G For Gorgeous: Shine, Refill, Brighten💄
Weightless oils, refillable perfume that travels, and undereye correctors that fake eight hours.
August 2025 beauty is practical, portable, and payoff-driven: featherlight oils that read radiant, not greasy, chic refillable perfume that actually travels, and under-eye correctors built for instant before/after. Think heat-proof glow, scent as accessory, and wide-awake eyes—small upgrades with outsized impact.
The Oil Era: Why Summer 2025 Wants You Glossy
It’s hot, humid, and your face feels like a glazed donut (and not in a good way) — yet this summer calls for oils. “Radiant” versus “greasy,” a new wave of featherlight, barrier-smart formulas is rewriting warm-weather skincare. One standout: Neuraë Harmonize The Oil, a French botanical blend that softens the skin, seals in actives, and vanishes on contact, leaving no residue. Certainly, in the splurge category, it’s not just pretty—it’s purposeful. An ideal oil for facial massage, Neuraë’s site shows a simple and energizing five-step massage routine. Used as an early skincare step, it helps prepare the skin to absorb beneficial ingredients that follow, and readies skin for any makeup. Bonus: Single-dose formats from brands like Noble Panacea make oils TSA-proof and go-bag ready (watch for more on single-dose formats).
Not to be ignored, this trend is shifting from face to body, as evident in this TikTok showcasing the consistently sold-out Typology P90 Shimmering Dry Oil, which contains Vitamin C and five organic botanical oils. Claudia Sulewski’s new Cyklar line recently debuted Vitamin C Body Oils, which complement the brand’s scented body washes. A favorite for summer can be found in Cyklar’s Naked Neroli, a light and clean citrus blend featuring bergamot, mandarin, lemon leaf, and the signature neroli. For best results, massage a generous amount all over the body, ideally applying it on slightly damp skin after a shower or bath.
Why it matters: Oils are transitioning from a winter niche to a year-round skincare essential, opening doors for sampling, gifting, minis, and first-step ritual campaigns. With margins on oils typically higher than those on serums, and with growing consumer literacy around skin barrier care, now is the time to reposition facial oils as both a starter step and a luxury upsell.
Pocket Prestige: Why Refillable Perfume Is Luxury’s Next Power Move
What started as a Chanel moment, featuring pearls, gold chains, and a purse spray, has blossomed into a whole category shift. Refillable travel fragrance now sits at the intersection of design, desirability, and sustainability. Guerlain’s Flacon Sac reimagines iconic scents in sculptural, handbag-style vessels made for lasting display. Maison Francis Kurkdjian offers travel sprays for Baccarat Rouge 540 and À la Rose in leather-wrapped cases with elegant click-close fittings. These minis are not just convenient; they are collectible fashion pieces. The mini-refillable perfume market was valued at $18.13 billion in 2024 and is projected to grow to $22.63 billion by 2030, with a CAGR of 3.8%.
Why it matters: Refillable fragrance blends portability, ritual, and design. It transforms scent into a lasting brand touchpoint that travels with the wearer. This is not just a sustainability play. It is a sensory format with gifting potential, resale appeal, and runway-ready visibility. It's not just product, it’s a moment: design-led, emotionally resonant, sustainable luxury.
Looking Tired: Undereye Correctors to the Rescue
Dark circles—whether sparked by sleepless nights, genetics, or thinning skin—are notoriously stubborn. Back in 2020, beauty influencer Deepica Mutyala went viral for swiping bright red lipstick under concealer to cancel out the blues and purples; peach tones soon joined the playbook. The bright red color helps to neutralize deep purple and blue hues. Shades of peach are also known to help counteract dark circles.
Fast-forward to 2025, “please don’t tell me I’m tired” is one of Spate's top consumer anxieties. According to Spate’s Popularity Index, under-eye correctors have seen a 126.1% increase in popularity compared to last year, across all platforms. On Google, search volume is up by +130.2% compared to the previous year, while TikTok has seen a +116.3% increase. In this video, @itstherealkimshady compares the Rare Beauty under-eye brightener to the Charlotte Tilbury one. It now receives an average of 15.7K monthly searches on Google and 1.4 million weekly views on TikTok. The trend is primarily driven by Google Search, which holds a 71.9% share of the popularity. On Google, some of the most searched brands include Becca, Tarte, Charlotte Tilbury, Bobbi Brown, and Pixi. Becca (produced by Smashbox) leads the way with 7.3K average monthly searches, followed by Tarte Colored Clay CC Undereye Corrector with 4.2K. On TikTok, the top branded hashtags are #tarte (with an average of 2.6 million weekly views) and #drmtlgy (with 573.5K views).
Why it matters: Showing precise, side-by-side results is still the fastest route to both engagement and conversion. With sleep-deprivation chatter peaking, the instant “before/after” payoff of under-eye correctors makes them tailor-made for short-form video. Lean into visuals that promise the look of eight hours’ rest—perfect for thumb-stopping reels and high-intent clicks!
