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TikTok Beauty Trends – January 2025

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Every month NellyRodi beauty experts show you a selection of the most interesting trends on TikTok. Here’s the update for January 2025!

Hello 2025, goodbye mascara!

The new year starts with a natural approach in the beauty world, with TikTokers adopting an unexpected and bold trend: full makeup without mascara. On TikTok, the hashtag #fullfacenomascara is exploding, accumulating millions of views and reflecting a deep shift in aesthetic codes. This minimalist wave represents a rejection of standards and a desire to simplify makeup routines.

@tatlafataI loveeeee no mascara makeup so much 🤭♬ original sound – Tatyana

The style highlights other facial features that are often overlooked. Boldly sculpted eyebrows get meticulous attention and become real frames for the eyes. Lids, enhanced with bright eyeshadows, add depth and radiance to the face, while flawless skin, carefully worked with contouring techniques, represents a pursuit of natural elegance.

The absence of mascara is not just an omission, it’s an aesthetic choice that gives the look a forward-thinking, ultra-polished allure. Icons like Hailey Bieber and Zoë Kravitz are at the forefront of this trend, while stars like Riley Keough have already adopted the look on the red carpet, notably at the 2024 Met Gala.

@alixearleHeavy on the skin prep before the makeup as well♬ som original – Iza

According to the Instagram account @databutmakeitfashion, mascara sales have dropped by 47% in just one week, signaling a real disruption in habits. The lack of interest in mascara can be explained by a desire to: highlight facial features other than the usucal choice of eyes, free up lashes and protect them from potentially suffocating makeup, or make makeup removal easier (mascara is one of the most stubborn products, and makeup residue is bad for skin health). The popularity of longer-lasting, more natural alternatives, such as eyelash curling, may also explain the no-mascara movement.

In light of this trend, beauty brands may need to rethink their offerings. The development of eyelash serums for a naturally enhanced gaze without artifice or the promotion of bold lipsticks and innovative eyeshadows could balance the decrease in eye makeup.

This quest for a natural look and minimalism reflects a broader cultural shift: it’s a desire for personal expression that goes beyond fleeting trends. In 2025, beauty will no longer be just about appearance, it will become a way to reveal one’s uniqueness with confidence.

Back to basics – drugstore hair care’s big comeback

Remember Pantene and Herbal Essences shampoos, products often shunned in favor of expensive haircare? They’re back, and this time they’re at the leading edge of trends. Attracted by their simplicity and results, today’s consumers are rediscovering these classics. Gone are the long haircare routines and exorbitantly priced bottles; it’s time for affordable and effective care.

It’s Alix Earle, an influencer with 7.2 million followers, who has brought this topic back into the spotlight. In a video posted just before the new year, she asked, “It may sound crazy, but why, when I get home and use my old expired Pantene shampoo and conditioner, does my hair feel softer than ever?” That question set TikTok ablaze and reignited the debate about supermarket shampoos and high-end products.

@alixearleSeeing my hair that long & healthy makes me sick .. id do anything♬ original sound – Alix Earle

More than just an economic trend, this return to accessible products also meets a need for simplification. After years of multiple steps and marketing promises, consumers are looking for effective, no-frills solutions. The modern formulations of drugstore shampoos, often enriched with active ingredients, now rival those of premium brands. With hashtags like #drugstoreshampoo, TikTok users share their routines and praise the virtues of these accessible products, shaking up preconceived notions.

@abbeyyung Agree to disagree bc I used less than $10 drugstore shampoo & conditioner on all of these days 🤫 #drugstore #affordablebeauty #hairtips #haircare ♬ Dirty Cash (Money Talks) – Sold Out 7 Inch Mix – Adventures Of Stevie V

Nostalgia also plays a key role – these iconic brands remind us of a time when haircare was simpler. Associated with positive memories, they’re finding a new audience ready to swap complex routines for simple yet effective products.

The phenomenon is opening up opportunities. Drugstore brands can strengthen their legitimacy by focusing on transparency and highlighting ingredients. As for premium brands, they must rethink their approach and focus on quality and sustainability while adapting to the growing demand for simplicity and authenticity.

Dermorexia – how problematic is the skincare obsession?

Have you ever scrolled through TikTok and seen a shedding routine, where someone meticulously peels off tape from their face or removes curlers, reminiscent of the famous scene in American Psycho? This quest for aesthetic perfection has a name: dermorexia.

The term, coined by Jessica DeFino, refers to an excessive obsession with skincare, where routines meant to beautify become harmful. In a world where our faces have become products to optimize, this fixation reflects heightened societal pressure. On social media, the cult of perfect skin is omnipresent. Teenagers and young adults are adopting complex routines and using unsuitable products that cause irritations, inflammations and skin imbalances. In addition, treatments originally intended for mature skin are used from the age of 13, amplifying these effects.

The obsession goes beyond aesthetics: it symbolizes an effort to control in a context of uncertainty compounded by global crises like the pandemic. Beauty, often seen as a refuge, becomes an endless cycle fueled by never-ending product launches. This frantic pace invents new imperfections to sustain consumption, often at the expense of mental and physical well-being.

In response to this phenomenon, beauty brands have a key role to play. They must promote healthy practices that emphasize skin health rather than unrealistic ideals, and they must encourage simplified routines that prioritize product quality. By positioning themselves as agents of change, brands can meet a growing demand for ethical responsibility while contributing to long-lasting well-being.

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