The best results

Skincare is entering its hyper-optimized era

Hot Trends, Serums, and Treatments in 2025: State of Skincare Report

Which products are worth adopting and have the potential to shape the future of this confusing yet fascinating industry? Here's what we discovered, drawing on the opinions of beauty experts, practitioners, and, of course, my own observations as a skincare enthusiast. A sort of report on the state of skincare in 2025.

Less products, better results

In the mid-2000s, skincare rituals reached their peak when the 12-step program was popularized through the K-beauty craze. But during the global pandemic, as everyone became somewhat of a skincare expert, the harmful effects of overusing active ingredients—not to mention the waste and costs associated with the practice—became clear.

Products with powerful results that require minimal effort are the new standard.

The “less is more” philosophy applies to individual rituals, but also to brand catalogs. “I think the brands that are going to be successful are the ones that have a very narrow selection,” says Bedolla, citing U Beauty as a prime example. Its flagship product, the Resurfacing Compound, has made a name for itself with its SIREN capsule technology, and while the brand has expanded its line to include cleansers and creams, it continues to prioritize simplicity. “It’s good to offer variety,” continues Bedolla, “but if you’re a brand that does one thing really, really well, that’s very good for you.”

La Reine Capricieuse, founded by actor Alexandre Styker, maintains a limited collection of just three products focused on cell regeneration. The star ingredient is a rare honey sourced from black bees in the Vosges mountains of France, so "production is strictly limited because it depends on the fragile honey harvest and the slow cycles of the plants." Quality once again reigns supreme over quantity.