This year, founders across the beauty industry have been riding the skin care craze to a new part of the face.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Photos: Getty Images

Over the past year, lip treatments have become a new avenue for brands to tap into the legions of skin care routine-obsessed consumers. The slate of new products and marketing campaigns that rolled out across 2025 reflected that change.

Instead of focusing on color shades, many of the launches emphasized the health benefits of moisturizers, masks, and serums, and highlighted ingredients, such as peptides, shea butter, vitamin E, and vitamin C. Call it the self care-ification of everything

This summer, Ayesha Curry, founder of the lifestyle brand Sweet July, expanded her company’s........

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