So which brands are worth dipping your toe into in 2025? We checked our Cosmetify’s annual beauty index to see which brands are worth the buzz…
6 Of The Hottest Beauty Brands To Have On Your Radar In 2025
From fragrance to teen skincare, these are the brands are hot to go.
Beauty is expected to continue to be the top-performing category in UK online retail in 2025, with a 12.4% increase in sales last year. Driven by viral TikTok make-up trends, ‘skin-fluencers’ on Instagram, the online beauty giants, Sephora, Cult Beauty and Space NK, becoming not just places to top up your beauty essentials, but platforms to discover the latest product trends and content.
So which brands are worth dipping your toe into in 2025? We checked our Cosmetify’s annual beauty index to see which brands are worth the buzz…
So which brands are worth dipping your toe into in 2025? We checked our Cosmetify’s annual beauty index to see which brands are worth the buzz…
Phlur
Founded in 2015 by influencer Chrisell Lim, Phlur is by no means a newbie to the beauty scene. And yet it makes our hot list thanks to the viral success of its fragrance, Missing Person, the sustainable scent brand which saw a 400% increase in searches in 2024, becoming *the* fragrance house to watch in the modern, eco-luxury scent arena.
LaNeige
One of the cult names in Korean Beauty circles, Laneige’s products are the talk of TikTok with a hashtag reach of just under 3 million. Enthusiasts just can’t help sharing their love for the brand’s lip sleeping mask in lip-smacking gourmand flavours, from gummy bear to s’mores. Even better, it’s all built on respect for the 25 years of research that backs up the brand’s super hydrating skincare formulas.
Rhode
Founded by social media darling Hailey Bieber, Rhode’s aesthetically minimal packaging and viral lip balm holder phone case have certainly helped to drive the buzz around the US beauty brand. The Peptide Glazing Fluid alone garnered a waitlist of over 100,000 when it sold out in three days on launch. With a ‘skin first’, simplified approach, the range of peptide-rich skin treatments and science-backed formulas gives substance to the hype.
Summer Fridays
Another brand that’s exploded on the skincare scene in the past year is Summer Fridays, launched in 2018 by influencers Marianna Hewitt and Lauren Gores Ireland. Having seen a 173% increase in searches in 2024, their debut product, the Jet Lag Mask, still commands a viral appeal. Designed to be used on-the-go, the easy-breezy formulas give skin a lift and boost of glow.
Beauty Of Joseon
Beauty Of Joseon has been gaining traction in the last year, with a 77% increase in monthly searches for the traditional Korean Beauty Brand. Using ancient Korean ingredients and skincare know-how, blended with modern science and formulation, their distinctive packaging and gentle, clean products have seen them riding the K-Beauty skincare wave last year, with no sign of slowing.
By
Lydia Mansi
·
Published January 2025
Lydia is an all-round lifestyle guru, tireless champion of women in business and our resident expert on beauty.
