With '90s this and Y2K that, the last two years in makeup (and overall beauty) trends have leaned heavily into nostalgia. And let's not forget all of the micro trends that have popped up in between, from brick brown lip colors and spider lashes to thin brows and denim blue eyeshadow. But 2025 makeup trends are putting a pause on these two decades to experiment with more recent looks—for the most part.
Summer 2024 brought back blush in force, with social media-led techniques like "blush touring" and looks dubbed "boyfriend blush." While the cutesy names will inevitability change this year, the fact is that people will be reaching for even more blush this year. Overall, the new look du jour will also skew minimal with a natural, quieter makeup approach for the skin.
"Hush Makeup will be a big trend, and by this I mean that the makeup is all whispery," says Katie Jane Hughes, KJH.brand founder and celebrity makeup artist. "The lips have a barely there effect but feel plump and juicy," she says. However, on the opposite end of the spectrum, some makeup trends will be loud, bold and full of shimmery eyes and modern metallic lips.
As we say goodbye to all the top makeup looks of 2024, we've tapped top makeup artists and brand founders along with Hughes including Isamaya Ffrench, Patrick Ta and Rea Ann Silva to introduce us to the makeup trends that will dominate our feeds, and faces, in 2025.
2025 Makeup Trends
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Metal Lips
It's been a while seen we've seen an abundance of metallics, but Ffrench, a makeup artist, creative director and founder of her eponymous beauty brand, predicts that a new rendition of them will pop up in 2025, especially when it comes to lips. "One thing that feels new on the market and could get really big is an updated version of metallic lips," she says. "Last year I worked on a balm formula infused with iridescent pigments that gives a metallic effect which makes them a lot more wearable than liquid metals we’ve seen so far. I’ll be dropping a lot of new shades in 2025."
Hush Makeup
Naturally elevated is replacing a full face beat in the new year. Hughes predicts that this trend will take on a whispery feel, with a barely there effect over the lips while still keeping them full and plump. With this trend, she says that the eyes have a slightly pulled out effect but don't appear to have eyeliner on them. "Nina Park does these kind of looks so, so well. It's the ultimate you but just enhanced," the makeup artist explains.
Playful Enhancements
We're going to be pressing play on the fun when it comes to experimenting with makeup. "Expect lashes and brows adorned with micro-glitters, vibrant eyeshadows with a variety of textures and finishes, and a comeback of heavy metallics for a futuristic, space-age makeup vibe," says long time makeup artist, CEO and founder of Beautyblender, Rea Ann Silva.
'80s Chic Glam
The 1990s and 2000s have been center stage for the last two years, but Hughes thinks we're heading back to the 1980s in 2025. "I think '80s chic glam will make a comeback because subtle shimmery pearly textures on the lips, cheeks and eyes are super impactful in an elevated, effortless kind of way," she says.
Skincare-Infused Makeup
The skincare boom that happened during the early days of the pandemic has never really gone away. "There’s been so many innovations in skincare in recent years due to technology and research in new ingredients, and people have become obsessed with face treatments, which have been massively democratized over the last five years," says Ffrench. The newest iteration: skincare-infused makeup. While some brands are already riding this train, Ffrench thinks it's only going to expand. "I can sense this spirit of innovation through ingredients reaching makeup very soon."
K-Beauty's Second Act
K-Beauty's second wind has already begun and Patrick Ta, makeup artist and founder of Patrick Ta Beauty, predicts this is just the beginning. "K-Beauty is going to have a major impact on 2025," he says. "Already so beloved for its skincare, K-beauty is only going to continue to take off. With skincare known to help you achieve glass skin, I love the idea of a glassy and glossy beauty look. From sheer glosses to luminesce complexion products, I’m excited to lean into this more.”
Bold Bushy Brows
Over the last two or three years we've seen brows go through a lot of changes. Filled in to the max, laminated stiff, micro bladed into oblivion, and pencil thin have all been on trend, but the bold brow is finally back, and it's probably kind of brat, too. "The past two years worth of '90s and '00s skinny brows are over, thanks to Charli XCX," Ffrench says. "Time to embrace fullness and stop plucking too far in between."
Big on Blush
While summer 2024 might have been dubbed "Brat Summer", in the beauty world it was definitely a hot blush summer. In fact the blush category was a $58.9 million business for Amazon from summer 2023 to summer 2024. So, Hughes is right to think that we'll be seeing, "blush, lots of blush." She envisions "super flushed looks with pops of color that are blurred out to perfection for a rosy glow."
Strategic High Shine
Matte will be taking a back seat over the next 12 months in lieu of something a bit more impactful. "High-shine products will make a resurgence, applied selectively to highlight specific facial areas rather than across the entire face," says Silva. If you're new to the look, stick to just your cheekbones and beneath the brow bone to start, and maybe give your go-to powder a day off.
Natural Comfort
While some of our 2025 forecast is bigger on glitter and glam, we're also going to see the other end of the spectrum take hold as well. Ta explains, "While I love a glam look, I also foresee comfortability when it comes to makeup in 2025—more lived in, natural ways to create your look." He adds that skin-first complexion products that make your natural complexion shine through, to blush that looks like you’re naturally flushed, 2025 will be about comfortability and embracing your natural beauty.
Meet the Experts
Isamaya Ffrench has spent over a decade at the forefront of the beauty industry. As a makeup artist and creative director, her innovative approach has led to collaborations with top luxury brands and avant-garde tastemakers worldwide. Her work has appeared in major fashion publications and on icons like Rihanna, Madonna, Cher, Rosalía, and Bella Hadid.
Drawing from her background in theater and performance, Isamaya’s creative direction spans beauty campaigns and broader artistic visions. She has also been the face of her own projects before being cast as talent for brands including Nike and Moncler. In 2022, she released a collaborative EP under Alto Arc, followed by Mantle, her solo album, in 2023.
In 2022, Isamaya launched her eponymous beauty brand, ISAMAYA, blending cutting-edge skincare technology with high-performance color payoff. The brand challenges beauty norms and continues to shape the future of the industry with striking packaging and innovative formulas.
Katie Jane Hughes is the founder of KJH.brand and a British celebrity and editorial makeup artist based in Brooklyn, New York. Her clients include the likes of Dua Lipa, Ashley Graham, Hailey Bieber, Rosie Huntington-Whitely and Kate Bosworth. When she’s not on set or working with clients, Katie is sharing her extensive knowledge of beauty tips and tutorials on Instagram, where she has amassed a cult community of beauty enthusiasts.
Rea Ann Silva is the CEO and Founder of Beautyblender, the number one bestelling makeup sponge in the world. Rea Ann Silva’s experience spans over 20 years as one of the most sought-after Hollywood makeup artists who ultimately disrupted the
As the creative force behind Beautyblender, she single-handedly changed the beauty game. Today Beautyblender fans include Kim Kardashian, Hailey Bieber, Jennifer Lopez to just name a few.
Makeup artist Patrick Ta was born in San Diego, California. Patrick’s devotion to his craft has allowed him to develop a refined hand and keen eye for color and composition. After spending some time working behind a makeup counter in Arizona, Patrick moved to Los Angeles to pursue an independent career as a freelance makeup artist.
Patrick quickly captured the attention of many young celebrities who would soon become his top clients. Within his first year in Los Angeles, Patrick's passion and talent for the art of makeup has introduced him to clients such as Gigi And Bella Hadid, Shay Mitchell, Olivia Munn, Adriana Lima, Jessica Alba, Joan Smalls, Ariana Grande, Katy Perry, Rihanna, Kendall Jenner, Kim and Kourtney Kardashian, among others.
Although his client roster consists of the highest profile models, celebrities, and influencers today, he believes that every person, no matter who they are, deserves to feel confident and beautiful every day. In April 2019, Ta launched his eponymous line, PATRICK TA BEAUTY, as an homage to the women in his life that have supported him and given him the confidence to be who he is.
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