What's Happening?
The 'clean girl' makeup trend, characterized by minimalistic and natural looks, continues to dominate the beauty industry in 2025. Despite a slight increase in makeup sales, the growth was overshadowed by larger gains in skincare, hair care, and fragrance sectors. The trend, which emphasizes dewy skin, fluffy brows, and subtle makeup, remains popular among consumers. Notable products include One/Size's On Til Dawn Setting Spray and Jones Road's 'Classic' lipsticks. Meanwhile, luxury brands like La Beauté Louis Vuitton have introduced high-end products, such as a $160 lipstick, setting new standards in the luxury beauty market. However, the industry also faces challenges from brands like Mco Beauty, which offer affordable dupes of high-end products, sparking
debates about pricing and innovation.
Why It's Important?
The sustained popularity of the 'clean girl' trend highlights a shift in consumer preferences towards more natural and understated beauty looks. This trend has influenced the types of products that are in demand, with a focus on skincare-infused cosmetics and minimalist makeup. The slow growth in makeup sales compared to other beauty sectors suggests a potential saturation in the market, prompting brands to innovate and differentiate their offerings. The introduction of high-priced luxury items, like Louis Vuitton's lipstick, reflects an ongoing debate about the limits of consumer spending in the beauty industry. Additionally, the rise of affordable dupes challenges traditional pricing models and could lead to increased competition and innovation.
What's Next?
As the beauty industry continues to evolve, brands may need to focus on innovation and differentiation to capture consumer interest. The ongoing popularity of the 'clean girl' trend suggests that products emphasizing natural beauty and skincare benefits will remain in demand. Luxury brands may continue to test the limits of pricing, while affordable brands could gain market share by offering quality alternatives. The industry may also see increased legal and marketing battles over product dupes, as established brands seek to protect their market share. Overall, the beauty sector is likely to experience further shifts as consumer preferences and economic conditions change.
