What are the key trends shaping the skincare industry in 2025? Three standout keywords are Microbiome, Cellular, and Clean Beauty.
First, the growing interest in microbiome skincare, which focuses on restoring the skin’s natural balance and strengthening the skin barrier, is becoming a dominant force in the industry. As a result, microbiome skincare is expected to become mainstream. Additionally, the demand for anti-aging products is expected to rise alongside the increasing popularity of self-care routines.
The expansion of self-care skincare is linked to economic uncertainty and inflation, leading consumers to seek convenient and easy-to-use products that fit seamlessly into their routines.
Another emerging trend is the rise of cellular skincare, which involves scientifically proven formulas designed to enhance skin cells. These products aim to combat aging, oxidation, and environmental damage while actively regenerating essential skin components.
Lastly, clean beauty, including vegan and eco-friendly products, continues to be a strong industry-wide trend.
What is Clean Beauty?
In recent years, clean beauty has been a defining keyword in the beauty industry, and this trend is expected to continue. Over the past four years, consumer engagement with clean beauty on social media has shown steady growth. According to WGSN research, skincare accounts for 37% of all clean beauty-related discussions, followed by makeup (26%), haircare (13%), and bath & body (11%). The presence of the word “clean” on product labels has been found to significantly influence purchasing decisions.
Among the most frequently mentioned keywords in clean beauty discussions on social media is sustainability. This shift indicates that consumers are not only concerned with avoiding harmful ingredients but are also considering whether clean beauty products align with sustainable values.
An industry expert noted, “As beauty brands increasingly use the term ‘clean beauty’ as a marketing strategy, consumers are putting in more effort to find truly clean products.”
As a result, the definition of clean beauty is expanding beyond just "paraben-free" or "eco-friendly ingredients." Consumers are now showing interest in microbiome-friendly formulations, coral reef-safe products, waterless beauty, and biotech innovations.
According to annual beauty trend reports from Hwahae (a leading K-beauty app), brands focusing on clean beauty have shown remarkable growth. These brands are continuously launching vegan products, and in recognition of this trend, Hwahae introduced a Vegan Beauty category in its Trend Awards for the first time. Additionally, keyword searches for “vegan” within the Hwahae app surged by over 2,600% in just two years, and the number of vegan brand listings tripled between 2020 and 2021.
As consumer interest in sustainable value-driven beauty grows, brands that prioritize and effectively communicate these values are expected to see rapid success.
New Clean Beauty Products for 2025
Clean beauty brands focus on excluding harmful ingredients such as dibutyl hydroxytoluene (DHT), mineral oils, and butylated hydroxyanisole (BHA) while emphasizing environmental protection and sustainability. Here are some of the standout clean beauty products launching soon:
The Lab by Blanc Doux – Clear Hyal Moist Cream
This cream not only replenishes skin’s moisture but also creates a protective hydration barrier. It provides a smooth and dewy base, making it ideal for use before makeup application.
Sichou – Barrier Relief Body Cream
Formulated with carefully selected herbs, this body cream helps establish a healthy skin ecosystem while preventing moisture loss.
Freshian – Glyke Cream Blush #01 Fuzzy
Co-developed with makeup artist Ina Gyeom, this cream blush offers a natural, vibrant glow, reminiscent of an idol’s fresh and radiant complexion.
Chantecaille – Sheer Glow Gold Face Tint
A hybrid skincare-makeup product that blurs imperfections while delivering a soft, luminous glow.
NGEN – Vegan Soothing Toner
A newly launched multi-level marketing brand, NGEN, has introduced a vegan skincare line. This soothing toner provides gentle yet powerful hydration that absorbs seamlessly into the skin, offering irritation-free relief.
Additionally, multi-level marketing giant Nu Skin has expanded its vegan-certified offerings through its makeup brand Nu Colour, launching the New Direction Palette and New Wear Lip Tint last fall.
As the demand for clean and sustainable beauty products rises, brands that align with these values are expected to thrive in the rapidly evolving skincare market.
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