Influencer marketing agency Fohr predicts that “unexpected” will replace “authenticity” as the dominant theme in beauty content creation for 2025.

The agency’s “2025 Beauty Predictions” report, which combines survey data from over 600 creators with expert interviews and proprietary analysis, indicates a shift away from traditional beauty content formats as audiences seek more spontaneous, informal engagement.

“Online audiences are bored,” Grace Murray Vazquez, VP of Strategy at Fohr, said in a news release. “They want an online experience akin to a FaceTime call with a friend who happens to be giving you a great beauty tip.”

The report forecasts significant changes in how brands allocate marketing resources. Beauty marketing budgets dedicated to influencer initiatives are expected to increase from 30% to 40%, while the broader influencer industry is projected to grow from $15 billion to $130 billion over the next decade.

Key findings include the predicted decline of traditional influencer trips in favor of more intimate brand experiences and a shift from “clean beauty” messaging toward detailed ingredient education. The report also notes substantial growth in fragrance-related content, with “FragranceTok” mentions increasing 547% year-over-year from 2023 to 2024.

Source: Fohr

Demographics are also evolving, with beauty influencer casting expected to expand beyond the typical under-35 age range. Additionally, the report identifies a trend toward “high-maintenance to low-maintenance” beauty routines.

“What we’re seeing isn’t just a trend shift – it’s a maturation of the entire beauty marketing ecosystem,” stated Gabrielle Schaefer, VP of Client Services at Fohr, stressing the importance of adapting creator partnerships and content development strategies.

The full report is available here.