Every year the beauty industry surprises with new products and technologies, and 2025 is no exception. Refinery29 portal has made a forecast of cosmetology trends, which, according to beauty analysts, will be followed this year by care cosmetics brands, doctors and consumers. It is expected that acupuncture, massage and beauty gadgets, rather than the usual filler injections, will be used in the fight against skin aging. Skin care will be able to be selected independently, using artificial intelligence, and the effectiveness of treatment will be increased by acting on the canons of psychodermatology. Read more about what trends in cosmetology will be relevant in 2025 - in the material "Izvestia".
AI-based diagnostics
The growing popularity of artificial intelligence has led to its widespread use, including the beauty industry. Instead of an expensive consultation with a dermatologist, people are increasingly resorting to the advice of large language models that provide skin care instructions for free and in seconds. Some dermatologists are making their job easier by offering their clients a virtual skin analysis, based on the results of which the specialist can prescribe the necessary products. The diagnosis involves two simple steps: a photo of your face and a quiz with a few questions about your skin condition and type.
Cosmetic brands are also using the power of neural networks to keep consumers interested and increase sales. For example, La Roche-Posay, a company specializing in pharmaceutical care cosmetics, has placed an online diagnostic function on its website. A customer only needs to take a few selfies and upload them to a scanner, which will analyze the condition of the skin and select a personal care. Similar online diagnostics is offered by Yves Rocher brand, which promises to choose the right products according to skin color and type, and Clinique company, which can clearly show how the skin will look like after 12 weeks of using the brand's products on the basis of a photo of the face.
According to Alina Zelenkova, cosmetologist, leading technologist and teacher of the ARAVIA Training Center, artificial intelligence is a modern and convenient tool that helps to determine the type of skin, its condition and choose the right products. However, it is not worth relying on its advice, especially if a person has skin diseases.
- Using AI is a good start to explore your skin, but for maximum effect, it is better to undergo diagnosis on professional equipment, which will provide a truly personalized care. In addition, poor photo quality and inaccuracies in the tests can distort the recommendations of the neural network," said the specialist.
Dermatologist, chief physician of L'ART Clinic Salomeya Abalian believes that virtual skin diagnosis can not replace the consultation of an experienced doctor who assesses the condition by more accurate indicators.
- Selection of care with the help of AI seems to be an unreliable methodology. It is important not only to visually diagnose the patient's problems, but also to look at his tests, especially the deficiency of various vitamins and micronutrients. For example, with a reduced amount of protein or iron, many procedures, treatments will be contraindicated. Self-assignments with the help of AI are inadmissible here," the expert explained.
The era of anti-injections
In 2024, the sarcastic term "pillow face" was used in social networks. This is how users characterize the appearance of celebrities who apparently overdid it with fillers, which made their faces puffy.
Fillers are gel-like preparations that are injected into the deep layers of the skin to eliminate wrinkles, change the contour of the face and replenish lost volume. They are able to moisturize the skin by attracting water molecules to the right parts of the face. Because of this, large amounts of fillers in the face can provoke swelling: excessively high cheekbones and rounded cheeks appear, the skin is tightened, and the face becomes like a puffy pillow.
Model Kylie Jenner, singer Madonna and actor Tom Cruise have been spotted among the fans of fillers. Their dubious result of rejuvenation in exchange for swelling encourages ordinary people to refuse cosmetic injections. This also applies to the trend for prophylactic Botox, when women under 30 start getting beauty injections to prevent wrinkles.
Refinery29 predicts that in 2025, injections may well replace traditional methods of rejuvenation. Facial acupuncture is one such skin care treatment that is now back in popularity. It is a technique that has been used in traditional Chinese medicine for several centuries. During acupuncture, many thin needles are inserted into specific points on the face to improve blood circulation and stimulate collagen production.
Along with acupuncture, there is a growing demand for sculpting facial massage, which can be used to correct the facial oval, improve skin elasticity and reduce the appearance of signs of aging. According to Salome Abalian, acupuncture and massage cannot replace injections, as each of these treatments addresses different issues.
- It's a completely different story, and what botulinum toxin does cannot be done with massage or acupuncture. In the right hands of a competent doctor, all of these procedures are safe. Dangerous are counterfeit botulinum toxin preparations, which are often found on the market, - said the expert.
Biotechnology and exosomes
Today, more and more brands are using biotechnology to create their products. For example, some companies grow ingredients for their products in laboratory conditions to enhance the action of active components. Others use bioenzymes - ingredients derived from natural substances that have undergone biochemical processing. These ingredients act as probiotics to treat inflammation and restore the skin barrier.
Thirds create regenerative treatments based on exosomes - tiny particles that stimulate cell renewal, which is particularly effective in treating scars and post-acne.
- Exosomes are one of the big trends right now. They are effective but not fully understood, and their usefulness has been greatly inflated with the help of marketers. It is important to realize that not everyone needs exosomes, - emphasized Salome Abalyan.
They are obtained from cells of plants, fungi, animals and stem cells of human adipose tissue. Thanks to the variety of sources of exosomes, rejuvenating and regenerating agents may become more accessible, doctors believe.
The rise in popularity of psychodermatology
In 2025, the cosmetology market is witnessing a shift towards a holistic conscious approach. Researchers believe this is largely influenced by the growing popularity of psychodermatology, a science that studies the relationship between a person's mental health and the condition of their skin. This field of medicine is not a new trend. Back in 1867, doctors introduced the concept of "skin neurosis". This was the name given to all skin diseases that provoked "neurotic conflicts," said Alexandra Fileva, a dermatologist and expert at the Hemotest laboratory.
- Modern research shows that a third of patients with dermatologic diseases suffer from depression, increased anxiety or personality disorders. These and other conditions can provoke psoriasis and various dermatoses, - explained the expert.
Cosmetologist-aesthetician Natalia Pere said that psychodermatology involves the use of a set of approaches to solve skin problems that are associated with the psyche of a person. It includes:
- working with a psychotherapist;
-stress management: meditation, yoga or breathing practices;
- medication. Sometimes a patient needs to be prescribed medications to help manage mental disorders and skin conditions at the same time;
-cosmetic procedures to improve the appearance of the skin.
The development of all skin diseases would be wrong to write off solely on emotional factors. But in dermatology, the approach to treatment is always complex, so in some cases it is really advisable to recommend patients psychotherapy - in addition to other methods of treatment, explained Alexandra Fileva.
Self-cosmetologist: beauty gadgets in business
Another trend that foreign doctors and analysts predict may reach peak popularity in 2025 is the use of home gadgets for skin care. It is claimed that smart devices could replace injections and other expensive procedures. Among such developments stand out:
-LED mask, which according to the idea of manufacturers should regulate the production of sebum and improve blood circulation;
-mesoroller - a device in the form of a roller with sterile needles that allows you to introduce cosmetics deeper than the upper stratum corneum, which increases the effectiveness of creams and serums;
-microcurrent device that affects the muscles of the face with a pulsed current. This reduces swelling and reduces hypertonicity of mimic muscles.
Today on the cosmetology market you can find thousands of such devices promising to improve the condition of the skin.
- Modern consumers are willing to pay more for a product that saves time and gives results. In 2024, the demand for beauty gadgets grew by 120% in just one major chain, and there are hundreds of such chains in the country. Today, businesses are faced with the task of creating really useful products, so as not to lose the audience after the wave of sales, - said the head of Influence Marketing in the communication agency "Monstars" Daria Kosinova.
According to the expert, in 2025 the growth in sales of home gadgets for skin care will also be high. There are two reasons for this: saving money - it is easier for people to buy one device and use it on their own than to invest more money in visiting beauticians, and saving time, as there is no need to spend free hours on the road to the clinic.
Home beauty gadgets are a working tool, but among them you need to choose high-quality and safe, said dermatologist Salome Abalian.
-This is not an alternative to clinical care, but an excellent prevention of age-related changes and prolongation of the effect of professional procedures. To get a noticeable result, it is important to combine home devices with professional means, - concluded the expert.
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