What 20 Million Beauty Lovers Taught Us About 2025 Trends

By Maddie Aberman

Published on May 6, 2025

Each month, over 20 million beauty enthusiasts across our platforms turn to IPSY to discover new products, trends, and brands that shape their routines. And we don’t take that lightly. With millions of swipes, samples, and reviews happening across our platforms, we have a front-row seat to how beauty is shifting in real time—and we’re sharing what we’ve learned.

Introducing the 2025 IPSY Beauty Discovery Report: a data-driven deep dive into the trends, categories, and consumer behaviors shaping the future of beauty. Based on more than 200 million product reviews, member feedback, and purchasing patterns, this report reveals what’s gaining traction, what’s falling off, and what’s next for the industry.

Download the full 2025 IPSY Beauty Discovery Report here!

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A Few Insights We’re Especially Excited About:

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.

It All Starts With Discovery

At IPSY, we believe discovery is more than a feature—it’s our foundation. Whether it’s helping someone find their signature scent or their next Holy Grail highlighter, we’re here to make beauty feel personal, playful, and ever-evolving.