Spring/Summer 2025 Beauty Trends: From Soft Contours to Fiery Reds

As Spring/Summer 2025 unfolds, beauty trends are embracing natural glam, rich tones, and sustainable thinking. With consumers demanding authenticity and ethical choices, brands must stay agile and aligned with what’s resonating now.

Here’s a look at what’s trending—and what beauty brands should be paying attention to.

1. The Return of Soft, Natural Contouring

Contouring is back—but not the harsh, drawn-on lines of the mid-2010s. This time, it’s subtle, dewy, and minimal.

Celebrity makeup artist Katrin Rees describes it as “a sculpted glow that moves with the skin.” Think: cream-based formulas, neutral tones, and a light touch that enhances bone structure without looking overly defined. This approach was seen across the Spring/Summer 2025 runways of Versace, Zuhair Murad, and Victoria Beckham, where luminous skin replaced heavy foundation and harsh contrast.

Pro tip for brands: Look for multi-use cream products that combine skincare benefits with subtle color correction—hybrid beauty is still in.

2. Red Hair Is Everywhere

From soft strawberry blondes to deep cherry tones, red hair is taking over 2025. Celebrities like Dua Lipa, Zendaya, and SZA are leading the way, proving that red is both bold and wearable.

There’s a shade for every skin tone:

  • Cool-toned cherry for fair skin

  • Warm cinnamon for medium/golden tones

  • Deep auburn for richer complexions

And with Gen Z’s growing love for hair self-expression, we’re seeing a rise in semi-permanent dyes, color conditioners, and DIY-friendly formulas.

Pro tip for brands: Consider color-safe and nourishing hair care that supports this trend—from sulfate-free shampoos to gloss-boosting masks.

3. Eco-Conscious Packaging Goes Mainstream

Sustainability isn’t just a niche concern anymore—it's a core purchase factor. According to 2025 consumer reports, beauty buyers are actively seeking products that:

  • Use recycled or upcycled packaging materials

  • Offer refillable formats

  • Embrace minimalist, non-toxic labeling

Innovations like biodegradable PLA plastics, glass with FSC-certified outer boxes, and recyclable mono-material tubes are gaining traction, especially in clean beauty and prestige skincare.

Pro tip for brands: Storytelling matters. Don’t just use eco materials—explain the why and how clearly on your product page.

Key Takeaways for Beauty Brands in 2025

  • Natural glam is in: Soft contours, luminous finishes, and breathable textures are winning the season.

  • Hair color is bold again: Red is the new “It” shade, and supportive products will thrive.

  • Sustainability drives loyalty: Ethical choices in packaging and formulation are no longer optional—they’re expected.

2025’s consumer is informed, expressive, and values-driven. For brands, the opportunity lies in staying trend-aware while offering real value.

XJ BEAUTY