Kim Kardashian's Micro Thong & Bra Were Covered In Fur

One of the scariest beauty horror stories out there? Your Botox suddenly stops working. It happened to me about two years ago. I went for my usual round of neuromodulator injections, and noticed that though it was still freezing my forehead and crow’s feet, the movement there would come back a few short weeks afterward rather than the typical three to four months it was supposed to last. I didn’t know what was going on — and the fact that my face actually showed that I was upset about this made me even more upset. So, what gives?

Spend 15 minutes on beauty TikTok, and you’ll have a front-row seat to the latest beauty crazes. Trends have always been cyclical, but the speed with which they spread and fizzle is faster than ever before, thanks to the power of the algorithm. And while Instagram and TikTok have widened the pool of beauty inspiration to an exponential degree, you’re not alone if you feel like you’re chasing beauty trends that’ll be old news by the time you get the chance to try it. That’s why, for a more realistic idea of the 2025 beauty trends, movements, and rumblings with staying power, it’s best to go straight to the source: the beauty founders behind the brands and products driving larger beauty industry shifts to begin with.