7 Makeup Trends Of 2025 That You Should Know

The beauty world never sleeps, and as we usher in 2025, makeup trends are evolving to reflect deeper cultural shifts, innovative technology, and bold, unapologetic self-expression. 

Makeup has long transcended its role as mere decoration; it has become a powerful tool for creativity, identity, and even sustainability. In this year 2025, the biggest makeup trends push boundaries in ways that are both playful and purposeful.

Whether you’re someone who loves a natural, barely-there look or someone who thrives on dramatic, editorial-style makeup, the 2025 makeup trend has something exciting in store for you. Think fresh takes on old classics, futuristic technologies making their way into your makeup bag, and a collective shift toward more conscious beauty practices.

From the reimagining of minimalism to bold experiments with color and texture, this year’s makeup landscape is all about embracing what makes you, you. 

Ahead we will explore the most captivating makeup trends to watch out for in 2025.

The growing desire for natural beauty, authenticity, and self-acceptance has been building over the past few years. According to trends in the beauty and skincare industry, consumers are increasingly gravitating toward products that enhance their natural beauty, rather than covering it up. 

In fact, major skincare brands like Glossier and Fenty Beauty have consistently championed natural textures and glowy finishes, and their success has pushed the industry further in this direction.

Skincare innovations have significantly improved in recent years, making it easier for people to showcase their natural skin. With the rise of clean beauty and products focused on skin health, more people are investing in skincare to achieve a healthy, radiant complexion that doesn’t need heavy makeup. 

Products like tinted moisturizers and skin tints are becoming more popular, as consumers realize that they can enhance their skin’s natural beauty without covering it up entirely. Brands like Drunk Elephant and The Ordinary are at the forefront of this shift, creating products that enhance skin health rather than mask imperfections.

The growth in skincare-focused makeup lines, such as BareMinerals’ “Complexion Rescue” tinted moisturizer, reflects the growing preference for lightweight, natural-looking products. These products are becoming essential to people’s routines, reinforcing the shift toward Skinimalism.

Celebrities are also a major influence on the rise of Skinimalism. Stars like Zendaya and Hailey Bieber are often seen sporting minimal makeup looks with glowing skin. Their influence on these 2025 makeup trends drives demand for products that enhance natural skin texture, not mask it. Bieber, for example, is known for promoting a healthy skin-first approach, leading her followers to adopt similar beauty routines.

Additionally, skin-first makeup brands like Charlotte Tilbury and NARS are also expanding their offerings to include lighter, more hydrating foundations and tinted products, aligning with the shift toward radiant, hydrated skin as the base for makeup.

The growing cultural trend of embracing natural beauty, supported by the advancements in skincare and the popularity of influencers and celebrities promoting a skin-first approach, suggests that Skinimalism will continue to rise in 2025. Industry movements toward lightweight, hydrating products, along with an overall shift in consumer preferences toward authenticity and radiant skin, confirm that Skinimalism 2.0 will be a key makeup trend in 2025.

Makeup standards are evolving, with an increasing emphasis on individuality and self-expression. People are moving away from traditional, more neutral looks and embracing makeup as a form of art and self-expression. Color-blocked eyeliner, with its ability to experiment with contrasting tones and dramatic lines, embodies this shift.

In response to this shift, brands like Fenty Beauty and Urban Decay have released bold, highly pigmented eyeliners and products designed to allow for creative looks. The success of these product lines is a clear indicator that consumers are seeking more ways to make bold statements with their makeup. Also, brands have started to release color-blocked eyeliner sets to encourage this creative approach to eye makeup.

In recent years, social media platforms like Instagram and TikTok have played a pivotal role in shaping beauty trends, with users and influencers pushing the boundaries of traditional makeup looks. Color-blocked eyeliner has been gaining significant traction, especially with the younger generation who are eager to experiment with more creative, artistic looks.

Influencers like NikkieTutorials and James Charles have already embraced the makeup trend in 2024, sharing tutorials and looks that experiment with bold eyeliner in unexpected colors. These high-profile influencers have pushed the trend into the mainstream, making it even more likely to dominate in 2025.

Celebrities have always been trendsetters in beauty, and in recent years, we’ve seen them increasingly embrace bold makeup looks. Stars like Billie Eilish, Kylie Jenner, and Doja Cat have experimented with color-blocked eyeliner, offering fans inspiration and making the trend more mainstream.

In music videos, red-carpet events, and social media posts, they have also been spotted wearing dramatic color-blocked eyeliner with their outfits, making it a go-to look for women seeking to make an artistic statement.

The growing interest in bold, creative makeup, fueled by social media influencers, runway trends, celebrity endorsements, and a shift toward self-expression in beauty, ensures that color-blocked eyeliner will continue to gain momentum in 2025. With the combination of product innovation, consumer demand for unique, artistic looks, and the ongoing trend of embracing individuality, it’s clear that this 2025 makeup trend isn’t just a fleeting moment—it’s a transformative style that will define the next year in makeup.

Over the past few years, consumer demand for more ethical and sustainable products has been steadily increasing, particularly in the beauty industry. According to a 2023 survey by NielsenIQ, 73% of global consumers are willing to change their consumption habits to reduce their environmental impact.

This shift is particularly evident in the beauty sector, where consumers are becoming more informed and selective about the products they purchase, with a growing preference for brands that emphasize sustainability, ethical sourcing, and environmental responsibility.

In 2024, leading makeup brands such as Lush and RMS Beauty introduced eco-friendly product lines that featured refillable packaging, zero-waste formulations, and cruelty-free options. This demonstrates that consumers are not only aware of the environmental impact of their makeup routines, but they are actively seeking out brands that align with these values.

Brands across the beauty industry have been pushing the envelope in creating sustainable, innovative packaging. Fenty Beauty by Rihanna introduced refillable lipstick cases and has committed to making 100% of its packaging recyclable by 2025. Similarly, Chanel made headlines with the release of its refillable skincare line. These innovations are not just a trend; they reflect a growing expectation among consumers for sustainable options in every aspect of their purchasing decisions.

The demand for vegan and cruelty-free beauty products has surged in recent years. According to the 2023 Global Beauty Trends Report by Mintel, vegan beauty products saw a 45% increase in sales from 2020 to 2023. In addition, mainstream brands such as Urban Decay and Too Faced have adopted cruelty-free and vegan certifications as part of their core brand identities. This shift is reflective of a broader cultural movement toward ethical consumption.

Moreover, 2024 saw the launch of several high-end, eco-conscious beauty collections from major brands. Pat McGrath Labs, for example, unveiled a new line of vegan, cruelty-free makeup products, gaining significant traction in the market. As consumers become more knowledgeable and conscious about the ethical implications of their purchases, this movement is expected to only gain momentum leading into 2025.

The growing consumer demand for ethically sourced, cruelty-free, and sustainably packaged makeup products, combined with the innovations in packaging and the broader cultural movement toward mindful consumption, all point to eco-conscious beauty as a major makeup trend in 2025.

Consumer surveys, celebrity endorsements, and industry shifts confirm that sustainability will be an integral part of the beauty landscape, and those who embrace it will remain at the forefront of the makeup world.

Blurred lips are gaining traction on social media platforms like Instagram and TikTok, where makeup artists and beauty influencers are actively showcasing the trend. In 2024, beauty influencers such as Patricia Bright and Samantha Ravndahl have been experimenting with blurred lip looks in their tutorials, with millions of viewers engaging with their content. The soft, diffused lip trend is becoming a staple in their makeup routines, especially in tutorials targeting “no-makeup makeup” looks.

This 2025 makeup trend has already begun to gain a following, particularly among beauty enthusiasts looking for low-maintenance but chic alternatives to the overlined, perfectly defined lips that were popular in the early 2020s. These influencers’ adoption of blurred lips suggests the look is poised to grow in popularity as more people discover how to incorporate it into their own routines.

The broader movement toward low-maintenance, “simple” makeup is one of the key drivers behind the blurred lip trend. Consumers are increasingly embracing makeup looks that are easy to achieve and don’t require constant upkeep. For instance, in recent surveys, 60% of beauty shoppers indicated that they prioritize products that are quick to apply and maintain throughout the day. The blurred lip, with its soft edges and minimal precision, aligns perfectly with this demand for simplicity.

Additionally, brands like MAC Cosmetics and Maybelline are also leaning into this demand with products designed to help users achieve the blurred lip effect without requiring the perfect liner or detailed application. This points to a larger trend of convenience-driven beauty products being favored by consumers, further suggesting that blurred lips will become a dominant look in 2025.

Already, the trend of gradient or ombre lips has been steadily gaining popularity. In 2024, Sephora reported a 20% increase in searches for gradient and ombre lip products. These trends, which closely align with the blurred lip look, have contributed to shaping the anticipated 2025 lip aesthetic. As more beauty brands launch gradient and blurred lip products, it’s clear that consumers are eager to experiment with less defined, more natural-looking lips.

The blurred lip look is gaining momentum due to its simplicity, versatility, and alignment with the broader movement toward natural, low-maintenance beauty. The increasing popularity of this look on social media, its embrace by top beauty influencers, and its presence on major runways are all clear indicators that it will be a dominant makeup trend in 2025. Coupled with consumer demand for more forgiving, effortless beauty techniques, the blurred lip trend is poised to define a major shift in how we approach lip makeup in the coming year.

Over the past year, metallic eyeshadows have become a staple in many major beauty collections, setting the stage for a more prominent presence in 2025. Consumers are increasingly looking for bold, statement-making makeup that elevates their look and fits into a variety of occasions, from everyday glam to special events.

The reflective, high-impact nature of metallic eyeshadows makes them ideal for individuals who want to make a striking impression, especially with the rise of virtual events, influencer-led beauty trends, and self-expression through social media.

For example, Fenty Beauty and Charlotte Tilbury both introduced stunning metallic eyeshadow palettes in 2024, featuring shades like gold, silver, and bronze, which were widely praised for their intense pigmentation and long-lasting wear. These collections were not only trending on social media but also appeared in various makeup tutorials and professional beauty looks. The popularity of these products is an indication that metallic eyeshadows will continue to evolve and gain momentum in the upcoming year.

The trend toward multidimensional makeup, including the layering of different textures like liquid metallic shadows, glitter-infused creams, and pressed powders, is a sign of the growing appeal of metallics.

Brands like Pat McGrath Labs and Urban Decay have already embraced this concept, with products designed specifically for creating layered metallic eyes. The popularity of such products, often used to create multi-dimensional looks for evening glam, suggests that the desire for more dramatic, eye-catching eye makeup will only grow in 2025.

The popularity of metallic eyeshadows in recent beauty collections, their prominent feature on runways, the rise of multidimensional makeup techniques, and the ongoing adoption by influencers and celebrities all point toward metallics being a major makeup trend in 2025.

As makeup continues to evolve toward bold, eye-catching looks that embrace self-expression, metallic eyeshadows offer an easy yet impactful way to make eyes the focal point of any look. The 2025 makeup trend is not only anticipated but has already begun to shape the beauty landscape for the upcoming year. 

In recent years, there has been a clear cultural shift toward embracing natural beauty and individual features, especially with beauty trends that emphasize less heavy-handed makeup. Bold brows have become a beauty staple, but in 2025, there’s an increasing move toward a more natural version of this trend. Consumers are embracing a softer, more approachable brow shape that enhances their natural arch while still maintaining fullness.

The popularity of “soap brows,” a method that lifts and holds brows in place with a clear, brow-setting soap or gel, was a key indicator of this shift in 2023 and 2024. This technique is all about enhancing natural texture, and its rise in popularity across social media platforms has paved the way for the continued demand for feathery brows in 2025.

In 2023 and 2024, the release of various brow serums and treatments focused on promoting natural brow growth became increasingly common. Brands like RapidBrow and RevitaBrow saw significant growth, indicating a growing interest in brow health and fullness.

Consumers are seeking out products that not only enhance their brows’ appearance but also nourish them for fuller, healthier growth over time. This push for natural fullness is fueling the 2025 brow trend, where the goal is to enhance the shape and texture you already have.

Moreover, brow care has become a key component of many beauty routines, with influencers and consumers alike shifting toward maintaining natural, well-groomed brows rather than relying on harsh sculpting techniques.

The launch of products aimed at achieving this softer, more natural look is another indicator that this is the next major trend. For instance, brands like Benefit Cosmetics and Glossier have released lighter brow products like tinted gels, brow pencils, and powders designed to enhance natural fullness with a lighter touch. These products allow for a more effortless, airbrushed effect that defines and shapes brows without creating an overly sculpted look.

In particular, Glossier’s Boy Brow, which provides a natural finish while adding fullness and volume, has been a game-changer for those seeking the brushed-up, feathery look that is poised to dominate in 2025. As demand for such products rises, it’s clear that the “feathered brow” trend is far from a fleeting moment.

The popularity of brow serums, the rise of “soap brows,” celebrity influence, and the increasing availability of products designed for natural brows all point to the fact that the feathery, brushed-up brow trend is not only here to stay, but will dominate the beauty scene in 2025.

Whether you are enhancing your natural shape or embracing fuller brows, this trend will continue to evolve in the coming year, with a focus on individuality, authenticity, and effortless beauty.

In recent years, AI-powered beauty technology has gained significant traction, with brands like Fenty Beauty and L’Oréal leading the way. For instance, Fenty Beauty launched its Shade Finder app, which uses AI to match foundation shades based on your skin tone. This app has been widely used by consumers and has proven to be highly effective in helping people find their perfect shade without trying multiple products in-store.

In 2020, L’Oréal introduced Perso, an AI-powered skincare and makeup device that customizes products based on your unique skin needs. It analyzes your skin condition, weather, and even your preferences to create personalized skincare formulas and makeup shades. The increasing availability of such tools highlights that the beauty industry is moving toward a more personalized, tech-driven future, and this is expected to evolve further into 2025.

Virtual try-on technology has been a significant leap in the beauty world. Companies like Sephora and Ulta now offer AR tools, allowing customers to try on makeup virtually through their smartphones. Sephora’s Virtual Artist, for example, allows users to try on a variety of lipsticks, eyeshadows, and foundation shades to see how they would look before purchasing.

In addition, L’Oréal partnered with ModiFace to introduce virtual try-on technology to their online platforms, which allows consumers to try makeup virtually with incredible accuracy. This technology has already become a staple in many online beauty stores, and by 2025, it’s expected to be an even more mainstream and integrated feature.

According to a report by Grand View Research, the global smart beauty market size is expected to grow at a CAGR of 6.1% from 2024 to 2030. This growth highlights that consumers are increasingly open to integrating technology into their beauty routines, signaling that “smart beauty” will continue to be a major trend in 2025 and beyond.

Additionally, tech giants like Apple and Google have been incorporating wellness and beauty features into their devices, such as skin analysis apps on the Apple Watch and Google’s AI-powered skincare apps. These developments show that the consumer interest in tech-driven beauty solutions is real, and as tech companies push more into the beauty space, the integration of technology into personal care routines will only accelerate.

The growing investment in AI-powered tools, augmented reality try-ons, and personalized makeup products, alongside the rise of smart beauty devices, all point to the fact that the future of beauty is becoming increasingly tech-driven. Consumer demand for more customized, accessible, and inclusive beauty experiences is pushing brands to innovate. As such, by 2025, “smart beauty” will be a central pillar in the beauty industry, offering consumers the most personalized, efficient, and sustainable ways to enhance their beauty routines.

Photo: Instagram.com/madisinrian