A few months into 2025, board-certified dermatologist, Dr. Brooke Jeffy has compiled her top skincare and cosmetic treatment trends she predicts we’ll see more of in the next year.

In her words:

Kids’ Growing Interest

The interest in skincare among kids, particularly tweens and younger teens, has been on the rise, and now boys are showing increasing engagement in this space. Skincare routines once marketed primarily toward girls are expanding to accommodate boys as well, with new products that cater to their specific needs and preferences. Fragrance plays a significant role in the appeal of these products, as kids are often drawn to the sensory experience. Viral brands are capitalizing on this trend by prioritizing packaging, scent, and visual appeal, sometimes over the functional benefits of the product itself. Where a product is sold can also make it more desirable; for instance, kids are captivated by the allure of stores like Sephora, where they feel a part of the larger beauty community. The intersection of fragrance, packaging and store placement is shaping how kids perceive and engage with skincare products today.

The ‘Undetectable’ Era in Aesthetics and Wellness

In recent years, there has been a notable shift in beauty standards, with many people moving towards a more natural and holistic approach to aesthetics. This change is partly driven by the visible effects of long-term filler use, where individuals see exaggerated or unnatural facial changes over time. Concerns over the long-term risks of aggressive procedures, coupled with a strong desire to maintain a natural look, have made many wary of treatments with prolonged downtime or overt transformations. Instead, consumers are leaning into routines and procedures that provide subtle enhancements and gradual improvements without compromising their natural appearance. This trend signals a new era in beauty—one that values subtlety and sustainability over drastic changes.

Proactive Skincare Meets Modern Aesthetics

The concept of “prejuvenation” has become a popular approach to skincare, as it combines good skincare habits with non-surgical procedures aimed at preserving skin health and supporting collagen production before significant signs of aging appear. Individuals are turning to treatments such as microneedling, RF microneedling, biostimulators, platelet-rich fibrin (PRF) and platelet-rich plasma (PRP) therapies, skin boosters, and neurotoxins to maintain skin elasticity and youthful vitality. Unlike traditional anti-aging strategies that address aging signs only once they surface, prejuvenation encourages a proactive approach to skincare, with a focus on prevention rather than correction. By integrating advanced skincare techniques with well-curated skincare routines, individuals can effectively manage the aging process and maintain a healthy, glowing complexion.

Sun Protection Education

The sunscreen backlash is a growing trend rooted in the clean beauty movement and a rising skepticism towards the medical industry. Concerns have surfaced over ingredients in sunscreens, leading some consumers to question their safety and even avoid them altogether. However, a lack of public education has also contributed to the misconception that sunscreen alone is sufficient for complete sun protection. Dermatologists emphasize that sunscreen is just one element of a broader sun protection strategy, which should also include measures like seeking shade, wearing protective clothing, and limiting sun exposure during peak hours. Addressing these concerns through better education could help consumers make informed decisions about sun protection without compromising their safety or skin health.

The Evolution of Underarm Care & Microbiome Innovation

Underarm care has evolved beyond basic deodorant, as consumers seek products that do more than just mask odor. The desire to smell good is now accompanied by a growing interest in supporting the skin’s microbiome, leading to the rise of microbiome-friendly products for the underarms. These formulations aim to balance the skin’s natural bacteria rather than simply blocking sweat or masking odor. Specific underarm cleansers with active ingredients are expected to gain popularity as consumers seek products that address odor at the source and support skin health. This shift reflects a broader trend in skincare, where targeted solutions and the microbiome’s role in skin health are coming to the forefront.

About the Expert

Dr. Brooke Jeffy is a board-certified dermatologist and the founder of btwn skincare living in Scottsdale, AZ. Her unique approach to skin health and advocacy for young skin  has garnered attention on social media as well as media outlets  including Good Morning America, Well + Good, Washington Post,  CNN, Bustle, Vogue, The Daily Mail and others. Dr. Jeffy is a part of  the Elle Expert Review Board. She received her undergraduate  degree in biology from the University of Kentucky and her medical  degree from the University of Louisville. Dr. Jeffy is board certified by the American Board of Dermatology and a  fellow of the American Academy of Dermatology.