2025 was the year of salmon sperm.
It was also the year people started sleeping in silk bonnets, mouth tape, face masks and sculpting wraps.
The 2025 TikTok trends were nonstop, with beauty hack after beauty hack, some more obscure — yet surprisingly effective — than others. Here, WWD takes a closer look at the top beauty fads of 2025.
Morning Shed
The antithesis of low-maintenance beauty, the morning shed trend is the elaborate nighttime routine involving skin care, face wraps and heatless curls. It was first popularized toward the tail end of 2024, when skin care stacking and sock curls were at an all-time high. Like beautified mummies, women wrapped their hair in socks, sleepy ties or a silk bonnet before putting on a face mask, mouth tape and a sculpting wrap. The idea was to go to sleep looking wild and wake up feeling refreshed and glowy. Many, however, eventually abandoned the morning shed habit when they realized sleeping in so much wasn’t feasible long-term.
Salmon Sperm Skin Care
Medicube’s PDRN Pink Collagen Capsule Cream.
Salmon sperm skin care was 2025’s snail mucin and beef tallow beauty craze. The infatuation spawned after beauty moguls Kylie Jenner, Hailey Bieber and Mikayla Nogueira touted the efficacy of Medicube’s PDRN products, including its Pink Peptide Serum and Pink Collagen Capsule Cream at the top of the year. PDRN, or polydeoxyribonucleotide, is a naturally occurring fragment derived from salmon sperm DNA. When used in skin care, the ingredient acts a turbo-charge repair kit, boosting collagen and stimulating the production of new blood vessels. Medicube’s products, specifically, are top sellers on TikTok Shop.
Butter Skin
A butter skin-assistance took center stage on TikTok this year, as the beauty entrants online doubled down on minimal, no-makeup makeup routines in pursuit of the quintessential “clean girl” aesthetic. The technique saw several creators combine glow-enhancing skin care with creamy makeup products for a smooth and soft complexion. Some took the trend and ran with it, substituting the actual skin care for a stick of butter.
As much as this year’s runways and red carpets supercharged this trend, the 2025 obsession with soft-focused skin can also be attributed to “filter” culture and the rise of AI influencers setting impossible beauty standards for young women online.
Guava Girl Makeup
Summer Fridays gauva-scented Lip Butter Balm.
Courtesy
Following Hailey Bieber’s “strawberry glaze skin” in 2023 and last year’s blueberry milk nails, TikTok’s appetite for food-inspired beauty continued with “guava girl makeup” this summer. Several brands tapped into the fruity fixation, launching pink products with tangy aromas like Summer Fridays’ Pink Guava Lip Butter Balm and Eadem’s Guava Fresca Le Chouchou Lip Balm.
Noticing the flavor heat up online, Maureen Kelly, chief executive officer of Tarte, partnered with Dunkin’ Donuts to drop limited-edition guava-scented versions of its Maracuja Juicy Lip Tints, a Shimmer Glass Plump and a Melt Lip Mask. “Guava is having a true color story moment,” she told WWD at the time. “It’s iced drinks, glossy lips and a zero-apology approach to having fun. It’s about joy and choosing the lip that makes you feel like you.”
Siren Eyes
Charli XCX attends the 2025 Academy Museum Gala at Academy Museum of Motion Pictures in October.
FilmMagic
Charli XCX’s second “Brat” tour this summer left fans swooning over her siren aesthetic in all its rebellious glory. The look relies on sharp, cat-eye liner and little to no face makeup other than cool contour and stone-colored lip liner. Per the “360” artist and her “It” girl entourage — Gabbriette Bechtel, Alex Consani and Rachel Sennott, to name a few — the waterline should be colored black and messily smoked out as if it’d been slept in after a night of clubbing.
The pouty look was praised online, with many hoping it would end the “clean girl” reign once and for all. But while it didn’t exactly get rid of the clean girl, it certainly rendered the aesthetic irrelevant and popularized the “tired girl” look in its place.
