Beauty Brand Moments That Defined 2025

If there’s one thing the professional beauty industry knows how to do, it’s how to launch. This year, brands have gone beyond traditional events to create sensory experiences, heartfelt community moments, and aesthetic identities that linger long after the last champagne flute is cleared. From body inclusivity to mindfulness, from tech-led treatments to community-driven activations — here are the campaigns and launches that left their mark on 2025.

Murad’s Retinal ReSculpt Body Treatment

Murad’s latest body innovation wasn’t just a product launch — it was a wellness immersion.

Guests were guided through sound healing meditation by The Love Assembly, sipped on green juices, and alternated between ice baths and saunas in a curated sensory circuit.

But it was the campaign imagery that truly elevated the moment: diverse bodies, real skin textures, and a celebration of coloured skin — a refreshing and powerful reminder that beauty isn’t one-dimensional.

Dermalogica’s Skin Health Club

Dermalogica turned skincare into a social movement this year with the Skin Health Club, uniting skincare and sweat.

Across Australia, run clubs have gathered over 500 members, with events hosted in collaboration with top movement spaces in each state. More than a marketing activation, it’s a return to community connection — powered, of course, by healthy skin.

Cryomed Aesthetics Welcomes Sofwave

Cryomed’s official welcome of Sofwave into their portfolio was one for the books — a masterclass in modern luxury.

Every detail spoke brand: logo-embedded ice cubes, a blue-and-white aesthetic that glowed through the night, and a powerhouse lineup of KOLs including Lux Cosmetic Clinic and Ally Rose Aesthetics.

It wasn’t just an event — it was an experience that redefined what a technology launch can feel like.

DermapenWorld’s Exo-Grow Launch

The Exo-Grow launch deserves its own applause — and an entire article (which we’ve covered here for a deeper dive).

DermapenWorld set the tone for the year with a national roadshow that brought education, innovation, and experience together under one roof.

Clinics and professionals across the country gathered to explore the science behind the Exo-Grow products, learn from experts, and witness first-hand how the brand continues to blend performance with presence.

It wasn’t just a product release — it was a movement that reignited excitement in the skin health space.

pHformula’s Protoppen Launch

Sydney’s Ecco Ristorante transformed into a monochrome dream for pHformula’s Protoppen reveal.

Their signature bold black-and-white branding was offset by luxe touches — cascading greenery, soft white rose florals, and a view that matched the brand’s European sophistication.

It was a masterclass in consistency — proving once again that when it comes to aesthetic branding, pHformula never misses.

Phorest x Elly Lukas

Few partnerships this year felt as meaningful as Phorest’s collaboration with Elly Lukas Beauty College.

The pair took to the water the weekend of Sydney Beauty Expo with a co-branded boat cruise, windows dressed in decals and a guest list featuring industry icons like Rebecca Miller and Vanessa McDonald.

The partnership also launched a new era of digital capability for students, giving them the ability to manage their own client bookings in the Phorest app. It’s future-focused education — with style.

Timely’s You Time Event

If “industry care” had a visual identity, it would look a lot like Timely’s You Time event at Albert Park’s Greenfields. Designed as a sound healing and breathwork session to give back to the beauty community, it was an explosion of self-care colour — coral yoga mats, vibrant smoothies, and a collective exhale the industry didn’t know it needed.

Proof that giving back can be as beautiful as the work we do every day.

Elleebanas 30th Birthday Celebration

And finally, a milestone worth celebrating — Elleebana’s 30th anniversary. Over the weekend, the brand hosted what can only be described as the industry’s equivalent of a wedding: a luxury Gold Coast event gathering 150 of their global distributors and educators. Every detail was a nod to Elleebana’s legacy — from custom-made scents and an Elleebana-branded basketball court and Jenga, to immersive social activations like a swing and campaign imagery displayed throughout the venue. It was an elegant, high-energy celebration of three decades of innovation, education, and unwavering community.

This year, brand experiences in the professional beauty industry weren’t about showing off — they were about showing up. From wellness rituals to educational partnerships and inclusive storytelling, 2025’s standout launches reminded us that beauty goes far beyond the surface. It’s connection, community, and care — all beautifully packaged.