Gen Zs Are Finally Ditching These Makeup Trends For These

There was a time when full-glam makeup reigned supreme. We are talking about sharp winged liner, baking under the eyes, and heavily sculpted cheekbones.

Back then, Kylie Jenner’s King Kylie era set the tone. Her signature look, matte lips, thick brows, contoured nose, and overlined pout dominated every Instagram feed and beauty tutorial from 2015 to 2018. Makeup became a full-blown performance. You spent an hour in front of the mirror and came out looking like a different person entirely.

That era gave rise to some of the most iconic makeup trends of the decade, but like every trend cycle, change was inevitable.

Today, in 2025, the tides have turned. Gen Zs are rewriting the beauty rulebook. Gen Zs have grown up with makeup, skincare, and social media all at once, and now they’re choosing authenticity over aesthetics, comfort over coverage, and individuality over perfection. For this generation, makeup is no longer about transforming your face. It’s about enhancing what’s already there and expressing who you really are.

This shift has been years in the making. It began subtly, with the rise of dewy skin, brow gels, and cream blush. But in 2025, it’s clear: Gen Zs are officially over the full-beat glam that used to define beauty.

Instead, Gen Zs are embracing soft makeup looks, gender-inclusive products, sustainable beauty brands, and playful pops of color. Gone are the days of hiding under layers—this generation wants skin to look like skin and wants makeup to feel like fun, not a chore.

So, what exactly is being left behind? And what trends are replacing them? Let’s break down the biggest makeup shifts happening right now — from the trends Gen Zs are finally ditching to the ones that are taking over TikTok, YouTube, and makeup bags worldwide.

Once hailed as the secret to sculpted cheekbones and snatched jawlines, heavy contouring is no longer the staple it used to be. The technique that dominated YouTube beauty tutorials, complete with dark creams, sharp lines, and endless blending, now feels dated to Gen Zs.

Gen Zs are over-spending 30 minutes reshaping their faces for a daily look. The desire now is to enhance natural features without completely transforming the face.

Instead of the intense contrast between contour and highlight, Gen Zs prefers soft definition. Cream bronzers and barely-there contours are used subtly, just to add warmth and depth, not to change the structure of the face entirely. It’s more about accentuating what’s already there than trying to create something entirely new.

A typical Gen-Z makeup routine might involve tinted serum, spot concealing, a brow gel, clear mascara, lip balm, and highlighter balm. Everything is sheer, blendable, and designed to bring out your natural features, not cover them up.

Defined, squared, and filled-in brows ruled the 2010s, thanks to beauty influencers who favored sharp, overly drawn arches. These brows were usually paired with carved-out concealer edges and intense precision. But in 2025, that look feels too rigid and unnatural for Gen Z’s taste.

Now, brows are meant to look lived-in and effortlessly groomed. Instead of pomades and stencils, Gen Z is reaching for brow gels, brow pens, and even clear soap to achieve that fluffy, brushed-up effect. The focus is on celebrating natural texture, gaps, irregularities, and all. It’s not about perfection; it’s about personality.

Flat, full-coverage matte foundations were once considered essential for a flawless look. They promised to hide everything from acne to uneven tone, and deliver that airbrushed finish. But Gen Zs don’t want to mask their skin; they want to show it off. As a result, they’ve embraced the cloud skin trend.

This emerging trend blends the softness of matte skin with the healthy glow of dewy finishes. It’s not shiny and not flat just smooth, plush skin that looks naturally radiant.

You achieve cloud skin with a balance of luminous primer, skin-like foundation, light powder to control shine, and a mist to lock everything in. It’s perfect for Gen Z’s preference for minimalism without sacrificing a polished look.

The foundation formulas they love now are breathable, hydrating, and lightweight. Skin tints, serum foundations, and BB creams that offer sheer to medium coverage are the new go-to. 

The aim isn’t to erase blemishes but to enhance skin’s natural glow. Dewy finishes and radiant skin have become the beauty standard, especially when paired with strong skincare routines.

The cut crease eyeshadow technique, known for its sharp contrast between lid and crease, was once the height of artistry. It dominated the influencer space and became a rite of passage for many makeup lovers. 

However, the technique requires intense precision, multiple shades, and usually a base concealer layer which Gen Z no longer has the patience for.

Today, Gen Zs favors more organic and expressive eye looks. Instead of multiple shades and graphic cut lines, they prefer single-shadow washes or smudged eyeliner that gives a sultry, worn-in look. It’s about creativity over complexity, and ease over perfection.

The trend of dramatically overlining lips, particularly with dark liner and lighter lipstick in the middle, is losing steam. It was a defining feature of glam culture for years, but now Gen Zs finds it too obvious and unnatural. The look often ends up distracting rather than enhancing.

In its place, Gen Zs has welcomed a new aesthetic: the blurred lip. Inspired by Korean beauty trends, this style favors soft edges, gradient effects, and just-bitten colors. Lip tints and balms are used more often than matte lipsticks or liners. It’s more about color that blends seamlessly into your natural lip line than outlining a new one.

Gen Zs are also opting for juicy, hydrated lips that look plump and fresh. Glosses have improved, no longer sticky and goopy, they now feel more like balms with a high-shine finish.

Lip oils, tinted glosses, and balm hybrids are some of the top choices. They’re versatile enough to wear alone or over stains and lipsticks for a plumper look.

There was a time when highlighter was applied so intensely that it could be seen from across the street. Glitter-packed formulas and blinding cheekbones were the look of the day. But Gen Zs are now turning the dial way down.

Gen Zs are still interested in glow, but one that mimics real, hydrated skin. Liquid and cream highlighters have taken center stage, often applied with fingers for a natural finish. Rather than a streak of shimmer across the cheeks, it’s a subtle sheen placed on the high points of the face. Think healthy, lit-from-within radiance, not disco ball shine.

Instead of highlights, blush is taking the spotlight in Gen-Z’s makeup. Blush is no longer just for the cheeks; it’s everywhere. Gen Z applies it across the nose bridge, on the temples, and even dabs it onto the eyelids.

Cream and liquid blushes are the most popular. They’re buildable, blendable, and give a fresh, flushed appearance that mimics a natural glow. Shades like berry, terracotta, and burnt coral are trending this year.

Drawing freckles with eyeliner pens or brow pencils used to be a quirky, trendy addition to makeup looks. It helped soften the face and added a “youthful” touch. However, Gen Z has started to move away from the gimmick.

The current mood is authenticity. If you naturally have freckles, embrace them. If you don’t, don’t feel pressure to fake it. Gen Zs are also more conscious of cultural and ethnic sensitivity, understanding that certain beauty features shouldn’t be used as temporary accessories.

Instead, they opt for nail stickers, face gems, and colorful decals, which allow them to play with their looks without commitment. It’s low-effort, high-impact, and perfect for social media content.

These elements let users explore identity, personality, and style in quick, changeable ways that align with their fast-paced lives.

Super long falsies, heavy lash extensions, and thick strip lashes are fading from favor. Gen Zs are tired of the discomfort, maintenance, and over-the-top volume that often looks out of place in everyday life.

The preferred look now is a natural lash lift effect, achieved through curling, lengthening mascaras, or lash serums that enhance what you already have. Some even opt for clear mascara for a soft definition. If they wear false lashes at all, they prefer individuals or wispy, lightweight bands.

Gone are the days when you needed to beat your face every day. Full glam, including layered foundations, cut creases, falsies, contour, and blinding highlights, is now reserved for special occasions.

Gen Z prefers functional, quick routines. On a regular day, they might swipe on concealer, blush, brow gel, and lip oil, and that’s enough. The new glam is soft, wearable, and easy to build.

Using the same shade family across eyes, cheeks, and lips creates a cohesive and modern look. Whether it’s a dusty rose palette or a peach-toned trio, monochromatic makeup is easy to apply and looks effortlessly put together.

It’s also great for people who want to look stylish without the hassle of coordinating colors. One product, like a multipurpose stick, can often be used on all three areas, saving time and space in your makeup bag.

Gen Z’s makeup starts with skincare. They’re more likely to invest in serums, moisturizers, and sunscreens than full-coverage foundation. And when it comes to makeup, less is more.

Skinimalism means celebrating natural texture, hyperpigmentation, and even blemishes. Makeup is used to enhance, not conceal. A tinted moisturizer with SPF, a cream blush, and a hydrating lip tint can make up a complete routine.

Gen Z rejects the idea that makeup is only for women. Beauty is fluid, and many are blending traditionally masculine and feminine elements in their routines.

Soft blush with a sharp jawline, smoky eyes with bare lips, there’s no rulebook. The goal is authenticity and freedom of expression, no matter how you identify.

What we’re witnessing in 2025 is a generational shift that goes far beyond trends. Gen Zs are rejecting unattainable beauty standards, time-consuming routines, and over-processed faces. In their place, they’re embracing skin positivity, individual expression, gender inclusivity, and mindful consumption.

Makeup for this generation is personal, emotional, and experimental. It’s no longer about following rules; it’s about breaking them, rewriting them, or ignoring them completely. And honestly, beauty has never felt more freeing.

Photo: Instagram/ayrastarr