For this month’s column, skin health expert Louise Thomas-Minns, CEO and Founder of Louise Thomas Skincare, takes a look at what’s in and what’s out in the skincare industry
As 2025 gets well underway, the skincare industry continues to evolve, bringing exciting innovations and shifting away from outdated trends. At Louise Thomas Skincare, we’re always at the forefront of these changes, ensuring that our clients benefit from the best science, nutrition, and holistic practices. In this blog, we’ll explore the key “ins” and “outs” in skincare for 2025 and share how our values align – or diverge – with these trends.
What’s In: Skinimalism and Multi-Functional Products
Gone are the days of overwhelming 10-step routines. This year, skinimalism is leading the charge, with consumers opting for fewer, high-performance products that deliver multiple benefits.
Our Take:
This trend aligns perfectly with our philosophy. Our carefully curated capsule collection, including the Hero Serum #1 and the newly launched Hero Serum #2, embodies simplicity and effectiveness. Each product is designed to address multiple skin concerns, reducing the need for excessive products while achieving visible results.
What’s Out: Overconsumption and Overfilled Aesthetics
2025 is seeing a move away from skincare overconsumption and overly dramatic aesthetic treatments. Consumers are embracing natural enhancements over trends like excessive fillers or “glass skin” illusions.
Our Take:
We wholeheartedly support this shift! At Louise Thomas Skincare, we believe in enhancing natural beauty rather than masking it. Our treatments, like the Signature Facial, are bespoke and results-driven, focusing on long-term skin health rather than short-lived fixes.
What’s In: Personalised Skincare Powered by AI
With advancements in AI technology, skincare personalisation is reaching new heights. From virtual skin assessments to tailored product recommendations, personalization is revolutionising skincare.
Our Take:
While we value personalisation, we’re very cautious and anti-relying solely on technology. At Louise Thomas Skincare, we believe in the power of human expertise. We have a combined 40 years of skin health industry experience and take the time to understand your unique skin concerns, providing personalised advice that goes beyond algorithms. You cannot truly assess somebody’s skin without seeing them face to face and with a good mag lamp and a wealth of skin physiology knowledge.
What’s Out: Overpromising “Miracle” Products
Consumers are growing tired of exaggerated claims and want transparency. Products that promise unrealistic overnight results are losing their appeal.
Our Take:
Transparency has always been at the heart of what we do. We educate our clients about the ingredients in our products, such as Tasman Pepper Berry in our Soothe & Calm serum, and their benefits. Our focus is on consistent, long-term improvements, not quick fixes. I am proud that our formulations are not ‘white labelled’ – they are my ideas, research and knowledge, teamed with a brilliant cosmetic chemist who together in the lab brought the products to life!
What’s In: Sustainability and Ethical Practices
Eco-friendly packaging, cruelty-free formulations, and ethical sourcing are non-negotiable for today’s consumers.
Our Take:
This isn’t just a trend – it’s a value we’ve upheld from the beginning. All our products are cruelty-free, and we work with UK-based chemists to create formulations that are as sustainable as they are effective. It’s also important to understand that brands that use cruelty free as a selling point are just using marketing here as all products developed in the UK/EU have to be cruelty free so don’t be fooled by that hype – it is a standard requirement.
What’s Out: Over-Exfoliation and Harsh Treatments
The obsession with aggressive exfoliation and abrasive treatments is fading, as people become more aware of the importance of nurturing their skin barrier.
Our Take:
We couldn’t agree more! Harsh treatments often do more harm than good. Our products and therapies are designed to repair and protect the skin barrier, ensuring a healthy, balanced complexion. We love peels and microneedling, but we understand when is appropriate and how to practice these on our clients.
Louise Thomas Skincare: Staying True to Our Values in 2025
As the skincare world evolves, we remain committed to our core values: science, nutrition, and holistic care. We’re thrilled to see many of the 2025 trends aligning with our philosophy of thoughtful, results-driven skincare that prioritises individual needs and sustainable practices.
Whether it’s through our bespoke treatments or a carefully crafted product line, we’re here to help you navigate the ever-changing world of skincare with confidence and care.
Want to discover how Louise Thomas Skincare can support your 2025 skincare goals? Explore our products, book a Signature Facial, or contact our team today to begin your journey to better skin health.
Visit Louise Thomas Skin Care or follow on Instagram for more tips, insights, and updates on the latest in skincare.
Featured image – supplied by Louise Thomas Skin Care
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