, and personalization are also highly considered. These factors are reflected in the rise of skinification, where skincare principles are seamlessly integrated into makeup, and the growing “pro-aging” movement, where brands are shifting to prioritize more age-supportive solutions. Similarly, culturally influenced beauty practices like J-Beauty and A-Beauty are gaining momentum, emphasizing holistic skincare rituals and innovative, ingredient-focused solutions. Technology is also playing a transformative role, enabling brands to offer tailored beauty tech solutions that cater to individual skincare needs, empowering consumers to take control of their routine. Combined with the growing impact of social commerce and medical influencers, the skincare industry is more dynamic than ever.  

Beauty brands must be prepared to align with the changing demands of today’s consumers. This means investing in transparent marketing, communicating the benefits of clean ingredients, and offering products that not only deliver results but also prioritize long-term skin health. Staying relevant requires constant innovation, as consumers continue to seek simplicity and convenience without sacrificing quality. Those who adapt to these shifts by offering authentic, results-driven products will be well-positioned for success in an increasingly competitive, crowded industry. We dive deeper into these top 2025 skincare industry trends below. 

Trend #1: The Rise of Skinification 

Rooted in the clean beauty trend from 2024, skinification represents an industrial shift towards beauty that not only enhances appearance but also promotes overall health and wellness. Over half of US beauty consumers state they are seeking out beauty solutions that seamlessly integrate their makeup and skincare into one step, and forward-thinking brands are stepping up to meet this demand. Tinted moisturizers and serum foundations exemplify this transformation, combining standard formulas with active, healthy ingredients like vitamin C or SPF to offer an intuitive fusion of makeup and skincare. 

Innovative skincare brands are reinventing what it means to do more with less. Products like the Thank You Farmer Rice Toner work as a toner, serum, and moisturizer, offering a streamlined solution for your makeup routine. Consumers are opting for simplicity and convenience in their skincare, particularly favoring multi-use, “one-and-done” products that tackle several problem areas at once. 

Looking into 2025, the skinification trend is extending beyond skincare and moving into haircare. Products like scalp serums and exfoliators are gaining popularity by integrating ingredients found in skincare to address and prevent common issues like dryness, irritation, or thinning hair. For example, Paul Mitchell’s Clean Beauty Scalp Care Serum offers similar benefits to a soothing facial serum, like hydration and brightness, underscoring this overlap caused by the skinification trend.  

As clean beauty products continue to gain traction—projected to increase 12% by 2027—the skinification movement reflects a customer behavioral shift from temporary quick fixes to long-term wellness. This emerging trend will redefine the standardized makeup and skincare routine for a healthier, more simplistic approach to self-care. 

Trend #2: Redefining Beauty Standards with Pro-Aging

The beauty industry is witnessing a historical shift away from the traditional “anti-aging” narrative to a more empowering concept — “pro-aging”. Anti-aging treatments have always focused on reversing or concealing signs of aging, targeting deep layers of the skin with invasive correctional procedures. While effective for some, these methods are overly aggressive and are beginning to lose their appeal with younger generations. 

The shift to pro-aging solutions highlights the beauty in the natural aging process. Rather than overwhelming your skin with intrusive treatments, incorporating moisture-rich products, using proper sun protection, and making healthy lifestyle changes can help enhance your complexion and support your skin health through every stage of life. This reflects a broader shift in consumer values toward natural beauty, and modern skincare technology has led the evolution from correctional medical treatments to proactive, balanced solutions.  

This transition has inspired beauty brands to reimagine how they connect with consumers regarding their age. Messaging that once relied on fear-based tactics and false promises is now shifting to embrace the confidence and beauty that come with maturity. The pro-aging movement represents a deep cultural realignment in how modern beauty standards about age are defined. 

Brands embracing the pro-aging movement are also seeing great results. Laura Geller’s “Own Your Age” campaign, for example, has achieved remarkable success by celebrating women in their 50s and up, leading to a 105% year-over-year growth in their media impact value. Less than 5% of beauty brands target Gen Xers, so there is a clear opportunity for innovative brands to lead the evolution in redefining what it means to naturally and confidently age. 

The shift from anti-aging to pro-aging signifies a fundamental change in how beauty brands approach skin health and wellness. Rather than focusing on harsh reversal, consumers are embracing solutions that promote the skin’s natural beauty over time. As this trend continues, brands that deliver holistic, proactive solutions and encourage consumers to celebrate their age will not only resonate more with today’s empowered, conscious consumers but also help realign beauty standards for future generations. Continue reading by downloading the full report below.

Download the Full 2025 Skincare Industry Trends Report Here

Read last year’s Skincare Industry Trends Report here.

Contributions from Bella Gordon