Makeup
Highlighter Placement Is Moving Away from the Cheekbone
Makeup artists are shifting highlighter toward the center of the face and down the nose, chasing a more natural, all-over glow.
Multi-Use Cheek and Lip Tints Are Quietly the Most Profitable Category in Makeup
Simple tinted balms doing double duty on cheeks and lips have become disproportionately profitable relative to their formulation simplicity.
The Return of Frosted Eyeshadow, Twenty Years Later
Iridescent, metallic finishes are back on runways and in mainstream palettes, revived with better-adhering formulas than the originals.
Eyeshadow Primers Are Getting Skincare Ingredients, and It's Not Just Marketing
Newer eyeshadow primers include peptides and hyaluronic acid aimed at the eyelid's specific skin concerns, not just crease prevention.
The Compact Powder Renaissance Nobody Predicted
Pressed setting powders in classic compacts are seeing a resurgence, driven partly by nostalgia and partly by genuine formulation improvements.
Brow Lamination's Successor Is Here, and It Doesn't Require a Salon Visit
At-home brow gels formulated to mimic the laminated finish are cutting into salon lamination appointments.
Waterproof Mascara Formulas Finally Solve Their Own Worst Flaw
New polymer technology lets waterproof mascara resist water and sweat while still removing easily with warm water alone.
Bold Brows Are Back, and the Pencil Is Doing More Work Than the Gel
Thicker, more defined brow shapes are returning after years of soft, natural brow trends, shifting product focus back to fine-tip pencils.
Cream Eyeshadow Sticks Are Outselling Palettes for the First Time
Single-shade cream sticks are cutting into eyeshadow palette sales, driven by speed and a preference for simpler eye looks.