2025 Selfnamed Product Breakdown: A Pharmacist’s Take
Skincare is evolving fast. And I’m thrilled to walk you through what’s new.
I’m Ksenija Kumačova, a pharmacist working closely with research, product development, and skincare education, as well as the private label skincare.
In this post, I’m sharing key takeaways from a recent Selfnamed webinar where I had the chance to present Selfnamed’s newest products, market trends, and practical tips for building your own lineup. Whether you're starting small or expanding your brand, I hope this helps you feel confident and inspired.
Table of Contents
What’s driving skincare in 2025?
Here are three major trends I’ve observed in the skincare space this year:
Prejuvenation
More people are starting their skincare journeys earlier — even in their teens. It’s not about jumping straight into retinol, but about forming healthy habits like cleansing, moisturizing, and using SPF. In your 20s, it makes sense to add peptides or vitamin C before signs of aging appear. It's all about prevention.
Skincare Minimalism
We’re seeing a shift away from 10-step routines toward multi-tasking, hybrid products. Especially among Gen Z, there’s a desire to simplify without compromising on performance.
Next-Gen Clean Beauty
Being "clean" isn't enough anymore — products need to be both safe and effective. At Selfnamed, we focus on science-backed, sustainable formulations that really deliver results. That’s the standard every brand should be aiming for.
You can read more on trends that are taking over the skincare world in our 2025 market trends overview.
Ingredient Spotlight for 2025
Here are some of the most exciting ingredients to watch (and use):
Retinol Alternatives: Bidens Pilosa extract is my current favorite. It mimics the benefits of retinol without irritation or sun sensitivity. A dream for sensitive skin.
Kojic Acid: A must-have for anyone dealing with hyperpigmentation or dullness.
Peptides: You’ll find these in every top brand — and for good reason. They support firmness, hydration, and overall skin health.
Keratin & Rosemary: Both are trending in hair care and deliver real benefits like improved shine, strength, and scalp health.
If none of these float your boat, you can continue researching the 2025 trending skincare ingredients in one of our articles.
Product Highlights: What’s New at Selfnamed?
These are more than just product drops — each one is backed by trends, testing, and deep R&D work. Here’s a closer look at what makes them special:?
Sensitive Skin Line
This line was developed with people who suffer from irritation, eczema, or even rosacea in mind.
Each formula is dermatologist-tested and fragrance-free to minimize potential triggers. Instead of harsh actives, we focused on calming ingredients like aloe juice, sodium PCA, hyaluronic acid, and plum extract. It’s a full routine (cleanser, moisturizer, shampoo, and body cream) designed to hydrate, protect, and comfort sensitive skin.
I love the moisturizer in particular. It’s calming, hydrating, and gentle enough for everyday use.
Sunscreen Sticks
Sunscreen is the foundation of any routine, and I’m especially excited about these new sunscreen sticks. They contain mineral-only UV filters (no chemical filters), making them a better option for sensitive skin and the environment. The clear version leaves zero white cast, while the tinted version offers a sheer, adaptable glow. Plus, the solid format makes reapplication, even over makeup, fast and fuss-free.
Retinol Alternative Routine
For customers who want the results of retinol but can’t tolerate the side effects, this trio is a game-changer. Instead of synthetic retinol, we’ve used Bidens Pilosa extract, which delivers similar anti-aging and skin-smoothing benefits without redness, peeling, or photosensitivity. The products in the routine include:
Retinol Alternative Face Serum – Smooths uneven texture and supports collagen production for firmer-looking skin.
Retinol Alternative Eye Serum – Targets crow’s feet and fine lines with a gentle, non-irritating formula.
Retinol Alternative Moisturizer – Hydrates, improves elasticity, and brightens tone while sealing in all the active benefits.
Each one can be used both day and night, and is suitable even for sensitive skin types. Coming soon to the Selfnamed product catalog.
Hyperpigmentation Care
This collection targets all types of dark spots (sun spots, acne marks, melasma) using kojic acid, one of the most effective and gentle brighteners available. The Targeted Spot Care has the highest kojic acid concentration for localized treatment. The Brightening Cream evens tone and hydrates, while the Dual-Action Exfoliator preps skin to maximize the absorption of the other two.
Targeted Dark Spot Care
Dark Spot Brightening Cream
Dual-Action Face & Body Exfoliator
Sell them together for maximum glow. Coming soon to the Selfnamed product catalog.
Microbiome-Friendly Formulas
A balanced microbiome is essential for healthy, resilient skin. These formulas include prebiotics that support good skin flora and strengthen the barrier. The Jelly Serum is feather-light and hydrating — perfect under any cream. The Face Mist is a refreshing pick-me-up during the day, especially helpful in dry or air-conditioned environments.
Both hydrate while promoting balance and resilience.
Body Care Essentials
The Urea + Panthenol Body Cream is inspired by dermocosmetics. It combines urea (a natural humectant also found in healthy skin) and panthenol to rehydrate and restore even the roughest patches — without greasiness.
The Icelandic Volcano Scrub uses volcanic sand for a satisfying yet gentle exfoliation, balanced with nourishing castor oil.
Hair Care That Feels Like Skincare
Hair health starts at the scalp.
The Deep Cleanse Scalp Scrub exfoliates away product buildup and dead skin using mint and rosemary, helping to rebalance oily or irritated scalps. The Keratin Leave-In Mist strengthens strands, adds shine, and protects against breakage — perfect for daily use. The Rosemary Oil nourishes the scalp and boosts circulation, supporting healthy hair growth. The Keratin + Chanterelle Shampoo & Conditioner are rich in amino acids and botanical extracts to give hair volume, softness, and resilience.
Keratin + Chanterelle Shampoo & Conditioner (coming soon)
Omega-Rich Body Oil
This dry-touch oil blends evening primrose, rosehip, blueberry, and strawberry seed oils — all naturally rich in omega fatty acids. It absorbs quickly while deeply nourishing the skin, making it ideal after sun exposure or during pregnancy. The new packaging also elevates the shelf appeal, so it looks just as luxurious as it feels. Coming soon to the Selfnamed product catalog.
My Advice for Building Your Own Lineup
When it comes to choosing products for your brand, here’s how I would approach it:
Know your audience. Are they active Gen Zers? Mature women? Teen skincare newbies? Tailor your selection to their lifestyle and needs.
Start with a basic routine. Include at least one great cleanser, serum, moisturizer, and sunscreen.
Build slowly. You don’t need 20 products from the start. Test, learn, and expand with time. Even 3–5 hero products can make a strong impression.
One Product I Never Travel Without
As a pharmacist, my go-to is — no surprise — sunscreen. I use it daily, and it's my number one product for long-term skin health.
Selfnamed’s new sunscreen sticks are not only effective but easy to love. And for anyone building a brand, offering reliable sun care is always a smart move.
Time to get started
Thanks so much for reading — and for being part of this community. I hope this roundup gives you inspiration and direction as you grow your skincare line.
Everything I mentioned is available now or coming very soon in the Selfnamed catalog.
Got questions? Reach out to the team at support@selfnamed.com and they’ll be happy to help.
Frequently Asked questions
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The Sensitive Skin Moisturizer is a top choice. It’s hypoallergenic, fragrance-free, and formulated specifically to calm and hydrate sensitive or reactive skin.
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Yes! The Bidens Pilosa extract is gentle and non-irritating — safe for daytime use and doesn’t increase sun sensitivity.
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Starting with 3–5 essentials is recommended: a cleanser, moisturizer, serum, and sunscreen. From there, expand based on customer feedback and preferences.
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Once or twice a week is ideal. It helps remove buildup and maintain a balanced, healthy scalp without over-exfoliating.
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