The Hypebae Best: The Top Beauty Trends, Ambassadors and Brands of 2025
From Sabrina Carpenter’s partnership with Prada Beauty to innovative brands like Tilt Beauty.
In honor of the year coming to a close, we’re rounding up the most impactful beauty moments with the latest installment of Hypebae Best.
As 2025 wraps up, it’s impossible not to acknowledge all of the monumental moves made this year in the beauty category. In addition to buzzy new perfume launches like Vyrao’s latex-infused sex fragrances, the year also emphasized an increase in consumer awareness along with the growing interest in science-backed skincare ingredients over brand clout. We’re more in tune with our routines than ever before, and as a result, we’re also hyper-aware of what companies we spend our money on.
Above all else, beauty fans in 2025 value transparency over gimmicks — with accessibility-forward brands like Tilt Beauty quickly rising to cult-favorite status. As for trends, we’ve seen nostalgic beauty looks like 2016 makeup take over our TikTok feeds and new favorites like siren makeup, inspired by KATSEYE‘s Daniela, spark major inspiration. Of course, celebrity beauty partnerships were abundant — with Sabrina Carpenter and Jenna Ortega being inducted into the beauty girl hall of fame, along with a plethora of campaigns and brand ambassador announcements.
Ahead, we track down all of 2025’s hottest beauty moments — including everything from the skincare ingredients the internet can’t get enough of to the the best up-and-coming brands to keep on your radar.
SKINCARE INGREDIENTS
Retinol
Based on a survey conducted by HYPEMIND, retinol is the most vital ingredient for Hypebae readers. Given the year’s affinity for all things anti-aging, it’s no surprise retinol is the popular choice for smoothing wrinkles, evening tone and firming the skin. While new brands like DUA brought us fresh retinol products to add to our nighttime routines, no-frills classics from The Ordinary remained essential.
Vitamin C
Known for boosting collagen and evening dark spots, vitamin C also ranked high among Hypebae readers. While brand names themselves weren’t enough to sway skincare fans, serums from Dieux and Dermalogica ultimately delivered the results we were in search of.
Hyaluronic Acid
As the third most sought-after ingredient according to Hypebae readers, hyaluronic acid is key to retaining moisture, reducing fine lines and plumping the skin. When it comes to products, Beauty of Joseon’s Glow Replenishing Rice Milk and CeraVe‘s Hydrating Hyaluronic Acid Serum gave us that glass skin look.
PERFUMES
“Miutine” by Miu Miu
Backed by powerhouse ambassadors Chloë Sevigny, Paloma Elsesser and Coco Gauff, “Miutine” is Miu Miu‘s newest perfume after a two year fragrance hiatus. Categorized by the brand as “irreverent, youthful in spirit and unconventional,” the scent is infused with citrus, floral heart notes and earthy touches of oakmoss and patchouli.
“Peachy Oudy” by Boy Smells
Synonymous with complex scent profiles and the most aesthetically-pleasing bottles to match, fragrance brand Boy Smells released “Peachy Oudy” this year, among a few others. The fruity-meets-woody perfume is the perfect blend of sweet and sophisticated — with peach skin, mimosa flower and white oud rounding out its notes.
“Ludatrix” and “Ludeaux” by Vyrao
Earlier this year, Vyrao introduced a duo of mood-boosting sex scents named “Ludatrix” and “Ludeaux.” In addition to sultry notes of latex, lipstick accord and Sichuan pepper, the two scents contain plant-based ingredients which claim to tap into the senses and bring about a heightened sense of flirtation and seduction.
BEAUTY TRENDS
Rising Sign Makeup
In 2025, we looked to the stars to discover the makeup looks that suit us the best. On TikTok, rising sign makeup rose in popularity for tapping into the most flattering elements of our appearances — based on our astrological charts. According to the trend’s personally-curated glam, dark feminine energy is best for Scorpio risings, while fairy vibes are said to be most flattering on Pisces risings.
2016 Makeup
Of course, nostalgic beauty will always be a vital part of the year’s most formidable trends. Particularly, 2016 makeup, which references bold details like matte foundation, blocky eyebrows, smokey eye looks, intense contouring, liquid lipstick and blinding highlighter, made a huge comeback online.
Siren Eyes
Inspired by the signature makeup look of KATSEYE’s Daniela Avanzini, siren eyes also took TikTok by storm this year because of its ability to elongate the eyes’ natural shape. Categorized by sharp winged liner, smoky touches of eyeshadow and a dark waterline, the look aims to emphasize the eyes while adding an extra touch of drama and seduction to any makeup look.
UP-AND-COMING BRANDS
Tilt Beauty
As an innovator in the makeup space, Tilt Beauty made major moves this year — releasing new products like the Easy Way Lipstick, a satin lip product cased in a refillable, ergonomic grippy case. Launched just this year, the brand has established a reputation for delivering dermatologist-approved formulas in accessible packaging, with a mission of making makeup routines simpler for those with chronic pain.
m.ph beauty by Mary Phillips
Founded in August of 2025, m.ph by celebrity makeup artist Mary Phillips, is bringing professional-grade techniques to the masses. With clientele like Hailey Bieber and Kendall Jenner, Phillips set out to establish a brand based on her personal ethos of soft layering and natural sculpting, all while making high-quality products easily accessible to the everyday consumer.
Fara Homidi
In 2023, Fara Homidi‘s newly-launched makeup brand introduced high-performing products in refillable packaging. Since then, the brand has launched innovative additions like the Soft Glass Lip Plumping Oil, a lip oil with the shine of a gloss and the nourishment of a treatment, along with the Essential Bronzer Compact, a powder-to-cream bronzer that melts into the skin. Founded by makeup artist Fara Homidi, the brand prides itself on making slow beauty for perfectionists.
CELEBRITY AMBASSADORS
Jenna Ortega for Dior
The celebrity beauty moments of 2025 were no doubt impactful, and Jenna Ortega’s partnership with Dior was one of the most talked-about campaigns of the year. To promote the new Rouge Dior On Stage Lipstick, the star was captured sporting deep shades of burgundy and rose, harping on her signature femme fatale aesthetic.
Sabrina Carpenter for Prada Beauty
After the “Astral Pink” balm made a brief cameo in her “Please Please Please” music video, Sabrina Carpenter furthered her ambassadorship with Prada Beauty by becoming the face of the brand’s “Banana Yellow” lip balm. From sporting a full face of Prada Beauty at countless events to hinting at the new balm shade in her “Manchild” video, Carpenter’s partnership with Prada Beauty speaks to her effortless ability to influence the most sought-after beauty products.
Clairo for ILIA
As ILIA’s first-ever celebrity endorsement, Clairo released an edit of four products based on her personal ethos of skin-first beauty. As a brand known for its sensitive skin-friendly formulas, ILIA’s Clairo Edit not only reflects the artist’s own on-stage makeup routine, but also the duo’s shared passion for natural beauty and effortless elegance.
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