Fragrance Layering, Ozempic and More

Beauty trends might seem fleeting (at least, when it comes to the strawberry/mob wife/latte makeup of it all) but often, years of buildup are the impetus for a breakthrough moment.

Take K-beauty, for instance, which has oscillated in and out of mainstream attention in the U.S. over the last decade but is now having its biggest moment yet — and doesn’t look to be stopping anytime soon. Or Ozempic, the weight management medication which seemingly sprung into the public lexicon overnight and has since continued to rise and rise. Now brands like Kourtney Kardashian’s Lemme are even looking to make GLP-1’s like Ozempic accessible to the masses with ingestible formulas quite literally available for purchase at Ulta Beauty.

Here, a rundown of the top nine beauty and wellness trends to look out for in 2025, from K-beauty to the evolution of Ozempic and beyond.

1. Fragrance Layering

Why wear one perfume when you can wear two?

Such is the question facing fragrance fanatics everywhere — and for good reason. In 2024, the notion of “mood” fragrances went big — that is, selecting your scent based on your given “vibe” of the day. Next up for those looking to elevate their approach is the art of perfume pairing, or layering multiple fragrances with complementary — or contrasting — notes for an even more personalized touch.

For instance, you might layer a green, earthy scent like Le Labo’s Thé Matcha 26 with a more gourmand fragrance such as Kayali’s Yum Pistachio, or another fruit- or spice-infused scent, to add more warmth and depth to the final result.

Some fragrance brands are even leaning into this concept of perfume-layering. Phlur, which sells at Sephora and is best known for its $99 eau de parfums, eschews the idea of the “signature scent” in favor of fragrance “wardrobing.” As founder Chriselle Lim put it: “We’re building Phlur in a nontraditional way for a fragrance house. I often say we’re more in line with a fashion or even a color cosmetics company because of the number of drops we do and how we tell our story.”

And fragrance layering doesn’t have to stop at perfume, either: a vanilla-infused Sol de Janeiro Bum Bum Cream can add much to a well-curated fragrance stack, as could a Salt & Stone Santal & Vetiver deodorant, and so on — the possibilities are endless.

2. The Skin-ified Approach

Skin care has long been associated with in-depth routines. While consumers have opted for multi-step routines for their faces for years, other areas of the body are now getting the same treatment, particularly scalp and body. For example, Act+Acre has created a full range of scalp care, while Naturium has body offerings that mirror those of a derm-loved skin care brand. With trends like the everything shower and head spas and products like body serum and scalp scrub gaining prominence this year, 2025 will likely welcome new products, treatments and routines, building upon the skinification trend. 

3. K-beauty’s Chapter Two

If you thought K-beauty couldn’t get any bigger — think again.

While Laneige, Sulwhasoo and CosRx may have brought Korean skin care to the forefront in the U.S. a decade ago, an all-new crop of brands from the region are making waves today, reinvigorating the movement all over again.

Among those leading the pack: Anua, best known for its affordable and efficacious toners; Mixsoon (Bean Essence, anyone?) and Beauty of Joseon, thanks to its über-viral SPF which has in fact sparked a preference toward Korean sunscreens for their advanced UV filters among many TikTok-influenced beauty consumers.

Even the app’s designated skin care fairy godmother and Dieux cofounder, Charlotte Palermino, told WWD of why she opts for Korean sunscreens: ” “Sure, we have perfectly passable sunscreens here in the U.S., but because Americans don’t wear that much sunscreen, and especially because of the sun habits of Americans — it’s critical we have better ones.” 

But beyond SPF and skin care, K-beauty — perhaps for the first time in the U.S. — is making waves in other categories, too, including hair care, makeup and fragrance.

There’s Tamburins, the trendy fragrance arm of Gentle Monster, as well as cosmetics brand TirTir, known for its $25 cushion foundation. After going viral in the spring, the brand extended the foundation’s shade range to make it more inclusive for global consumers — a move we’re potentially poised to see more of as Korea-based brands expand their global purview.

4. There’s a Patch For That

Patches in all their meanings are booming, whether it’s for pimples, preventing wrinkles, brightening under eyes, intravenously receiving vitamins or keeping mouths shut for better sleep. Experts attribute this growth to their ease – wearing a pimple patch all day is seamless and easy. Similarly, applying a wellness patch is painless in comparison to swallowing a handful of pills. 

“It’s something that you can put on. It’s easy. It’s just there all day,” Mark Lacy, an investment banking director at Raymond James, previously told WWD. 

Brands like Hero, Rael, Starface and Zitsticka have made a name for themselves in the skin care game, while The Good Patch, The Patch Brand and Barrière are tackling the vitamin space. With innovation on the rise, expect an array of new patches, whether it be to target certain skin concerns or fresh takes on vitamin formulas.

5. At-home Beauty Devices

If you watched a TikTok video of Hailey Bieber gliding a silver, glowing wand across her face while demonstrating her skin care routine and wondered the “what” and “why” of it all, you’re not alone.

She was in fact using Medicube’s signature Booster Pro device, billed by many as their key to “glass skin” and one of the latest multifunctional at-home facial devices to make a splash. The wand offers microcurrent, LED, EMS and sonic vibration capabilities to boost skin elasticity, increase facial skin care absorption and facial contouring.

And it’s not alone: devices like the NuFace Trinity, which starts at $220 for a mini starter kit, and LED light therapy masks from TheraBody, Dr. Dennis Gross Skincare and more are growing in popularity for their skin toning and tightening abilities.

With many of these devices promising professional-level care at a fraction of the price — and from the comfort of your own home — it’s likely the category is going to see an uptick in innovation in 2025.

6. The Ozempic Effect

Weight loss and anti-obesity drugs like Ozempic are only expected to grow more in 2025 – 30 million Americans could be on one by 2030, according to J.P. Morgan Research – and for good reason according to experts. 

“These medications are the most effective thing we’ve ever had for acute treatment of obesity,” said Dr. Alexandra Sowa, obesity expert, founder of GLP-1 support brand SoWell and author of “The Ozempic Revolution.”

That being said, consumers should be prepared for a slew of changes to the market this year, including insurance coverage changes, increased copays, new drugs in the works, supplement competitors and new indications for what these medications could treat.

7. The Post-lip Boom…Lip Boom

While it’s true that lip products have been trending for some time, the key to the category’s rare longevity is that just when it seems like it can’t get any bigger — a new frontier is unlocked.

Take the 2022 lip treatment craze, for instance, sparked by the launch of Hailey Bieber’s Rhode and its hero Peptide Lip Treatment. A deluge of similarly nourishing lip launches followed, with brands ranging from Tower28 to Olehenriksen to Refy to Topicals and many, many more getting in on the action. Lip oils and glosses, too, have been on fire, with Glossier, RMS Beauty, Huda Beauty among those launching newness in those categories.

And it doesn’t stop there: brands are more recently giving tried-and-true lip balm a revamp, too. French-inspired makeup brand Violette_FR, for instance, just launched its sheer balm-meets-lipstick Bisou Jelly, while Victoria Beckham, too, offered a more sophisticated take on the classic balm with its latest, aptly-named Posh Balm.

Then there’s Maed Beauty, a new brand by actress and model Denise Vasi comprising a four-step lip routine — a polish, serum, balm and liquid lipstick — which is slated to enter Sephora soon. When it comes to lip, the conclusion of the last few years has been clear: the more, the merrier. And that applies to not just the number of players in the space, but also the formats of the products and potentially, the multi-step routines they enable. Because why not have a different go-to lip product for your different moods, too?

8. All About Hydration

Sexy water, coined by influencer Kelly Grace Mae, was one of 2024’s hottest trends, and it appears to be growing. While Liquid I.V. ignited the boom a few years ago, several new brands have created buzz and excitement with new innovations – for example, Waterboy has attacked the hangover market with its electrolyte-infused powder; Moon Juice has made a name for itself with the “sleepy girl mocktail,” and Call Her Daddy’s Alex Cooper has combined energy and hydration with her brand Unwell. With more brands and products coming to market, there will be a sexy beverage for every needstate.

9. Exosomes

Beauty’s hottest new ingredient came straight from the doctor’s office — literally.

Exosomes, which have long been researched for their ability to benefit cancer treatment, obesity, diabetes management and other medical conditions, are gaining prominence in beauty for their wide-ranging abilities.

But what are they? In simple-ish terms, exosomes are microscopic vesicles that facilitate cell-to-cell communication and can transport molecules like RNAs, proteins and lipids. They can come from myriad sources, including human, animal and plant stem cells, and through this intercellular communication can boost collagen, reduce inflammation and speed up healing processes, which is why they’re often used in tandem with professional microneedling and laser treatments.

But beyond in-office treatments, exosomes are increasingly being tapped by consumer brands. SickScience, a direct-to-consumer beauty brand that launched in 2024 by two molecular scientists and a Nécessaire alum is harnessing plant-derived exosomes to create products that purport to slim one’s jawline, boost hair growth, address cellulite and tackle other concerns.

Goat milk-infused skin care brand Beekman1802 also launched its first exosome product recently, a $66 “better aging” cream which looked to goat milk as its exosome source. “It’s a milestone [launch] for us — so many years of science have cumulated into this next wave, or movement, of skin care, which is about optimizing skin health and cellular activity,” the brand’s chief executive officer Jill Scalamandre said.

And an industry source has told WWD that more brands are readying their exosome-fueled products for market in 2025, soon to be available more widely at some of the nation’s biggest beauty retailers.