IPSY announced its first-ever Beauty Discovery Report at The Ipsies: 2025 Beauty Awards.

Created to uncover trends currently driving consumer shopping behaviors in beauty as well as provide a look at what products are rising to the top of the crowded marketplace, the 2025 Beauty Discovery Report draws on insights from its community of over 20 million beauty enthusiasts.

Kristy Westrup, Chief Merchandising Officer at IPSY, said, 

“Our data shows that consumers are craving credibility in a crowded market. In a sea of celebrity brands, makeup artist-founded brands bring technical expertise and authentic passion that resonates deeply with our beauty-obsessed community. This movement reflects consumers’ growing trust in brands founded by professional makeup artists rather than celebrities, valuing their artistry-first approach and innovative formulas.”

IPSY’s 2025 Beauty Discovery Report identified micro beauty trends dominating the landscape this year. Key takeaways include:

• Gen Z Shifts Focus from Scents to Gloss: Gen Z is moving on from fragrances to lip products, signaling the category’s growth potential.
• The Maximalist Aesthetic Unites Beauty & Design: Art and design hubs like Chicago, Miami , and San Antonio are bringing the maximalist decor trend into the world of makeup.
• Back to School Means Back to Bold: The ultimate back-to-school trend is a bold lip, illuminating how Gen Z is prepping their school year makeup routine.
• The Hottest Product for Skin Right Now Is Serum: Beauty routines continue to get more “skinified.” Serums and moisturizers are outperforming typical complexion makeup products like foundation.

IPSY’s 2025 Beauty Awards

IPSY also announced the winners of its third annual The Ipsies: Beauty Awards, which honor brands and products making the biggest impact on the IPSY community based on member reviews and popularity.

Demonstrating the increasing presence of the MUA Movement, multiple makeup artist-founded brands received top honors, including Danessa Myricks Beauty for Most Innovative Brand, Charlotte Tilbury’s Beauty Skin Foundation for Best Complexion Product, and Zach Dishinger’s Formula Z for Best Indie Brand.

Winning products included:

• Best Serum: Byroe Hydrangea Tea Intensive Hydration Serum
• Best Lip Product: Fenty Beauty Gloss Bomb Universal Lip Luminizer
• Best Moisturizer: First Aid Beauty Ultra Repair Cream
• Best Scent: Commodity Juice Expressive
• Member-Favorite Brand: Tarte

Photos: Left- ONE/SIZE founder Patrick Starrr. Right- Danessa Myricks.