Beauty in 2025 isn’t about chasing the next big thing. It’s about noticing what keeps resurfacing—online, in treatment rooms, in conversations, and in the mirror. These are the moments, moods, and micro-obsessions quietly shaping how we look and feel this year.

1. Brown Beauty Is Back (Mocha Mousse, Chocolate, Warm Neutrals)

Pantone’s Mocha Mousse reflects a larger shift toward warmth. Brown mascara, chocolate lip liner, and soft espresso tones feel more flattering, more wearable, and more human than stark black. In beauty services, clients are choosing softer lash sets, warmer brow pigments, and skin tones that photograph naturally in real light—not just studio lighting.

Book a GBY Service Lived-in lashes, warm-toned brows, and skin-first treatments continue to be client favorites.

2. The Louvre Heist and the Return of Dangerous Luxury

The $100M+ Louvre jewel heist reignited fascination with luxury that feels dramatic, historic, and a little reckless. Jewelry trends are bolder. Makeup leans richer and darker. Beauty is moving away from sterile minimalism and back toward indulgence, depth, and statement-making glamour…no matter the stakes.

3. Public Shaming Is Back (and So Is Cheating, Apparently)

The viral Coldplay kiss-cam moment didn’t spread because it was romantic—it spread because it was humiliating. Public consequences are part of internet culture again. In beauty, this translates to authenticity: expressive faces, makeup that moves, and skin that looks real.

4. Labubu, Trinket Culture, and Personal Style

Labubu dolls clipped to designer bags are equal parts cute, strange, and intentional. Or, as Tim Dillon put it: “Chinese demonic dolls full of fentanyl.” Either way, the point stands—style is getting personal again. Accessories and beauty choices don’t need to be universally appealing; they need to feel specific and highly personalized.

5. Dubai Chocolate and Sensory Beauty

Dubai chocolate went viral because it’s excessive: glossy, rich, unapologetically indulgent. Beauty is following suit with decadent textures—thick creams, facial oils, and glow-focused treatments. Gold-infused skincare fits naturally into this moment and lets you really indulge when it comes to self-care.

6. Medicube and At-Home Skincare Rituals

High-tech skincare is no longer intimidating. Brands like Medicube make devices feel approachable and intentional. Clients want to participate in their results, not just hope for them. Consistency now matters more than miracle products.

Try it out: Medicube Age-R Booster Pro Wand

7. Salmon DNA and Regenerative Beauty Language

Salmon DNA facials may sound extreme, but they reflect a broader shift in how beauty talks about aging. The focus is no longer “anti-aging,” but regeneration, barrier repair, and long-term skin health. This mindset shows up in peptides, advanced facials, and corrective skincare services.

8. Matcha, Erewhon, and the Aesthetic of Wellness

Matcha search trends are at an all-time high, and Erewhon remains a cultural shorthand for aspirational wellness. While sometimes absurd, the underlying desire is real: ritual, calm, and routine. Wellness has become visible—and beauty routines are part of that daily performance. By the way, you can walk over to the Silver Lake Erewhon before or after your next GBY appointment in Los Angeles for whatever smoothie has gone viral this week.

9. Beauty in 2025 Is Built to Last

The most relevant beauty looks now aren’t loud—they linger. Softer lashes, skin that looks alive, brows that frame instead of dominate. At GBY Beauty, the focus remains on treatments that age well, wear well, and feel personal. Beauty doesn’t need to shout to make an impression. Lock in your next appointment now.

9 Beauty, Fashion, and Culture Trends That Defined 2025