PDRN Skincare, Espresso Hair, and Polka-Dot Nails: 9 Trends That Took Over 2025, Based on Search Data

      It's hard to believe that 2025 is nearing its conclusion. It seems like only yesterday we awoke on January 1, flipped our calendars to a new page, and forecasted the major hair, makeup, and nail trends that would emerge over the next 365 days. Yet here we are in December, right on the brink of 2026 (I'll spare you a long monologue about the unyielding passage of time). Now, we should take a moment to reflect and evaluate our predictions. Were we on point? Did we successfully identify some of the year's most prominent trends? Spoiler: Yes, for the most part!

      Recently, Google released its annual Year in Search data, reviewing trillions of searches from 2025. This report highlights the top trending searches both in the U.S. and worldwide—essentially, searches that experienced significant increases in traffic over an extended period. It reveals which beauty trends garnered the most interest and attention this year... at least online.

      You might wonder why we should reflect at all? The answer is straightforward. As Maya Angelou wisely put it, "You can't really know where you are going until you know where you have been." This perspective is invaluable not just in life but also in beauty and culture. Ahead are nine beauty trends from Google's report that we predicted, covered, and examined on Who What Wear this year, and most remain incredibly relevant.

      If 2025 taught us anything, it's that the internet is captivated by PDRN (also known as salmon sperm—yes, you read that correctly). This trending ingredient gained viral attention on social media, aided by celebrities like Kim Kardashian and Jennifer Aniston, who have reportedly tried PDRN skin treatments in clinics. PDRN stands for polydeoxyribonucleotide. According to Anna Karp, MD, a board-certified dermatologist and assistant clinical professor of dermatology at NYU School of Medicine, "PDRN is a DNA-derived molecule (traditionally from salmon sperm) used in regenerative dermatology. It enhances skin healing and regeneration, boosts fibroblast activity, stimulates collagen production, and diminishes inflammation." Most PDRN skincare products utilize plant-based sources rather than salmon. However, experts believe they can deliver comparable benefits for the skin. While PDRN was one of 2025's most talked-about skincare ingredients, we anticipate it will remain *the* favored internet ingredient in 2026.

      **Shop the Trend**

      - **Medicube:** PDRN Pink Peptide Serum

      - **VT COSMETICS:** PDRN 100 Essence

      **Azelaic Acid**

      According to Google's Year in Search report, azelaic acid emerged as the leading skincare acid in 2025. This makes sense, given its versatility in benefiting various skin types and tackling multiple concerns. "Azelaic acid is a naturally occurring acid produced by yeast," shared Jessie Cheung, MD, a board-certified dermatologist from Illinois and NYC, with Who What Wear. "It has gained significant popularity in the clean beauty realm, being derived from natural origins. Its mechanisms include anti-inflammation, antibacterial properties, inhibiting melanin production in sun or age spots, and normalizing skin cell growth." In simpler terms, it effectively addresses issues ranging from acne to melasma and rosacea.

      **Shop the Trend**

      - **Medicube:** Azelaic Acid 16 Calming Serum

      - **Paula's Choice:** 10% Azelaic Acid Booster

      - **The Ordinary:** Azelaic Acid Suspension 10%

      **Lymphatic Face Massage**

      "Lymphatic facial massage" was another highly searched term. This type of massage pertains to the lymphatic system, which helps filter out cell and tissue debris. Lymph, a clear fluid that circulates through the body and contains white blood cells, travels through lymph nodes to eliminate waste, defend against foreign invaders, and maintain fluid levels. This process is essential to overall health and plays a significant role in the immune response. Beyond health benefits, lymphatic drainage provides aesthetic advantages too. It can create a smooth and sculpted appearance, which is why many people advocate for lymphatic drainage massages when trying to define their neck, jawlines, and cheekbones. Here's an expert guide to performing a lymphatic facial massage at home. You can use just your hands, but many prefer to invest in face rollers and massage tools. If that applies to you, we've included a selection below.

      **Shop the Trend**

      - **Skin Gym:** Face Sculptor Beauty Roller

      - **Pacifica:** Chill Baby Cooling Cryo Globes

      - **SACHEU:** Stainless Steel Beauty Roller

      **Hair**

      **Espresso/Mocha Mousse**

      Mocha Mousse was the color of the year for Pantone in 2025, making it a key player in both fashion and beauty. This year saw the internet fascinated by espresso and mocha