Top facialists on the trending treatments and innovative ingredients that defined 2025

As we edged into 2025, it appeared our skincare routines would become more bespoke than a Savile Row suit. Swedish dermatologist Linnéa Wagnås, affectionately known as the Skin Coach, shed light on this precisely tailored trend. "Advances in AI and skincare diagnostics are setting the stage for hyper-personalised beauty routines," she explained. With apps and devices adept at analysing individual skin concerns—from hydration levels to pigmentation—users could expect custom product and treatment recommendations. Making it ideal for anyone whose skin care routine read like a complex algorithm, this trend cut through the one-size-fits-all clutter with razor-sharp precision. Here's the rub: it wasn't everyone's cup of tea. For the minimalists who'd rather stick to soap and water, Wagnås cautioned that this high-tech hoopla might just feel like too much fuss.

Linda Persson, The Ordinary’s Swedish Pharma trainer, also championed personalised skincare for 2025. Beyond just mixing individualised serums or using devices that scrutinise your dermis, the forthcoming Sci-Fi era of skincare was poised to embrace biotech and biohacking. “Think biomimetic peptides, cellular repair serums, and DNA-based customisation to notch up your skin health,” she says. If you’re a biohacking believer, this trend is a boon for anti-ageing warriors and high-tech enthusiasts. But, Persson warned, it might dent the wallet more than your average lotion and potion.

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2025 saw beauty brands cooking up a storm with innovative ingredients – often featuring eco-friendly formulas. Wagnås told us the green scene was thriving more than ever. "Sustainability continues to be a cornerstone of the beauty industry, with brands prioritising eco-friendly formulations, recyclable packaging, and plant-based ingredients like algae and mushroom extracts," she said. It was ideal for the eco-warrior with a delicate dermis.

Now, let’s talk beef tallow. Whilst it may have raised eyebrows, Wagnås spotted this old-school ingredient making a comeback in clean beauty realms. “It's chock-full of vitamins A, D, E, and K, mimicking human skin's natural lipids, offering a hydration haven for dry or mature skin,” she explained. However, oily or acne-prone skin types might want to steer clear, as its rich nature could lead to clogged pores.

Eva A. Syversen, sales and marketing director of Norwegian beauty distributor Dermalys, sang praises for retinal — no, not a typo, but a next-gen cousin of retinol. “Retinoic acid, the most potent form of vitamin A, is essential for skin renewal and the production of collagen and elastin,” said Syversen. Retinal stands out as it converts more efficiently into retinoic acid, delivering faster and more noticeable results compared to traditional retinol. “It works more quickly, is less irritating, and is highly effective at reducing fine lines, evening skin tone, and improving texture” In short, it’s a ticket to the time-turner club for anyone spotting the first signs of ageing or battling blemishes. Yet, it’s gentle enough for the retinoid rookies. Note for the nursery crowd: chat with your doc first.

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With Star Trek-looking red light masks and skin-zapping micro-current devices, the wizardry of at-home beauty tech was poised to revolutionise our beauty routines in 2025. "Using different light wavelengths — blue, red, and near-infrared — LED masks can treat acne, promote collagen production, and even support the healing process by boosting circulation," says Wagnås. “These devices bring professional-level skincare into the comfort of your own home, and I’ve even seen full-body LED screens emerging for home use.”

If you still preferred the calm of a spa visit, infrared sauna therapy was heating up the wellness scene. London-based facialist Guendalina Gennari, responsible for Norwegian actress Kristin Froseth’s red-carpet-ready glow, championed this cosy cocoon's deep-dermal benefits. “Infrared saunas use light to generate heat, offering a relaxing way to detoxify, boost circulation, and improve skin health,” she said. “Unlike traditional saunas, infrared penetrates deeper into the skin, stimulating collagen production and reducing inflammation." It's ideal for those seeking relaxation and skin revitalisation alike.

Meanwhile, Danish skin therapist Elina Lei brought a dose of reality to our high-tech hopes, reminding us that whilst LED masks and lasers are game-changers, they could not replace good old-fashioned skincare savvy. "I hope people will focus more on their daily skincare routine rather than expecting a 20-minute session with an LED mask to solve everything,” she noted. Looking forward, she predicted that lasers will delve even deeper into the beauty landscape, not just as a quick fix but as targeted treatments. “These are treatments that can address issues creams or serums can’t, helping you achieve the results you want.”

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In 2024, the call was clear: less was profoundly more. With Skinimalism, the aim was to dial back the excess and boost efficacy, ensuring every product on your shelf was utterly indispensable. "The trend focuses on simplifying skincare routines with multi-functional products, avoiding overuse of active ingredients, and investing in fewer, but higher-quality products," noted Wagnås. "It's ideally suited for busy individuals or those dealing with sensitive or over-treated skin."

According to Persson, the 2025 update — dubbed 'Skinimalism 2.0' — arose from consumer fatigue with complex routines and a shift towards sustainability, aiming to minimise product waste. It integrated hydration, sun protection, and repair in one streamlined step. "Opt for products that combine SPF, niacinamide, and antioxidants in a single layer," she suggested. While perfect for the eco-aware and the time-starved, it may not have meet the needs of those with specific skin issues like severe acne or pigmentation, who may require more tailored treatments.

Echoing Wagnås and Persson's thoughts, Lei predicted a shift towards a minimalist approach on our bathroom shelves with products that genuinely perform. "You must understand why you use each product," she advised. Lei emphasised a foundational approach to skincare, highlighting the need to address underlying sensitivities to effect true skin transformation. "There's been so much focus on lines, dryness, and acne," she remarked. "But if underlying skin sensitivities aren't addressed first, other treatments won't yield the best results. It’s about fortifying the skin's strength."

Traditional, hands-on methods for maintaining youthful, radiant skin made their way into our routines in 2025. Wagnås noted a burgeoning interest in age-old techniques like gua sha, buccal massage, and Japanese face taping across Scandinavia. "These techniques are gaining momentum globally as effective alternatives to invasive procedures like Botox. They are fantastic for boosting circulation, promoting lymphatic drainage, and easing muscle tension," she explained.

Adding to the discussion, Gennari elaborated on the specifics of face taping, a method that uses kinesiology tape to improve lymphatic flow and reduce wrinkles. "It offers a temporary lift and is perfect for anyone needing a quick enhancement for special occasions or those avoiding Botox but wanting to soften expression lines," she said. Ideal for those looking to naturally enhance facial contours and alleviate stress, these methods do, however, come with a caution for those with sensitive skin or recent cosmetic treatments to seek professional advice first.

Skincare routines got a wellness makeover in 2025, according to Wagnås. “Skincare is increasingly blending with overall wellness, promoting not just skin health but mental and emotional well-being too,” she said. “Products like aromatherapy creams, lymphatic drainage tools, and mindfulness-oriented skincare routines are becoming more sought-after.” This trend was perfect for those integrating mindfulness into their morning routine, though the strictly results-driven crowd might find it a bit too laid-back, noted Wagnås.

Syversen added Actimood to our beauty lexicons for 2025. It is a concept rooted in neuroscience, where skincare products are designed to enhance emotional well-being through their scents, ingredients, and textures. “Think soothing fragrance blends, calming formulations, and ingredients that actively reduce stress hormones in the skin,” she said. It was a game-changer for those battling the daily grind, with Syversen noting that the trend suits everyone, “especially individuals dealing with stress, burnout, or skin sensitivity triggered by emotional factors.”

Carrying over from 2024, the skincare spotlight intensified on two pivotal frontiers: the skin barrier and the microbiome. Syversen highlighted the shift towards fortifying the skin’s natural defences and nurturing its complex ecosystem. "With the focus on ceramides, niacinamide, and a host of pre- and probiotics, the aim is to repair and balance, ensuring our skin stands strong against stressors like pollution and stress," she explained. “The emphasis is on maintaining a balanced skin and gut microbiome to enhance overall skin health,” added Gennari. “Probiotic-infused skincare products and dietary interventions are key components.”

Persson seconded Syversen’s and Gennari’s opinions. “There’s a rising interest in gut health and the connection between microbiomes and overall health,” she said. "Scientific advancements have made it easier to understand and develop microbiome-supporting products that maintain a healthy skin flora.” Not to be outdone, skin barrier therapy gained momentum according to Persson, steering away from past over-exfoliation mishaps. “Ceramide-packed moisturisers and lipid-rich oils are about mending and fortifying the skin’s outermost layer, essential for anyone facing dryness or irritation from aggressive treatments.”

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