Every year, Cosmoprof North America Miami draws a crowd of beauty insiders eager to spot the next big thing. The buzz was palpable this January (the second annual event), with over 800 exhibitors from 43 countries. Brands arrived prepared to highlight solutions that speak to modern-day beauty challenges: the need for serious product performance plus an element of fun, even in the most ordinary routines.
By taking a closer look at what was exhibited in Miami, it’s clear that cosmetics and personal care innovation are rising. Brands are doubling down on multi-functionality, from transformative textures in cleansers to sun-proof formulas designed to handle sweltering climates. Below, you’ll find key observations about where the industry is heading and the “wow” moments that attracted the most attention.
Table of Contents
5 top ttrends spotted at Cosmoprof Miami in 2025
1. Next-gen cleansing
2. Hyper-tasking lip color
3. Upgraded personal care
4. Healthy hair styling
5. Sun-proof solutions
Closing thoughts
5 top trends spotted at Cosmoprof Miami in 2025
1. Next-gen cleansing
Cleansers are a foundational piece of any routine, but at Cosmoprof Miami this year, they became downright exciting. Exhibitors (like Korean brands Returnu and LaLaRecipe) presented formulas that can remove makeup, exfoliate, hydrate, and do it all without stripping the skin. These “transformative” cleansers often start in one form—say, a balm or gel—and then change texture as you use them.
For instance, Retumu’s Poreshooter Gommage Cleansing Balm starts as a balm but morphs into oil and scrub upon contact with water. Most of these also contain gentle exfoliators such as pumpkin seed enzymes or konjac jelly particles, ensuring the process is thorough and soothing (like LaLaRecipe’s Yuru Self Foaming 3in1 Cleanser).
It’s a sign of the times: people want to simplify their routines but achieve deep cleansing and a spa-like feel. But that’s not all. More people have sensitive skin, so skincare products are changing to accommodate them. New cleansers are entering the market to help take better care of their pores while still simplifying their routines.
More importantly, these products use mild ingredients that clean off makeup and moisturize. A good example is the Tri-Balm Stick by Formular Prescott from Ireland. The brand designed it to nourish the skin while doing more than its job, gently.
2. Hyper-tasking lip color
Exhibitors also revealed a new wave of lip products that marry skincare benefits with innovative color technology, like pH-reactive formulas that adapt to your unique chemistry. With so many people sharing beauty looks online, there’s a growing demand for one-of-a-kind colors that stand out, especially soft, natural-looking pinks.
Because of that color-shifting element, no two people get the same tint, which taps into the human desire for something exclusive. This trend also sees lip products adding nourishing and plumping ingredients (like hyaluronic acid, neuropeptides, and vitamin E) for an upgraded natural look. Products like Pynk Lab from Italy’s Layla Cosmetics and C&D Beauty in the US are great examples, as their goal is to give that “your lips, but better” look.
But it’s not just color. Lip care is also getting a glow-up. Brands are now blending advanced skincare ingredients (like the ones used in professional treatments) to make lip products more effective. For example, Exoceuticals in the US makes a lip balm with exosomes that help heal and hydrate, and Adwn in Korea adds neuropeptides to boost lip health.
Side note: Even the way brands name these products is changing to sound more like skincare, like Mixik’s “Plumping Lip Ampule,” which gives off a high-end, skin-focused vibe.
3. Upgraded personal care
Among the more surprising takeaways from Cosmoprof 2025 is the attention paid to categories we typically consider dull: oral care, foot care, and even intimate-area masks. It might sound unusual, but the energy in these segments was amazing. Brands are beginning to treat “unsexy” items (like deodorant or a toothbrush) as worthy of premium packaging, upscale ingredients, and advanced technology that make them look good enough to display on bathroom counters.
One example is a collaboration between Piuma (an Italian oral care brand) and Piuma (a luxury design house), turning a plain toothbrush into a sparkly, gem-studded statement piece. Another highlight was a line of foot devices that combine callus removal, exfoliation, and smooth finishers in one kit, giving your feet the same premium treatment as your face.
And if that wasn’t enough, intimate skin care, such as specially formulated butt masks (like Beam’s Hole Mask), is stepping out of the shadows. These products bring a dose of humor while emphasizing real benefits like soothing irritation or prepping skin for an active lifestyle. WGSN predicts a shift toward caring for the body parts people usually overlook.
Areas like feet, body hair zones, and intimate skin are finally getting attention with fun, fresh product formats that make them feel less taboo. The idea is to treat these spots with the same care we give our faces, using skincare-quality ingredients. Beam’s Hole Mask (a cheeky take on butt care) and Italian brand Bubble with reimagines home waxing are great examples.
4. Healthy hair styling
Haircare also greatly impacted Miami, especially regarding the “healthy styling” concept. Many brands showcased hair tools with new heat or light technology. Many flat irons and curlers offered infrared heat to style the hair from the inside out to help minimize surface damage and lock in moisture rather than burn it away.
Another eye-catcher involved LED or red light therapy built right into brushes or caps that claim to stimulate hair growth and boost scalp circulation. It sounds like science fiction, but these brands are adamant that these technologies have clinical backing. But that’s not even the best part.
Hair care is getting smarter, as more brands are creating tools that make styling faster and protect your hair while doing it. New tech, like air and light-based systems, is entering the market to reduce heat damage. Brands designed products like styling wands, curlers, and all-in-one grooming tools to help save time and keep hair healthier.
A great example is the PureGlide Flat Iron Comb from JSquared in the US. It smooths and styles the hair with built-in heat protection, combining a brush and straightener in one easy tool. Another product that stuck out was a hair straightener with a built-in comb attached to the bottom plate.
In 2025, hair care will also move past fixing damage into helping hair stay healthy and grow stronger. Brands like Japan’s YA-MAN are leading the way with high-tech tools that use red light therapy to support hair growth. Even though these gadgets aren’t cheap, the promise of healthier hair over time may convince those who struggle with thinning or frequent breakage to invest. There’s a sense that the gap between professional salon equipment and at-home tools is shrinking every year.
5. Sun-proof solutions
It wouldn’t be Miami without serious talk about sun and humidity. Many global exhibitors took the “climate-changed” approach to heart. Look at Germany’s SyNeo—they unveiled deodorants that promise up to five days of protection, claiming to block sweat and odor even under intense conditions.
SyNeo is not the only one, though. With temperatures rising, the beauty industry is adapting to the changing climate. Interestingly, many exhibitors highlighted WGSN’s “Resilient Adaptation” trend, which focuses on creating products that help cope with heat and environmental stress.
Expect more cooling formulas, long-lasting formats, and climate-smart ingredients. Solid sticks, for example, are becoming popular because they hold up well in warmer weather and still deliver powerful results. It’s all about staying comfortable and confident, no matter the conditions.
Sun protection is also getting a modern upgrade, thanks to stronger UV rays and more people looking for ways to protect their skin and hair, which means going beyond regular sunscreen. Think SPF-infused hair products and self-tanners that give a healthy glow while treating the skin with nourishing, skincare-level ingredients. These smarter, multitasking options are perfect for consumers who want to age well while enjoying the sun-kissed look, minus the damage.
Closing thoughts
This year’s Cosmoprof showed that the future of beauty is about balancing function with delight. Customers still demand proof that a product works, but they also appreciate a sense of magic or play—something that makes them smile. As more of us juggle hectic schedules, we’ll see a surge in product hybrids that cut down on time or steps, whether a three-in-one cleanser or an at-home hair device mimicking professional salon treatments.
And don’t forget climate adaptability. With Miami as the perfect backdrop, brands are reminded that heat and humidity demand new approaches to sunscreen, deodorant, and beyond. These are the top trends showcased at the 2025 Cosmoprof in Miami.
