Few industries move at the breakneck pace of beauty. Consumers constantly look for the next big thing – from game-changing ingredients to fascinating new formats.
So, which brands will bring us the biggest beauty trends in 2025? Hooley Brown has been looking at the latest personal care innovations, from teen-focused skincare to waterless shampoo and shower gel.
Here are 16 beauty brands capturing our attention for all the right reasons:
1. 900.care
French startup 900.care is changing how we think about bathroom products by selling active ingredients in compact stick form, which customers mix with water in reusable bottles. The company prevented 3.5 million plastic bottles from entering waste streams and achieved €10 million in revenue in 2023 alone.
With €21 million in funding and 90,000 active customers, 900.care proves that waterless beauty isn't just sustainable—it's also profitable. Their smart logistics and efficient production methods position them for continued growth in 2025.
2. Documents
This Chinese fragrance brand is making waves in the luxury beauty sector after securing multi-million dollar funding from heavyweight investors, including L'Oréal's BOLD fund, Cathay Capital, Kering and Pernod Ricard.
Documents stands out from Western perfume brands by combining traditional Oriental culture with contemporary design aesthetics, resonating with Gen Z and Millennial consumers.
Led by founder Zhaoran Meng, Documents represents a new wave of Chinese luxury beauty brands ready to compete globally. The company's successful funding rounds and strategic partnerships indicate strong growth potential in the international fragrance market.
3. Hue
Hue is addressing a long-overlooked market: products formulated explicitly for melanin-rich skin. Founded by NHS doctor Hani Hassan and architect Mona Haidar, the brand launched with an impressive 6,500-person waitlist for their debut product, SUPRA-FADE.
Backed by £250,000 in angel investment, Hue combines scientific methodology with cultural understanding to create products targeting hyperpigmentation and other concerns common in darker skin tones. Their success demonstrates the significant demand for inclusive skincare solutions.
4. Indu
British teen beauty brand Indu has secured £4 million in funding led by Unilever Ventures to support its physical retail expansion. Co-founded by Aaron Chatterley, Reena Hammer and Richard Schiessl, Indu stands out with its teen-first approach to beauty and skincare.
Their product range includes innovative "Colourless" collections and microbiome-friendly formulas developed with input from a 250-strong teen committee. This community-led approach, combined with a focus on teen approval and parent trust, positions them uniquely in the growing youth beauty market.
5. KinKind
Leading the charge in sustainable beauty, British brand KinKind has secured £500,000 in funding to expand its plastic-free, waterless hair and beauty products. Available across 500 stores in Europe, the USA and Asia, KinKind has found success through strategic partnerships with luxury hospitality brands and airlines.
KinKind’s valuation of £3.5 million reflects growing consumer demand for sustainable beauty alternatives, while their expansion plans for both UK and US markets suggest significant growth potential for 2025.
6. Mallows Beauty
This Welsh vegan beauty brand is making significant strides in its retail expansion, securing placement in 550 Superdrug stores throughout the UK. With over £1 million in total funding from the Development Bank of Wales, Mallows Beauty achieved an impressive revenue of £5 million in 2023/24.
Founded by Laura Mallows in 2020, the brand's focus on self-love, body positivity and female empowerment has resonated strongly with consumers. Their three-year compound annual growth rate exceeding 100% demonstrates the market's appetite for ethical, vegan beauty products.
7. Moxie Beauty
Indian haircare innovator Moxie Beauty recently secured ₹17.3 crore ($2.1 million) in funding to support its continued growth. Founded by Nikita Khanna and Anmol Ahlawat, the brand stands out by creating products specifically formulated for Indian hair textures and weather conditions.
Their success highlights a crucial gap in the global beauty market: the need for products tailored to specific regional hair types and environmental conditions. The brand's salon-quality range includes specialised formulations that combat common concerns like dryness and frizz.
8. Nala’s Baby
Founded by parents Casyo Johnson and Sasha Ellesse Gilbert, Nala's Baby brings naturally clean, high-quality products to the children’s personal care market. The brand has experienced rapid expansion across major UK retailers, securing placements in Sainsbury's, Tesco, Ocado, Morrisons, Boots and Whole Foods Market.
Their commitment to natural ingredients and thoughtful formulations for delicate skin has resonated with parents. All Nala’s Baby products are free from GMOs, sulphates, phthalates, synthetic colours and petrolatum, are 100% vegan-friendly, 100% cruelty-free and paediatrician-approved.
9. Oak Essentials
This California-based skincare brand, founded by Jenni Kayne in 2021, has sold over half a million products since its launch by combining clean ingredients with luxury positioning.
Their minimalist collection focuses on moisture-rich essentials that transform daily skincare into an indulgent, spa-like ritual, with sustainable touches like tree-free packaging and soy-based inks.
Oak Essentials’ expansion from direct-to-consumer sales to premium retail partnerships with Nordstrom and ShopBop demonstrates their growing market presence.
10. REOME
Recently securing over £1.1 million in seed funding, REOME is revolutionising skincare through biotechnology.
Founded by beauty journalist Joanna Ellner, the brand has achieved impressive growth since launching exclusively at Space NK.
With a 21-product pipeline and plans for expansion into Australia, Europe and the USA in 2025, REOME's science-driven approach to skincare positions them as an emerging player in the premium beauty market.
11. Soeder
Swiss brand Soeder takes a thoughtful approach to natural personal care, combining traditional soap-making methods with modern sustainable practices.
Their signature products are crafted using centuries-old saponification techniques, incorporating premium ingredients like cold-pressed oils, wheat protein and Swiss honey, while avoiding artificial additives.
The brand's product range spans artisanal soaps, face creams and shampoos, all produced in their Swiss factory.
Their innovative refill system sets them apart from other personal care companies – with over 130 refill stations, customers can continuously reuse their signature brown glass bottles, supporting sustainable shopping.
12. Sparxell
Next on our list of beauty brands to watch in 2025 is Sparxell. This UK company is disrupting the cosmetics industry with an innovative approach to sustainable pigments.
Sparxell has developed biodegradable, vegan colour pigments from plant-based cellulose and recently secured £2.5 million in funding for further product development, including backing from L'Oréal.
Their technology, which produces more intense and fade-resistant colours than traditional methods (while being environmentally friendly), positions them as a potential game-changer in sustainable cosmetic ingredients.
13. Straand
Australian brand Straand is transforming the conversation around scalp care with a microbiome-focused approach. While many beauty brands treat scalp care as an afterthought, Straand places it at the centre of hair health, developing products that optimise the skin's natural ecosystem on the head.
Their science-led range includes targeted treatments like crown cleanse microbiome shampoo, scalp serums and scrubs. Available in Sephora stores across Australia, the UK and Southeast Asia, Straand’s growth proves that scalp care deserves the same attention as skincare.
14. Trinny London
British beauty powerhouse Trinny London stands out for its personalised approach to skincare and makeup. Founded by fashion and beauty expert Trinny Woodall, at the heart of their success is a stackable makeup system – cream-based, multitasking products that click together for effortless organisation and application.
With a valuation of £180 million, £15 million in funding from Aurelius Finance Company and planned international expansion across Australia and the USA, Trinny London is proving that personalised beauty can scale without losing the personal touch.
15. Tuco Intelligent
Born from a mother's frustration with children's personal care options, Tuco Intelligent creates natural products for kids aged 4-12.
Founder Aishvarya Murali developed the brand after finding that baby products didn't meet her son's skincare needs, and her daughter's sensitive skin required gentler alternatives to conventional treatments.
The brand's innovative product range includes saffron sunscreen, reetha shampoo, turmeric & rosehip soap and a beetroot lip, cheek and eye tint.
All product packaging is made from 100% reclaimed ocean and landfill plastic, demonstrating Tuco Intelligent’s commitment to environmental responsibility.
16. W
Social media star and boxing phenomenon Jake Paul has brought his entrepreneurial spirit to the men's personal care category with W.
Understanding his Gen Z following's needs, Paul has created a range of vitamin-infused body care products that deliver quality without the luxury price tag. Each product in the collection costs less than $10.
W’s rapid success at Walmart, breaking records as their best-performing emerging brand, demonstrates the untapped potential in affordable men's grooming.
With projected first-year sales of $50 million and a valuation over $150 million, W shows that high-quality men's grooming doesn't need a premium price tag.
Well done to everyone who made our list of beauty brands to watch in 2025!
If you’re a beauty or personal care company with big ambitions for the year ahead, Hooley Brown can help you prepare your products, packaging and documentation for international sales.
Schedule a call to find out more about our beauty compliance services.
