The Results Are In—Here Are the Most Favored Beauty Products of 2025
As the year's end nears, I find it valuable to take a moment to reflect. I review my favorite experiences, accomplishments, and even the aspects I may want to improve upon in 2026. Being a beauty editor, I also consider the constantly evolving industry. December is an opportunity for me to assess which new beauty launches have truly made an impact this year, which brands have seen increased consumer shopping, and the trends that have shaped the beauty world over the last 12 months. Thankfully, my role gives me access to an abundance of data, and over the past few weeks, I've been discussing with leading beauty retailers about the most sought-after beauty products of 2025. We’ve examined various stats across skincare, makeup, haircare, and fragrance, and to be honest, some numbers have genuinely surprised me.
It appears we’re more dedicated to our beauty routines now than ever before. Not only are we investing more in our favorite products (more on that later), but the rise of social media and AI has made us much more informed about what we should be using. Consumer demand is increasing, and retailers are striving to keep up. In 2025, Boots launched its first fragrance-only boutique, while Space NK opened a remarkable flagship store in central London on Oxford Street. According to John Lewis, by the end of 2025, the retailer is expected to have over 540 beauty counters nationwide (+7% from last year), as well as more than 400 beauty services and nearly 160 beauty brands available.
But what exactly are we purchasing? Below, I’ve compiled a detailed guide to the year’s most popular products. Keep scrolling to find out if they occupy space in your bathroom or on your vanity, or if it's time to join in.
1. Science-Backed Serums
In 2025, the face serum reigned supreme among skincare products. These are not just any serums; they are highly effective and innovative formulations that genuinely improve skin quality. John Lewis reports a year-on-year increase of 26% in serum sales, with Charlotte Tilbury's Magic Serum among the most popular items. Cult Beauty lists Medik8's Liquid Peptides Advanced MP Serum as one of its top-selling products of 2025, while Lookfantastic notes that Medik8 C-Tetra Vitamin C Serum (£42) and SkinCeuticals C E Ferulic Vitamin C Serum were among its best-selling skincare items of the year. While these products might be pricey, their innovation is noteworthy.
According to Lookfantastic's new-season trend report released in August, the demand for professional, dermatological, and science-backed skincare continues to rise, with searches related to dermatology growing by 8.8% year over year. It's no surprise that beauty shoppers are keen to invest in these reputable brands.
Best-Selling Serums:
- Medik8 Liquid Peptides Advanced MP
- Skinceuticals C E Ferulic Vitamin C Serum
- Charlotte Tilbury Magic Serum Crystal Elixir
2. Blush Blindness
In 2025, we saw a significant increase in the use of blush in our makeup routines. Having worked in the beauty industry for some time, I can say I’ve never written about blush trends as much as I have this past year. Lookfantastic notes that blusher is the second-largest growing product category in makeup, with a 21% year-over-year rise in revenue. The retailer has observed a notable increase in new product development across all blush formats, including liquid, cream, and powder, driving this trend forward. Thus, it’s no surprise that Cult Beauty’s best-selling product of the year was Patrick Ta's Major Headlines Double-Take Cream and Powder Blush Duo, with Merit's Flush Balm coming in second.
Best-Selling Blush:
- Rare Beauty Soft Pinch Liquid Blush
- Patrick Ta Cream and Powder Blush Duo
3. Fancy Fragrances
Luxury fragrances are indeed having a moment. It’s unclear when we collectively began spending more on high-end scents, but it seems everyone around me is indulging in premium designer fragrances. John Lewis has noted a marked increase in the demand for premium scents in 2025, with the average selling price climbing from £70 to £100 over the last two years, a 42.9% increase. The retailer's most popular fragrances this year include Maison Francis Kurkdjian's Baccarat Rouge 540, Chanel Coco Mademoiselle (£109), Chanel No5 (£149), and Creed Aventus (£220), among others.
Whereas these are seen as traditional premium scents, Harrods' best-seller list is filled with luxury niche fragrances. The brand highlighted that Nishane's Oudous Lux Solis Extrait de Parfum was its top-performing new fragrance of 2025, available at £310 per bottle, alongside Maison Crivelli Oud Cadenza and Fragrance du Bois Rude Oud
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The Results Are In—Here Are the Most Favored Beauty Products of 2025
The statistics are self-explanatory.