When it comes to beauty, consumers want perfection…and it all starts with a strong foundation: healthy skin. Makeup application can’t make faces look flawless without a smooth, taut, glowing base. That’s why, skin-first makeup is all the rage in 2025. 

“People want products that enhance their natural glow while improving their skin over time,” Susana Nino, esthetician and owner of Glow by Susie, told Happi. “Glowy, dewy finishes are in.”

Right now, skin tints, radiant primers and hybrid makeup-skincare products are booming in popularity. Visages experiencing a degree of droop due to collagen or weight loss can benefit from face-lifting techniques with contour and blush placement that pleasantly sculpt over painful surgery. 

“It’s about enhancing, not covering up,” Nino noted. 

One such brand applying this philosophy is Laura Geller. The brand’s Spackle Skin Primer was developed 21 years ago to deliver a flawless, healthy glow. Now, the cosmetics brand, which designs makeup to perfect skin in users in the 40+ age group, has added broad spectrum SPF 30 to the formula to turn up sun protection in the promotion of healthier skin.

Geller Gets It

The new primer, Spackle Skin Perfecting Primer Broad Spectrum SPF 30, is designed to be worn as a base under makeup, or by itself for a healthy glow. It’s formulated with organic and inorganic ingredients.

Formulated with hyaluronic acid, squalene, sunflower seed oil and rosehip oil, it hydrates and nourishes mature skin while vitamin E protects against damaging free radicals and pollution. Antioxidants such as camellia sinensis extract and centella asiatica help soothe and brighten the complexion as well as minimize the look of pores, fine lines and imperfections. Plus, SPF Spackle is reef-friendly, water- and sweat-resistant and goes on invisible on all skin tones.

Last month, CoverGirl released a new skin tint offering a “skin-like” matte finish with its new Clean Fresh Blurring Skin Tint. Infused with 2% niacinamide to smooth, licorice root extract to soften, brighten and fade the appearance of post-acne marks, and bamboo extract to absorb excess oil and control shine, it is the latest addition to the brand’s Clean Fresh portfolio. Dubbed the “ultimate multitasker,” it contains SPF 30 mineral sunscreen for broad spectrum protection for all skin types. 

At-Home Brightening

Facial devices, Nino said, make her clients feel good from the inside-out. Her cosmetic facial routine includes an arsenal of products from LED light therapy masks to calm inflammation and promote collagen; facial rollers and gua sha for lymphatic drainage, sculpting and glow enhancement; and ice globes, which can be applied pre-makeup to depuff and tighten pores. The globes are a “must” for brides and red carpet looks to create a reflective glow on the apples of cheeks. 

FACE VALUE
Check out Circana’s facial cosmetics sales data for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 ended May 18, 2025.

Product Categories	Dollar Sales		Unit Sales		Price per Unit
	Current	% Change vs YA	Current	% Change vs YA	Current	Change vs YA
Facial Cosmetics	$4,470,643,109	-1.6%	352,661,557	-3.8%	$12.68	2.3%
Foundation	$1,465,414,269	-5.8%	92,790,196	-8.5%	$15.79	3.0%
Body Accessory	$947,279,797	1.4%	80,299,770	0.2%	$11.80	1.2%
Concealer	$763,060,083	-5.7%	64,398,200	-8.3%	$11.85	2.9%
Makeup Combo	$411,966,558	10.4%	30,205,597	7.5%	$13.64	2.7%
Blush	$360,337,886	-1.7%	35,557,408	-3.9%	$10.13	2.3%
Powder	$357,865,797	-1.8%	36,154,978	-6.2%	$9.90	4.7%
Bronzer	$164,718,719	17.7%	13,255,408	18.3%	$12.43	-0.5%
Source: Circana OmniMarket Total Store View

The globes she’s speaking of are similar to Australia-based entrepreneur Donna Fahandezh’s freezable 100-milliliter serum, called Ice Glow. Containing niacinamide, aloe vera, vitamin C, betaine, sodium hyaluronate, licorice root, green tea and stem cell extracts, its unique silicone applicator glides over a cleansed face. Dubbed “Botox in a bottle,” it cools and tightens the skin to close pores, calms rosacea and acne, reduces dark circles and undereye puffiness and softens fine lines and wrinkles to yield a smooth, all-over glow on the face and décolletage. 

While Ice Glow provides a wealth of anti-aging benefits, Fahandezh’s youngest known user, a 19-year-old woman, turned to this Ice Glow to quell her moderate acne. She reportedly saw relief after one week. 

 “Her acne was really flared up and red,” recalled Fahandezh. “After using it, some spots were gone and the spots that were there were not red anymore. She wouldn’t leave her house and now feels so much more confident.”

On the topic of skin resurfacing, iS Clinical expanded its active peel brightening system’s formula to create a skin-smoothing glow, resurface the skin’s appearance, minimize fine lines and improve skin tone and texture. 

iS Is It

iS Clinicail’s Extra Strength Active Peel Brightening System is championed by dermatologist Dr. Eliot Battle for its safety and efficacy as an at-home peel for deeper skin tones struggling with hyperpigmentation. 

Step one is an advanced exfoliating formula that results in a tingling effect. It includes botanically-derived AHAs including sugarcane, maple and critic acid; a blend of apple, orange and berry acids; a willow bark and salicylic acid blend; and antioxidants aloe, green tea and menthol. Step two neutralizes and provides advanced hydration and includes a proprietary botanical Extremozyme technology and Tripeptide-1 combined with calming botanicals for a skin-smoothing glow that shields against environmental aggressors. Exosomes help the look of skin elasticity; succinic acid and snowflake bulb brighten skin’s appearance; sodium lactate, sodium PCA, glycerin and Imperata Cylindria Root Extract provide next-level barrier protection and hydration. Antioxidants in the form of micro algae and glutathione provide advanced environmental protection. 

Clinical results revealed that 63% of subjects experienced measurable improvements in dermal density and 70% of subjects experienced improvement in skin melanin concentration. In user results, 84% reported a more youthful, luminous and healthier-looking skin, while 87% reported improvements in unwanted pigmentation. One hundred percent of users reported improvements in oily skin or large pore size. 

In Bloom

Bloomeffects, a skincare brand harnessing the benefits of the tulip, launched Black Tulip Regenerative Brightening Serum. The innovation was Credo’s first launch featuring exosomes, one of the moment’s biggest trends in skincare. The Black Tulip Regenerative Brightening Serum is a lightweight, high-potency, oil-free exosomic multipeptide serum formulated with clinically proven actives for brighter, tighter and smoother skin. It uses messenger exosomes and targeted drone technology to fast-track the delivery of key actives deep into the skin to brighten, rejuvenate and reduce the appearance of fine lines and wrinkles. While the serum works for all skin types, it reaps the most benefits in mature skin and uneven skin tone and texture. 

 Its exosomic peptides boost elasticity and firmness while Drone Technology Copper Peptides target wrinkles and 10.5% brightening peptides illuminate and brighten.

Lymphatic Drainage 

Non-topical facial trends are being used in tandem with topical applications for optimal results. One such trend is tools for lymphatic drainage. Cecily Braden, esthetician and spa educator createed the Lymphatic Brush to soften tissue, increase the lymph flow rate and provide directional flow easily for professionals and personal care. 

“The lymphatic system is one of the most important regulatory systems and vital for our body to function properly and defend against potential health threats,” Braden told Happi. “For skin health, it’s easier to understand if you think of your body as your personal aquarium, and the trillions of cells swimming around inside as fish. The tissue fluid is the immediate environment that bathes our cells (aka fish) and acts as a communication, transportation and supply network. The lymphatic system acts as a filter to irrigate the tissue and keep fluid clean and pristine, so the cells can access the oxygen and nutrients they need and protect them from any harmful substances. It’s an ‘intranet’ that allows the systems of our body to communicate and initiate a response depending on its needs.”  

The small brush is for delicate areas of the face such as the eye area, while the larger brush is for the neck and body. Both have soft bristles that won’t damage, scratch or irritate skin with an ergonomic contoured shape that ensures precise contact with the surface of skin and accurate alignment with the lymph nodes and lymphatic pathways. The benefits include reducing inflammation, congestion and edema; brighten the complexion; expedite the healing process before and after surgery; relieve stiff joints and help assuage arthritis pain; combat stress; defend against pathogens; and help clear acne by controlling the balance of oil. 

Users will experience immediate results and long-term change in the health of their skin. 

LED masks are also gaining popularity. Per a recent Spate report, red light therapy has seen a 116.5% increase in interest compared to last year, with Google Search holding 73.1% of its popularity share and growing 99.2% year over year.

You Say Tomato…

Heirloom Beauty leverages lycopene, a type of organic pigment called a carotenoid found in tomatoes. Lycopene is said to reduce inflammation and pore size while alleviating hyperpigmentation and promoting brightening. Heirloom Beauty says it’s setting a new standard for at-home skincare with the launch of its seven-Wavelength LED Light Therapy Mask. Using precision wavelengths across seven colors to address a broad range of skin concerns, including acne, fine lines, hyperpigmentation, redness, inflammation and uneven skin tone, the FDA-approved device delivers 110 mW/cm², ensuring more effective results when used for 21 minutes per day. 

The launch comes as the demand for at-home beauty devices soars. The global LED skincare market is projected to surpass $30 billion by 2027, driven by an 80% year-over-year increase in searches for light therapy masks on Google and TikTok, per brand research. The benefits of LED light therapy are also well-researched, science-backed and popular due to its reported ability to stimulate collagen production, treat acne and reverse aging in a non-invasive way.

“We know that consumers are increasingly turning to at-home solutions to achieve professional-level results,” said Hina Limbada, scientist, pharmacist and founder of Heirloom Beauty. “With the Heirloom LED Light Therapy Mask, we are providing a powerful yet convenient tool that fits into their busy lives while enhancing their pre-existing skincare routines.”

Tech-Based Skincare 

Also trendy for 2026 is barrier-repair and tech-based skincare to address blue light protection. Paris Hilton, who was a client of Nino’s, launched Parívie Beauty, a luxury skincare line. The products address myriad issues tied to modern day lifestyles, according to the company.

“Her line is smart, innovative and aligned with the direction beauty is heading: intentional, protective and glow enhancing,” said Nino. 

Released in the spring, the future-forward, luxury skincare line promises to address the unique challenges of living in a fast-paced, hyper-connected environment with the goal to reawaken skin. Each SKU is powered by inPHinite Youth Technology, which reportedly combines next-generation peptides, effective antioxidants and probiotic-fermented extracts to address the visible effects of environmental stressors and “tech neck”—wrinkles in the neck pronounced from excessive screen time. That’s Firm Contouring Neck Treatment visibly tightens skin with coffee seed and mushroom extracts, a fruit acid blend and peptides for a smoother, firmer appearance.

That’s Quenched Barrier Support Crème is a barrier-replenishing moisturizer that melts into the skin, locking in hydration for a visibly plump, dewy glow. Powered by ceramides, hyaluronic acid and the brand’s proprietary inPHinite Youth Technology, the formula is designed to smooth the skin and help shield against environmental stressors, leaving the skin feeling soft, resilient and balanced.

That’s Smooth Skin-Perfecting Elixir is a quick-absorbing essence that visibly brightens, smooths and evens skin tone. Powered by fruit acids, beta-glucan and arginine, this multi-tasking formula helps exfoliate, hydrate and support the skin’s natural moisture barrier, perfecting the look of skin. 

Next-Gen Formulations

On the topic of barrier care, a skincare trend that Nino said will extend beyond 2025, next-generation microbiome peptides for barrier health are also growing in consumer interest. According to Bill Andrews, SVP, customer success, at Cohere Beauty, a custom development and manufacturing organization of beauty, personal care, fragrance and specialty products in Omaha, Nebraska, postbiotics and microbiome peptides offer enhanced stability and targeted efficacy compared to traditional probiotics, contributing to more resilient, healthier-looking skin. 

He also said regenerative beauty and cell signaling and bio-fermented and lab-grown actives are formulation trends. 

“Actives that support cell signaling—such exosomes, telomere protectors and mitrochondrial-targeted ingredients—are at the forefront of the ‘regenerative beauty’ movement,” said Andrews. “These technologies aim to support skin renewal and longevity at a cellular level, representing a significant leap forward in anti-aging and repair-focused skincare.”

Ingredients developed through fermentation or biotechnology—like biomimetric peptides, growth factors and lab-grown collagen—are gaining traction for their sustainability, efficacy, purity and enhanced stability. 

“These formulations are especially well-suited for high-performance and clean beauty formulations,” said Andrews. 

Collagen is the moment’s top-growing skincare ingredient in the US per New York City-based trend track Spate‘s Popularity Index. Analysts say collagen has grown by 36.6% compared to last year and across platforms. On search, it’s up 35.2%, and on TikTok, it’s grown by 37.2% compared to last year. Analysts say collagen has shifted from being a sole anti-aging ingredient to one embraced by younger consumers looking to achieve that plump, dewy look. Some of the top searches are K-beauty brands like Biodance collagen mask, Medicube collagen mask and Medicube collagen jelly cream.

How AI Accelerates Innovation

Artificial intelligence (AI) is accelerating innovation’s faster pace in the beauty space. 

“AI is accelerating the discovery of next-generation peptides and bioactives, enabling precise targeting of concerns such as hyperpigmentation, wrinkles and acne,” he said. “This approach brings a new level of customization and clinical precision to modern skincare.” 

The industry, he said, is moving beyond traditional penetration enhancers and occlusive agents like PEGs, silicones and petrolatum, and moving toward smart delivery systems and marine- and plant-derived polymers that improve both the actives’ effectiveness and the product’s hydration profile and sensorial appeal. 

“These materials offer multifunctional benefits and align with growing consumer demand for clean, high-performance formulations,” said Andrews. “Advanced delivery technologies—such as ethosomes, microneedles, exosomes, fractional RF, CO2 lasers and transdermal patches—enable formulators to target actives precisely to the stratum corneum, epidermis, dermis or follicle. This level of precision maximizes efficacy, enhances bioavailability and supports better clinical outcomes.” 

On the topic of next-generation peptides, Annette Rubin, past Estée Lauder executive and CEO of skincare brand HydroPeptide, said there is a “fundamental shift” in the conversation around how consumers and professional partners such as dermatologists and estheticians are talking about aging. Particularly, in investing in long-term skin health over trying to “fight” it, with strength, resilience and prevention at the core over correction. 

“At HydroPeptide, we’ve always believed in supporting the skin’s natural processes, which is why our formulas prioritize barrier repair, hydration and cellular communication,” she told HAPPI. “Consumers should be thinking holistically and proactively—using SPF daily, incorporating peptides and antioxidants early and building consistent routines that support skin longevity rather than chasing quick fixes.” 

Wellness Tourism 

Beauty as self-care and healing is a skincare trend Nino foresees continuing into 2026, with emotional wellness an integral part of skincare. 

This past year, Estée Lauder, which has been at the forefront of the longevity movement, opened a Skin Longevity Institute at Casa de Agua Spa in Costa Rica given the current shift in wellness tourism. 

“Consumers of all generations aren’t just going on extravagant vacations; they are seeking experiences to improve their overall well-being—mind and body,” said Justin Boxford, global brand president, Estée Lauder.

The company launched its Skin Longevity initiative at Hacienda AltaGracia more than a year ago. The locale honors the rich local culture and established longevity lifestyle practices while providing guests with luxury experiences and high-touch Longevity Institute services. The company launched the Skin Longevity Institute retail concept last summer, which has since expanded globally across all regions. Many of the doctors and medical experts on the brand’s Longevity Collective frequent Costa Rica, which is home to one of the world’s five “Blue Zones” recognized for their high concentration of centenarians. The practices of the Blue Zones are endorsed by the Stanford Center on Longevity and the global medical community as the key factors in extending one’s healthspan. 

A Partnership with Hacienda AltaGracia

In a partnership with Hacienda AltaGracia, Estée Lauder offers its Re-Nutriv Age Reversal treatments. These treatments combine its patented Sirtivity-LP age reversal technology with rare, precious ingredients and high-touch rituals. The brand says it’s marrying its Re-Nutriv Age Reversal facial protocols with rejuvenating body treatments for a holistic longevity-focused spa experience. 

“Each treatment is designed to deliver exceptional, customized results, while bringing the brand’s Skin Longevity philosophy to life through a fully immersive, multi-sensorial journey,” said Boxford. 

In addition to the treatments, estheticians utilize the brand’s skin diagnostic, EstéeLab Skin Pro. With 3D modeling based on 10 million images, it analyzes and measures 10 markers of skin health, developing a customized facial protocol for guests. 

Throughout the brand’s partnership, Hacienda AltaGracia will host top wellness practitioners for onsite residences, offering customized programming grounded in longevity principles. 

Boxford likened the experience to a vacation all its own. 

“It’s an escape, but it’s also restorative, with a view to helping you incorporate longevity lifestyle practices into your daily life to improve your overall health and wellbeing long after the vacation is over,” he said. 

Facial Cosmetics Extend to Full-Body

With facial cosmetics’ inevitable extension into body care, full-body treatments are also taking shape in 2025 and beyond. In addition to AI-driven skin analysis, Boxford said another facial cosmetics trend is full-body treatments that incorporate elements like exosomes and light therapy to address skin health on a deeper cellular level.

Ahead of summer 2025, HigherDose launched its new Microcurrent Body Sculptor. The tool combines a potent therapy duo featuring among the strongest output of microcurrents in the body tool market designed to support lymphatic drainage, detoxification, fascia care and full-body sculpting.

The Microcurrent Body Sculptor features 14 dual-chip LEDs (630nm red + 830nm near-infrared) and four targeted levels of microcurrent, each optimized to activate muscles, stimulate collagen production and enhance circulation. From gentle hydration and tension relief to deep fascia engagement and muscle contouring, the Microcurrent Body Sculptor supports recovery, improves tone and reveals more radiant, resilient skin with consistent use, per the brand. Its sleek design includes a 10-minute auto shut-off, making for easy integration into daily rituals.

To elevate results, the Microcurrent Body Sculptor works in tandem with HigherDose’s new Sculpting Activator Gel and Transdermal Magnesium Spray, a high-performance duo that supplements every glide while infusing skin with botanicals and essential oils. When paired together, they are said to boost conductivity for deeper, more effective microcurrent delivery; support muscle relaxation and help ease post-workout soreness; improve hydration and strengthen the skin barrier while enhancing product absorption. This allows bioactive ingredients to penetrate more deeply and promote circulation and oxygen flow to optimize recovery.

Hydrafacial’s Peptide-Powered Booster

Hydrafacial offers personalized skin health treatment from lymphatic drainage to LED therapy. Last month it unveiled its latest innovation, HydraFillic with Pep9, with board-certified dermatologist Dr. Tess Mauricio in New York City. The new booster is the brand’s first peptide-powered booster and clinically proven to improve elasticity and visibly reduce fine lines for firmer-looking skin, according to the company. 

The booster’s debut reflects the company’s commitment to delivering its Hydrafacial glow while continuing to advance non-invasive aesthetic treatments through its unique combination of device technology and novel skin care formulations. 

The booster was created after the results of a survey revealed 81% of beauty consumers said fine lines and wrinkles were their primary skin concern. Clinical testing on participants who used the booster immediately following and 24 hours after a single Platinum Hydrafacial treatment with the HydraFillic Pep 9 Booster demonstrated significant improvement in elasticity, skin barrier health, hydration and fine lines and wrinkles. All participants reported an improvement in skin firmness. These results were achievable via Corneometer, Vapometer, Cutometer and 3D imaging measurements. This result is especially promising for consumers seeking skin tightening after reaching ambitious weight loss goals.

“As aesthetic trends increasingly emphasize longevity and skin concerns emerging from GLP-1 associated with weight loss, consumers are seeking non-invasive treatments that deliver results,” said BeautyHealth CEO Marla Beck. “Powered by peptide science, our newest booster is clinically proven to visibly address signs of aging—delivering firmer, more youthful-looking skin and the radiant glow Hydrafacial is known for.”

Masterclasses Master Self-Love 

Now that consumers have their skin care game down pat, makeup masterclasses are growing in popularity and providing beauty enthusiasts with the confidence they need to cement the ultimate complexion.

“People walk away knowing how to enhance their features for their unique face—not just trends,” said Nino. “They learn how to glow from the inside out through self-love, technique and connection.”

This past spring, Makeup by Mario, a cosmetics brand founded by Mario Dedivanovic, whose famous clientele include Kim Kardashian, forged an exclusive partnership with Sephora to expand its global reach with a mission to “educate, elevate and inspire” beauty lovers with a series of in-person masterclasses. The series begins with select events across Europe this summer, which will culminate with Dedivanovic’s first US masterclass this fall. 

Sephora has been an integral part of Dedivanovic’s growth since his fragrance consultant role with the retail giant in New York City at the turn of the 21st Century. This year, Makeup By Mario celebrates five years on the market. 

“I look forward to sharing my signature techniques with the world and hope it inspires everyone to achieve my looks at home,” said Dedivanovic. “My goal is for everyone to feel their most confident and enhance their natural beauty.”

Masterclasses are also a great source of fellowship. 

“These masterclasses also create community,” said Nino. “It’s women (and sometimes men!) coming together to learn, support each other and leave feeling empowered. I call it a Divine Glow moment when the mirror reflects more than just beauty; it reflects healing and happiness.”