Makeup
Graphic Eyeliner Is Getting Softer, and Brands Are Rethinking Liner Tips
Sharp geometric liner looks are being replaced by softer, smudged graphic shapes, driving a wave of new brush-tip and dual-ended liner formats.
The Five-Minute Face Is the New Full Glam, and Brands Are Formulating Around It
Multi-use sticks and cream formulas built for speed are outselling traditional multi-step complexion routines.
Fragrance-Layered Perfume Kits Are Becoming a Makeup Counter Staple
Brands are selling small multi-bottle sets designed for mixing scents, treating fragrance the way makeup treats a customizable palette.
Precision Concealer Brushes Are Replacing the Beauty Sponge for Under-Eye Work
Small, angled synthetic brushes are edging out sponges for concealer application, promising less product waste and sharper placement.
Lash Serums Are Being Marketed Like Skincare, and the Formulas Are Following Suit
Peptide- and prostaglandin-analog lash serums are borrowing barrier and hydration language directly from facial skincare marketing.
Blurred Blush Placement Is Replacing the Sculpted Contour Look
Precise contour lines are giving way to a softer, higher, more diffused blush technique that reads as flushed rather than shaded.
The Case Against Full-Coverage Foundation Is Getting Louder, and Sales Reflect It
Skin-tint and light-coverage formulas continue eating into full-coverage foundation's market share as skin-focused routines dominate.
Powder Blush Isn't Dead — It's Being Reformulated for a Post-Cream-Blush World
After several years of cream and liquid blush dominance, powder formulas are returning with finer milling and better blendability.