SPATE 2025：年度回顾与美妆赢家品牌

YEAR IN REVIEW: GRADING PREDICTIONS ANDIDENTIFYING 2025’S BEAUTY WINNERS Spate is grading our 2025 trend predictions to evaluate which trends continued to accelerate as expected across skincare,makeup, fragrance, hair, and bath and body. Based on our Google search forecasts, each category earned a passinggrade, with several predictions outperforming expectations. This report outlines which trends held strong. We also analyzed the beauty brands that saw the most significant change in popularity in 2025. The list spans K-beautyleaders like Medicube and Dr. Melaxin, fast-rising hair brands such as Based Bodyworks, Wavytalk, and Tymo, andtrend-driven brands like Rhode Skin and Sacheu Beauty. You will find the key drivers behind each brand’s momentumand what these signals mean for brands heading into 2026. Want to learn more and find signals for your brand? Set up a free trial of Spate’s dashboard to access full trend data. Thank you,Olivier and Yarden, co-founders of Spate SPATE’S 2025HIGHLIGHTS WHAT 2025 REVEALED:KEY CONSUMERSHIFTS SPATE TRACKED Discovery Ingredients andInnovation TikTok shaped brandmomentum and viralitybecame a strategy. Consumers prioritizedfunctional ingredientsand quick payoffformulas throughout2025. Spate expanded howtrends were delivered in2025 across digital andin-person formats. Key Outputs:●Virality-Driven Brands Key Outputs:●2025CultureReport Are Taking A Slice OfThe Beauty Pie●DecodingBeautyTrends & PlatformDynamicsOn Google,TikTok & Instagram(webinar) Key Outputs:●TheIngredients ●Makeup Trends &BrandsTo Watch●New Wave OfK-Beauty●Trend Oasis: Try theTrends with Spate(in-person event) Defining 2025●Emerging ThemesIn Beauty●2025AI SearchinBeauty GRADING 2025PREDICTIONS 2025 TREND REVIEW:SKINCARE SKINCARE: 6 OUT OF 10 REFLECTION In 2025, consumers continue to explore skincare formats that feel functionaland purposeful, reflected in rising interest in collagen patches and milkytoners. These categories point to adesire for visible results paired withsensorial experiences that make routines feel more indulgent. At-hometools such as red light face masks and red light wands also remain popular asshoppers look for accessible ways to bringtreatment-style benefits intodaily care. Ingredient-led products remain central,and the platform split is especiallyclear here. While Google interest has eased for categories like Koreansunscreen and glycolic acid toner, both are seeing strong momentum onTikTok. This suggests that the trends themselves are still relevant; consumersare simply discovering these products through social content rather thantraditional search. Overall, a more thoughtful approach defines the 2025 skincare landscape.Shoppers are choosing products that feel intuitive, tolerable, and rootedin clear function, creating opportunities for brands to guide consumerstoward routines built around their individual needs. Korean sunscreenandglycolic acid tonerare growing at +45.8%YoY and +52.0% YoY in TikTok views, respectively. 2025 TREND REVIEW:HAIR REFLECTION Cherry cola hair, micro bangs, and texturizing powder are setting the tone for2025, showing howconsumers are leaning into expressive looks that stillfeel manageable day-to-day. Tools like heatless curlers and thermal brushessupport this mindset, giving shoppers simple ways to play with shape andtexture without heavy styling routines. Care-focused trends tell a more complex story. Google search points todeclining interest in boho knotless braids and scalp spa treatments, yetTikTok continues to amplify the broader category. Boho knotless braidsremain in positive territory on the platform, and scalp care is expandingthrough products like electric scalp massagers and scalp serums — proof thatdiscovery has shifted but demand hasn’t disappeared. Hair trends in 2025 reflect amix of experimentation and maintenance,shaped heavily by creator-led education. Consumers are refining theirroutines through what they see demonstrated in real time, giving brandsclear opportunities toshow not just what to use, but how to use it. 2025 TREND REVIEW:MAKEUP REFLECTION Makeup discovery in 2025 is being shaped by consumers gravitating towardlasting payoff and easy transformation. Peel off lip stains, eyebrow stains,and cluster lashes illustrate how shoppers are adopting products that deliverinstant payoff without a complicated routine. Shades and accents like dark lipliner and aegyo-sal continue to rise as consumers look for small, high-impacttweaks that personalize their look. At the same time, there’s a noticeable shift toward makeup that supportsspecific needs and ages. Categories such as mature skin makeup, tubingmascara, and brown-toned essentials remain steady asconsumers refinetheir everyday staples around performance, texture, and wearability.These products anchor routines while still allowing space for trend-drivenexperimentation. Even with softening interest in clean girl makeup, the broader landscaperemains dynamic.C