As we step into AW 2025, the beauty forecast is brimming with contrasts, nostalgia and a new wave of skin-first thinking. This season’s trends are less about chasing a single aesthetic and more about curating your own, borrowing from the past, embracing your natural features, and future-proofing your look.
We’re seeing a move back to the early 2010s, where glossy textures, satin finishes, and throwback palettes meet a modern hand. Winter glow is also a key theme, keeping the radiance alive even in cold light, blending SPF-rich bases with softly luminous skin.
AVON’s beauty experts have tapped into search data1 and trending content to spotlight the key looks shaping this autumn and winter, with Global Head of Make-Up at AVON, Emily Howarth, on hand to share how to master each one.
Stains and tints are also having their moment, and this is part of a wider trend of ‘effortless permanence’ which is all about long-wear colour and subtle definition, think stains, tints and serums that enhance without overpowering.
AW 2025? It’s an open invitation to mix, match and make the trends your own.
2013, but make it 2025
Nostalgia has officially entered the beauty chat. Searches for ‘2011 makeup’, ‘2012 makeup’ and ‘2013 makeup’ are soaring, up over +8,000%, as beauty lovers revisit looks that dominated YouTube tutorials and red carpets just over a decade ago.
TikTok creators are dusting off old techniques, but this isn’t a full rewind. Instead of harsh contouring or overdrawn brows, the 2025 remix is about glossy lids, satin finishes, and berry-toned palettes with a lighter, fresher touch.
Products once seen as ‘retro’ are suddenly trending again. AVON’s Bronzing Pearls, for example, have excelled in popularity as consumers rediscover their softly diffused warmth.
Emily explains, “Retro doesn’t need to feel dated. The magic is in choosing one nostalgic detail and making it modern. A satin finish bronzer or a grape-tinted lip feels like a nod to 2013, but with today’s lighter, more skin-first application, it’s chic rather than costume.”
Get the look: Sweep Bronzing Pearls across the high points of your face, then finish with lip oil for a glossy, 2010s-inspired glow that still feels totally current.
Winter glow all year round
Radiance is no longer seasonal; it’s a year-round expectation. This winter, glow evolves into something softer and more protective. Search interest in ‘face cream with SPF’ has surged +4,665%, and ‘best SPF for face’ is up +19,700%, showing consumers want skin that looks lit-from-within but is also shielded from winter’s harsh light.
On TikTok, the rise of #SoftGlam and serum-infused bases reflect the same craving for luminous skin with substance.
“Winter glow is about radiance that feels believable. It’s less about glitter and shimmer, more about hydration and health. Starting with an SPF-rich base which means your glow has protection built in. Then, add cream blushes and liquid highlights for a finish that catches the light, even in grey weather,” says Emily.
Get the look: Blend blush into the apples of the cheeks, then tap a little illuminator onto the high points of the face for that soft-focus finish.
Do less for it to last longer
Long-wear doesn’t mean heavy anymore. The new trend, what Emily calls ‘effortless permanence’ is about products that stay put while looking natural and understated. TikTok proves the demand, #LipStain has seen over 11K new videos in just 120 days, and #LashSerum continues to grow as consumers look for beauty that blurs the line between makeup and care.
“People don’t want to be constantly reapplying. Stains, tints, and serums give that just-applied look without the effort. A berry-tinted stain, for example, lasts all day but looks soft and natural. And lash serums are the ultimate in ‘quiet beauty’, they enhance what you already have, but gradually.
Get the look: Blur a lip stain across lips with your fingertip for a bitten effect, then brush through lashes with serum before applying mascara.
Cold frost
Cold weather is no longer a beauty problem, it’s inspiration. TikTok’s viral #ImColdMakeup trend celebrates the natural flush skin gets in frosty air. The look is all about freshness: cheeks that look wind-kissed, and tones that lean cool rather than warm.
“This trend works because it’s seasonal and playful. Apply blush high on the cheeks and a little across the nose to mimic how skin naturally reacts to the cold. Stick to cool pinks, mauves, and berries, shades like those in our True Blush Stick range work perfectly. Finish with a slick of gloss for that frosty edge.”
Skin tech & texture
The biggest shift of AW 2025? Beauty that works harder. Consumers are increasingly searching for products that sit between skincare and makeup, ‘primer makeup’ is up +17,900%, while ‘makeup forever skin tint’ has jumped +7,100%. On TikTok, #Serum has 3M mentions and #SPF sits at over 574K, proving the obsession with ingredients and function.
“Skin tech is where beauty is heading. We’re seeing primers that hydrate and blur, tints that act like skincare, and even lipsticks that double as treatments. Our Hydramatic Matte Lipstick, infused with hyaluronic acid, is a perfect example, its matte, but it keeps lips comfortable all day,” says Emily.
AW 2025 isn’t about sticking to one look, it’s about experimenting, mixing, and making the trends your own. From nostalgic nods to future-facing innovations, the new trends proves that beauty can be playful, practical, and always personal.
“This season is all about flexibility. Whether you want to dip back into 2013, go all-in on glow, or embrace skin-tech hybrids, the point is to make beauty work for you”, advises Emily.
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