8 Beauty Trends From The London SS25 Shows That You Can Start Wearing Now
There’s nothing quite like being backstage at London Fashion Week. It’s busy, it’s loud, it’s wonderfully chaotic: groups of hair, makeup and nail artists crowded around, working simultaneously to craft the desired beauty look; models changing clothes frantically, before lining up to pose for photographs, and then walking out onto the runways. This whirlwind of creativity sets the tone for how we’ll all be styling ourselves for the season ahead – and when it comes to beauty, the spring/summer 2025 season has produced some of the most wearable hair and makeup trends yet.
From embracing your natural complexion to letting your roots show through and packing on the mascara, many of these trends are not just easy to achieve, but they require minimal effort. On trend and saving us time in the morning? We’re in.
So while we won’t be able to wear clothes from the coming season until spring what we can do is start to channel these ultra-wearable trends now, incorporating the tricks and lessons we learnt from the pros backstage.
Here are our favourite trends from the SS25 shows, plus some insider tips on how to recreate them…
1. Grey Is The New Black
If you have a habit of plucking any greys hairs that spring out from your scalp, this is your sign to stop. The SS25 runways were a celebration of grey hair, from models at Phoebe English proudly sporting everything from undyed roots to fully silver tresses. (Hair lead Adam Garland used Authentic Beauty Concept Flawless Primer “to prepare the foundation and ensure a smooth glossy and healthy finish”.) Natural grey hair was also on show at SS Daley, while at Chet Lo, grey was purposefully added, with lead hairstylist Anna Cofone adding silver streaks onto models’ dark hair for dramatic contrast. Time to give up the dye, once and for all.
2. It’s All About The Skin
For SS25, many designers chose to keep base makeup super simple, allowing the skin’s texture to shine through. Wearing less product might feel daunting, so make like the pros and counteract this with great skincare. To achieve what Bobbi Brown’s global pro artist Amy Conway called “clean, boyish skin” – the glowing, barely there finish she created at Erdem – a nourishing, hydrating base is everything. She used Bobbi Brown Vitamin Enriched Face Base to plump and dotted Cream Glow Highlighter along the cheekbones and the inner corners of the eye for a lit-from-within finish.
For those ready to truly bare all, make like the models at Johanna Parv, who went completely makeup-free. Backstage, models were treated to FaceGym’s facial workout (its signature sculpting facial – we noted the Multi Sculpt Gua Sha being used to lift and depuff) for a noticeable glow.
3. Pigtails For Grown-Ups
While pigtails might make you think of Miss Trunchbull twirling that poor child around like a hammer throw in Matilda (just us?) the SS25 shows (such as Phoebe English) made a solid case for them as an adult-appropriate style. Take Olly Shinder’s runway as part of Fashion East – there, hair stylist Clare Hurford used TIGI Bed Head Wanna Glow Hydrating Jelly Oil “at the root to lay the hair into perfectly flat, slicked-back pigtails” sat high on the head for a grown-up twist. At Chopova Lowena, back-to-school styles got a high-fashion upgrade, with hair stylist Kiyoko Odo’s extra-long braid snaking over models’ shoulders for dramatic effect.
4. Spider Lashes: The More Clumped, The Better
When it comes to lashes, SS25 is a lesson in breaking all the beauty rules. Forget applying mascara sparingly, this look is all about packing on product for thick, clumped-together lashes. At Harris Reed, makeup artist Sofia Schwarzkopf-Tilbury created doll-like eyelashes by layering on Charlotte Tilbury Exagger-Eyes 28hr Volume Mascara, before pinching lashes together with tweezers for the spiked, spidery effect. With such sculpted lashes, there’s no need for intricate eyeshadow or liner – wear alone IRL for maximum drama with minimal effort.
5. Embrace Your Wild Streak – Literally
All-over colour is understandably daunting – so how about a playful streak, instead? At Chet Lo, hair stylist Anna Cofone streaked flashes of bright colour throughout models’ hair. In a fun – and importantly not-permanent – twist, the streaks took the form of coloured veils attached to the root (she used Authentic Beauty Concept Glow Spray Serum and Working Hairspray to smooth and fix them into place). Meanwhile, for the coloured styles at Nuba – also part of this season’s Fashion East – stylist Clare Hurford prepped hair with TIGI Bed Head Some Like It Hot Heat Protection Spray, and applied Manipulator Matte Wax to form the braids, before a wash-out clay mixture was applied to add the colour. If you’re looking to try wash-out colour at home, we suggest Curlsmith Hair Makeup – apply to damp hair and style as normal for a non-committal flash of colour.
6. Sun-Blushed, Without The Damage
With the cooler autumn weather making itself known, summer sunshine couldn’t feel further away. Enter sun-blush makeup: offering the pinky-fresh glow of time spent in the heat, even if the sun isn’t shining (and, more importantly, with zero damage). At Yuhan Wang, Bobbi Brown editorial pro artist Amalie Russell extended a heavy flush from models’ cheeks right across their noses, mimicking the rosy glow of being in the heat. Meanwhile, Di Petsa took this look a step further, as makeup artist Crystabel Riley created faux sunburn and tan lines on models to fake that ‘I’ve just been on holiday’ effect, even when you haven’t.
7. Romantic Waves Will Never Go Out Of Style
Flowing waves and curls will forever be a runway staple – not to mention our go-to everyday look, too. Take the brushed-out finger waves at Richard Quinn, created by Sam McKnight, who used Hair By Sam McKnight Cool Girl Superlift Volumising Spray to add volume while blow-drying hair, and Modern Hairspray “to heat protect and give hold onto each section before curling on a small 16mm curling tong. Clip to hold and leave to cool,” he advises.
At 16Arlington, McKnight was “inspired by the Brazilian Supermodels of the Noughties”, channelling a looser, bouncier blowout for a more modern take on the classic romantic style. After blow-drying hair with a round brush, McKnight misted “Modern Hairspray onto each section for hold before rolling on a [55mm] medium velcro roller. Repeat through hair and leave to cool, [then] brush through,” he says.
Meanwhile at Yuhan Wang, hair stylist Danilo Giangreco created the ultimate cool-girl waves using Revlon – allowing curls to frame the face, while leaving the back as loose, brushed-out waves for a lived-in look with just the right amount of polish.
8. Wine-Stained Lips, Made Chic
These beauty looks may be designed for the spring/summer season, but nothing says ‘autumn’ like a dark lip colour. Dominic Skinner designed a “Regency Romance” makeup look for Roksanda’s SS25 show, using MAC M.A.Cximal Silky Matte Lipstick in Smoked Purple for the suits-all wine-stained lip. Over at Mains, Amy Conway created an Anime-inspired look, layering Bobbi Brown Extra Plump Lip Serum Tint in Lilac over a sculpted dark lip for added sheen. Pair with fresh, glowing skin (see trend number two) and let your statement lip do the talking.
Olivia McCrea-Hedley is Copy Editor at Service95
