UK TikTok Trends to Watch: From Skin to Scalp, What's Capturing Attention in 2025

Trends Agency

The Next Wave of UK Beauty & Wellness: Early Signals from TikTok

A New Consumer Mindset Emerging Online

The UK’s beauty and wellness conversation is shifting, with early signals on TikTok revealing what consumers are beginning to value most: sensorial payoff, approachable science, and simplicity that feels good. These early movements are sparking new product curiosity — and giving brands an opportunity to listen more closely before trends fully peak.

Hydration-First Skincare on the Rise

The continued rise of hydration-forward skincare reflects a growing appetite for calming, layered routines. K-beauty is helping shape this landscape — driving demand for product formats such as hydrogel masks, that promise visible effects through gentle textures. The appeal here isn’t just function, but feeling: cooling masks, dewy skin, and mild ingredients that speak to the senses as much as the science.

Self-Care Simplified

Self-care is being redefined through a simpler lens. Products like magnesium lotion and scar tape are gaining traction as everyday healing rituals. Under hashtags like #wellnessjourney, consumers are gravitating toward tools that restore comfort, without complexity. These are low-effort wins that offer both relief and routine — proof that emotional satisfaction is now part of product performance.

Longevity as a Purchase Driver

Longevity is emerging as a new consumer priority. Supplements like liquid B12 are rising fast, fueled by conversations around focus, energy, and anti-aging. As biohacking and internal wellness become more mainstream, “feel better” may soon rival “look better” as a core driver of purchase.

Why Now Is the Time to Listen

These shifts are just the beginning — but they hint at what might define the next wave of beauty, wellness, and personal care. TikTok is where this early behavior is playing out in real time. The brands that tune in now are the ones that will be ready for what’s next.

Download the full report to uncover the breakout trends driving this momentum.

Spate analyzes over 20 billion search signals and 700 billion TikTok views to identify the next big trend in beauty. Through search, consumers reveal their most secret selves, offering a clear and honest picture of consumer interests to brands. Over 100 of the top beauty brands, such as L’Oreal, Estée Lauder, and Olaplex, leverage Spate data for product development and marketing. Contact Spate today to learn more.