The beauty industry is ever-evolving, with consumers constantly on the lookout for the next big thing—be it groundbreaking ingredients, cutting-edge products, or fresh formats. And, as we enter 2025, a new wave of beauty brands is poised to make a big impact. Some of these brands have been around for a while, quietly building up their reputation, but now they’re getting noticed thanks to game-changing formulas, smart marketing, and loyal beauty buffs that help them stand out in a very crowded market.
What makes these emerging brands so exciting is that they’re doing more than just launching new products—they’re changing how we think about beauty altogether. From skincare and makeup to sustainability, these brands are offering something different, blending innovation with inclusivity. As they grow, they’re not only reshaping the beauty industry but also redefining what luxury and effectiveness really mean. Keep reading to discover the most exciting beauty brands to watch in 2025 and see how they’re paving the way for the future of beauty.
Fette is revolutionizing the press-on nail game, offering a chic and eco-friendly alternative to traditional manicures. Founded by Angela Lei, the brand was born out of her search for a better option for the gel manicures that were damaging her natural nails. Now, Lei alternates her Fette sets to match her mood and schedule, blending classic designs like French tips with trendy touches such as dots and cat’s eyes. As she shared in an interview with Harper’s Bazaar, “I found high-quality handmade press-on nails in Asia that used a gentler adhesive, but I couldn’t find a set that I actually wanted to wear. So, I created Fette to offer hand-painted, lifestyle-inspired press-ons that are as much about beauty as they are accessories.” With plans to launch a new capsule collection and longer-lasting adhesive options, Fette is set to be put on the map in 2025, blending style, sustainability, and practicality.
Documents, a Chinese fragrance brand launched in 2021 by Zhaoran Meng, is quickly becoming a standout in the luxury beauty world. With unique scents made from traditional Chinese ingredients like star anise and yulan magnolia, it’s catching the eye of Gen Z and Millennials who crave something different. Big investors like L’Oréal’s BOLD fund and Kering are backing it, helping the brand expand globally. Not to mention, its sleek marketing, bold design, and focus on blending Chinese culture with luxury fragrance make it stand out from Western brands.
La Bouche Rouge might be known among beauty enthusiasts, but after nearly a decade since its 2017 launch by former L’Oréal executive Nicolas Gerlier, the brand is now breaking into the mainstream. It’s reshaping luxury cosmetics with its unwavering commitment to eliminating plastics and micro-plastics across all aspects of its operations. From its eco-friendly, refillable lipstick cases to clean, natural formulations, the brand masterfully combines high-end beauty with sustainability. As the demand for conscious luxury beauty continues to rise, La Bouche Rouge’s environmentally-conscious approach is gaining traction.
TirTir, a South Korean cosmetics brand, quickly became popular for its affordable, high-quality products, especially its cushion foundation, which went viral in spring 2024. Priced at just $25, the foundation offers buildable coverage and skincare benefits like hydration and sun protection. After its success, TirTir expanded its shade range to be more inclusive, which is a smart move as Korean beauty brands are gaining global attention.
Although Hue, founded by Teri R. Williams, is about five years old, it has started to gain momentum recently. The brand made a splash with its debut product, SUPRA-FADE, which generated a massive 6,500-person waitlist. Hue focuses on common skin concerns like hyperpigmentation, uneven skin tone, and dryness, which are often more prominent in darker skin tones. With a line of products designed to brighten, hydrate, and improve overall skin health, Hue is all about items that are both effective and gentle. Backed by a quarter of a million-dollar angel investment, Hue has an inclusive approach and is filling a much-needed gap in the beauty industry for people with melanin-rich skin.
Launched in September 2024 by actress and model Denise Vasi, Maed Beauty is already generating buzz for its skincare-first approach to lip care. The brand’s four-step lip routine—including a polish, serum, balm, and liquid lipstick—combines high-quality ingredients with a luxurious yet practical experience, catering to people who want both beauty and functionality in their products. The personalized, ritual-based approach to lip care aligns perfectly with growing beauty trends, making it a brand to watch.
Founded by designer Jenni Kayne in 2021, Oak Essentials has gradually made its mark in the luxury skincare world. The brand is all about minimalist, moisture-packed essentials that turn your daily skincare routine into a spa-like moment. With over half a million products sold, it stands out for its clean ingredients and eco-friendly packaging, including tree-free materials and soy-based inks. After starting as a direct-to-consumer brand, it’s now available at premium retailers like Nordstrom and Shopbop, making it easier than ever to get your hands on its products.