#USA #Los Angeles #beauty trends #IPSY #MUA Movement

Introduction

The world of beauty is ever-evolving, with trends constantly shaping what consumers want and how they express themselves. IPSY, a leading beauty membership and discovery platform, has recently released its inaugural Beauty Discovery Report. This report provides invaluable insights into the shopping behaviors and preferences of consumers, particularly focusing on the preferences of Gen Z and Millennials.

The Emergence of the MUA Movement

One of the standout trends identified in the 2025 report is the rise of makeup artist-founded brands. These brands are outpacing traditional celebrity beauty lines, capturing the attention of beauty enthusiasts. According to IPSY's findings, approximately 60% of the most popular brands within their platform are founded by professional makeup artists, highlighting a significant shift in consumer trust and preference. Kristy Westrup, IPSY's Chief Merchandising Officer, elaborates on this trend, noting, "Consumers are craving credibility in a crowded market." This movement, termed the 'MUA Movement,' symbolizes a growing desire among shoppers for genuine expertise and artistry, which makeup artists provide.

Insights from the Beauty Discovery Report

The 2025 Beauty Discovery Report is rich with insights drawn from IPSY’s extensive community of over 20 million beauty enthusiasts. The report outlines key micro trends expected to dominate the beauty landscape, reflecting the preferences of modern consumers. Notable highlights include:

• - Gen Z Shift from Scents to Gloss: There's a noticeable pivot from fragrances toward lip products among Gen Z. This shift suggests a growing interest in lip glosses, indicating potential for new product launches in this category.

• - Maximalist Aesthetic: Influenced by vibrant art and design cities such as Chicago, Miami, and San Antonio, the maximalist decor trend is impacting makeup choices, encouraging bold and expressive looks.

• - Back to School Boldness: As students gear up for a new school year, bold lip colors have emerged as a significant trend, demonstrating how youth culture influences beauty choices.

• - Serums Taking the Lead: In skincare, serums and moisturizers are becoming more sought after than traditional complexion products like foundation. This trend depicts a shift towards skincare-focused beauty routines.

IPSY’s Commitment to Innovation and Community

For IPSY, the Beauty Discovery Report is more than just an analysis; it transforms consumer insights into tangible business intelligence for beauty brands. Francine Li, IPSY's Chief Marketing Officer, emphasizes this goal, stating, "Our platform is built on exploration, and we aim to translate our understanding of emerging trends into actionable intelligence for the industry."

The Ipsies 2025 Beauty Awards

Accompanying the report, the Ipsies 2025 Beauty Awards celebrated outstanding brands that have made significant impacts on the community. With many awards going to makeup artist-founded brands, the effects of the MUA Movement were visibly embraced. Noteworthy winners include:

• - Most Innovative Brand: Danessa Myricks Beauty
• - Best Complexion Product: Charlotte Tilbury's Beauty Skin Foundation
• - Best Indie Brand: Zach Dishinger's Formula Z
• - Best Serum: Byroe Hydrangea Tea Intensive Hydration Serum
• - Best Lip Product: Fenty Beauty Gloss Bomb Universal Lip Luminizer
• - Best Moisturizer: First Aid Beauty Ultra Repair Cream
• - Member-Favorite Brand: Tarte

Industry Forum and Conclusion

The proceedings of the awards ceremony were complemented by an industry forum featuring leading beauty experts, making it a hub of knowledge and networking. Looking ahead, IPSY stands firm in its commitment to showcasing emerging beauty trends and honoring the voices of its community. By championing the MUA Movement, the platform is redefining beauty norms and encouraging consumers to celebrate authenticity in their beauty choices.

About IPSY

IPSY is recognized as the world's largest beauty subscription service. It curates monthly selections of beauty products tailored to individual members, fostering a vibrant community of beauty lovers. Whether one is a seasoned enthusiast or just embarking on their beauty journey, IPSY offers endless opportunities for exploration and self-expression.

For more insights and full report results, visit IPSY's official site.