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The data draws on insights from Ipsy’s community of over 20 million beauty enthusiasts.
May 21, 2025
By: Melissa Meisel
Personal care marketer IPSY debuted its first-ever Beauty Discovery Report at its Ipsies: 2025 Beauty Awards.
The report, which draws on insights from IPSY’s community of 20+ million beauty enthusiasts and reveals top beauty trends and popular beauty habits, an be found here.
A few takeaways:
Skincare Is the Star: Serums and moisturizers are no longer supporting acts—they’re the headliners in today’s routines. Foundation did not make it to the top 5 for our Gen Z or Millennial Ipsters.
Back-to-School Season Is All About Berry Lips: Move over, neutrals. Berry-toned lipsticks saw a massive surge during the back-to-school season in 2023 and 2024, illuminating that Gen Z is prepping their campus makeup routine with a signature lip.
MUA > Celeb: Consumers are putting their trust in makeup artists over celebrities. Brands founded by pros are seeing stronger traction, especially among Gen Z and Millennials.
Gen Z Is Glossed Up: Millennials may still be spritzing, but Gen Z is all about lip gloss. It’s their new #3 priority—replacing fragrance.
Maximalist Is Having a Moment: ‘More Is More’ makeup is trending nationwide, but it’s thriving in established art and design hubs, like Chicago, Miami, San Antonio and Los Angeles.
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