The turn of the year offers a natural pause for reflection. While January feels like a fresh start, it is also the perfect time to audit what actually worked during the previous twelve months. In the beauty world, sales figures often provide the most honest answers. These numbers strip away the fleeting social media hype to reveal the products that secured a permanent spot in daily routines. To understand the real winners of 2025, we looked at the hard data from European staple Judith Williams and the surging popularity of Korean skincare innovators.
Judith Williams’ Top Performers
We reached out directly to the Judith Williams brand to identify which items moved the most units in 2025. The data revealed five clear favorites that dominated their online shop, ranging from targeted eye treatments to classic moisturizers.
Leading the pack was the SkinPerfect “Eye Lid Lift.” While most eye creams focus solely on the under-eye area, this formula distinguishes itself by targeting the eyelid. It is designed to visually lift drooping lids while simultaneously smoothing fine lines and reducing puffiness. The result is a noticeably fresher, more alert appearance. Demand for this product has been so high that it is currently out of stock, with the brand expecting a restock in February for customers on the waitlist.
For those battling the effects of stress or short nights, the Hydrogel Eye Pads emerged as a go-to solution. These pads utilize a blend of glycerin, caffeine, and sea buckthorn vitamins to deliver immediate hydration and a cooling effect. They tackle swelling and dark circles, helping the delicate skin around the eyes look smoother and revitalized in minutes.
A testament to longevity in a trend-obsessed market is the Phytomineral “24 H Aufbaucreme.” Originally launched in 2007 as Judith Williams’ debut skincare product, this rich cream remains a bestseller nearly two decades later. It combines plant extracts and minerals to balance stressed skin, delivering deep hydration that calms the complexion and visually softens fine wrinkles.
For consumers seeking a lighter texture without sacrificing potency, the Skin Revolution Edelweiss “Alpine Trio Serum Cream” was a top choice. This hybrid product applies with the lightweight freshness of a gel but nourishes like a heavy cream. Ingredients such as edelweiss, stone pine, and plantain work to reduce redness and strengthen the skin, leaving the face looking plumped and firm.
Rounding out the top five is the Retinol Science “24 H Creme.” Retinol remains a gold standard in anti-aging, and this cream utilizes the ingredient to refine skin texture, smooth wrinkles, and improve overall firmness, proving that science-backed formulations continue to drive sales.
The Korean Beauty Wave
Beyond the European market, Korean beauty continued to set the global standard in 2025. Known for innovative ingredients and the pursuit of a flawless “glass skin” finish, K-Beauty brands dominated online carts.
In the realm of complexion perfection, the TirTir “Fit Red” Cushion became a viral sensation. Retailing for approximately 25 Euros, this red compact offers high coverage that effectively conceals redness and blemishes without smudging. Beyond makeup, it acts as skincare, infusing the skin with moisture throughout the day via propolis, roselle, and white water lily extracts.
Targeted treatments also saw massive success. The “Caffeine & Green Tea Antioxidant” Eye Patches, a bestseller at retailer MiiN Cosmetics, utilize the classic depuffing power of caffeine and green tea to brighten the under-eye area (approx. 36 Euros). For broader anti-aging concerns, the “Retinol & Ginseng Youth Preserving” Treatment (approx. 35 Euros) gained traction for its “botox-like” peptide effect. Designed for the face, neck, and décolleté, it combines 3% shea butter with ginseng and retinol to combat dryness and sagging.
Hydration and barrier repair remained major priorities for consumers. The Skin 1004 “Madagascar Centella Probio-Cica Enrich” Cream (approx. 31 Euros) became a favorite for its rich, vegan formula containing fermented Centella Asiatica, ceramides, and macadamia oil. Similarly, the Celimax “The Real Noni Energy” Ampoule (approx. 30 Euros) was lauded for its high concentration of noni extract, delivering over 200 vitamins and minerals to soothe skin and smooth wrinkles.
Texture innovation was evident in the success of Cosrx’s “Advanced Snail 96 Mucin” Essence. Despite its slightly sticky consistency, this product is a hydration powerhouse containing 96.3% snail secretion filtrate. Selling for around 22 Euros, it is prized for repairing acne damage and boosting elasticity.
Makeup trends leaned toward ethereal and natural looks. Unleashia captivated buyers with a vegan glitter gel (approx. 30 Euros) that provides a sheer, fairy-like sparkle without heavy pigmentation. On the lips, Etude’s “Water Tint” (approx. 10 Euros) offered a smudge-proof, fruit-water-based stain that mimics the juicy color of biting into a watermelon. Finally, Laneige continued to dominate the night shift with its “Lip Sleeping Mask” (approx. 24 Euros), a vitamin-rich antioxidant formula that repairs dry lips overnight.
