Always trying to keep up (or stay ahead) of current makeup trends? Here beauty pros from around the world share insights for the year ahead.
If you keep up with makeup trends from social media, you’ll know they come and go quickly. But the need to buy new products to keep up, while possibly not using up those bought previously, is both costly and unsustainable.
For anyone looking to be on trend with their makeup in 2025, without having to constantly adapt, we spoke to makeup artists and experts to find out their predictions for trends that will endure more than a few weeks of social media frenzy.
Electric eyes
Charli XCX’s BRAT was a landmark album in 2024, bringing the 1990s club scene aesthetic back to beauty with a bang. Following from this, its unsurprising that blue eye shadow is predicted as a key trend for 2025. But according to Leandra Kis, makeup artist at Beam, it will have a slight update: “While blue eyeshadow was seen at AW24 runway shows, the look was updated with the introduction of metallic eyeshadows at Paris fashion week SS2025.”
Lollipop lips
Lip oils have been trending in recent years — either in place of lipstick or used on top. This year, the look will be a little more reminiscent of Noughties lip gloss — high shine, and high stickiness. Leandra explains: “NYFW SS2025 embraced youthful hues with its glossy, high-shine lips, which were seen at shows such as Carolina Herrera.”
Minimalism
As the cost of living continues to rise, consumers will be looking for products that serve more than one purpose. For example, a product to use on the eyes, lips and cheeks — such as the Ilia Multi-Stick. “Building on the ‘less is more’ trend, 2025 will see an evolution of multi-functional, hybrid makeup products that enhance natural beauty,” explains Inês Abdalla, founder of Inês Cosmetics.
Sustainability
Consumers are already looking to be more eco-friendly in their purchases, whether it’s cruelty-free makeup or reusable packaging. And for 2025, Inês says: “Sustainability will remain a key focus, with refillable packaging, biodegradable formulas, and eco-conscious practices taking centre stage.”
Personalisation
With so many social media beauty trends coming and going, content creator Ami Charlize (@amycharlize) predicts this year the tide will turn: “My biggest makeup prediction for 2025 is people doing less ‘trends’ and getting back into being playful and individualistic with their makeup routines,” she says. “There’s been so many opposing trends, from ‘clean girl’ to ‘mob wife’, ‘dewy’ to ‘matte’, ‘all natural’ to ‘full glam’. In 2025, I think people are going to come into their own in such a way that hasn’t been seen before.”
Skincare-centric
In recent years, we’ve seen more launches of makeup-skincare hybrids — makeup products that contain skincare ingredients, such as the Kosas Revealer Concealer, with contains caffeine, pink algae, arnica, vitamin B5, peptides and hyaluronic acid. Model Eloise Skinner says: “One of the biggest evolving trends in makeup is the incorporation of skincare elements — especially preventative skincare that emphasises skin protection. This might be reflected in products like primers with SPF incorporated, anti-ageing lip products, or bronzers and powders with hydrating properties.”
