What's Hot in Beauty? Trends You'll Want to Know About

May 1, 2025

At Heritage Store, we're not just beauty trend-watchers, we're soul-to-skin stewards. That's why we sifted through the noise (TikTok deep dives included) to find the trends that truly nurture your skin and soul. Because at its heart, that's what 2025's beauty movement is all about: soft, simple, soulful skin care.

Ahead, discover what’s making waves, why it matters, and how to make it your own daily practice.

Holistic Skin Care: Soul-to-Skin Beauty

Holistic beauty isn't just a buzzword—it's the understanding that beauty is more than a 10-step skin care routine. It's how you nourish your body, move with intention, rest deeply, and love yourself.

At Heritage Store, we understand that everything from stress, dry climates, and pollution, to sun exposure, poor diet, and even your state of mind can all affect your skin's appearance. That’s why our approach—and our products—are designed to honor the connection between body, mind, and soul.

Our signature Rosewater embodies this philosophy. For more than 50 years, we’ve crafted it with minimal ingredients: Damask Rose and magnetized Vor-Mag™ Water.

Our Vor-Mag Water is vortexed (think: swirling like a tornado) and magnetized to mimic the dynamic forces of nature—because we believe water carries energy, and that energy matters. By raising the water’s vibration, we aim to raise yours too. The soothing scent of rose adds another layer, inviting a moment of calm with every spray. This mindful attention to body and soul has made our Rosewater a beloved classic for 56 years.

Less is More: Minimalism Turns Luxe

This year, skin care routines are getting a refined edit. In a world accustomed to layering product after product, the new standard is intentional simplicity: Fewer products, smarter formulas, and multi-taskers that do more with less. By simplifying your routine, you’re not just saving time and money—you’re also embracing a more sustainable approach to beauty.

At Heritage Store, we’ve believed in the power of purposeful minimalism from the very start. Enter our Rosewater & Glycerin: an elegantly simple product that hydrates, sets makeup, and boosts your skin’s glow. Likewise, our iconic Castor Oil proves that a pure 100% cold-pressed, hexane-free product can be endlessly versatile, serving as a nourishing overnight hair treatment, a brow serum, cuticle savior, and more. Thoughtfully sourced, intentionally functional, because doing more for your skin shouldn’t mean doing too much.

Shields Up: Your Best Barrier

Your skin barrier—the outermost layer of your skin—is your first line of defense against environmental stressors. When it’s healthy, your skin stays hydrated and smooth. When it’s compromised, issues like dryness, breakouts, and redness quickly follow. It’s why we’re seeing a shift to less complicated and more skin barrier-focused routines. The key? Instead of overwhelming your skin with excessive skin care regimens, nourish it instead.

That’s why we designed our Rosewater Collection with barrier health at its core. Our Rosewater Toner acts as a hydrating essence, improving skin’s barrier function after just one use. For deeper replenishment, the Rosewater Serum delivers a concentrated dose of hydration with Hyaluronic Acid to support a plumper-looking appearance. And to lock it all in, our Rosewater Moisturizer creates a soft barrier that locks in moisture and improves skin barrier function, keeping your skin looking healthier.* Additionally, all three products are dermatologically tested and hypoallergenic, which is a must for any product claiming to help the skin barrier.

When you simplify your routine with gentle, barrier-supporting products, your skin has the space it needs to thrive and shine.

The Castor Craze: Castor and Navel Oiling

Castor packs may have gone viral in recent years, but the practice itself is ancient. Traditionally, castor oil has been applied to specific areas of the body to support overall well-being. Today, that legacy continues with new techniques like navel oiling, where a few drops of oil are placed directly into the belly button.

At Heritage Store, castor oil has been part of our story since the beginning. Known as “Palma Christi” or the Palm of Christ, castor oil has been celebrated for over 3,500 years—and has even been discovered in tombs of Egyptian pharaohs. Our Organic Castor Oil honors that history, sourced with care to maintain its potency and purity.

Connect with nature through one of these time-honored rituals. Create your own castor pack— by soaking a wool flannel or cotton flannel with castor oil, applying it to the desired area (such as your abdomen), and warming it with a heating pad. Leave it on for about 30 minutes to an hour to allow the oil to penetrate and work its magic. Or simply add a few drops to your navel before bedtime to make a meaningful difference in your daily routine.

Hair Wellness: From Root to Tip

Hair wellness is all about taking a holistic approach that nourishes from root to tip, inside and out. Instead of relying on surface-level treatments, this trend emphasizes the importance of scalp care.

We’ve always believed that true hair health starts at the source. That’s why we expanded our Castor Oil Collection to include thoughtfully crafted blends like Castor Oil & Rosemary and Castor Oil & Tea Tree. Both build on the long-trusted benefits of Castor Oil: Rosemary helps to support thicker, fuller-looking hair, while Tea Tree helps balance the scalp by removing buildup.

Incorporating these products into your scalp massage ritual—leaving it on for at least 30 minutes before washing— is a simple, powerful way to help nourish your hair follicles and support healthier, stronger-looking hair.

56 Years of Soul-to-Skin Beauty

Heritage Store began as a small wellness store in Virginia Beach in 1969, an era known for its good vibes. That spirit of simplicity, energy, and connection is still what guides us today. From our fan-favorite Rosewater Mist to our deeply loved Castor Oil, we’ve always believed in crafting soul-to-skin products that honor nature, nourish skin, and lift the spirit.