Nostalgic, Skin-First And Wellness-Driven: John Lewis Reveals Top Beauty Trends Of 2025
2025 has been a year of playful, skin-first beauty and wellness innovation, according to John Lewis’s twelfth annual How We Shop, Live and Look report.
Skin tints have soared in popularity this year, driven both by TikTok influencers testing them out and a broader shift from heavy coverage makeup to a skincare-first approach.
Another standout trend is the rise of cushion foundations, which have captured customer attention, with searches for ‘cushion foundation’ up 50% compared to 2024, marking them as one of 2025’s hottest Korean beauty products.
Glossy, playful products with a late-1990s vibe have dominated, with Lancôme bringing back the Juicy Tube lip gloss and Clinique refreshing its Chubby Stick.
At the same time, cherry tones are enjoying a surge in popularity, appearing in both colour and scent.
The traditional wash-off face mask is being overtaken by K-beauty and beauty tech innovations. Sheet masks are now outperforming traditional creams, with sales of eye masks up 69% and sheet masks up 5%, while sales of pots of face masks have fallen 28% compared to last year.
Meanwhile, consumers continue to embrace a “dual-desire” approach, balancing indulgence with practicality. Premium fragrances are flying off the shelves, while affordable skincare products under £12 – balms, creams, and serums – have seen a 26% increase in sales.
The dominant lifestyle trend of 2025 is ‘sleepmaxxing’ – optimizing sleep to boost health and wellbeing. This has fueled a surge in screen-free wearables, with Oura Ring sales rising 8% year-on-year.
Products and routines that enhance rest, mood, and overall wellbeing have also soared. Interest in sexual wellness grew by 59%, with John Lewis now stocking more products in this category than hot water bottles.
Supplements designed for perimenopausal and menopausal women, such as MPowder’s range, have also become particularly popular, alongside products like shilajit resin, attracting male customers seeking immune and testosterone support.
It comes as John Lewis saw an additional 100,000 weekly visits to its website in 2025, while the reintroduced ‘Never Knowingly Undersold’ policy helped in-store shoppers secure better value, with more than 300,000 prices matched at the tills.
Peter Ruis, Managing Director of John Lewis, said: “This Shop Live Look report highlights the joy and the buzz we have seen in our stores over the past year. It’s clear the era of department stores as destinations is having its own ‘Nowstalgia’ moment – and we’re ready to bring more of that in 2026.”
#Theindustry.beauty#pinterest #GenZGrowth #DigitalGrowth #InvestorUpdate
#printpublication #printmagazine #Modernbeautynfitness