A decade ago, I relied on a few things: Maybelline Baby Lips lip balm, Vaseline lotion, and Neutrogena face scrub. I didn’t wear sunscreen because I found it uncomfortable on skin—often too thick and a visible white cast. For styling, I relied on a no-name drugstore hair dryer that was 100% too hot; and the closest thing I knew to a skin-care device was my Clarisonic cleansing brush.

My routine was simple, and I was pleased—I had no desire to change up my must-haves until the next new thing came around. Once chemical exfoliants replaced tough-on-skin scrubs, I subbed my drugstore go-to with a salicylic acid gel that did a much better job quelling blackheads. When it came time to repurchase Baby Lips after finishing tube, I remember eyeing the brand’s new ColorSensational Color Elixir which supposedly delivered smoother, more pigmented color—adding that to cart instead. I also eventually found an SPF I liked—some silky Olay cream that doubled as a moisturizer.

Vogue’s Favorite Upgraded Beauty Products

Looking back, in a lot of ways, classic beauty products don’t hold as much weight as they used to, and while I’ve been paying close attention to how my core routine has remained the same, I’ve noticed the products themselves have advanced with each passing year.

Taking stock of the incredible innovation we’ve witnessed, and welcomed, there’s been a boom in red light therapy for at-home use, a laundry list of derm-grade ingredients (growth factors, exosomes, PDRN) pumped into topical serums, and research is improving how we shield our skin from UV rays. It’s all rather futuristic, if you ask me, how our industry is pushing the boundaries of science, technology, and nature to inform how we care for ourselves inside and out. From skin treatments to gadgets, a look at how classic beauty products are getting a 2025 upgrade.

Sexy Sunscreens

There’s something really fun going on in the sunscreen sphere and I couldn’t be happier. Brands seem keen on introducing SPFs that people actually want to wear—packed to the brim with high UV filters and potent actives with a fabulous feel. Korean and Australian sunscreens are a major inspiration point—two markets known for their incredible formulas that are both a pleasure to wear and provide exceptional protection. As is the case with Ultra Violette’s lineup—a collection of Aussie-made formulas available stateside as of March. For those formulated stateside, brands like Kopari are playing with format. I am obsessed with its glistening body oil and it just debuted a similar radiance-boosting option for the face—perfect for setting your summer makeup and reapplying throughout the day.

Improved Neck Care

Though the skin around the neck and décolletage is one of the first areas to show signs of aging, we haven’t really prioritized much of its care until now. These days, brands are taking a step back from the face and placing emphasis southward. Take 111Skin for example—a brand known for its stellar sheet masks, has just launched a Lifting & Firming Neck Mask powered by niacinamide and peptides to address wrinkles and crepiness. This is great for a quick treatment, while Currentbody’s Series 2 LED mask yields more preventative benefits via red, near-infrared, and deep near-infrared lights that boost collagen.

Anything But Foundation

The term “anything but foundation” sounds like an oxymoron but it feels like an actual philosophy to live by for those tapped into the makeup world. From TikTok GRWM to celebrity red carpet secrets, many are forgoing foundation altogether for lighter-weight complexion tints. Some lean into skin tints, previously described by pro makeup artist Monika Blunder as “a lightweight, sheer coverage product designed to even out tone and provide a natural, skin-like finish” by way of Milk Makeup’s latest TikTok-approved formula; while others, prefer the allure of a tinted moisturizer—known for its hydrating feel and resulting glow. Jones Road’s is excellent—concocted by the Bobbi Brown for on-the-go application. The launch encapsulated the industry’s sentiment well: “The beauty customer right now is very knowledgeable and sophisticated,” Brown said. “She wants clean, easy-to-use products that take minutes to apply yet still give you just the right combination of coverage and hydration that makes the skin feel as good as it looks.” While foundation requires more tactile application (brushes! sponges!), these can be blended undetectably with the hands—and spot corrected for extra coverage.

Actual Reformulations

For some brands, innovation is finding new interpretations of old classics. While Guerlain’s original oil was powered by one type of honey, the new iteration—its Youth Watery Oil Serum—relies upon all three types sourced from black bees from different regions. Dr. Frédéric Bonté, a pharmaceutical doctor and Guerlain’s scientific communication director, explained in our review that Guerlain was able to amplify its potency with 15 years of research and a partnership with Restore-EQ4, a French research center specializing in regenerative medicine—“[enabling them] to better understand and target new biological pathways involved in skin regeneration.” Sulwhasoo too debuted a reformulation this year with its Concetrated Ginseng Renewing Creams. Here, the brand boosts the powers of ginseng—known for its inflammation reducing and regenerative properties—via ginseng actives (dubbed Ginsenomics) and peptides to improve skin’s elasticity and firmness. Vitamin C, glycerain, squalane, and traditional Korean herbal extracts are featured as well, for additional brightening and hydration. Layer this with the other five pieces of the collection (a water, emulsion, ampoule, serum, and eye cream) for best results.

High-Tech Hair

Some of the most futuristic enhancements seem to be happening in the hair world. Hairstyles themselves remain bouncy, sleek, and strong (the hair growth and strengthening category is as booming as ever), but the tools to achieve them continue to evolve. For example, Dyson’s new Supersonic R hair dryer promises to deliver the same results as its O.G. model, without the weight—30% smaller and 20% lighter (it weighs less than a pound, if you can believe it), it’s shockingly lightweight without sacrificing on the Dyson power (or attachments!) you’ve come to love. While Dyson leaned into physical optimizations, T3’s Aire IQ took to innovating its drying technology. The new device utilizes Heat ID, which adjusts heat and speed to your hair which helps shield against damage and keep hair healthy.

Mascara 2.0

The modern mascara consumer is looking for something different these days. One differentiator is color—a pain point that inspired Ilia’s latest, its Limitless Lash in a new chocolatey hue. Brown mascara is gaining traction for its ability to awaken the eyes and lengthen lashes subtly, without the harshness of a traditional black. Wands get a new look, too. Prada’s is exceptional—with its brush-like shape, crafted with nylon fibers on one side, it grabs each hair to lift and volumize with just a few strokes.

Ingredient Playground

Our favorite face serums are getting smarter and smarter. While formulas featuring hyaluronic acid and vitamin C are now the norm, the industry’s serving up concoctions powered by the latest technological innovations. Somehow, research has managed to deliver exosomes—an ingredient known for its regenerative and anti-inflammatory properties—to the masses. “[They] can help with diminishing fine lines, reducing pigmentation, smoothing and plumping the skin, and so much more,” double-board-certified facial plastic and reconstructive surgeon Dr. Sean Alemi previously told Vogue. Another such ingredient is PDRN, better known as salmon sperm—once reserved for in-office treatments, now available in topical form via supercharged ampoules like Innisfree’s booster.