Picking this year’s top beauty products felt like choosing favorite children—impossible, but undeniably rewarding. As Vogue’s Beauty Editors reflect on 2024 and set sights on 2025, they spotlight the skin-care, hair-care, makeup, and wellness gems that made real impact—combining nostalgia, innovation, and sustainability.

Sometimes I feel bad asking my colleagues to name the best new beauty products. Choosing one can often feel like picking a favorite child,” admits a Vogue editor, and that honesty shines through every recommendation.

Below, explore the stellar picks that Vogue editors swore by this year—many of which are currently on sale during Amazon Prime Day 2025.

Best Skin-Care Products

• ($89)** — Used morning and night, this serum delivers clinically proven firmer, plumper skin within weeks, according to Jessica Diner, Vogue’s European beauty director.
• ($40)** — A luxe K‑beauty favorite that transforms into a delicate foam, praised by Kiana Murden for leaving skin soft and soothed.
• ($17)** — This propolis‑niacinamide blend became a breakout star, calming acne and brightening skin while retaining moisture.
• U Beauty The Return Eye Concentrate ($148) — Famed for firming and brightening under‑eye skin, this Japanese-inspired formula blends hyaluronic acid, peptides, beta-glucan, and marine extracts.

Top Makeup Picks

• ($26)** — Offers a fresh, dewy glow reminiscent of a healthy flush—ideal for building natural, adjustable color.
• ($48)** — Vogue editors call this cream contour stick a genius blend of sculpting and glow, performer and highlighter in one.
• ($26)** — A cult classic, delivering rich, natural lashes with every swipe.

Hair-Care & Styling Gems

• ($34)** — Adds a salon-grade shine and polish in minutes—editors call it “a quick fix for dull strands.”
• ($32)** — A powerhouse anti-frizz spray that works even in humidity, available in regular, extra strength, and curly variants.

Luxury Supplements & More

• Elysium Basis NAD⁺ Supplement ($60) — A science-backed formula designed to support cellular longevity—an emerging wellness favorite.
• Clarins Lip Comfort Oil ($30) — A rich, nourishing lip oil that delivers both color and hydration.
• Tronque Triple Active Body Milk ($120) — A luxe body lotion praised for firming and deeply moisturizing.

Editor Favorites: Real Reviews

• After a laser facial, Senior Beauty Editor Margaux Anbouba reached for Chanel’s N°1 de Chanel face cream, celebrating its powerful hydration and soothing properties.
• Wellness Editor Morgan Fargo fell hard for Allies of Skin Copper Tripeptide & Ectoin Repair Serum, which significantly reduced her dark spots and redness.
• Beauty Editor-at-Large Arden Fanning Andrews raves about Tatcha’s The Silk Sunscreen, calling it the go-to UV mineral protector with zero white residue and travel-friendly size.

As the U.S. beauty industry races toward a projected $104.7 billion in revenue by 2025, a powerful transformation is sweeping through the world of cosmetics, skincare, and personal care. Today’s consumers are no longer just asking what works—they’re demanding to know what’s in it, where it came from, and what it does to the planet.

At the heart of this movement is a growing preference for natural, organic, and clean beauty products. With 68% of consumers now specifically looking for “clean” labels and 59% actively influenced by natural or organic claims, brands that fail to evolve risk being left behind.

Clean beauty is no longer a niche,” says an industry analyst from the Environmental Working Group.
“It’s the baseline expectation for the modern consumer.

hemicals Out, Nature In: The Rise of Conscious Beauty

The average American woman uses around 9 personal care products daily, containing a staggering 126 unique ingredients, many of which are synthetic chemicals with unknown long-term effects. For one in four women, that number rises to 15+ products a day.

This growing ingredient overload is sparking serious questions among consumers, especially younger demographics. And the industry is listening.

In response:

• Legacy brands are reformulating products with plant-based ingredients.
• Indie brands are leading with vegan, cruelty-free, and non-toxic formulations.
• And new startups are leveraging biotechnology to create sustainable, skin-loving ingredients from algae, mushrooms, and even upcycled food waste.

According to Nosto’s 2025 consumer report, sustainability isn’t just a bonus anymore—55% of shoppers are now willing to pay more for products that are eco-friendly and ethical.

The Green Gold Rush: What’s Driving the Surge?

The global market value of natural and organic beauty is expected to explode to $59 billion by 2031, a figure that reflects not just demand but a major shift in consumer psychology.

Today’s beauty buyer is:

• Label-savvy, scanning for red-flag ingredients
• Planet-conscious, choosing products with minimal packaging or biodegradable materials
• Health-aware, avoiding endocrine disruptors and artificial fragrances
• Socially active, favoring brands with fair trade, transparency, and inclusivity

This new era is blurring the lines between cosmetics and wellness, with skincare formulas now boasting adaptogens, CBD, probiotics, and marine collagen.

Brands Leading the Charge

Some of the most buzzworthy transformations include:

• L’Oréal launching fully recyclable skincare lines with paper-based tubes
• Sephora expanding its “Clean at Sephora” category to include stricter ingredient vetting
• The Ordinary offering ingredient-by-ingredient transparency down to molecular concentration
• New brands like Ilia, Herbivore, and Youth To The People gaining cult status for clean beauty without compromise

We’re in the middle of a consumer-led revolution,” says a brand director at Ulta Beauty.
Our shelves are changing faster than ever—and it’s being driven by people who read the back of the bottle.

What’s Being Left Behind?

As natural beauty surges, several long-used elements are quickly becoming industry villains, including:

• Parabens
• Phthalates
• Sulfates
• Synthetic dyes and fragrances
• Microplastics

Retailers and manufacturers alike are phasing these out to meet growing demand and preempt future regulations.

The Future of Beauty: Transparent, Tech-Driven, and Nature-Focused

Looking ahead to 2026 and beyond, technology will play a larger role in clean beauty. Expect AI-powered skin analysis apps, personalized skincare routines built around DNA profiling, and blockchain-tracked ingredients for full supply chain transparency.

One thing is clear: beauty in 2025 is no longer just about appearance—it’s about awareness.

Let’s be honest choosing the best beauty products of 2025 feels a bit like choosing a favorite child—unfair but oddly satisfying. As the team here at Daily Global Diary combed through the most viral, most-loved, and most-repurchased launches of the year, one thing became clear: beauty in 2025 is personal, powerful, and full of surprises.

From TikTok-famous throwbacks to futuristic formulas that multitask better than we do, this year delivered big on innovation, comfort, and—let’s be real—pure joy. Below, we dive into some of the most talked-about launches, including a few editorial obsessions and social media sensations.

Pat McGrath Labs Skin Fetish Sublime Perfection Foundation: Still Untouchable

When it comes to complexion, nothing came close to Pat McGrath Labs. The Sublime Perfection Foundation remains a holy grail, offering a your skin but airbrushed finish that makeup artists and celebrities swear by. Even in the era of skinimalism, this buildable formula proved that full coverage doesn’t have to look like a mask.

I keep trying new things and I always come back to this said one beauty editor at Vogue.

Drunk Elephant B-Goldi Bright Drops: The Glow That Went Viral

You couldn’t scroll TikTok in 2025 without seeing someone rave about the Drunk Elephant B-Goldi Bright Drops. A little goes a long way, and the vitamin-infused shimmer added just the right amount of radiance to every skin tone.

What made it a hit? Not just the glow—but the fact that it was clean vegan and part of a growing shift toward sustainable luxury beauty.

Fenty Beauty Icon Velvet Liquid Lipstick The Comeback of Bold Lips

Thanks to Rihanna and her boundary-pushing beauty empire, Fenty Beauty once again made headlines with the Icon Velvet Liquid Lipstick. It was matte, but hydrating; bold, but wearable.

Shades like Cuffing Season and Ms. Brightside went viral with beauty influencers declaring, Matte is back—but this time, it’s better.

La Roche-Posay Toleriane Double Repair UV Moisturizer: Derm-Approved, Internet-Loved

French pharmacy staple La Roche-Posay saw a huge resurgence in 2025, and its Toleriane UV Moisturizer became the go-to for sensitive SPF-loving skin.

Recommended by dermatologists and beloved by Gen Z, it’s a rare product that checks all the boxes: hydration, protection, and zero white cast. No wonder Reddit’s r/SkincareAddiction couldn’t stop talking about it.

Charlotte Tilbury Beauty Light Wand in Pinkgasm: The Blush That Broke the Internet (Again)

In the world of Charlotte Tilbury, Pinkgasm is practically legend. This highlighter-blush hybrid first went viral in 2021—and made a thunderous comeback in 2025 thanks to a wave of glow-up TikTok transformations.

It’s soft, flattering, and incredibly blendable, proving that some products just don’t go out of style—they evolve with us.

Tower 28 SOS Spray: The Skin Reset Everyone Needed

With more people focused on skin barrier repair, Tower 28’s SOS Spray became a post-facial favorite and breakout fighter in one. Infused with hypochlorous acid, this spray worked behind the scenes to calm, cleanse, and prep the skin—no stinging, no stress.

Saie Glow Sculpt: Clean Beauty Meets Artistry

Newcomer Saie Beauty redefined clean makeup with its Glow Sculpt. Think sculpting, strobing, and skincare in one tube. The formula blends like a dream and offers a dewy—not greasy—finish. Bonus: it’s climate-neutral and packaged sustainably.

The Verdict: Beauty in 2025 Is Anything But Boring

If 2024 laid the groundwork for conscious consumption, 2025 is where glamour and ethics finally met halfway. This year, brands had to bring both performance and purpose—and consumers weren’t afraid to demand better.

Whether it was a high-performance foundation, a dermatologist-approved sunscreen, or a social media-approved blush, each product on our radar stood out for one reason: it made people feel beautiful, inside and out.