Beauty trends move fast, but 2025 is proving to be a year where consumers want three things above everything else – real results, clean formulas and products that feel like tiny luxuries in everyday life. And if there’s one place shoppers are flocking to for the newest must-haves, it’s ULTA. With thousands of products, exclusive launches and constant deals, ULTA has become the go-to beauty destination for every type of shopper.
But with so many items trending at once, it can be overwhelming to know what’s actually worth trying. So we dove deep into customer reviews, sales patterns, new launches and 2025 beauty conversations to uncover the products everyone is buzzing about.
Whether you’re refreshing your makeup bag or leveling up your skincare routine, this guide covers the biggest beauty winners of the year – all available at ULTA right now.
Why ULTA Is the Center of Beauty Trends in 2025
Every year, ULTA evolves – but 2025 is a game-changer. Beauty lovers aren’t just shopping anymore. They’re curating, comparing, trying new textures and discovering indie brands that suddenly go viral on social media. ULTA has become the digital and physical hub where those trends start.
Here’s why shoppers are turning to ULTA more than ever:
- Massive brand diversity – luxury, drugstore, clean beauty, derm-level skincare and everything in between
- Community-driven reviews – users help guide what products are trending
- Exclusive drops – certain items sell out only at ULTA
- Daily deals and member perks
- A seamless online experience
Put simply – if it trends, ULTA has it first.
THE MOST-TRENDING BEAUTY PRODUCTS OF 2025 ON ULTA RIGHT NOW
Below, you’ll find the categories and products dominating ULTA shoppers’ carts this year – from skincare breakthroughs to makeup game-changers.
1. SKINCARE THAT’S BREAKING THE INTERNET IN 2025
2025 is the year skincare finally simplified – fewer steps, smarter formulas and results that show fast. Shoppers want performance over marketing fluff, and ULTA’s top sellers reflect that shift.
– Skin Cycling Kits & Barrier-Repair Products
If 2024 was about retinol, 2025 is about repairing the skin barrier so retinol users survive the winter. Brands offering barrier-boosting serums, creams and overnight masks are dominating ULTA’s trending charts.
Why they’re trending:
- Overuse of actives made people crave soothing formulas
- Dermatologists are recommending barrier repair more than ever
- TikTok skincare influencers have turned “repair first” into the new rule
Products in this category are selling out weekly – and many are found directly at ULTA.
– Peptide-Powered Everything
Peptides have moved from “interesting ingredient” to “top trending category”.
2025 shoppers want:
- plumper skin
- smoother texture
- anti-aging without irritation
ULTA peptide serums and creams are the most searched skincare items of the year.
– Cleansing Balms With Luxury Textures
Cleansing balms exploded this year thanks to:
- social videos showing makeup melting off in seconds
- the rise of double cleansing
- a desire for spa-like nightly routines
Their buttery feel makes skincare feel like self-care again. Check out trending options at ULTA.
– Gentle Exfoliants Instead of Harsh Acids
People are ditching strong AHA/BHA peels and choosing:
- enzyme exfoliants
- powder cleansers
- lactobionic acid
- low-strength resurfacing serums
2025’s motto – “Glow without damage”. Explore trending exfoliants at ULTA.
2. MAKEUP PRODUCTS EVERYONE IS BUYING IN 2025
Makeup trends this year focus on healthy skin, soft glam and flexible products that work for day or night. ULTA’s trending makeup list is packed with products that deliver instant transformation with minimal effort.
– Hydrating Skin Tint Foundations
Full coverage is out – breathable glow is in.
2025 makeup lovers want complexion products that feel like skincare with tint. The most popular features shoppers search for:
- dewy or natural finish
- buildable coverage
- light, comfortable wear
- hyaluronic acid or ceramides
You can browse trending complexion products at ULTA.
– Multi-Purpose Blush Sticks
Blush sticks are the reigning queens of ULTA’s makeup charts. Why?
- Blend in seconds
- Work on cheeks, eyes and lips
- Look youthful and natural
- Perfect for fast morning routines
The “sun-kissed flush” trend is huge for 2025. Find them at ULTA.
– Viral Lip Oils & Gloss-Oil Hybrids
Matte lipstick isn’t gone, but glossy, juicy lips dominate this year.
Most purchased lip products on ULTA include:
- plumping lip oils
- high-shine gloss-balms
- hybrid formulas with treatment benefits
Influencers made the “glass lip” trend the new makeup essential. Shop trending lip products at ULTA.
– Mascara That Looks Like Lash Extensions
2025 mascaras are all about:
- tubing formulas
- lash-separating technology
- dramatic but natural length
- no smudging
These mascaras sell out repeatedly at ULTA.
3. HAIRCARE TRENDS TAKING OVER ULTA IN 2025
Healthy hair is trending harder than ever, and ULTA shoppers are leaning toward ingredients that repair, strengthen and smooth.
– Bond-Repair Products
This category has exploded, from:
- shampoos
- conditioners
- serums
- overnight masks
The bond-repair trend is so big that nearly every major brand released its own version in 2025. Browse haircare innovations at ULTA.
– Heatless Styling Tools & Damage-Free Gadgets
People want curls without heat, which has pushed:
- soft roller sets
- heatless curling ribbons
- flexible foam systems
into ULTA’s most purchased section. Shop hair tools at ULTA.
– Scalp Care Systems
2025 focuses on the root instead of the ends. Trending items include:
- scalp scrubs
- exfoliating serums
- lightweight scalp oils
- microbiome-friendly treatments
Shoppers love the immediate “fresh scalp” feeling. Check scalp products at ULTA.
– Lightweight Styling Creams
Instead of heavy gels or sprays, buyers want:
- featherlight creams
- frizz-reducing milks
- leave-ins that don’t weigh hair down
Explore styling creams at ULTA.
4. FRAGRANCE TRENDS EVERYONE IS OBSESSED WITH
Fragrance took over beauty in 2024, and in 2025 the momentum is even stronger. ULTA shoppers are loving scents that feel sophisticated yet wearable.
– “Soft Luxury” Perfumes
These fragrances combine:
- warm vanilla
- delicate musk
- clean amber
- smooth coconut or sandalwood
They smell expensive without being overpowering. Shop fragrances at ULTA.
– Skin-Scent Fragrances
Minimalist fragrances that mix with your natural skin chemistry are trending massively at ULTA. They’re subtle, intimate and long-lasting.
– Fruity-Floral Comebacks
Modern twists on classic fruity florals are trending again thanks to their youthful, energizing vibe.
5. BEAUTY TOOLS & TECH TRENDING IN 2025
Tools are no longer optional – they’re part of the routine. With technology improving quickly, ULTA shoppers are grabbing gadgets that bring pro-level results home.
– LED Therapy Masks
At-home LED masks have become one of the fastest-growing categories. Benefits include:
- anti-aging
- acne reduction
- glowing skin
- improved texture
Invest in LED masks at ULTA.
– Sonic Facial Devices
These devices help with:
- deeper cleansing
- better product absorption
- exfoliation
- smoother texture
Shop sonic facial devices at ULTA.
– Ceramic Hair Tools
More buyers are choosing:
- ceramic straighteners
- curling wands
- blowout brushes
because they’re gentle but effective. Explore tools at ULTA.
6. CLEAN BEAUTY THAT’S TRENDING WITHOUT COMPROMISE
Clean beauty has officially gone mainstream at ULTA. But unlike earlier years, 2025 is about clean performance, meaning products are safe, gentle and still effective.
– Plant-Based Serums With Clinical Results
Shoppers want:
- fewer irritants
- powerful botanical actives
- eco-friendly packaging
Modern clean beauty has finally caught up to derm-grade products. Browse clean options at ULTA.
– Mineral Sunscreens That Don’t Leave White Cast
One of the biggest skincare complaints is finally being solved.
2025 mineral sunscreens now:
- blend smoothly
- work on all skin tones
- feel lightweight
Check trending sunscreens at ULTA.
Why These Products Are Trending – The Psychology Behind 2025 Beauty Shoppers
The trends aren’t random. They reflect what today’s buyers care about most.
– Convenience
People want fast routines that deliver results.
– Gentle Ingredients
No more harsh formulas. Smooth, safe, comfortable products win.
– TikTok Influence
Beauty creators can sell out a product in hours.
– Real Results Over Hype
Shoppers want transformation they can actually see.
– Affordable Luxury
Products that feel high-end without the high price tag dominate the market.
All of this leads people straight to ULTA.
How to Shop the 2025 Beauty Trends at ULTA the Smart Way
Here are expert tips to get the most out of your ULTA shopping this year:
- Join Ultamate Rewards – This is the single easiest way to save money.
- Check the “Trending Now” section daily – Some viral items restock quietly.
- Use free gifts with purchase – ULTA runs these constantly.
- Browse reviews before buying – Trends move fast, but real customer experiences matter.
- Compare different price points – ULTA carries luxury and drugstore – so you can find what works within your budget.
Final Thoughts – 2025 Is the Year to Upgrade Your Beauty Routine
Beauty in 2025 is smarter, simpler and more enjoyable than ever. With new textures, advanced formulas and gentle ingredients, there’s a product for every skin type, style and budget. And thanks to ULTA’s massive selection, daily deals and trending categories, shoppers can experiment without stress.
If you want to explore the hottest products of the year, start right here: ULTA.
This is where the real fun begins – and where the top beauty trends of 2025 are waiting for you.
