<p class="ingestion featured-caption">One beauty founder told BI she thinks experiential beauty will be popular in 2025.Mark Gunter/Contributor/Getty Images for Art Hearts Fashion</p><ul class="summary-list"><li>In 2023, the beauty industry's sales reached $446 billion, according to a recent report by <a target="_blank" class href="https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/the-beauty-boom-and-beyond-can-the-industry-maintain-its-growth">McKinsey</a>.</li><li>As 2025 approaches, BI asked three beauty founders what trends will be popular in the new year.</li></ul><p>The <a target="_blank" class href="https://www.businessinsider.com/best-90s-fashion-trends-2017-8">'90s had brown lipstick</a>. The <a target="_blank" class href="https://www.businessinsider.com/worst-beauty-trends-from-over-the-years-2019-7">2000s had chunky highlights</a>. The <a target="_blank" class href="https://www.businessinsider.com/20-contour-tool-claims-to-perfectly-sculpt-your-face-2019-5">2010s had heavy contour</a>.</p><p>Now, as the midway point of the 2020s approaches, we're wondering what beauty trends will define this decade for years to come.</p><p>But sometimes, the trends aren't as easy to spot as tweezed brows, cherry-red nails, or cerulean sweaters. Instead, they occur at the industry level, changing the way consumers think about their beauty routines, attitudes toward beauty, or even the ways they shop.</p><p>As the beauty retail market continues to expand globally — a September study published by McKinsey reported worldwide sales reached $446 billion last year, a number that is predicted to grow by 6% each year through 2028 — seeing trends through these broader lenses may be the key to pushing the industry to another level.</p><p>But what does that actually mean? Here's what three beauty founders are thinking about for the industry in 2025.</p>