Beauty fans have a growing obsession at the start of 2025. And there is a safe bet that it is also yours.
In terms of beauty, trends follow and are not alike. If for a few months, madness has been with luxurious lip balms and drawn mouths, other phenomena seem to be emerging. On the horizon, a flawless, smooth and luminous complexion also called “Glass Skin” by beauty aficionados. Coming from Korea, where skin care is very developed, this fashion is not new but has a new boom in recent months. The goal? Drinking his face to get a complexion so bright that makeup is only an option. Proof of the magnitude of the phenomenon, on Tiktok videos with the hashtag #Glassskin flourish in the thousands. In this whirlwind, the Klarna payment platform has observed that a particular beauty product seems to take stock in recent times.
According to the company, this serum even saw its sales climb 400% in February 2025 compared to the same period the previous year. Impressive, right? These are now essential illuminating serums. They offer a radiant complexion all day, are easy to add to a daily routine, and give a new dimension to makeup. Each morning, just apply a few drops just before the moisturizer, and see the magic operate. Among our favorites, we count the Glowy Makeup Serum from Laneige, the Vitamin C Illuminator C concentrate of Typology but also the Active Glow Serum Moisture of Clinic. The Grail? The Glow Deep Serum: Rice + Alpha-Rebutin from the Korean brand Beauty of Joseon. It really illuminates the epidermis, and gives the feeling of a skin brilliantly. The very essence of the “Glass Skin”!
At the same time, the illuminating bases also experienced a sales increase: more than 300% over the same period. They actively participate in this famous “Glass Skin” effect that we are looking for so much. These edifying figures clearly show that the French are more determined than ever to obtain a complexion breathing health and the natural. No doubt, the “less is more” trend that has characterized us so well for decades is not ready to go.
