In 2025, beauty products with immersive textures will be a big deal. People want their daily routines to feel exciting, not boring, so shoppers are searching for products that offer an emotional, sensory experience. Thankfully, that’s where textures come in.
The more innovative and surprising the texture, the more buzz it’ll generate, especially on social media. That’s where brands can win with word-of-mouth recommendations. Texture is huge for first impressions—a British study showed that 88% of people said smoother textures were higher quality, so it matters.
Check out this forecast to discover five texture trends brands won’t want to miss for 2025 product development and buying decisions.
Table of Contents
Why beauty textures will be important in 2025
5 beauty texture trends to watch in 2025
Final words
Why beauty textures will be important in 2025
Consumer fatigue is real; people are tired of the same old product launches. In fact, 61% of people in a Wunderman Thompson survey (across the UK, US, and China) couldn’t even remember the last time a brand did something that truly excited them.
But here’s where things get interesting: brands can create little moments of joy by playing with textures. Think sticky jelly or soothing milk—these textures grab attention and make the experience fun. Even “ick” textures like peel-off films can play into darker, more intriguing themes.
5 beauty texture trends to watch in 2025
1. Cashmere foam
Soft foams are set to become the go-to for optimal cleansing with minimal irritation—consumers won’t need to rub excessively. These nanobubble formulations will soon be a must-have in skincare routines, especially as more people deal with sensitive skin.
So, if target consumers want gentle yet effective cleansers, they will gravitate toward the soft foam texture. Take the Korean brand I’m From, for example; they use carbonic nanobubbles that help keep the pH level as “skin-like” as possible. This opens up opportunities in recovery care for post-treatment sensitivity as well.
Foams also have serious beauty potential, as seen with maximalist products from the Korean brand Pinky Cosmetics. Even better, some brands use the texture for more than just cleansing. For example, Milk Makeup (US) recently launched a groundbreaking foaming makeup primer.
The best way to jump on this trend is by offering surfactant blends that cause minimal irritation. Businesses should also conduct patch testing and get sensitive skin certifications to build consumer trust. Brands will also improve their credibility if their products include ingredients like ectoin (popular in milder surfactants).
Relevant for: Skincare, body care, and personal care.
2. Water balm
Thanks to the rise of the #GlassSkin trend, lightweight, oil-based products will be a game changer for many consumers. The perfect look here is glossy, hydrated skin that looks dewy and fresh without feeling heavy.
Businesses can grab a huge opportunity here. One key part will be skincare-infused makeup, especially regarding “skinified” lip care. Imagine water-lip balms that hydrate the lips while giving them that perfect tinted gloss finish.
One way to leverage this trend is to team up with formulation chemists to achieve that amazing, watery finish. To create their perfect formula, retailers can experiment with dry oils, lightweight waxes, and oil-in-water emulsions. A great example is U Beauty’s (US) SUPER Intensive Face Oil, an oil-hydrator hybrid that mimics the skin’s natural composition.
Another way businesses can take things further is by offering two separate products that consumers can blend at home for a more personalized touch. Experiment (US) used this strategy with its “moisturizer recipe book,” which suggests optimal ratios for humectants and actives.
Relevant for: Skincare, makeup, and body care.
3. Bouncy jelly
Jelly textures are about to take the beauty world by storm. They’re fun, playful, and perfect for adding joy to any consumer’s daily routine. Whether bouncy sticks or liquid jellies, this tactile trend is set to make waves across all beauty categories.
People craving something different will be all over these jelly products. Since this trend is about appealing to the senses, consumers will love products with satisfying clicks, bold scents, and textures that deliver a delightful sensory experience (ASMR vibes, anyone?).
However, implementing this trend requires more than the “wow” factor. Businesses should also focus on skincare benefits. High levels of glycerin can give the perfect jelly feel while hydrating the skin. They can get creative with jelly makeup, as its blendability makes it ideal for multi-functional products.
Take inspiration from Milk Makeup’s (US) Jelly Tints, which users can apply to their lips and cheeks with just their fingers. Jelly textures are also a great sustainable alternative to sheet masks. However, businesses should stick to biodegradable thickeners and gums to remain eco-friendly.
Relevant for: Makeup, skincare, body care, and scalp (or hair) care.
4. Peel-off second skin
This texture creates a peelable “second skin” that acts like an invisible shield for consumers’ faces, defending against harsh environments while still letting their skin breathe. These super-thin barrier films will be one of the next big skincare trends, helping protect users’ skin from damage before it starts.
These second-skin products are perfect for anyone who values efficiency and hates the hassle of constant touch-ups. Think about how amazing it would be to wear something like Dr. Franz’s Naked Sunshield patches all day, which are barely noticeable and eliminate the need to reapply sunscreen. These innovative formulas are also perfect replacements for sticky, greasy products that mess up clothes or bed sheets.
The beauty of second-skin products is that they not only keep the bad stuff out but can also lock in good ingredients. Businesses can take this trend differently by offering products that infuse them with actives like BHA to tackle breakouts while protecting the skin, much like Fenty Beauty’s Blemish Defeat gel.
Relevant for: Skincare and makeup.
5. Silky milk
Milk textures are making a comeback, especially for sensitive skin solutions. With more people looking for natural remedies, milk products will be one of the biggest trends in 2025, thanks to their roots in ancient milk baths that treated conditions like psoriasis.
As skincare trends shift toward gentler solutions, milk will become the go-to alternative to harsh active ingredients that can damage the skin barrier. There’s a huge opportunity here, like age-appropriate skincare for Gen Alpha and gentle acne care for both the face and body. Even skin-cycling milk can pair with powerful actives like retinol.
Businesses can tap into the nostalgic appeal of milk textures and mix it with foodie inspiration. Brands like Sollie are already ahead, using premium Japanese Hokkaido milk in their sunscreen. Brands can also experiment with vegan milks like oats, coconut, and soy to cater to health-conscious consumers.
Relevant for: Skincare, body care, lip care, and scalp care.
Final words
To stand out in today’s crowded market, businesses must give consumers something unexpected. In this case, they should look toward textures that feel amazing while serving a real purpose. Every formula should go beyond luxury to deliver eye-catching results. Even though people love to indulge, they haven’t forgotten about value.
Eco-awareness is also rising, meaning consumers are paying more attention to issues like microplastic pollution, and brands need to keep up. Those that offer skin-loving, eco-friendly textures (like silky hydrating milk and bouncy jellies) will stay ahead, meeting the growing demand for gentle, nurturing products in 2025.
