As summer 2025 approaches, the beauty and wellness landscape is more dynamic than ever. Consumers are seeking bold self-expression, holistic well-being, and tech-driven personalisation, while demanding sustainability and authenticity from the brands they spend with. Here’s a breakdown of the top trends, and supporting strategies, to ensure your PR campaign rides the wave of this summer’s hottest movements.
Read our article on trendjacking to find out how to leap on a trend at short notice.
What Are The Key Beauty Trends for Summer 2025?
Vivid Colour and Creative Expression
This season, makeup is moving away from the “clean girl” aesthetic toward vibrant self-expression. Think neon eyeshadows, cherry red lips, bleached or bushy brows, and glossy lids. The focus is on creativity, bold glam and bright colours across eyes, lips, and cheeks, with skin tints replacing heavy foundations for a barely-there, freckle-friendly finish.
Medium Contrast Makeup and Y2K Vibes
Medium contrast makeup, where skin tone, hair, and eye colour differ by a few shades, is trending, offering a harmonious yet striking look. Raspberry tones, sunset blush (blending pinks, oranges, and reds), and Y2K-inspired elements like duck-shaped nails are all surging in popularity.
Purpose-Driven Routines and Minimalist Skin
Consumers are gravitating toward purpose-driven routines, with stripped-back ‘70s influences and lived-in looks. Satin skin, soft balmy powdered finishes, and matte, contoured lips are in, as are products that multitask and simplify daily regimens.
Smart, Personalised Skincare
AI-powered personalisation is revolutionising skincare. Smart products adapt to users’ changing needs, factoring in environment, stress, and lifestyle. Hyper-personalised recommendations and virtual beauty assistants are now mainstream, meeting the demand for tailored solutions.
And The Wellness Trends?
Holistic and Preventative Wellness
Wellness is now inseparable from beauty. There’s a growing focus on preventative care, with consumers seeking products and routines that support long-term health, not just instant results. Nutricosmetics (beauty supplements) and neurocosmetics (products supporting mental well-being) are on the rise.
Slow Beauty and Analogue Wellness
The “slow beauty” movement is gaining traction, encouraging mindful, less tech-driven routines. Consumers are embracing digital detoxes, analogue self-care rituals, and products that foster emotional as well as physical health. Sustainability and mindfulness are core values.
How to Tap Into These Trends for PR Success
Leverage Bold Visual Storytelling
Create visually striking campaigns featuring neon, raspberry, and sunset-inspired looks. Collaborate with makeup artists and influencers to showcase creative, wearable versions of bold trends, and use high-impact imagery and video across TikTok and Instagram to spark engagement and trend participation.
Champion Wellness and Sustainability
Highlight product benefits that go beyond aesthetics, think skin health, stress relief, and holistic well-being. Promote nutricosmetics and neurocosmetics as part of a broader self-care narrative. And emphasise sustainable packaging, ingredient transparency, and eco-friendly initiatives where possible.
Personalise the Consumer Experience
Offer AI-driven quizzes or virtual consultations to provide tailored product recommendations and position your brand as a tech-savvy leader by integrating smart skincare solutions and digital beauty assistants. Use data-driven insights to segment your audience and deliver hyper-relevant messaging.
Engage Through Authentic Influencer and User-Generated Content
Partner with micro-influencers and real consumers to share genuine testimonials and tutorials. Encourage user-generated content with contests and challenges that invite creativity, like recreating a “sunset blush” or duck nails look. And foster a community by amplifying diverse voices and stories.
Embrace the Slow Beauty Ethos
Craft stories that advocate for mindful routines and digital balance, positioning your brand as a champion of analogue wellness. Share educational content on the benefits of slow beauty, from mental health to sustainable living.
How?
Partner with experienced storytellers who can help your brand craft meaningful connections with your desired audience by leveraging key beauty trends and amplifying core brand values.
WORK WITH FLIPSIDE PR
If this sounds like something your brand is looking for, we’re here to help.
Our traditional print & digital PR expertise are ever-evolving to suit the digital landscape, and we’d love to work with you to bring your brand stories to life.