Friday, March 28, 2025
Decoding Beauty Trends & Platform Dynamics on Google, TikTok & Instagram
Trends Agency
According to Spate’s latest report, zooming into the makeup category, and as face makeup evolves, formulation transparency, application techniques, and product versatility are emerging as critical focus areas. There is an increasing interest in silicone vs. water-based foundations, reflecting a more informed approach to product selection. Consumers are more discerning, seeking products that meet both functional and aesthetic needs. Additionally, the rise in makeup for mature skin emphasizes the growing demand for complexion products that adapt to changing skin needs, offering a balance of coverage and skin benefits.
Consumers are moving away from uniform, one-size-fits-all looks and seeking products that enhance their natural features, whether through strategic contouring or radiant, second-skin finishes. The demand for versatility in product use is growing, with makeup routines becoming more dynamic and tailored to individual preferences.
Social-first beauty continues to dominate, with creators now holding more influence over discovery, education, and purchasing decisions than traditional marketing. Viral aesthetics and real-time engagement are driving trend adoption, making it clear that brands must be agile in their responses to shifting consumer behavior. No longer can brands rely solely on traditional marketing strategies to dictate demand.
Global beauty influences are also reshaping the makeup category, fueled by K-beauty techniques, celebrity-inspired looks, and cross-cultural trends, all of which spark interest in hybrid makeup-skincare products. These products offer both coverage and skincare benefits, catering to the growing consumer preference for multi-functional beauty products.
For brands, adaptability is key. Those who embrace emerging beauty movements, leverage creator-driven marketing, and understand how consumers navigate between platforms will be best positioned for success in 2025 and beyond. Download the full report to explore these insights in depth and uncover trends shaping the fragrance, hair care, and skincare categories.
Spate analyzes over 20 billion search signals and 700 billion TikTok views to identify the next big trend in beauty. Through search, consumers reveal their most secret selves, offering a clear and honest picture of consumer interests to brands. Over 100 of the top beauty brands, such as L’Oreal, Estée Lauder, and Olaplex, leverage Spate data for product development and marketing.
2025 February, 12 & 13
LA Convention Center
