Cosmetologist told about beauty trends in 2025

There are several trends in the beauty sector in 2025, including environmental friendliness and transparency of cosmetics compositions, Natalia Tkachenko, a chemist-cosmetologist and founder of the Roz Mary beauty brand, told Izvestia on January 27.

"Consumers are increasingly interested in the compositions of cosmetics. Many already know how to analyze the list of components in the composition, know which components are useful and which should be avoided. Someone uses special sites for a quick assessment of the composition, trying to choose more natural. Many people know effective cosmetic assets for their task (for example, for anti-ageing action you need peptides, vitamins A, C, antioxidants) and know how to find them in the composition," she said.

According to her, if earlier the consumer could simply focus on the manufacturer's statement that the cream nourishes, moisturizes or rejuvenates, now the consumer looks deeper and asks the question: what assets will give such an effect?

Another trend is the avoidance of harmful ingredients.

"Consumers are realizing that bright colors and strong fragrances are not always beneficial, which is creating a demand for more natural and safer formulas. Most consumers know which preservatives are greener, which surfactants are milder and what should be in place of sulfates. Many try to avoid petrochemicals and favor plant-based analogs," explained Tkachenko.

In addition, cosmetologist noted that now buyers try to choose creams in a vacuum dispenser. This is the only container that provides full protection of assets from the damaging effects of light and air, as well as from contact with bacteria and fungi, which ultimately requires less preservative to preserve the product and makes it more natural.

In addition, there is a growing interest among Russians in cosmetics with minimal packaging and the ability to recycle containers, reflecting a concern for the environment.

Tkachenko also said that manufacturers have started to create innovative formats and unusual product textures, attracting consumers' attention through visual and tactile effects. But this is sometimes not related to the effectiveness of the product.

The expert also cited the trend toward purchase awareness and the use of samplers.

"Product manufacturers are increasingly including samples of their products in the shopping package. This allows customers to become more familiar with the brand's range and make an informed choice when buying full-size products," she concluded.

Earlier, on December 17, Tkachenko told Izvestia that the most important components in cosmetics are antioxidants. They fight oxidative processes that lead to cell damage, which ultimately causes disease and premature aging.