The beauty world never stands still, and 2025 is bringing some of the most exciting innovations yet. From high-tech tools to game-changing formulas, this year’s top hair and beauty products are all about making life easier, more inclusive, and a whole lot more glamorous. With a growing demand for products that cater to diverse skin tones and hair textures, brands are finally stepping up to the plate – delivering everything from flexible detangling brushes to foundations that feel like second skin.
Take the Cantu Detangle Flexi Brush – a must-have for curl lovers looking to distribute product evenly while minimising breakage. And let’s talk about Too Faced Born This Way Soft Matte Foundation – an update on the cult classic that now offers even more flawless, pore-blurring coverage.
On the search for a glow-boosting serum? A hair tool that cuts styling time in half? Or a mascara that actually lives up to the hype? We’ve got you covered. Here’s our pick of 2025’s must-have beauty and hair buys!
1. Stylpro Hydro Exfoliator, £39.99
Beauty-tech brand Stylpro, founded by Tom Pellereau (winner of The Apprentice, 2011) has launched a slew of affordable (and clever) gadgets to address skin concerns. This nifty device satisfyingly removes dead skin cells using a combination of water and suction to draw out impurities lurking deep in the dermis – just like a Hydrafacial – to create a gratifying glow.
2. Überliss Bond Healing Spray, £15.50
Formulated by Dr Ali N. Syed who bought us Affirm and KeraCare, think of this leave-in as a souped up braid spray. When hair is locked in braids, spritz on every other day to maintain elasticity (crucial for length retention) and optimum moisture levels. The results… less shedding and zero dryness on take-out day.
3. Nars Afterglow Tempting Eyeshadow Palette, £52
The texture of Nars’ eyeshadows never disappoints, and this palette featuring a spectrum of orchid purples set to be the shade of the year, makes you feel like a kid in the candy store. The smooth mattes, high-shine shimmers, and reflective glitters are perfect for building and blending long-lasting ethereal eyes.
4. Cantu Detangle Flexi Brush, £9.99
Upgrading your hairbrush is a must! Why? Because wear and tear can cause damage to delicate strands. Plus, the savvy designs on brushes are to be taken advantage of too. This one from Cantu, flexes and bends so product is distributed tip to root (yes, that’s the correct method curlistas) to form curl definition.
5. MAC Studio 24hr Luminous Lift Concealer, £26
Congratulations to MAC for nailing its concealer formula. It’s a real workhorse for transforming the undereye area: brightening, lifting, hydrating (with top-notched skin ingredients niacinamide, vitamin C and hyaluronic acid), these tweaks will make all the difference to your daily and going out beat.
6. Cécred Restoring Hair & Edge Drops, £54
It’s no secret Beyoncé has the power to take our coins. With an edge drop just shy of 60 quid, the question is, is it worth it? Absolutely. Using toptier bioactive technology, this drops makes edge care less medicinal and more luxurious. Good bang for buck.
7. Too Faced Born This Way Soft Matte Foundation, £38
Usually, brands have one hero product, but for cult cosmetic line Too Faced, there’s too many to mention. The OG Born This Way foundation made a splash back in 2015, and to date has evangelical fans. But the newgen Soft Matte Foundation delivers pore-softening and texture-matching coverage that puts it in a welldeserved league of its own.
8. Noughty Let’s Bond Leave-in Treatment, £14.99
Love it or hate it, silicone imparts serious levels of shine. Now you can replicate the same effect minus the chemical compound with this cutely packaged strengthening treatment. Great for revitalising human hair extensions that need a pick-me-up, smooth into the hair adding a generous amount to the ends before heat styling.
9. Glow For It Lash Growth Mascara, £23.99
This dual-action mascara will not only obtain longer, darker thicker lashes in one sweep, its main mission is to enhance growth over time by coating lashes in a sea of vitamins and nutrients. Simply incorporate into your daily make-up routine to reap the rewards. If you don’t want to forego your glam, it can be used on lash extensions too.
10. 4.5.6 Skin To Be Clear Resurfacing Exfoliate Mask, £45
Climbing the rankings as one of the best beauty brands for melanin skin, the star student of the year is the 3-in-1 exfoliating mask. Use as part of the 4.5.6 Skin system or standalone, to maintain a clear and well-balanced complexion for the next 365 days.
11. Ardell Brow Lamination, £19.99
Last year TikTok swayed us to indulge in brow makeovers. So here we are with this serious bit of kit. The four-step process is triple P certified – no pro needed, not pricey and thankfully painless. Results last up to five weeks and you’ll be amazed the difference it makes to your facial features. Bring on #selfiequeen.
12. Escentric Molecules Molecule 01 + Black Tea, £125
A compelling combination of bitterfresh florals and aromatic black tea, this fragrance is mouth-wateringly good. The new M+ range is created by the perfume pros behind the cult-favourite Molecule 01, and quite frankly, can do no wrong. Consider this a trans-seasonal scent that smells divine on sun warmed skin as it does under cashmere jumpers.
13. Ghana Fresh Moringa Soap, £8
Utilising the humble Moringa plant, this premium handcrafted shea-based soap is a titan for treating inflammation. Founded and developed by Karl Yaw Dalian who wanted to find a natural solution to treat his son’s eczema, the superfood’s antimicrobial and antibacterial properties doesn’t take a sledgehammer approach. Instead, it calmingly hydrates and heals for better skin days.
14. Shark FlexFusion Straight 5-in-1 Air Styler & Dryer & Ceramic Straightener, £369.99
Yes, it’s a steep price for styler but you’ll be hard pressed to find a better one. USP’s include a scalp shield mode designed to protect new growth from excessive heat, and the wet to dry fusion attachments are a healthier method for controlling heat on curly hair. Just think, no more drip-dry.
15. L’Oréal Professionnel Absolut Repair Molecular Strengthening Mask, £28
Here comes the science bit… composed with micro-sized peptides to penetrate the hair’s shaft to reform and rebuild the molecular structure, if your hair has had a hard time lately, this is what it needs. Instructions say leave in for one to two minutes which is unheard for a deep conditioning treatment.
Deep moisturisation should never feel greasy, and if it does, it means the lipids are sitting on top of the skin. Thankfully Aveeno has mastered the art by developing a fastabsorbing face balm armed with a triple oat complex to soothe and relieve any tightness or flare-ups.
17. Osmo Essence Curl Enhancing Foam, £5.95
If you didn’t know already, Osmo has been churning out salon-quality products for 20 years. Now turning their expertise to curly hair, this weightless foam is one of many products adept at giving natural and synthetic hair flexible hold without that starchy feeling.
18. Neutrogena Clear & Defend Facial Wash, £6
For decades Neutrogena has earned its stripes as the kick-ass brand for acne. And yet, you don’t have to suffer from spots to reap the benefits of this gel consistency wash. Laden with skin-friendly acids, it blitzes away dead skin cells and gently tightens like a mini chemical peel – at a fraction of the price.
19. Melanin Multi-Use Pure Oil Blend, £21
If you’re making a concerted effort to go clean with your hair and beauty products, this imported plantbased oil is a strong place to start. Founded by US influencer Whitney White aka naptural85, the aptly named treatment doubles up as a hot oil treatment and super-charged body moisturiser.
20. The Feme Collection 2-in-1 Human Hair, from £63
At Spell we are the hair oracles, and this year’s prediction is half wigs will be entering a new chapter of popularity. Offering supreme versatility – can be worn up or down – this human hair offering from Feme ticks all the style boxes. With bobs being a major trend, we think it deserves a place on your wig stand.
21. No7 Bronze & Glow Multi-stick, £14.95
Our advice is not to sleep on No7. Ninety years deep in the make-up game, their new mission is to end make-up mishaps for women commuting. Part of the on-the-go essentials A-team is this creamy bronzing multistick, which gives a decent glimmer of the cheeks, eyes and even the lips.
22. I Am Divergent Sea Moss Gel, £24.99
The sea moss space is growing – and long may it continue – however this is a personal favourite. Hydrated with colloidal gold or silver – which beats expensive lotions and potions for its potency and antiflammatory prowess – if you want to up your self-care this year, make this your first stop.
23. Biomed Superwhite Natural Whitening Toothpaste, £3.49
Debunking the idea teeth whitening is abrasive – you know, when smiling in the wind becomes sensitive – this 97% natural toothpaste is a panacea. The coconut flavour may be mild, but the fruit’s enzymes will give you a brighter smile in two weeks – or sooner.
24. Noma Sana Silk Tress Hair Straightener, £180
Lily Odogwu has made a seat for herself at the electrical haircare table by founding Noma Sana. Meaning ‘great’ in Swahili, the mane-changing straightener is specifically designed for type 3 and 4 hair. Knowing what women want when it comes to a flawless silk press, Odogwu has bought to the market a tool poised to keep the integrity of curly hair by having a top temperature of 180c and an in-built smoothing comb.
25. Shedid & Parrish Afro Butter, £38
Already scooping up awards for Best Textured Hair Product, this is a brand to watch – and invest in! If you’re a fan of the classic LOC method, the melt-in-your-hands butter is a good addition to revamping your routine. The blend of hair softening natural butters and oils penetrate the shaft for a rich conditioning experience.
Feature image credit: J&M Davidson
