Makeup

Small, angled synthetic brushes are edging out sponges for concealer application, promising less product waste and sharper placement.

Peptide- and prostaglandin-analog lash serums are borrowing barrier and hydration language directly from facial skincare marketing.

Precise contour lines are giving way to a softer, higher, more diffused blush technique that reads as flushed rather than shaded.

Skin-tint and light-coverage formulas continue eating into full-coverage foundation's market share as skin-focused routines dominate.

After several years of cream and liquid blush dominance, powder formulas are returning with finer milling and better blendability.