Beauty trends have taken on many forms over the years. We had colour-block makeup in the 80s, ultra-thin eyebrows in the 90s, and the ‘clean beauty’ trend in the 2020s.
But what is in store for beauty trends in 2025? We’ve wrapped up the trends you can look forward to seeing in the coming year.
All about eyes
2024 was all about blush (hello, blush blindness!), but eyes are set to be the centre of attending in 2025. Pat McGrath, makeup artist and founder of Pat McGrath Labs spoke with Cosmetics Business about what she thinks is coming.
“Eyeshadow has always been a powerful tool for self-expression,” she said. “But as we move into 2025, we’re seeing an even greater emphasis on bold, transformative eye looks”.
There was a variety of makeup looks to be seen at the recent Spring/Summer 2025 runways. While glam makeup seems to be coming back, we aren’t seeing full-coverage makeup looks à la 2016. Bold eyeshadow looks are often paired with fresh, natural skin to balance out the face.
METALLIC: Think pops of gold, silver, and bronze incorporated into your everyday makeup look. If a wash of lustrous colour over your eyelids seems too daunting, try a metallic eyeliner like the Stila Stay All Day® ArtiStix Graphic Liner for just a hint of shine.
“Metallic accents and shimmering glitter add a playful, expressive energy to any look,” says MECCA’s Chief Marketing Officer, Kate Blythe. “This year, metallics and glitter were especially popular in eyeliners and eyeshadows. Looking ahead, we expect to see this trend extend into lip products as well.”
BOLD COLOURS: Whether berry or blue tones call to you, don’t be afraid to experiment with colour. Consider incorporating your favourite shade in your eye looks, whether subtle or high impact. MAC Individual Eye Shadow offers a range of shades to suit your preference.
AURA BEAUTY: A combination of the above, Aura Beauty taps into the feeling of a ‘makeup mood ring’. Tap into your aura and have some fun with the looks you can create!
Back to the 90s
90s nostalgia certainly hasn’t dwindled. It has been revamped with a fresh-faced twist. Think monochromatic looks with similar tones and shades used across the eyes, lips and cheeks.
US makeup artist Tonya Riner told Allure that she loves neutral shades that are slightly deeper than the skin tone. As “they enhance each feature, highlighting their natural shape”. With Pantone announcing its Colour Of The Year, Mocha Mousse, neutral brown shades should be popping up more.
Senior Beauty Editor for Adore Beauty, Sadaf Razi says, “I predict makeup lovers will be adopting neutral, chocolates and browns into their eye makeup looks. The wonderful thing about this colour palette is, it’s pretty universal, meaning the soft brown, latte and chocolate hues are usually flattering on all skin tones and features when done the right way.”
Try products like the Clinique Chubby Stick Sculpting Contour or the Makeup Forever HD SKIN Sculpting Palette to enhance your natural features.
Multi-use heroes
Gone are the days when consumers want a million different products in their beauty cupboards – we’re leaning towards a simple is best approach. A cream blush that can also be applied to the lips? A pencil eyeliner that can also double as a brow pencil? Sign us up!
Korean makeup brand Fwee is known for its viral Lip & Cheek Blurring Pudding Pot which is the perfect hybrid of a lip and cheek product.
Alternatively, try the MERIT Day Glow Highlighting Balm to add a subtle sheen to your eyes, lips and complexion.
For more beauty trends, head to Pinterest.
