10 Summer Beauty and Makeup Trends 2025

1

Soft brows

The soft brow trend is a far cry from the harsh (dare I say villainous) days of the Anastasia Beverly Hills Dipbrow. Unlike the “Block Brows” of 2016, this brow trend prioritizes a natural look with the help of cosmetics, of course. The soft brow is full and fluffy but with a slight arch. Instead of stamping a pomade in our brows, the soft brow look calls for a gradient of color for a subtle effect. Brow powder or pencil is often the product of choice.

2

Lip blush

If you dislike a sharp cupid’s bow, then lip blush is for you. Lip blush has been around since at least 2023, starting as a cosmetic procedure to enhance the natural pigment in the client’s lips. However, makeup brands have hopped on the trend, offering a range of lip products that give the same effect for anyone who doesn’t want a semi-permeant change. These creamy formulas come in pots or sticks and apply to the lips for a natural flush. Many of these products tend to double as eyeshadows or cheek blush.

3

Dewy skin

Dewy skin is all about healthy, hydrated, radiant skin as if you just left a facial. This trend is an extension of the Korean "glass skin" craze, which emphasizes minimal makeup and youthful skin. Beauty brands sell skin care as makeup or infuse skincare into makeup. The desired effect occurs when the skin is exfoliated and moisturized. Often, the makeup wearer will forgo powder or powder strategically.

@linamourey

4

Pink blush

The flushed cheeks are the companion to the dewy skin. Bubblegum and pastel pink shades mimic a healthy complexion. It’s often applied with a level of blush blindness, but it’s not a hard and fast rule. The color is typically dusted high on the cheekbones.

5

Shimmer eyeshadow / Glitter

Sparkly eyeshadow has been around since the dawn of time. From fine minerals to chunky man-made glitter, a little shine on the eyelids never hurt anybody. Sizeable glitter flecks are (temporarily) passé, and brands are interested in subtler glitters that catch the light. Adding some life to the eyelids - courtesy of your favorite eyeshadow stick - is a staple of the sun-kissed look.

6

Mink Brown

If you can't wear mink fur, you might as well dye your hair mink brown. Mink brown is a cool-toned brown with an ash or beige undertone. It's a favorite of fashion and makeup lovers who want to add a touch of luxury to their look. The trend is older, dating back to 2023, but it's remained in the beauty space.

7

Blurred skin

Honestly, "blurred skin" isn't my favorite term. However, beauty brands and influencers want to make it happen, so it'll happen. Blurred skin is a marketing term for products that diffuse light. These products are primers but can be face powders or foundations that create a matte or demi-matte finish. This makeup technique requires the wearer to even out their complexion, concealing acne, pores, and fine lines. The goal is to create a smooth base for your rejuvenated summer skin.

Photo source: Nigel Beauty

8

Soft lips / Blurred lips

Blurred lips and blurred skin come from the same family. They’re a similar idea - make your base as soothing as possible for your lip product of choice. Gently exfoliate the lips for the desired effect. If you don’t want the natural color of your lips to shine through, consider using concealer or lip primer.

9

One eyeshadow

The one eyeshadow trend is perfect for everyone, whether you’re too busy or lazy to spend an hour doing your eyeshadow (not in this economy). You don’t have to cut your crease or do line art. Slap on your color of choice and go! Many people opt for flattering brown shades, but black, gray, and pink are popular picks.

10

Cream bronzer

Perfect for an easy, breezy makeup application, the popularization of cream bronzer is fitting for a fresh-faced look. Cream bronzer in 2025 echoes the messy slap-it-on-and-go applications from the early 2000s. Although, some people prefer to be more precise than others.