Well Up Trend Updates: In 2025, Beauty Wants to Fly Under the Radar 

While some new color cosmetics may signal a move towards Maximalism, many consumers seem primed to splurge on products that read as ‘undetectable.’ 

In January, Elle suggested Plastic Surgery may be seeing a ”vibe shift” towards what it's called, “The Undetectable Era.” The term was first mentioned in a viral TikTok by Prem Tripathi, MD, who pointed to a rise in surgical procedures that aim not to “pinpoint” anything. Empowered by new medical advancements like ‘Skin Boosters,’ the trend is also fueled by growing concern over ‘botched’ procedures.

In its recent roundup of “The Biggest Makeup Trends Rising — And Falling — in 2025” Beauty Independent quoted CMO of Milani Cosmetics Jeremy Lowenstein saying, “In 2025, I believe the blurred skin trend will continue to dominate. Consumers are drawn to blurring products for their subtle, nearly flawless finish without the makeup appearing too overdone.” Similarly, Cosmetics Design recently wrote about ‘Passive Beauty’ and “the rise of simplified, long-term skincare.” 

Brands can follow suit by highlighting products that bring out consumers’ natural beauty, rather than masking imperfections, or aiming to notably change their appearance. 

Are We Ready for ‘Good’ Stress? 

While previous trends have shown consumers fixating on ‘Cortisol Face’ and ultra-calming formulas, there may be room for what some are calling ‘Good Stress.’ 

In BeautyMatter’s 11 Wellness Trends to Watch in 2025, LYMA’s Aesthetic Director, Dr. Graeme Glass, MD defines good stress as “temporary, moderate stressors that enhance resilience and overall health.” Similarly, NPR discussed the benefits of acute stress in its ‘Stress Less’ series; emphasizing that “stress can have real functional benefits. It can be a source of fuel.” 

The segment taps Jeremy Jamieson, a researcher at the University of Rochester, to explain how an increased heart rate can help push oxygenated blood to the brain, which can allow for faster information processing. 

If ‘good stress’ becomes more popular, it may gain traction as a trackable field on wearables; and opportunities to harness it — like HIIT workouts — may come into focus. Brands will have the opportunity to build out bespoke supplement products and regimens around this trend, and may need to move away from positioning certain formulas as purely equipped for ‘stress management.’

2025 Health Consumers Are In It for the Long Haul 

The last few years have seen health consumers inundated with new sources of health data, this year seems ready to take advantage of a new breed of health-savvy consumers who know all too well what they need to work on — and how to do so. Everything from wearables to bespoke health clubs have paved the way for what Vogue Business has called “2025’s Hottest Trend: Living Longer.”

The article points to Euromonitor International’s ‘Top Global Consumer Trends 2025’ report, which suggests that “Longevity is set to dominate the wellness sector in 2025.” Similarly, The New York Times recently reported on Hookel; a $20,000 a year Longevity Clinic. Last year, the Times also published a roundup entitled “6 Vacations That Could Help You Live Longer and Healthier.” 

In this way, we are already seeing a shift in luxury products, clubs and experiences. On a micro level, this looks like new packaging calling out benefits like ‘healthy aging’ and ‘cellular energy.’ On a macro level, there is an opportunity for brands to pave the way as a thought leader in the space, and build new, long term trust with consumers that could lead to new product regimens and routines for years to come.