(Cookie Policy)

We use cookies to enhance site navigation, analyze site usage, and assist in our marketing efforts. view our Privacy Policy for more details.

The O-Word

Beauty Trend Report: May 2025

BEAUTY MAY TRENDS

SOCIAL MEDIA INSTAGRAM & TIKTOK

TRENDS JAM LIPS, SOAP NAILS, OLD HOLLYWOOD HAIR


BEAUTY MAY TRENDS

SOCIAL MEDIA INSTAGRAM & TIKTOK

TRENDS JAM LIPS, SOAP NAILS, OLD HOLLYWOOD HAIR


Posted

05-22-2025


Share

Copy Link

Copy Link


May’s beauty trends lean into softness, shine, and subtle transformation. Jam Lips add juicy depth, while Soap Nails elevate clean-girl polish with spa-like shimmer, and Old Hollywood Hair reimagines vintage glamour with brushed waves and sculpted updos. Together, these trends reflect a growing appetite for touchable textures, effortless refinement, and nostalgic reinvention.

As beauty trends shift, we’ll continue to explore their influence on content creation, brand storytelling, and consumer behavior—offering insights to sharpen your strategic lens.

JAM LIPS

According to Harper’s Bazaar, Jam Lips are May’s most mouthwatering trend, landing somewhere between raspberry jam and a just-bitten stain. It’s a deeper, glossier evolution of berry lips—seen on the spring/summer 2025 runway of Rachel Comey (@rachelcomey) and made mainstream by Hailey Bieber’s PB&J-tinted launch (@rhode). Unlike sheer jelly finishes, jam lips lean richer, with a juicy depth that feels both playful and polished. Think of them as the strawberry girl’s older, moodier sister.

This trend hit new heights at the 2025 Met Gala, where stars like Zendaya (@charlottetilbury), Sydney Sweeney (@sydney_sweeney), and Sabrina Carpenter (@sabrinacarpenter) were spotted with glossy, jam-toned lips. From Dior’s Addict Lip Glow in Jelly to Eadem’s Le ChouChou Lip Softening Balm in Bissap Glaze, formulas delivering deep, shiny color are dominating.

SOAP NAILS

The clean girl manicure is getting an upgrade. Soap Nails—glossy, sheer finishes with a pearly glow—are trending as the polished-but-bare nail of summer. The look mimics the shine of a soap bubble or fresh-out-the-spa finish, often using translucent pinks or soft-whites to enhance the natural nail, as noted by Harper’s Bazaar.

Seen on stars like Selena Gomez (@selenagomez), this nail trend is all about healthy-looking nails with subtle shimmer. Emi Kudo (@nailsbyemikudo), nail artist for stars like Lady Gaga, Jennifer Lawrence, Pedro Pascal, and Kendrick Lamar, tells NewBeauty, “The clean girl manicure, or the ‘soap manicure,’ is everyone’s all-time favorite this season. And it will still stay in trend this year.” Pointing out a subtle shift in the trend this year, she shared, “The 2025 version is more enhancing blush pink than beige tone, in a cherry blossom shade. The perfect shade is Essie’s Sheer Fantasy.”

On TikTok, creators like Devyn Pennell (@_braggnbeauty) and Brook Tiffany (@makeupbybrooktiffany) show off the soap manicure’s versatility and glassy payoff. Whether paired with a clean almond shape or a short square tip, soap nails are the perfect reset for minimalists who still love a little glow.

OLD HOLLYWOOD HAIR

Vintage styling is in the spotlight, with Old Hollywood Hair leading the comeback. Think brushed waves, polished bobs, and sculpted shapes that speak to a softer kind of glamour. At the 2025 Met Gala, Tyla (@tyla) stunned with a faux bob —bringing 1920s elegance into the now with a nod to legends like Josephine Baker and Jean Harlow, as noted by Vogue.

Modern renditions are trending across TikTok, where creators like Rafaela Alyssa (@rafaela_alyssa) are pairing sleek textures with high volume. Whether paired with red lips or a subtle smudge of liner, Old Hollywood Hair remains the season’s most elegant rewind.


Get more beauty & marketing insights just like this straight to your inbox — no filler, just resources.

You`re in!
Thanks for subscribing