BACK
BACK
Back
With 2025 on our calendars and the Lunar New Year around the corner, we're consulting our crystal balls to predict the biggest beauty trends of the coming year. As a conscious beauty brand, we're particularly excited about how these trends align with sustainability, self-expression, and smart consumption.
The Rise of Adaptive Makeup
The future of foundation is intelligent formulations that adapt to your unique skin tone, and skincare-first makeup that enhances your complexion. These innovations mean:
- Less waste from mismatched products.
- Formulas that adjust to your skin's changing needs throughout the day.
- Technology that works in harmony with your skin's natural chemistry.
Of course, we’ve been creating intelligent beauty from day one, with pigments that adjust to work for a variety of skin tones and formulas that nourish your skin with clean, active ingredients.
Nourishing Your Skin Type
Gone are the days of following every trendy skincare routine blindly (we’re looking at you, Glass Skin). 2025 is about getting in touch with your skin’s own unique needs and curating a regimen that truly works:
- Understand what your skin needs and how it changes over time.
- Products that are formulated to improve skin health.
- What order to apply products to best nourish your skin type.
While we’re not immune to a good trend, our mission is to create products that work for your skin, not against it, with ingredients that support healthier skin over time.
Skinimalism 2.0: Doing More with Less
2025 signals the end of overwhelming, cluttered beauty collections as the focus shifts to:
- Multi-tasking products that deliver multiple benefits.
- Cream-based products that can be used on eyes, cheeks, and lips.
- Investment in fewer-higher-quality items that last longer.
- Invest in products that improve your complexion over time.
For example, our multidimensional heroes like Smoothing Skin Tint/SPF 20 are hardworking formulas that simplify your makeup routine while maximizing skincare results. There’s no need to choose between blurring, smoothing and protecting when you can have it all in one!
The Art of Custom Color
Mixing becomes the new matching in 2025!This year, try unleashing your inner alchemist to create your own signature colors. We're seeing:
- Color-mixing to customize foundation and concealer shades.
- Portable makeup palettes for creating bespoke lip and cheek colors.
- Tools for mixing and storing your perfect shade combinations.
We love this trend because again, we’ve created the entire Aleph range this way from the beginning. In fact, to us it isn’t even a trend - it’s just how we think about things. If the idea of Makeup Alchemy (the art of mixing makeup to create your own shades and finishes) is new to you, we suggest starting here.
Silver Linings
After years of gold everything dominating the scene, silver takes center stage: Cooler-toned highlighters that create a modern luminosity
- Sophisticated pearly finishes that work across skin tones
- Mixing silver jewelry into your rotation (bonus points for mixing metals!)
Whether you prefer gold or silver is a matter of personal choice, and we would never try to tell you otherwise. But if you’re in the mood to experiment, why not try something new? The beauty of Aleph pigments is that they contain a mixture of warm and cool tones, so they can truly work for everyone.
The Chocolate Revolution
With Pantone crowning Chocolate Mousse as the color of 2025, we're seeing this rich shade transform eye makeup:
- Softer alternative to black for everyday wear.
- More flattering on mature skin.
- Mixing potential with other colors for custom depth.
Velvety, delicious, decadent browns are our love language. While a jet black and razor sharp winged liner can make a bold statement, sometimes a deep brown can soften things up while still making an impact- especially for people with warmer skin tones for whom black can be stark and overwhelming. It’s also a great way to balance a bright pop of color elsewhere on the face. Experiment with Hybrid Eye Pigments like Incense and Meteorite, and tell us what you think!
The Return to Color
While effortlessly chic "no-makeup makeup" isn't disappearing anytime soon, 2025 welcomes back thoughtful color:
- Wearable brights that enhance rather than overwhelm.
- Strategic pops of color in unexpected places.
- Focus on placement rather than intensity.
Is there anything that lifts the mood quite like cheerful hues? A touch of color can be transformative – not just for your appearance, but for your spirit. Whether it's a swipe of bright lipstick or a pop of blush, incorporating color into your makeup routine can be a small act of joy that brightens both your reflection and your outlook.
Waterless Beauty Evolution
As water becomes an increasingly precious resource, conscious beauty innovators are leading the charge by formulating with active ingredients and potent botanicals:
- Super-concentrated pigments that let you control the intensity.
- Innovations that reduce water usage in manufacturing.
- Products that maintain efficacy while minimizing environmental impact.
As a company headquartered on an island nation floating in a vast salt water ocean, we are acutely aware of the preciousness of fresh water. It is a vital resource, and we feel a strong sense of responsibility to protect it for people, planet, and animals. While it’s impossible to eliminate water entirely from some formulas, we never use water as a filler - instead, we pack our products with nourishing ingredients for maximum effect and minimal waste.
We predict that these beauty trends reflect a broader shift toward mindful consumption, personalization, and sorely needed sustainable industry practices. Clean beauty is helping to promote a brighter, more beautiful future!
We hope these predictions help you make informed choices that align with your personal style and values.
Shop our trends HERE
