🔥 What’s Actually Trending in Aesthetics This Week: Sales Psychology Edition
If you’ve ever felt like you're falling behind because you’re not chasing every trending sound or viral skincare challenge, this is your sign to stop the scroll. As a sales and marketing coach for estheticians, I’m here to remind you that what drives views isn't always what drives bookings or sales.
This week, I pulled together real industry trends estheticians should pay attention to, based on Google, Pinterest, YouTube, TikTok, and current media coverage.
🧠 1. Buyer Behavior Is Shifting Here’s What to Watch
“Sunscreen for oily skin” and “barrier repair” are two of the most-searched skincare terms on Google right now.
Male skincare searches are spiking—especially “dry skin routine” and “healthy hair routine” on Pinterest.
#VacationSkincare and #FlawlessBaseRoutine are trending on TikTok, perfect for showing quick, summer-ready facial routines in your content.
But most importantly? Research shows 95% of purchasing decisions are emotion-driven. This is your reminder that your content doesn’t need to be louder, it needs to be more emotionally relevant.
📈 2. Don’t Just Post for Views, Post for Momentum
New research from McKinsey and BOF reveals that while the beauty market is still growing, much of that growth is due to pricing, not volume. Translation? Buyers are getting pickier and more value-conscious.
If you’re using content to book clients or move retail, focus on:
Emotion-based copy that mirrors how your ideal client feels
Visual proof of trust: your face, your process, your space
Repeatable content that answers the same question 3–7x in different ways (because that’s how long it takes someone to buy)
📚 3. These 3 Articles Are a Must-Read This Week
If you want to stay ahead of what’s actually happening in the beauty industry, not just what’s going viral, here are three articles worth your time:
🧊 Omayo Brings Fuze House Workouts and Cold Plunges to Montauk – Forbes
→ Insight: Wellness meets experience-based skincare. Gen Z is prioritizing full-body rituals.
🧴 How Spas Are Starting Their Own Skin Care Lines – Skin Inc.
→ Insight: Clients want curated recommendations, and some spas are building full brands to deliver them.
💄 The Lipstick Index Isn’t Real—BOF
→ Insight: Emotional spending patterns in beauty are changing. That “feel good” purchase doesn’t look the same in 2025.
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