The Vogue Business Beauty Trend Tracker

The Vogue Business Beauty Tracker, produced in collaboration with Spate, tracks the top five brands, trends and ingredients that are driving the most significant positive change in year-on-year growth that have also demonstrated consistent upward growth historically. Each week, we’ll spotlight a different beauty category and the top five beauty hashtags on TikTok. Makeup (December 2024 to November 2025) Consumers are getting creative thanks to the popularity of peel-off lip tints and liners. The rise of blue lip stain, which applies blue but reveals a pink or berry hue once peeled, speaks to the demand for color-shifting, pH-reactive formulas that feel personalized and surprising. Plumping lip liner reflects a desire for makeup that mimics cosmetic procedures, with consumers drawn to products that visibly enhance lip volume without injections. Meanwhile, plum mascara shows how consumers are exploring non-traditional but wearable color accents. The top-growing makeup brands reveal a consumer shift toward inclusive design, minimalist aesthetics, as well as age and tool-specific solutions. Tilt Beauty reflects rising demand for accessible, user-friendly packaging and refillable formats that are sustainable. Sweed Beauty appeals to a growing audience seeking the no-makeup makeup look, through vegan formulations that deliver barely-there finishes for natural enhancement over heavy coverage. Maange shows that consumers are investing in quality makeup brushes and application tools, signaling increased interest in the techniques behind the look, not just the formulas themselves. Meanwhile, Jung Saem Mool attracts those drawn to editorial-inspired, K-beauty artistry, and Prime Prometics caters to the needs of mature skin, emphasizing that makeup shoppers are increasingly seeking products that serve their specific life stage and texture needs. Trending on TikTok The rise of #HairExtensionsTutorial and #TakingOutBraids shows that users are actively seeking step‐by‐step guidance for maintenance and technique. #FrenchHairPin and #PurpleHairDye underscore a growing appetite for aesthetic experimentation and trend‐inspired looks, where tools and color become playful ways to express personal style. Meanwhile, #UltaHairSalon points to the influence of in‐salon experiences and professional authority in shaping consumer choices, with users looking to bridge DIY learning and expert execution. Skincare (December 2024 to November 2025) Skincare products that blend restorative care, gentle technology and everyday indulgence are on the rise. The popularity of scar sticks and PDRN serums points to the advancement in regenerative treatments that support healing and skin repair. Tools like ultrasonic skin scrubbers highlight consumers’ appetite for at‐home derm‐tech devices. Also, melting lip balms and pore care are trending as consumers seek results‐driven everyday products. Brands with ingredients-conscious efficacy, modernized wellness and at-home performance solutions are being sought after. Terra Lotus, powered by beef tallow-based care, signals a growing interest in animal-derived, nutrient-dense skincare rooted in traditional practices, as consumers seek richer, bioavailable alternatives to plant oils and lab-created moisturizers. APLB and Genabelle continue to spike interest in science-backed K-beauty, especially products targeting hydration, brightening, and skin regeneration through actives like niacinamide and glutathione. Dermagist points to sustained interest in cosmeceutical-style anti-aging solutions. Finally, Shark Beauty’s expansion into skincare devices reflects the growing appeal of tech-enhanced and at-home treatments....

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