Fohr Beauty Predictions: Top Engagement Trends for 2025

Published 19 December 2024

2 min read

Spotlighting emerging beauty engagement shifts for 2025, American influencer marketing platform Fohr’s 2025 Beauty Predictions Report analyses social metrics, survey and interview data from beauty experts, insiders and influencers. We unpack three need-to-know trends: fragrance’s social media ascendancy, beauty content’s comedic lean and authoritative clean beauty comms.

FragranceTok Supercharges Gen Z Fandoms: Following a 547% year-on-year surge in #FragranceTok mentions by Fohr’s influencer community (Fohr, 2024), fragrance’s social media ascendancy is set to continue in 2025. TikTok is estimated to drive 66% of Gen Zers’ perfume purchases globally (Circana, 2024). Fohr highlights consumers’ growing interest in holistic wellness and non-aesthetic beauty products, necessitating brands’ effective communication of invisible (i.e. mood-boosting) product benefits.
Beauty Content’s Comedic Bent: Fohr notes social media users’ increasing preference for unexpected (often comedic) posts – due to the saturation of impersonal, algorithmically curated content. To reinvigorate beauty engagement, brands should look beyond the aesthetics-led established format of tutorials or GRWM (get ready with me) videos and align their social strategies with entertainment-first creators and existing skit series, delivering moments of unexpected humour. See South Korean beauty brand Innisfree’s TikTok collaboration with American comedic duo Grant & Ash where Innisfree’s Green Tea Seed Hyaluronic Cream was seamlessly (yet unexpectedly) integrated into a spoof clip of American historical political figures John Adams and Paul Revere preparing for the Boston Tea Party.
Authoritative Clean Beauty Comms: Fohr notes consumers’ waning trust in sweeping labels and scripted influencer talking points related to ‘clean beauty’ as a key beauty content shift, adding that brands should establish their own creator task forces. See Clinique’s Derm Creator Council in Ad Age Gen Z Summit 2024 and TikTok’s Chemist Sleuths in Strategies for Supercharging Beauty Retail for more on transparent communication on product composition, supported by creators’ ingredient knowledge and credible brand-supplied data.