As we roll into 2025, Aimee Connolly, Irish makeup artist and Founder of Sculpted by Aimee, is giving us the lowdown on the top five beauty trends that will define the year ahead. From effortlessly glowing skin to vampy, romantic makeup, here’s what you need to know to try to stay ahead of the curve.
Plus, Aimee shares a quick and easy mini makeup tutorial for each trend so you can recreate the looks effortlessly at home.
Get the Look
- Apply your favorite foundation, for this look, I recommend using DRMTLGY Anti-Aging Tinted Moisturizer as it gives you that seemingly flawless, glowing skin. Perfect for that no-make up look.
- Next, use the fluffy end of our Powder Duo Brush to lightly dust the Maybelline Fit Me Matte onto skin. Ideal for normal to oily skin, this long-lasting powder leaves a natural, poreless-looking finish with long-lasting shine control.
TOP TIP: The key to this look is strategic setting powder placement. Only pop a little powder on the areas where you need to tone down shine – usually your T-zone and the tops of your cheekbones.
Sleeping Beauty
If there’s one thing TikTok has made clear, it’s that the “Sleepmaxxing” movement isn’t going anywhere. With a focus on optimising your sleep for a rested, radiant complexion, 2025 is all about achieving the “I woke up like this” glow – and it’s making its way into both skincare and makeup.
This sleep-inspired shift underscores the growing desire for beauty that feels restorative, fresh, and effortlessly radiant.
Aimee says:
“Nothing beats a well-rested complexion, especially under the eyes. The real focus is on brightening skincare actives, think Vitamin C and Niacinamide, and cooling products to reduce puffiness. Expect to see more skincare-infused concealers that help to hydrate and brighten.”
Get the Look
- Hydrate under eyes with a moisture packed, brightening eye cream. Products with Caffeine will do the trick – and bonus points for any formulas or applicators that cool or depuff.
- Next, reach for our Maybelline Instant Age Rewind Eraser Dark Circles Treatment. Erase the look of dark circles, correct the appearance of redness and brighten the look of dull skin. Can be used in multiple shades to contour and highlight.
Skinimalism
Skinimalism continues to reign supreme as the shift towards embracing texture, freckles, and the realness of skin is here to stay – and we love to see it. So, in 2025, it’s all about high-performance, low-maintenance products that work hard to enhance your natural beauty. Think streamlined skincare routines and minimalist makeup that lets your skin breathe, while still giving you that radiant, glowy finish.
Aimee says:
“Healthy, glowing skin is the ideal canvas for any look, and products that hydrate and enhance your skin’s natural texture will continue to take over the beauty space. I love our HydraTint for this – it’s a tinted serum made with 90% skincare, so you’re hydrating and adding just a hint of colour. It’s perfect for that effortless, natural look, and it’s great for days when you want the bare minimum .”
Get the Look
- Say it with us: Beautiful makeup begins with great skincare. That’s our motto at Sculpted and if you’re after a plump, hydrated base, no duo does it better than our HydraGlo serum and CloudCream™ moisturiser. Begin by applying a couple of pumps of HydraGlo to freshly cleansed skin. Allow it to sink in, then lock all that moisture in with a dollop of CloudCream™. It’s packed with Ceramides to nourish and protect your skin barrier.
- Give your skin a touch of barely there coverage with HydraTint. Formulated with Hyaluronic Acid and Centella Asiatica Water, this hybrid hero will also give your skin an extra hit of moisture.
Dark Romance
The 90s trend isn’t just sticking around – it’s getting darker, bolder, and a little bit more vampy. This year, think smudged eyeliner, pared back skin, and deep berry lips for that effortlessly cool, grungy vibe. It’s the perfect mix of rebellious and romantic, and it’s popping up everywhere, from Instagram to the runway.
Aimee says:
“Grunge is getting a glamorous upgrade in 2025. It’s less about harsh lines and more about smudged, sultry liner and soft, matte lip stains. I love our HydraLip in Berry for this kind of look – it’s a tinted lipstick-lip-balm hybrid that gives that perfect kiss of color with a hint of hydration.”
Get the Look
- Follow the tips above to get your base in check before adding a subtle hint of definition to your eyes. Smoke out your top and bottom lash line with the deeper shade of Brighten & Define Eyeliner Duo. The formula is soft, pigmented and perfectly smudgable to give you that effortlessly grunge-y finish.
TOP TIP: You can also use the lighter shade to line your water line if you want to bring a bit of brightness back to your eyes.
- Now, you need to balance out the liner with your lashes and there’s only one product for the job. Apply a coat of MyMascara, our ultimate mascara for volume and definition, for instant impact. Use the shade Ultra-Black for this look to achieve that bold, dramatic, false-lash effect.
- Complete the look with Burt’s Bees Lip Balm. Each balm is infused with responsibly sourced beeswax, vitamin E and nourishing oils for a conditioning lip treatment that keeps your lips happy, healthy and juicy.
Ancient Botanicals
Natural ingredients that stand the test of time are making a big comeback in 2025. Botanical skincare heroes that have been used in West African beauty rituals for centuries are becoming the stars of body care – think Shea butter, Baobab Oil and Argan Oil. These nourishing ingredients offer deep hydration, ideal for all seasons, and help you achieve that coveted head-to-toe glow.
Aimee says:
“Ingredients like Shea Butter have been used for centuries because they truly work. It’s rich, nourishing, and deeply hydrating. We’re seeing it pop up in more and more products, paired with other more novel ingredients like fermented botanical blends for added benefits. Whether it’s Shea Butter moisturisers or body oils, this trend is all about achieving that lit-from-within glow with skin-loving textures.”
Get the Look
- Treat yourself to an everything shower, then gently massage HydraBody onto clean, dry skin using sweeping circular motions.
- Apply another layer onto rougher, more dehydrated areas like elbows, knees, and cuticles for added moisture and softness.