2025 Makeup Trends You Need to Try
This year’s top makeup trends are all about creativity, comfort, and skin-first confidence
By Staff Writer | Updated: Jul 17, 2025
Makeup is more than color and coverage—it’s a cultural mirror. And in 2025, that mirror reflects something exciting: a fusion of innovation, self-expression, and skin-first beauty. Forget outdated contour kits and full-glam routines that take hours. This year is all about intention over intensity.
Whether you’re a minimalist or love experimenting with bold looks, the makeup world is evolving in ways that celebrate individuality, sustainability, and tech-smart simplicity. So if you’re wondering what to invest in (and promote) this season, here’s your trend-forward guide to the must-try makeup shifts of 2025.
1. Skinimalism 2.0 – Less Product, More Glow
The “your-skin-but-better” approach isn’t going anywhere—but it’s maturing. 2025’s version of skinimalism focuses on strategic application using multitasking formulas.
Think tinted SPF serums, moisturizer-foundation hybrids, and glow drops that eliminate the need for layers. It’s beauty designed for real life—and real skin.
→ Try: e.l.f. SKIN Holy Hydration! Thirst Burst Drops,
DRMTLGY Anti-Aging Tinted Moisturizer SPF 46 – Sheer Face Sunscreen & Lightweight Makeup
2. Pops of Color in Unexpected Places
Neutral palettes? Still around, but 2025 adds an artistic twist. This year, it’s about placing bold hues—like cobalt blue, neon coral, and moss green—on parts of the face you wouldn’t expect.
Swipe of orange under the brow bone? Vivid eyeliner floating above the crease? This is expressive minimalism: bold, but not bulky.
→ Try: UCANBE Spotlight Eyeshadow
e.l.f. No Budge Retractable Eyeliner
NYX PROFESSIONAL MAKEUP Vivid Rich Mechanical Eye Pencil
3. Wet-Finish Everything
The matte era is officially taking a back seat. From cheeks to lips to lids, wet, dewy finishes are taking over. It’s not about greasy shine—it’s about looking hydrated, alive, and fresh.
Glossy balms, liquid highlighters, and cream blushes are all making a strong comeback in formulas that last.
→ Try: e.l.f. Squeeze Me Lip Balm
e.l.f. Halo Glow Highlight Beauty Wand, Liquid Highlighter
4. Smart-Beauty Tools That Do the Work for You
Welcome to the era of AI-powered makeup tools. From app-connected foundation shade matchers to smart mirrors that assess your skin daily, technology is blending with beauty more than ever.
Even brushes and sponges are being upgraded for cleaner, smarter, and more effective application.
→ Try: Ear Wax Removal
Gillette Venus Mini Facial Hair Remover for Women’s Face
SmartAppGuided 4 in 1 Professional Facial Brush
5. Velvet Lips Are the New Matte
2025’s take on matte lips is all about comfort. Instead of dry, cracking formulas, the newest lipsticks offer velvety, cushiony textures that blur like soft fabric.
It’s high-impact pigment without the heaviness—ideal for long days and on-camera meetings.
→ Try: LAURA GELLER NEW YORK Italian Marble Sheer Lipstick
6. Futuristic Metallics and Holographic Touches
Inspired by digital aesthetics, 2025 makeup is flirting with futurism—in small, wearable doses. You’ll see sheer metallic washes on eyelids, iridescent lip toppers, and holographic highlighters that catch the light from every angle.
It’s not about looking like a sci-fi character—just about adding a little shimmer to the ordinary.
7. Brows That Breathe
Gone are the overly sculpted Insta-brows. 2025 is celebrating natural brows—fluffy, feathery, and slightly undone. Products like tinted brow gels, lamination pens, and clear lifting waxes help you achieve structure without looking painted on.
Brows are finally being treated like what they are: hair.
8. Conscious Beauty with Compostable Packaging
Sustainability isn’t just a side note—it’s shaping consumer decisions. More brands are now offering refillable compacts, biodegradable packaging, and multi-use color sticks to reduce waste without compromising on quality.
Beauty that makes you feel good—and does good.
9. Blush as the New Power Product
Blush is back with a vengeance—and it’s wearing multiple hats. You’ll see it applied across cheeks, temples, even the bridge of the nose to mimic a fresh, sun-warmed face.
2025’s blushes are sheer, buildable, and multifunctional, often doubling as lip or eye color.
10. Custom Beauty Is Booming
From personalized foundation shades to custom-blended palettes, the push toward made-for-you beauty is stronger than ever. Shoppers want products tailored to their skin tone, undertone, and lifestyle.
This is where affiliate promotions for quiz-based brands or shade-matching platforms can really shine.
Beauty That Feels Like You
The biggest trend of 2025? Authenticity. Gone are the days of copying influencer routines or hiding behind filters. This year, makeup is about enhancing your reality, not escaping it.
These trends don’t demand a full-face transformation—they invite you to explore, express, and evolve with products that fit seamlessly into your life.
So whether you’re refreshing your beauty bag or curating content for your audience, these 2025 trends are where innovation meets self-expression—and your face is the canvas.
