As we farewell the decade that was 2024 and welcome 2025 with open arms (and hopefully a decent SPF), it’s time to have the talk. You know, the one where we stop pretending everything’s fine while quietly screaming into our proseccos about keeping up with trends, clients, and algorithms. Yep, that one.
The beauty industry (and business in general) isn’t slowing down, and neither should we. But instead of stressing over whether to jump on the next big thing, let’s talk about what’s actually in and out for beauty businesses and 2025 content trends.
What’s IN (2025 content trends to watch)
AI with personality
Listen, I’m all for AI doing the heavy lifting when it comes to brainstorming or even speeding up those mundane admin tasks. But here’s the tea: If you’re expecting a robot to sound like you without trying to train it, you’ll end up sounding like a robot. The secret? Learning how to give it better prompts so your content stays unique, human, and aligned with your brand. AI should be your creative assistant, not your boss.
Confidence that books clients
Stop writing your captions like you’re apologising for existing. Replace “if” with “when” in your copy. Say it like you mean it. Trust in your treatments, your skills, and your worth—and then make sure your words reflect that energy. You’re not just another skin clinic. You’re the clinic, so start writing like it.
Supporting your biz besties loudly
Saying you support your friends in business but never sharing their posts, recommending their services, or hyping them up publicly is not the energy we're bringing into this new year. In 2025, we’re being loud about our support. Drop a comment. Share a reel. Send a referral. Put your networking powers to werrrrrkk.
Entering the damn competitions, attending the industry events, sharing your success
You’ve been sitting on the sidelines, scrolling past those industry awards, events, and networking nights, thinking, “I’m not ready,” or “I don’t belong there.” Guess what? You’re ready, and you DO belong there. Put your imposter syndrome in the bin, book that ticket, and let yourself take up space.
Clear, customer-focused copy
Let’s not make your clients work harder than they need to. They’re scrolling your posts while multitasking—Blippi blasting in the background, Elf on the Shelf causing chaos, or simply because life’s busy. Tell them what you want them to do next. “Book Now.” “DM to order.” “Click to learn more.” Make it easy, make it clear, and watch those conversions roll in.
What’s OUT for 2025
Generic, jargon-filled copy
If I had a dollar for every time I read the phrase “advanced technology to rejuvenate your skin,” I’d be living on an island somewhere. Clients don’t want vague descriptions or overcomplicated jargon—they want to know what the heck your treatments will do for them. Be specific. Be human. Be clear.
Bad vibes and industry disconnection
Nothing kills the magic of this industry faster than gatekeeping, gossip, and ego-driven disconnection. In 2025, we’re lifting each other, celebrating our wins, and leaving the bad vibes at the door.
Copy that tries to speak to everyone
Spoiler alert: When you try to please everyone, you connect with no one. Your dream client has specific wants, needs, and values. Speak to them. It’s better to resonate deeply with a few than to skim the surface with many.
This year, we’re done playing small. It’s time to show up, speak up, and write with purpose. Whether it’s refining your tone of voice, finally nailing those captions that drive engagement, or ditching the jargon for clear, confident messaging that converts, 2025 is your year to shine.
If you’re ready to elevate your copy (without sounding like every other clinic on the block), you know where to find me. Here’s to good vibes, great copy, and a wildly successful 2025.
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