Ingredients to glam up 2025

From eco-conscious innovations to skincaremakeup hybrids, explore the trends and ingredients redefining beauty in 2025 with Jhalak Shah Ajbani, Founder, Diam Beauty.

What key ingredients do you foresee gaining popularity in 2025 in makeup? Which of them are you looking to incorporate into your formulations?

With the rising interest in skin-loving makeup, ingredients like niacinamide for brightening, hyaluronic acid for hydration, and plant-based squalane for a dewy finish are expected to remain popular. We also observe a growing trend in fermented botanical extracts for their antioxidant benefits and lightweight texture. At Diam Beauty, we’re actively exploring integrating these ingredients to enhance performance while maintaining vegan and cruelty-free standards.

With the rising interest in eco-conscious beauty, which sustainable alternatives are formulators prioritising for makeup products?

Sustainable beauty is moving toward biodegradable glitters, plantderived waxes, and natural pigments sourced ethically. Additionally, innovations like upcycled ingredients (e.g. oils extracted from food waste) and algae-based pigments are gaining traction. We’re committed to incorporating these eco-friendly alternatives while ensuring high performance for Indian skin and weather conditions.

Which ingredients are no longer considered high-performing?

Ingredients like silicones are falling out of favour due to concerns over their environmental impact and skin occlusivity. Similarly, talc, a staple in powder formulations, is replaced by safer, more sustainable options like rice powder and bamboo powder. Mica, while still widely used for its shimmer effect, is increasingly scrutinised due to ethical concerns around child labour in mining and environmental sustainability. Formulators are exploring alternatives like synthetic mica or biodegradable glitter made from plant cellulose, which align better with eco-conscious and cruelty-free values.

Are there any ingredients, which are trending in the West that you wish to bring to the Indian market?

Western markets are embracing adaptogens like ashwagandha and reishi mushrooms for stress resilience and skin-calming benefits. These ingredients have Indian origins but are underrepresented in Indian makeup products. We are exploring ways to reintroduce them in a modern, makeup-friendly format to bridge the gap.

What tests or precautions do you take in your formulations while introducing a new ingredient?

Every new ingredient undergoes rigorous stability testing, dermatological testing, and climate compatibility tests to ensure it performs well in India’s diverse weather conditions. We prioritise sourcing from suppliers who certify their ingredients as vegan, cruelty-free, and sustainably harvested. Additionally, consumer patch tests are conducted before the market launch.

How are you educating the end-user on the importance of the right ingredients in makeup?

Through social media campaigns, ingredient spotlights, and collaborations with dermatologists, we simplify ingredient benefits for our audience. We also leverage our product packaging to highlight key ingredients and their roles. Tutorials and reels explaining how vegan formulations benefit both the skin and the planet comprise our content strategy.

Are you planning on introducing skincare-based makeup?

At Diam Beauty, we’ve already blurred the boundaries between skincare and makeup with our skincare-infused formulations. Each product in our range is enriched with at least four active ingredients that provide targeted skincare benefits, such as hydration, brightening, and barrier support, alongside flawless makeup performance. This approach ensures that every application enhances your skin, not just your look. We are committed to maintaining this practice as we expand our offerings, creating hybrid products that meet the modern consumer’s demand for multi-functional, vegan and cruelty-free beauty solutions.