South Africa, Dec. 2 -- Who won beauty in 2025?

These are the brands Spate found that are driving the biggest change in popularity:

According to Spate, the brands that "won beauty" gained momentum by moving with the culture instead of relying on legacy.

Rhode Skin, founded by Hailey Bieber, exemplified the appeal of the "clean girl" aesthetic.

Haircare brand Based Bodyworks engaged the new wave of male grooming by targeting young men's hair concerns, reflected in hashtags like #menhairstyle, #texturedhair, and #fluffyhair on TikTok.

The Arabian fragrance brand Lattafa used casual paid creator videos. This made buying perfume feel like an everyday purchase rather than a prestige buy.

As the world becomes busier and things become easi...