Top Beauty Influencer Trends to Watch This Year

Globe and Mail

10-06-2025

The beauty industry has always been vibrant and dynamic, but recently, digital creators have changed how trends are adopted and adapted. Nowadays, beauty influencers do not limit themselves to creating content; they also participate in brand consulting and development, and are even seen as trendsetters through TikTok's makeup tutorials and Instagram's product reviews. Over time, the impact of top beauty influencers continues to be felt worldwide as powerful trends emerge globally.
Whether you are a keen beauty follower, or planning on venturing out as a content creator, keeping track of these trends will surely make you appreciate the direction the industry is headed. Canadian beauty influencers are gaining international attention due to their originality and appeal.
In this article, we outline essential trends that we believe will transform the beauty influencer landscape this year.
1. Skin Minimalism Is In
The era of boasting about a 10-step skincare routine is long gone. Shifting towards better practices, skin minimalism is being embraced this year by top influencers. As the name suggests, skin minimalism involves cutting the number of skincare products to a bare minimum, with the underlying principle of more thoughtful and intentional self-care. While skin minimalism is celebrated for its simplicity, consistency in following the routine is equally important to achieve lasting results.
Instead of aggressive treatments, influencers are leaning more towards gentle, long-lasting products that support hydration and skin barrier functions. These products allow for a more natural, healthy glow. A loyal follower of the skin minimalism approach, Canadian influencer Waepril Chua, known by her followers as April, showcases how one can achieve radiant skin with only a handful of products.
Why it matters: The skin 'health over perfection' trend is shifting toward minimalism, which is influenced by prominent social media figureheads.
2. Authenticity Over Aesthetic
This marks the beginning of the return towards authenticity while curated feeds definitely have a place. To put it simply, audiences are now drawn toward authenticity. There have been responses of beauty influencers removing heavy filters and putting out real, unedited images alongside real product reviews and behind-the-scenes videos.
This trend is quite strong for Canadian influencers who are recognized for their more relatable and down-to-earth look. Their content is relatable and personal, like a friend providing counsel, not a sales pitch.
For instance, content platforms such as ' Glam by April ' have grown by appearing helpful and genuine instead of overly polished. That is the main reason this unfettered candor continues to cultivate trust with followers.
3. Sustainable and Ethical Beauty
Putting sustainability in the 'must-have' category, the top influencers in the beauty industry are trying to underline brands that focus on cruelty-free formulations, ethical sourcing, eco-friendly packaging and bid them goodbye without value centroid trimming.
This year, expect to see more content regarding refillable items, biodegradable products, and skincare routines that are eco-friendly. Influencers are collaborating to create, or promote, cleaner lines proving that their commitment lies deeper than promotion; it is part of their personal values.
Specifically, Canadian creators are educating audiences about sustainability in beauty, making eco-consciousness a staple of the influencer economy.
4. Cultural Diversity and Representation
Influencer attention is supporting a much wider definition of beauty as they embrace their heritage, which is also bringing inclusivity to the beauty industry. From highlighting Indigenous beauty to BIPOC-owned businesses, these changes are both timely and transformative.
Canadian influencers have emerged at the forefront of change, championing multiculturalism through their content. With Canada's diverse population, influencers have the chance—and responsibility—to embrace the full spectrum of beauty and amplify every voice.
This makeover is changing the rules of the beauty game while also working to serve the industry that has long sought to shun representation and global identities.
5. Hybrid Content: Beauty Meets Wellness
Another emerging trend is the combination of beauty and wellness. Influencers have expanded their repertoire to include not only makeup and skincare tutorials, but also content on sleep, diet, mental health, and exercise.
This audience perceives beauty as an extension of holistic health. Content creators and influencers promote mental health app check-ins, journaling, yoga sessions, and even adaptogens as part of their work.
It's easy to add value to your content as a top beauty influencer. Beauty products are no longer the only means of engagement. Expanding her influence, as April is now doing in Canada, has proven successful with this hybrid approach. She offers multidisciplinary wellness advice, presenting it as nourishing skincare that feeds both the body and spirit.
6. Short-Form Video Domination
The beauty industry is rapidly expanding. Short-form videos on TikTok and Instagram Reels have dominated—and continue to dominate—this industry. Leading beauty influencers have mastered the art of grabbing viewers' attention with captivating tutorials, product demos, and quick reviews—all in a matter of seconds.
What's new this year is the emphasis on quick, informative. '3-step makeup tricks,' '60-second skincare regimens,' or 'what's in my bag' reels all offer value and entertainment.
Especially, Canadian influencers have mastered the fun-function balance and make their content highly shareable across platforms.
7. Community-First Branding
Instead of only promoting products, influencers have now shifted to building communities. New Facebook groups and even private Instagram channels are popping up for fans to connect, share, and engage directly with content creators.
This year, the leading beauty influencers are concentrating on fostering community as a strategy for long-term brand loyalty. Interactive content in the form of live Q&As, follower makeovers, and crowd-sourced reviews are likely to surface.
Canadian influencers are spearheading this trend, harnessing their influence to create shared beauty experiences that are both intimate and collective.
Conclusion
'Beauty' as a term is shedding its monotonous definition and transforming, thanks to beauty influencers like April. This shift radiates inclusivity, authenticity, and a commitment to health, the planet, and overall well-being.
With trends like community-driven routines, bare-skin attitudes, and philanthropy-driven branding, the industry is now rooted in values rather than simply chasing virality.
Looking ahead, these are the key avenues to watch. While they reflect popularity, they also signal the industry's deeper progression.
Media Contact
Company Name: Glam by April (Waepril Chua - social media influencer)
Contact Person: Waepril Chua
Email: Send Email
Country: Canada
Website: https://glambyapril.com/