The world of skincare never stands still – and 2025 is no exception. From hyper-personalised routines to planet-friendly formulations, consumer expectations are evolving faster than ever.

At Crafted, we work closely with indie brands, beauty entrepreneurs and established retailers across the UK and beyond – giving us a front-row seat to the trends shaping tomorrow’s skincare shelves.

Here’s what we predict will be big in 2025 – and how your brand can stay ahead.

1. Skinimalism Goes Pro

Less is more – but make it high performance. The minimalist skincare trend continues to thrive, with consumers increasingly favouring simplified routines that work. Think multi-functional products that hydrate, soothe and protect in one go – no 10-step faff required.

2. Active Ingredients Stay Centre Stage

2025 consumers know their niacinamide from their AHA – and they’re hungry for results. But they're also savvier than ever, expecting transparency, clean formulations and clinical credibility.

On their radar this year:

  • Peptides for firming and anti-ageing

  • Polyglutamic acid for hydration

  • Tranexamic acid for brightening

  • Encapsulated retinol for sensitive skin

3. Sustainability as Standard

Sustainability is no longer a ‘nice-to-have’ – it’s the baseline. Customers are seeking brands that walk the walk, not just talk the talk. From ethical sourcing to refillable packaging, every touchpoint matters.

Hot sustainability talking points for 2025:

  • Waterless formulations (e.g., balms, bars, powders)

  • Recyclable, compostable or refillable packaging

  • Transparent supply chains and UK-based manufacturing

  • Upcycled or waste-saving ingredients

4. Scalp Care = Skin Care

Skin doesn’t stop at the hairline – and your customers know it. Scalp health is booming in 2025, with more consumers integrating targeted treatments into their routines.

Trending formats:

  • Pre-shampoo scalp oils

  • Soothing exfoliating serums

  • Cooling sprays for itchy or sensitive scalps

5. Barrier-Boosting Beauty

With environmental stressors, pollution and screen time affecting skin health, barrier support is the buzzword of the year. Skin-loving ingredients that calm and protect are in high demand.

Think:

  • Ceramides

  • Panthenol (Vitamin B5)

  • Squalane

  • Oat extract