PDRN Skincare, Espresso Hair, and Polka-Dot Nails: 9 Trends That Dominated 2025, According to Search Data
It's hard to believe that 2025 is coming to an end. It feels like just yesterday that we were waking up on January 1, turning our calendars to a fresh page, and predicting the biggest hair, makeup, and nail trends that would dominate over the next 365 days. But here we are, in December, and on the eve of 2026 (I'll save you from a soliloquy on the relentless passing of time). Now, it's time to look back and check our work. Were our predictions correct? Did we accurately pluck a few of the year's biggest trends out of the ether? Spoiler alert: Yes, for the most part!
Recently, Google released its annual Year in Search data, which looks back at trillions of searches from 2025. It shows the top trending searches both in the U.S. and globally—aka searches that had a high spike in traffic over a sustained period of time. It sheds light on which beauty trends *actually* received the most interest and attention this year… at least on the internet.
Why look back at all, you ask? It's simple. As Maya Angelou once said, "You can't really know where you are going until you know where you have been." It's a pertinent perspective on life, and arguably, beauty and culture too. Ahead, see nine beauty trends on Google's report that we predicted, covered, and explored on Who What Wear this year. Most of them are as relevant as ever.
Skincare
PDRN
If 2025 taught us one thing, it's that the internet loves PDRN (also known as salmon sperm—yep, you read that correctly). This buzzy ingredient went viral on social media with the help of celebrities like Kim Kardashian and Jennifer Aniston, who are reportedly fans of in-office PDRN skin treatments. It stands for polydeoxyribonucleotide. "PDRN is a DNA-derived molecule (traditionally from salmon sperm) used in regenerative dermatology," Anna Karp, MD, board-certified dermatologist and assistant clinical professor of dermatology at NYU School of Medicine, previously told Who What Wear. "PDRN improves skin healing and regeneration, boosts fibroblast activity, increases collagen stimulation, and reduces inflammation."
Most PDRN skincare products use plant-derived sources, rather than salmon. Still, experts say they can offer similar skin benefits. While PDRN was one of 2025's buzziest skincare ingredients, we doubt anything will change in 2026. PDRN is bound to be *the* internet-favorite ingredient for the foreseeable future.
Shop the Trend
medicube
PDRN Pink Peptide Serum
VT COSMETICS
PDRN 100 Essence
Azelaic Acid
According to Google's Year in Search data, azelaic acid was the top-trending skincare acid in 2025. It makes sense, considering it's a do-it-all ingredient that can benefit multiple skin types and address a variety of concerns.
"Azelaic acid is a type of acid that is naturally produced by yeast," Jessie Cheung, MD, board-certified dermatologist based in Illinois and NYC, previously told Who What Wear. "It has become a popular skincare ingredient, particularly in the clean beauty sector, as it is derived from natural origins. It has multiple mechanisms of action in that it's anti-inflammatory, antibacterial, helps to inhibit melanin production in sun or age spots, and helps to normalize skin cell growth." Translation? It effectively targets everything from acne to melasma and rosacea.
