If you’re trying to sort through the endless options on the beauty aisle, you’re not alone. New launches and viral trends seem to hit the shelves every week, and it’s tough to know which products are actually worth a spot in your routine. The most in-demand products right now aren’t just about looking good—they’re about ingredients that work, formulas that save time, and brands people trust.
Hydrating serums, tinted sunscreens, long-lasting lip color, and scalp treatments—these aren’t just hype; they’re what shoppers are snapping up. Results matter, but so does convenience. I see it every time my daughter Liora scrolls through social media; whatever delivers real results—or has a viral before-and-after—is suddenly everyone’s go-to. Let’s break down which products are taking over, and why more people are getting picky about what goes on their skin, face, and hair.
- Skincare Surges Ahead
- Makeup Must-Haves
- Sunscreen Suddenly Cool
- What’s Up With Haircare?
- How to Pick What’s Right for You
Skincare Surges Ahead
Just about everyone is searching for that one product that finally makes a visible difference. And in 2025, skincare is absolutely topping the charts for beauty products in demand. People aren’t just picking up whatever looks nice—they’re checking ingredient lists and results. Mainstream brands and indie brands alike are dropping formulas packed with proven actives, and shoppers are snapping them up, especially if there’s a good before-and-after floating around on social media.
Let’s talk specifics. Hyaluronic acid serums are everywhere because they work for almost everyone—dry skin, oily skin, even teens and older adults. Niacinamide? It’s in so many moisturizers and serums now because it helps even tone and calm breakouts without irritation. And don’t ignore retinol. Some of my friends swear by gentle, slow-release retinoids that smooth out fine lines without peeling your skin off. If you’ve never peeked at Korean skincare, you’re missing out—“glass skin” routines have taken over TikTok and inspired thousands to try new essentials like essence toners and snail mucin creams. Sounds odd, but the results speak for themselves.
Barrier creams have become huge, especially after all the mask-wearing and harsh weather we’ve had. Ingredients like ceramides and fatty acids are the gold standard for repairing irritated, dry, or red skin. If your skin feels tight or itchy after washing, a good barrier cream can be a game changer.
Here’s a snapshot of what’s flying off shelves in the skincare world this year:
- Hydrating serums with hyaluronic acid
- Moisturizers loaded with ceramides or niacinamide
- Sunscreen drops and tinted SPF creams
- Gentle exfoliants with lactic acid or polyhydroxy acids (for sensitive skin)
- Calming masks with green tea or centella asiatica
Still not sure what’s trending? Check out this quick table with top-selling skincare categories and how much their sales have grown in 2025:
| Category | 2025 Sales Growth |
|---|---|
| Hydrating Serums | +38% |
| Tinted Sunscreens | +42% |
| Barrier Creams | +29% |
| K-Beauty Essences | +26% |
| Gentle Exfoliants | +19% |
Bottom line? People are finally treating skin like the investment it is, skipping fads, and going for formulas with real payoff. If you’re lost, just look for what solves your main issue—don’t let flashy packaging distract you from what matters.
Makeup Must-Haves
Makeup trends change fast, but a few products are dominating right now—and not just because of clever marketing.
First up: foundation with skincare benefits is huge. Tons of people want products that don’t clog pores or cause breakouts. For example, brands like Kosas and Rare Beauty have launched lightweight foundations packed with hydrating ingredients. Tinted moisturizers with hyaluronic acid and probiotics are everywhere.
Long-wear lip products are another staple. Liquid lipsticks with transfer-proof claims have seen a spike, especially after social media tests where users show how well a single swipe lasts through coffee and lunch. Maybelline SuperStay and Fenty Beauty Stunna are buzzing a lot. According to Spate, Google searches for "long lasting lipstick" jumped 32% in the past year.
Brow gels and pens are a non-negotiable for many now. Flexible, natural-looking brows are replacing old-school blocky styles. NYX’s Brow Glue and Benefit’s Gimme Brow are topping sales charts in 2025 thanks to their quick, mess-free application.
Eyeshadow sales look different now. Mini palettes from ColourPop, Huda Beauty, and ELF top the list. People want easy color hacking for daily life, not giant palettes gathering dust. Waterproof mascara is also in demand—think L'Oréal Lash Paradise and Too Faced Better Than Sex, both being go-tos for smudge-free wear.
Here’s a quick rundown of this year’s hottest beauty products in the makeup aisle, along with how they’re trending compared to last year:
| Product Type | 2024 Sales Growth (%) | Top Brand Example |
|---|---|---|
| Skin-Healthy Foundation | +28 | Kosas, Rare Beauty |
| Long-Wear Lip Color | +23 | Maybelline, Fenty Beauty |
| Brow Gels/Pens | +34 | NYX, Benefit |
| Mini Eyeshadow Palettes | +19 | ColourPop, Huda Beauty |
| Waterproof Mascara | +15 | L'Oréal, Too Faced |
If you want to keep your kit current without overspending, start with a brow product and a good foundation—these are truly everyday staples. Look out for labels that say “hydrating,” “non-comedogenic,” or “24-hour wear” for better results. Swatch at the store if you can, or look for real user photos online before buying—brands are getting better at showing honest results, but there’s nothing like seeing a product on real skin.
Sunscreen Suddenly Cool
It used to be tough to get people excited about sunscreen. Now it’s everywhere—seriously, it’s one of the top beauty products in demand this year. What changed? For one, skincare influencers and dermatologists keep pounding home the message that sun damage shows up as early wrinkles, dark spots, and dryness. There’s real proof now: The American Academy of Dermatology says that 80% of visible skin aging is caused by sun exposure, not the natural aging process.
People aren’t just grabbing whatever’s on sale, either. The top sellers in 2025 are not those greasy, white-cast sunscreens that we all hated growing up. Now you’ll see lightweight, gel-creams that vanish into your skin and even tinted options that double as makeup. Japanese and Korean sunscreens, like Biore UV Aqua Rich or Beauty of Joseon, have exploded thanks to their invisible finish and hydrating feel. In the States and Europe, folks love brands like La Roche-Posay and Supergoop for sensitive skin and hassle-free reapplication on the go.
Face mists and stick formulas make it easy to reapply without ruining your makeup. A lot of people are realizing that reapplication is a must—no more just putting sunscreen on once in the morning. Built-in SPF is popping up in everything from setting sprays to foundations, but don’t count on those alone. Experts say you still need a true sunscreen for real protection.
- Look for broad-spectrum SPF 30 or higher for daily use.
- Don’t forget your ears, neck, and the back of your hands—these get hit by the sun and age faster.
- If you have sensitive or breakout-prone skin, try mineral (zinc oxide or titanium dioxide) sunscreens.
One tip I swear by with my own kid: Make it a habit, not a chore. Keep a tube in every bag. If you try a formula and hate it, ditch it and try another. Sunscreens have come a long way, so there really is something out there for everyone now.
What’s Up With Haircare?
Haircare isn’t just about having silky hair—it’s about scalp health, hair repair, and routines that fit busy lives. Lately, people have gotten obsessed with products that actually fix breakage, add shine, and tackle scalp issues. No more one-size-fits-all bottles; shoppers want targeted fixes that really work.
One big shift: scalp serums and clarifying treatments are selling out. According to a 2024 industry report, scalp-focused products saw a 37% sales jump in North America alone. Oily roots, flakes, or just a tired scalp? There’s a serum, scrub, or mask for that. Hair oils are even trending on TikTok, especially those with rosemary or argan for hair growth and shine. Salons also say that bond-repair treatments like Olaplex and K18 are now household names because fans see fewer split ends and more bounce.
Here’s what’s flying off the shelves and why these beauty products matter for hair in 2025:
- Bond-repair treatments: These rebuild damaged hair—think colored, bleached, or heat-styled. Shoppers say results show up after just a few uses.
- Scalp scrubs and serums: Designed to clear buildup and soothe itchiness. Liora even asked for a tea tree scalp scrub last Christmas because all her friends recommended it for flake-free roots.
- Leave-in conditioners and masks: These help tame frizz and make hair softer between washes. Curly-haired folks are especially loving lightweight, non-greasy formulas.
- Dry shampoos: No time to wash daily? A few sprays and hair looks fresh. Recent formulas even help with scalp balance so you don’t get extra oily.
- Oil blends with plant extracts: Rosemary oil, castor oil, and blends with vitamins support hair growth and shine.
If you’re curious about the best-sellers, check out this quick snapshot from a 2024 US beauty retail report:
| Haircare Product Type | Sales Growth (2024) |
|---|---|
| Scalp Serums | +37% |
| Bond-Repair Treatments | +26% |
| Leave-In Conditioners | +18% |
| Dry Shampoos | +15% |
| Hair Oils | +22% |
With all the talk about healthy hair, brands have stepped up on ingredients, too—more products now ditch parabens, sulfates, and silicones. That’s a win for anyone with allergies, sensitive skin, or just wanting simple routines that work. If you’re picking new haircare, think about your main problem—be it dryness, itchy scalp, or weak strands—and start with a targeted treatment. No need to overload your shelf; just the right mix can get you that good hair day, every day.
How to Pick What’s Right for You
With so many choices out there, it’s easy to end up with a cabinet full of half-used products. Here’s the thing: what works for your best friend or favorite influencer might do nothing for your skin, hair, or makeup routine. Start by actually reading the ingredient lists. For example, hyaluronic acid hydrates, while salicylic acid helps with acne. If you have sensitive skin, avoid products with alcohol or added fragrance—these are known to cause irritation for a lot of people.
Knowing your skin or hair type changes everything. Oily skin? Go for lightweight, oil-free moisturizers and foundations. Dry skin? Cream-based products and serums with ceramides can help lock in moisture. If your hair is color-treated, sulfates in shampoo are a no-go because they strip color fast.
- If you’re picking sunscreen (if you haven’t yet—you should), dermatologists say to look for broad-spectrum, SPF 30 or higher. Mineral sunscreens with zinc oxide are popular this year for sensitive skin.
- When it comes to makeup, patch test new products. Allergic reactions happen way more than you’d think, and wiping your whole face off is just plain annoying.
- Don’t fall for the hype unless you check real reviews. Actual buyers are usually honest about whether something is long-lasting or smudges everywhere.
Price doesn’t always mean better results. Some drugstore finds have the same ingredients as high-end picks. Before you buy that trending highlighter or moisturizer, compare the active ingredients and see if there’s a cheaper dupe.
The bottom line: listen to your skin, read labels, and don’t chase every trend. The best beauty products are the ones you’ll use consistently and actually love.