The O-Word
Beauty Trend Report: January 2025
BEAUTY JANUARY TRENDS
SOCIAL MEDIA INSTAGRAM & TIKTOK
TRENDS NO MAKEUP MAKEUP, LOWER LASH CAT-EYE, ROM-COM LIPS
The start of 2025 brings a beauty landscape rich with authenticity and artistry. January’s standout trends — Skin-First Beauty, Lower Lash Cat-Eye, and soft Rom-Com Lips — set the stage for a year of fresh creativity. As trends evolve, we’ll keep exploring how influencers and brands are redefining beauty, sharing insights that elevate your marketing and content strategies.
SKIN-FIRST BEAUTY
The rise of skin-first beauty is pushing the "No Makeup Makeup" trend further, prioritizing glowing, healthy skin as the ultimate statement. Pamela Anderson’s (@pamelaanderson) bare-faced appearance at the 2025 Golden Globes was bold, embodying an unfiltered confidence that captivated audiences. Her decision reflects a cultural shift prioritizing fresh, glowing skin over the heavy, layered makeup of past trends. According to PopSugar, this evolution is echoed in recent runways, as celebrity makeup artist Sil Bruinsma (@silbruinsma1) notes that “dewy, luminous skin using minimal foundation or concealer with a focus on skin care [will be big],” signaling the rise of bare-faced beauty.
Recognizing the shift toward natural beauty, brands such as rhode (@rhode), Tower 28 Beauty (@tower28beauty), Jillian Dempsey (@jilliandempsey), and Merit Beauty (@merit) are pioneering "good-for-you" makeup products that enhance skin’s natural radiance while prioritizing its health. These hybrid innovations offer skincare benefits like hydration and nourishment alongside subtle coverage, allowing natural features to remain the focal point. This response to the skin-first trend showcases how the industry is evolving to meet the demand for products that celebrate natural beauty and healthy, glowing skin.
THE LOWER LASH CAT-EYE
The classic cat-eye gets a sultry update with the "Lower Lash Cat-Eye," an emerging trend that’s captivating both makeup artists and influencers alike. Celebrity makeup artist Maya René (@maya_rene) describes this look to PopSugar as a smoldering twist on the traditional style, focusing on accentuating the lower lash line with a winged liner.
This approach creates an elongated effect without closing off the eyes, unlike upper-lash cat-eyes that can sometimes appear too heavy. Inspired by Billie Eilish’s cat-eyes that went viral on TikTok, this trend has been embraced by several influencers, such as Giorgina Juanita (@giorginajuanita) and Lily Rowland (@lilyrowland1), who are recreating Billie’s makeup routine. Whether it’s for an everyday look or a bold statement, the "Lower Lash Cat-Eye" is proving to be a versatile and modern twist on a timeless makeup staple.
ROM-COM LIPS
Inspired by '90s and 2000s romantic comedies, the "Rom-Com Lips" trend pairs softly blurred edges with effortless shades like pinks, berries, and mauves, according to Glamour. Similar to the "Blurred Lips" trend, this aesthetic embraces a delicate, lived-in look, delivering an effortlessly polished finish.
"Whether you’re after a soft wash of color or a bold bitten lip, this look is all about embracing effortless beauty," says Simone Otis (@simoneotis), makeup artist for 19/99 Beauty (@1999.beauty). “To blur, use your finger or a cotton bud to gently blend the color outwards, softening the edges so they fade into your natural lip line,” Otis tells Refinery29. This simple yet romantic technique celebrates a nostalgic vibe that’s defining beauty in 2025.
