Brightening 2025: From instant whitening to science-based healthy skin

  The year 2025 marks a shift in brightening trends in the beauty world. Instant white skin is no longer the standard; instead, healthy, strong, and naturally radiant skin is becoming the norm.

This shift is in line with the increasing awareness of the importance of the skin barrier, hydration, and safe and sustainable care amidst exposure to pollution and urban lifestyles.

Dull skin is now understood to be not just a matter of color, but also related to skin structure conditions, such as decreased collagen, mild inflammation, and disruption of the skin's protective layer.