NEWS

Top beauty and skincare trends for 2025

The beauty industry entered 2025 on a wave of innovation and self-expression. Here’s a glimpse at the trends set to dominate the rest of this year, according to experts:

1. Bold and expressive lashes: Lashes are moving to bold, wispy designs that emphasise length. Elizabeth Chandler, founder of Bonded, highlighted the role of AI-driven lash styling and customisable designs in personal expression.

2. Skin longevity and minimalist skincare: Skinimalism continues to thrive with multitasking products like foundations enriched with vitamin C and niacinamide. Makeup artist Aimee Connolly advocates for streamlined routines that prioritise hydration, sun protection and repair.

3. Medium-contrast makeup: Balance defines 2025 makeup, with medium contrast looks and demure styles emphasising soft, unified features. Nicola Moulton of Beauty Pie notes the rising interest in techniques that harmonise hair, eyes and skin tones. Blush remains a staple, with trends like boyfriend blush adding a playful edge.

4. Dark romantic makeup: Evolving from the ‘90s, this trend pairs smudged liner with nude or berry lips for a sultry look.

5. Enhanced tech: AI and AR are transforming beauty, with virtual try-ons and hyper-personalised consultations.

6. Bold nails: Trendy nails include duck-shaped designs and tortoiseshell patterns, with searches for these styles surging.

7. Climate-conscious beauty: Eco-friendly products, waterless formulations and green chemistry are driving innovation as consumers demand sustainable options.

8. Inclusive aesthetic procedures: Minimally invasive treatments that empower clients with natural-looking results are reshaping the aesthetics landscape.

Scottish Government opens consultation for aesthetic treatments

The Scottish Government has launched a consultation Into a licensing scheme for non-surgical aesthetic procedures including microneedling, botulinum toxin injections, chemical peels and dermal fillers.

The consultation opened on December 20, 2024, and will close on February 14, 2025.

In a similar format to the England consultation which ran from September to October 2023, the Scottish consultation breaks down the procedures into three groups.

Procedures in group one mean practitioners need a licence and premises need a licence or to be HIS-regulated.

Group two procedures should only be done in an HIS-regulated setting and supervised by a healthcare professional, while group three should be done in HISregulated setting by a healthcare professional.

The proposed framework includes treatments such as microneedling, IPL, LED, mild peels and laser hair removal in group one.

Group two would include mesotherapy, Botox, dermal fillers, medium peels, radiofrequency, HIFU and cryolipolisis.

Group three would include PRP, electrocautery, microsclerotherapy, injection lipolysis, IV procedures, dermal fillers for augmentation (e.g. liquid BBL), and more.

As with the England consultation, beauty professionals have expressed concern that comparatively low-risk procedures such as mesotherapy and radiofrequency would require oversight of a healthcare professional under the current format.

Beauty and aesthetics professionals are being urged to have their say via the consultation before the February 14 deadline. You can find the link to submit your views at professionalbeauty.co.uk/scotlandconsultation.

Caroline Hirons launches professional brand Skin Rocks Pro

Caroline Hirons, renowned skincare expert and advocate for the professional beauty industry, is set to launch a professional-only brand called Skin Rocks Pro.

Having launched consumer skincare products under the Skin Rocks brand in 2022, Hirons has created the new Pro range to meet the needs of professional skin therapists.

It includes a proprietary treatment protocol and an extended line of pro-exclusive products, designed to elevate in-clinic treatments.

Skin Rocks Pro will make its debut at Professional Beauty London on March 2–3 at ExCeL London, with products available for purchase from July 2025.

Rooted in Hirons’s 28 years of expertise as an advanced aesthetic therapist, Skin Rocks Pro will combine advanced formulations, future-focused protocols, bold aesthetics, and accessibility.

“I’ve dedicated my life to skin – studying it, touching it and creating products that enhance its health, beauty and vitality beyond expectations,” said Hirons.

“Skin Rocks Pro is my vision to provide therapists with clinically proven products and the knowledge to deliver transformative results, simplifying and amplifying the impact of every treatment. My entire career has been building to this moment, and with Skin Rocks Pro, I feel like I’ve truly come home.”

Hirons said the treatment protocols will merge scientifically advanced formulations with technology and touch.

Meanwhile the products have been tested across a diverse range of skin types, tones and life stages, with a focus on inclusivity, and have bold branding designed to breathe energy into clinical spaces.

Commenting on the training that will accompany the brand, Hirons said, “We’ll provide a depth of education for professionals which deepens skin histology knowledge to empower therapists and support them in achieving results whilst easing consumer conversations for practitioners.”

New stats reveal spa pricing across UK regions

A study by booking platform Fresha has unveiled the average costs of UK spa breaks.

Analysing data from Booking. com, it calculated two-night weekend stays for two adults between November and January, factoring in solo travel prices and regional ratings.

Wales ranked as the best value, with a weekend for two costing £324.10 and solo stays averaging £309.36. Hotels here have a strong 8.43 average rating.

The North East followed, with prices of £340.32 for two and £324.38 for one, and a rating of 8.39.

London led in cost, with weekend getaways averaging £1,048.79. The South West (£606.79) and Northern Ireland (£484.90) also serve premium markets.

Commenting on the findings, a spokesperson for Fresha said, “By identifying the cheapest spa stays, we get a sense of how different regions strategise their pricing to stay competitive.”

Revealed: the most-booked beauty treatments of the past year

Vagaro’s 2025 Annual Vantage Report revealed the most booked services on its platform in 2024, shedding light on what will be hot over the next year.

With 57 million spa appointments booked in total on the platform, demand is high, especially for facials, which hit 27 million bookings. Waxing services shone through in searches, with Brazilian waxes topping the list and making up 61% of all waxing searches.

Massages also proved popular, making up for 54% of spa-related Vagaro searches. Of all the massage options, Swedish proved most popular, racking up 52% of massage-related searches.

Between January and September 2024, 10 million medispa/aesthetic clinic appointments were booked through Vagaro’s Marketplace. Laser hair removal was the most popular tech-led procedure, with 3 million appointments.

Vagaro saw a huge 21 million nail salon appointments booked in 2024, with pedicures being the most sought-after service at 500,000 annual bookings, followed by manicures at 400k, then acrylic (300k) and gel (170k).

In the brow and lash sector, eyelash services stole the show with 23 million appointments and 71% of Vagaro Marketplace searches (largely fuelled by extensions),

Meanwhile brow treatments racked up 29% of the searches, with the most popular being waxing, tinting then lamination.

Level 5 Apprenticeship for Aesthetic Practitioners to create recognised pathway for therapists

A new Level 5 Aesthetic Practitioner Apprenticeship Standard has been created to provide a recognised, government-funded pathway for beauty therapists to advance into aesthetics.

The Institute for Apprenticeships and Technical Education ran a consultation in December on a standard for therapists specialising in skin rejuvenation.

With a new licensing scheme for aesthetic treatments under discussion, this standard has been created to help regulate education for the industry.

It encompasses advanced techniques and procedures, including superficial and medium-grade chemical peels, microneedling, mesotherapy, light-based skin rejuvenation, combination treatments and advanced skin blemish removal.

It is designed for practitioners who have completed a Level 3 regulated Beauty Therapy qualification or equivalent.

Diane Hey, chair of the Trailblazer apprenticeship steering group, said: "This new apprenticeship standard marks a pivotal moment in the evolution of our industry…We've developed a robust pathway that ensures practitioners can deliver skin rejuvenation procedures safely and effectively.”

Jo Lancaster, NHBF quality and standards manager - beauty and aesthetics, added, "This standard is transformative in creating a level playing field between the beauty and medical aesthetics sectors.”

Surge in demand for silent beauty treatments reflects need for deep relaxation

Searches for "silent salons" have increased by 100% since 2021, according to research by spaseekers.com.

Salons up and down the country have been introducing silent appointments, to cater for clients’ interest in a quiet environment.

Reflecting the same need in the spa sector, demand for "silent massage" has increased, with searches up by 51%.

Beauty and spa treatments are a time for relaxation and indulging in a peaceful experience.

For some, a silent treatment elevates the experience by creating an even more peaceful, undisturbed environment, without the pressure to make small talk with their therapist or those around them.

Commenting on the results, Joanne Walker, senior therapist at The Harrogate Spa, said, “Finding time throughout your day to be fully silent and at one with your thoughts can be tricky for many with busy schedules, therefore a silent treatment may be the perfect way to embrace this.”

She suggested letting the client know ahead of a treatment if there needs to be an initial consultation to assess any medical issues, treatment flow and expectations. Once this is done and the client is ready for the treatment, she added, the silence can begin.

For more on silent treatments and adapting your menu to meet the needs of all clients groups, check out our hot topic feature on page 78.

Pinkfishes revamps its Training Academy

Lash treatment brand Pinkfishes has undergone a transformation of its Training Academy, moving into a new unit and completely redecorating the space to offer more room for its students.

The new space has a waiting area for models, TVs and monitors to display theory for visual learning, privacy screens and sinks to offer waxing courses, and more. Training equipment has had an upgrade with new lash beds, ring lights and lash trolleys.

The room has been modernised, adding in a panelled feature wall, and pink and blue branding, including pink tiling and pink sofas, a welcome mat and Pinkfishes branded pillows.

To aid its marketing team, there is also a marketing suite in the unit, with work areas for the team, and a photography area to maximise content opportunities.

Co-owner Annie Jardine commented, “I am in love with this unit, it’s so tranquil up here. My vision has come to life.”

Heaven Skincare granted Royal Warrant

Heaven Skincare, founded by Deborah Mitchell, has received a royal warrant from The Queen.

Queen Camilla has granted new warrants to the team of beauty and fashion experts that have worked with her for several years.

Heaven Health and Beauty, which manufactures Heaven Skincare products including the hero Bee Venom range, has been recognised as Supplier of Skincare Products and Treatments to Her Majesty The Queen.

The brand is one of seven companies to be named by the Queen.

Others included hairdresser Jo Hansford and her milliner Philip Treacy, as well as vet practice Benson and Babb and three couturier companies.

Deborah Mitchell has been treating the Queen with her bee venom and collagen facials for 18 years and said Camilla was the first to try Heaven’s Bee Venom Mask when it was created.

A Royal Warrant of Appointment is a document that permits a company to use the Royal Arms in connection with its business in an appointed trading capacity.

L’Oréal sells Decléor to French group Cospal

Spa brand Decléor looks set to make a return after being sold to French group Cospal by L’Oréal for an undisclosed sum.

L’Oréal confirmed back in October 2023 that it was ceasing production of the Decléor brand, and subsequently stopped supplying it to salons and spas at the end of that year.

The new deal also included the sale of cosmetics brand Saint-Gervais Mont Blanc to Cospal, which is a new organisation led by Matthieu Lesieur.

Commenting on the acquisition, Lesieur told Fashion Network, “Decléor needs to be reinvented from scratch. We must redefine the product range, tell the market that the brand is back, restructure its distribution.”

Voya secures funding for major research into seaweed benefits

Irish beauty and wellness brand Voya has launched a two-year research project to further understand the benefits of Irish seaweed for skincare and wellness.

The research is being carried out through an Innovation Partnership with the Shannon Applied Biotechnology Centre, which has secured €1 million (over £800K) in funding from Enterprise Ireland.

Through this new initiative, Voya aims to develop advanced technologies for more sustainable extraction of seaweed molecules.

By mastering these processes, the research seeks to unlock the full potential of Irish seaweed molecules, further reinforcing their application in areas such as menopause, perimenopause, skin brightening and microbiome health.

3D Aesthetics launches Elite MD division and confirms new leadership appointments

Devices and skin brand 3D Aesthetics is to launch a new division this year called Elite MD. The new concept, making its debut at Professional Beauty London in March, will focus on results-driven devices in the medical aesthetics field.

Also new this year will be the E-Pace range – an evolvement of 3D’s existing equipment line, which recognises the fast pace of technological change and the comany’s patent-pending designs.

To support theses launches, and the wider development of the company, 3D Aesthetics has appointed Dale Needham as managing director and Rachel McInnes as specialist sales manager for Elite MD.

Needham, formerly managing director of aesthetic technology brand Dermalux, made a head start during 2024, evaluating the business and creating plans to develop the brand, advance business systems and help develop the next generation of technology.

He has also contributed towards operational improvement and will be changing the scope of 3D’s ISO 13485 to virtual manufacturing, enabling growth in the compnay’s export plans.

Needham said he will apply the knowledge he has gained through his career to introduce new systems and processes to 3D Aesthetics.

“It is my core intention to support all existing and future clients with new e-commerce facilities, an enhanced training platform and support, whilst evolving the 3D range,” he said, “the outcome being to improve the cost efficiency to our clients and, in turn, their clients.”

He added, “In addition, I intend to further document clinical evidence to support claims of the varying technologies, evolve protocols and indications.”

Also joining 3D Aesthetics, McInnes will be leading the new Elite MD division. She has over 28 years’ experience, working with brands such as Dermalux, BTL and Lutronic. McInnes commented on her new role: “It’s an incredible opportunity to lead, innovate and drive growth in a rapidly evolving industry.”

Commenting on the new hirings, 3D Aesthetics founder Roy Cowley said, “I’ve known Dale Needham for many years and have followed his progress very closely with Dermalux. His skill set has been proven out through his achievements with that organisation, resulting in many innovative product designs and the building of a very well recognised and respected brand within the medical aesthetics industry.

“He will be instrumental in spearheading many aspects of product development and device licensing, that within a short period of time will result in the launch of two new product developments.”

Cowley added, “In addition, Dale brings Rachel to the team, who he has worked with previously and who brings with her significant experience within the medical aesthetic market. Rachel will be directly responsible for launching our new Elite MD range and will be building a team of likeminded sales candidates beneath her throughout 2025. I know that her significant experience will contribute great value to my organisation and its new direction.”