These are officially the top nine beauty launches of 2025
(Image credit: Launchmetrics)
published 15 December 2025
As 2025 nears its end, Marie Claire’s editors aren’t rushing ahead to 2026. Instead, we’re taking a moment to look back at the year that was in beauty—celebrating the innovations, trends, and standout products that defined 2025.
It was a remarkable year for beauty enthusiasts. The lineup ranged from at‑home salon experiences powered by new tools to skincare breakthroughs that pushed efficacy and science to new frontiers. Makeup embraced bold creativity again, while niche fragrance brands and artisanal perfumers pushed scents in fresh, intriguing directions. Yet not every launch cut through the noise; some viral hits stood out, while others quietly impressed but didn’t pass our rigorous standards. So which products truly topped the year? I chatted with major beauty retailers to glean insider picks and predictions on how these launches will shape shopping in 2026 and beyond.
The best beauty launches of 2025
Beauty of Joseon Sun: Rice + Probiotics SPF50+
Beauty of Joseon’s Sun: Rice + Probiotics SPF50+ debuted as a new bestseller, trending on Boots and LookFantastic and earning an army of glowing social reviews. This lightweight sunscreen delivers SPF50+ protection against UVA and UVB rays while leaving skin feeling plump and hydrated.
Boots’ 2025 trend report highlighted that K‑beauty continued to dominate the scene, with the brand’s Relief Sun: Rice + Probiotics 50ml emerging as a top seller. LookFantastic likewise noted K‑beauty as the fastest‑growing category, with searches up 167.7% in 2025.Shark Beauty CryoGlow Under‑Eye Cooling & LED Anti‑Ageing & Blemish Repair Mask
K‑beauty led the overall trend at LookFantastic, but LED masks were their fastest‑growing category, with search interest up nearly 97% versus 2024. Among the LED masks, Shark Beauty’s CryoGlow—combining cooling under‑eye treatment with LED light therapy—topped the shopping lists. The craze for at‑home beauty devices echoed at Cult Beauty, where Dr. Dennis Gross’ DRx SpectraLite FaceWare Pro remained a best‑seller despite its 2020 launch.Medik8 Liquid Peptides Advanced MP
Cult Beauty’s standout new launch of 2025 was Medik8’s Liquid Peptides Advanced MP. This serum, rich in proteins and peptides, targets fine lines and wrinkles while boosting elasticity, helping skin look fuller and firmer over time.The INKEY List Glycolic Acid Exfoliating Body Stick
Body care joined the exfoliation wave as AHAs—especially glycolic acid—took center stage. Boots’ trend data showed a 64% rise in glycolic‑acid searches, and The Ordinary Glycolic Acid 7% Exfoliating Toner became a top premium pick. The INKEY List’s Glycolic Acid Exfoliating Body Stick proved a hit for easy, on‑the‑go exfoliation, delivering smoother skin and becoming a TikTok favorite as a deodorant hack and for managing keratosis pilaris tips.Sunday Riley Aquamarine Melt Cleansing Gel Balm
Social media continued to drive many 2025 beauty sensations. Sunday Riley’s Aquamarine Melt Cleansing Gel Balm caused a stir online and earned hundreds of five‑star reviews for its luxurious ability to melt away makeup and leave skin plump and hydrated, even if sales didn’t perfectly mirror the online buzz.K18 AirWash Dry Shampoo
Hair care saw a late‑year breakthrough with K18’s AirWash Dry Shampoo, a formula that soaks up oil with microbeads while supporting the scalp with invisible, hydrating hyaluronic acid. Cult Beauty identified it as their second‑best‑selling hair product of 2025, just behind K18’s cult Leave‑in Molecular Repair Mask, underscoring the brand’s continuing momentum.YSL Loveshine Plumping Lip Oil
In makeup, YSL dominated, with new launches like All Hours Luminous Matte Foundation, the Touche Éclat Blur Primer, and Make Me Blush powders making waves. Yet the Loveshine Plumping Lip Oil stood out for capturing the lips trend. Infused with hyaluronic acid, it provides hydration and a touch of color while delivering a plumping effect.Huda Beauty Lip Contour Stain
Lip products were everywhere in 2025, and Huda Beauty’s Lip Contour Stain went viral on TikTok after delivering long‑lasting color that withstood meals, drinks, and busy days. Cult Beauty reported massive sales growth for the line, with certain shades frequently out of stock before restocks.KAYALI Yum Boujee Marshmallow | 81
Fragrance embraced bold gourmand vibes in 2025, with scents leaning away from traditional vanilla and caramel toward more distinctive, mood‑driving profiles. Boots highlighted fragrance as a mood‑enhancer and identity marker, spurring demand for unique, standout scents. Kayali’s Yum Boujee Marshmallow—featuring notes of pink lady apple, marshmallow, and coconut flakes—emerged as one of the year’s most sought‑after launches at Cult Beauty: a sweet, soft, inviting gourmand without the cliché notes.
Celebrity news, beauty, fashion advice, and captivating features—delivered straight to your inbox.
About the author: Jazzria Harris is a freelance fashion and beauty journalist with over eight years in the industry. Standing at 4'11", she specializes in petite dressing and previously wrote the column Jazz’s Short Stories, offering tips for petite proportions. Her go‑tos include a sharp black blazer, a reliable slip skirt, and a trusted pair of heels. She has contributed to ELLE UK, heat magazine, Eliza, Women & Home, and more.
Would you like this rewritten piece to lean more into practical tips for readers (how to choose among these launches) or keep a stronger emphasis on trends and industry insights? Also, would you prefer a shorter version focused on the top five highlights, or the full nine with expanded examples and context?
