And in 2025, they really did. Brands embraced innovation and personalization in a major way: tools became infinitely more intuitive, skin care turned more tech-forward, and makeup leaned into buildable pigments that work for you, not against you. So, when it comes to figuring out which products are actually worthy of gifting (or, let's be honest, keeping for yourself), consider this your cheat sheet to the very best in beauty from 2025.