The Pulse of 2025: A Look Back at the Makeup Trends That Defined the Year

Looking back, 2025 was such a fun year for makeup lovers. The industry really leaned into innovation, playfulness, and more natural approaches to beauty — and honestly, it changed the way a lot of us got ready in the morning. Here’s a little recap of the trends that ruled the year…

Natural look makeup

1. The Soft-Focus Era

Remember when everyone suddenly ditched the shiny-dewy vs. ultra-matte debate? 2025 was the year of the blurred, soft-focus finish. Those balm-to-powder bases had their moment, giving us that “naturally filtered” look without feeling heavy or overdone.

2. Sustainability Took Centre Stage

It was the year when eco-conscious beauty finally became the standard. Refillable compacts, biodegradable packaging, clean formulas — brands really stepped up. Makeup bags got lighter on the planet but still looked incredibly chic.

3. Tech and Beauty Became Best Friends

2025 was also the moment when tech fully integrated into everyday beauty routines. AR shade try-ons became the norm, and AI helped people find their perfect foundation match or even create personalised makeup looks. It felt futuristic, but surprisingly easy to adopt.

4. Blush Made a Glorious Comeback

Blush absolutely stole the show. Liquid, jelly, stain — it didn’t matter, as long as it added colour. And the creativity? Iconic. Blush draping, blush on the temples, even blush-as-eyeshadow looks had a real hold on everyone.

5. Eyes Went Bold Again

We can’t forget the return of bold eye looks. Neon lids, metallic finishes, graphic liner and those nostalgic ‘60s flicks — 2025 loved a statement eye. It was the year many people rediscovered how fun eye makeup could be.

6. Glossy Lips Reigned Supreme

High-shine lips made such a comeback. The glosses were hydrating, juicy, comfortable — a massive shift from the flat mattes that ruled the few years before. And those quirky doughnut-shaped applicators? Weirdly brilliant.

7. The Rise of “Fairy Skin”

Subtle shimmer and iridescent glow were everywhere. Frosted lips made a nostalgic return, and soft sparkle on the cheeks, lids and even collarbones became a go-to. It wasn’t glittery — just magical.

8. Multi-Use + Inclusive Beauty Became the New Normal

2025 was also the year when multitasking products completely took over. One product for lips, cheeks and eyes became a staple in many kits. And the push for inclusivity kept growing — wider shade ranges, gender-neutral lines and more accessible options for everyone.