From TikTok to Top Shelf: Beauty’s Most Viral Trends

May 15, 2025
BY Alice-Rose Perry

If your social feed is a (beautiful) minefield of skincare derms, GRWM videos, backstage MUAs, and beauty influencers, curating your top shelf products can feel a little more chaotic than calm.

That’s why we’ve rounded up the 8 viral beauty and skincare trends for 2025, sourced from Borderfree’s global beauty brands. Because self-care should always feel like your favorite ritual…

If your social feed is a (beautiful) minefield of skincare derms, GRWM videos, backstage MUAs, and beauty influencers, curating your top shelf products can feel a little more chaotic than calm. That’s why we’ve rounded up the 8 viral beauty and skincare trends for 2025, sourced from Borderfree’s global beauty brands. Because self-care should always feel like your favorite ritual…

Korean Heroes, Continued

How can something this soothing be so industry-changing? The internet remains locked into K-beauty as its advanced hero ingredients shape the future of beauty. With Western brands following the lead of local Korean legends, standout formulas include calming centella extract and antioxidant-rich ginseng.

Pastel Softs

Like painting a Monet watercolor across your face, MUAs are softening their palettes with fairy-like washes of pastel shades. Playful, sheer eyeshadow formulas and luminescent lip and cheek finishes bring a nostalgic, childlike joy to makeup (but now with grown-up ingredients).

‘00s Gloss

The A-list faces of the 2025 Met Gala confirmed it: glossy lips are so back. From Rihanna to Zendaya, Sydney Sweeney to Teyana Taylor, MUAs coated lips in high-shine lacquer, channeling peak Y2K energy. Pucker up: this juicy trend is all about diamond-bright shine, ultra-thick gloss, and clear or smoky-muted tones.

Editorial Brows and Invisible Lashes

Minimalism: face edition. The beauty equivalent of a thrown-on silk slip dress, MUAs are bringing runway energy to their kits with super-slim bleached brows and barely-there lashes. The result? Grungy, couture aesthetics. Unfussed perfection starts with invisible eyelash gels, ultra-fine eyebrow pencils, and a super slim arch.

Barrier Boosters

Turn your top shelf into a skincare lab with this new wave of barrier-boosting defenses. A little science goes a long way, and with derms sharing their wisdom across socials, it’s clear that the skin’s barrier (the outermost shield protecting from external stressors) is where the real work happens. Look for lipid-rich ingredients that stay calm under environmental pressure.

Smoooooooth Oils

Gliding your way: the internet’s latest texture fixation. After all, it’s not a trending GRWM video until someone’s gleaming in luxurious oils. From in-shower body blends to glossy face and lip oils, this is the new generation’s answer to slugging… only now, it actually feels good.

Layered Fragrance

The art of layering doesn’t stop at your perfectly monochrome outfit. Beauty insiders are thinking (or smelling) outside the box as they embrace an intuitive, just-for-you approach to scent. The trend? Layering multiple fragrances to create a unique whole. Go subtle with natural gourmands like vanilla, earthy tobacco, and lab-developed molecular notes that adapt to your skin.

Dewy Skin

Shine season continues with plump, dewy base finishes that blur the line between skincare and makeup. Extending your glow beyond the routine, the industry is reveling in radiance. Think: glossy moisturizer tints, skin-melting foundations, and blush sticks that seamlessly light up your complexion.

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