After years of “no-makeup makeup” and the “clean girl” aesthetic, the color cosmetics category is having a “makeup-makeup moment.” Shoppers are embracing full-on glamour… whatever that looks like for them at any age, according to Cat Quinn, executive director of social and trend at MAC Cosmetics, New York. 

Generational impacts on market trends will drive momentum in the coming year for makeup as well, noted Larissa Jensen, global beauty industry advisor for Circana.

“Gen X is a great example here; their behaviors when engaging with beauty are more aligned with younger Gen Z and Millennial consumers than with older Boomers. Recognizing these distinctions ensure we as an industry connect with key consumer groups most effectively,” she said. “In addition to Gen X, another key consumer group is Gen Alpha. They burst onto the beauty scene a little over a year ago and their enthusiasm has only accelerated. Developing age-appropriate products and focusing on continued education will lead to positive engagement, which will be key to appealing to this emerging consumer for years to come. Millennials continue to drive shifts and trends in the market as they age and their needs and priorities change. One example is in makeup, where Millennials show the largest drop in usage. That contributed to the slowdown in sales performance across the mass and prestige markets.”

Lipcolor Posts Double-Digit Gains in a Flat Color Category
Sales data for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended Dec. 29, 2024.

Product Categories		Dollar Sales		Unit Sales		Price per Unit
	Current	% Change vs YA	Current	% Change vs YA	Current	% Change vs YA
Cosmetics	$14,115,475,267	-0.8%	1,661,691,170	-2.1%	$8.49	1.3%
Facial	$4,488,377,860	-1.5%	358,101,923	-3.3%	$12.53	1.9%
Eye	$3,567,035,219	-5.0%	385,105,211	-5.8%	$9.26	0.8%
Nail	$2,156,790,162	2.4%	390,234,795	-1.4%	$5.53	3.9%
Accessories	$1,925,147,908	-4.6%	289,176,419	-3.4%	$6.66	-1.2%
Lip	$1,811,988,559	10.7%	219,027,532	6.9%	$8.27	3.5%
Storage	$166,135,559	3.3%	20,045,290	9.2%	$8.29	-5.4%
Source: Circana OmniMarket Total Store View

 

Top Trends for 2025

In its annual trend report, Pinterest Predicts, Pinterest found consumers are leaning toward “bold forms of expression and maximalism.”“2025 will be about making a statement—individuals will look for ways to stand out and engage all their senses through their style choices,” according to the report authors. 

Also, “sea witchery”—as seen in dark, edgy beauty—is the next new thing with Gen Z and Millennials diving into “sultry siren makeup and moody mermaid manicures,” according to Pinterest. 

Also, 2025 will be the year of the “makeup mood ring” known as aura beauty. According to Pinterest: “Gen Z and Boomers are driving this high hue look that’s about homing in on a color aesthetic and flaunting it from chin to cheek. Find your aura, wear it with confidence and consider yourself dipped in vibes all day long,” said company executives.

Color expert Pantone introduced Pantone 17-1230 Mocha Mousse—an “evocative soft brown that transports senses into the pleasure and deliciousness it inspires”—as the Pantone Color of the Year selection for 2025. A warm and rich brown hue, Pantone 17-1230 Mocha Mouse suggests “the delectable quality of cacao, chocolate and coffee, appealing to our desire for comfort,” said the company.

“Underpinned by our desire for everyday pleasures, Pantone 17-1230 Mocha Mousse expresses a level of thoughtful indulgence,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “Sophisticated and lush, yet at the same time an unpretentious classic, Pantone 17-1230 Mocha Mousse, extends our perceptions of the browns from being humble and grounded to embrace aspirational and luxe. Infused with subtle elegance and earthy refinement, Pantone 17-1230 Mocha Mousse presents a discreet and tasteful touch of glamour.”

According to Pantone, this soft brown suits a variety of individual skin tones across a wide variety of undertones. A versatile shade that works well in matte and sheen applications, Pantone 17-1230 Mocha Mousse lends itself to blending with many other colors and serves as the perfect base layer for metallic gloss finishes.

Pantone is collaborating with Ipsy. The beauty box company will bring Pantone 17-1320 Mocha Mousse to life through limited-edition products featuring the year’s defining shade. Dropping in April, this exclusive collection of affordable luxuries—from a makeup bag crafted in soft vegan leather to ultra-premium brushes and sponges, said the company. Indie brands such as Juvia’s Place also rolled out mocha hues.

According to MAC’s Quinn, Spring 2025 color cosmetics will bring a “massive shift” toward cool-toned makeup from the 1990s and 2000s but “reimagined for today.” 

“Think off-kilter neutrals like Folio, a putty gray, that was hugely popular among the bad girls of the 90s and cool-toned lip liners like Greige, Stone, Cool Spice and even Caviar,” she told Happi. “Concealer Lips are back.”

Quinn continued: “Skin is going cool-toned, too, with a desire for clean, filtered Moonlit Skin, Ultraviolet highlighter and chrome metallic finishes—which leads into the rise of Y3K Makeup, aka 3000s makeup and inventive futuristic makeup looks that bend realities.”

NYFW & Celebrity Style

Revlon returned to New York Fashion Week (NYFW) after a 10-year hiatus. At Christian Siriano’s Spring/Summer 25 show, Revlon reintroduced Super Lustrous Glass Shine Lipstick to the runway.  

Celebrity Makeup Artist Vincent Oquendo designed the “Moonlit Smokeshow” look featuring all Revlon products for the NYFW event. 

“This look draws inspiration from the enchanting allure of the 1920s, blending flirty, dark and fairytale elements with a modern twist,” he explained. “The soft, smoky eyes evoke a sense of mystery, while the luminous skin and delicate lips bring out a playful, yet sophisticated beauty. It’s a look that captures the magic of a timeless fairy tale, wrapped in the elegance and boldness of the Roaring Twenties.”

At Coperni’s runway event at Disneyland Paris, beauty expert Pat McGrath created the cosmetics stylings inspired by Disney princesses.

“We wanted the makeup to feel fresh and youthful, so we focused on bringing dewy color to the cheeks with my Divine Cream Blush: Legendary Glow Color Balm and creating a wide-eyed effect by coating the lashes in my FetishEyes Mascara,” explained McGrath. “For our runway villains, we played with different shapes and sizes of sharp black liner. There were subtle feline flicks as well as more graphic, subversive wings paired with glitter. Our trick to getting the perfect shape is starting with the PermaGel Ultra Glide Eye Pencil, cleaning up the edges with a cotton bud, and adding intensity by layering the Perma Precision Liquid Eyeliner on top.”

For its Disney princesses, Pat McGrath had fun adorning their eyes in different levels of sparkle. Starting with a veil of sheer shimmer, makeup artists amped it up with some glittering pastels, and then took it even further with a few crystal-covered lids. 

“For each look, we used shades from the Luminous Legends: Mega Eye Shadow Palette, which is our new major holiday palette that contains some of our most scintillating and pigmented shadows yet,” said McGrath. 

For Fran Drescher’s beauty look at the recent Golden Globes, she went 1960s glam in “elevated Audrey Hepburn” makeup by Laura Geller Beauty to achieve the Italian screen goddess look.

Makeup artist Gregory Arlt prepped Drescher’s skin with Spackle Skin Perfecting Primer Hydrate to blur pores and fine lines while holding the Double Take Baked Full Coverage Foundation in Light in place to keep skin looking fresh for a long night out. After applying Baked Blurring + Setting Powder in light/medium, her cheeks were topped with Baked to Go Blush-N-Brighten Blush in “Tropic Hues” and Baked Natural Glow Highlighter in “French Vanilla” for a stunning glow.

To achieve a matte smoky eye, her lids were prepped using the Spackle Waterproof Eyeshadow Primer to keep eyeshadows intact and not crease or smudge. The Ultimate Palette Essentials Kit – Neutrally Natural eyeshadow palette using all matte shades created depth and lift to the eye.

To complete the look, the Prep Stick Lip Scrub prepped and smoothed before applying the Modern Classic Waterproof Lip Liner in “Ritzy Red” which was paired with Modern Classic Cream Lipstick in “Red Radiance.”

Flushed Cheeks & Glitter Freckles

Beauty enthusiasts are shaking up their cosmetics regimens with added shimmer and putting aside their traditional black mascara for brown for Spring 2025.

According to beauty trend tracker Spate’s popularity index, shimmer eyeshadow is surging in popularity. Brands like Stila are leading the charge, with searches for Stila Shimmer & Glow Liquid Eyeshadow trending. 

Often overshadowed by black mascara, brown mascara searches grew 143.8% compared to last year, with Google Search leading the charge at 60.6% popularity share. Brown mascara is versatile and appeals to a range of consumers. For dark lashes, darker brown shades offer subtle definition, while lighter browns create a bold, dramatic effect.

Brands can capitalize on these trends by developing products with unique formulas or by creating social media content that highlights the versatility of brown mascara in makeup looks.

Jelly blush, a vibrant blush stain with a jelly, elastic texture, is gaining popularity, added Spate in its report. Applied directly to the skin or with tools, it offers a natural to intense flush. Milk Makeup’s Cooling Water Jelly Tint dominates the market, as evidenced by high search volume and the popularity of the hashtag #milkmakeuppartner on TikTok (203.4K average weekly views). This trend indicates consumer openness to innovative textures and formats, particularly those with a glossy finish. 

Interest in cheek tints is rising as consumers seek alternatives to traditional powder blushes. Tints offer a buildable, watercolor effect, allowing for a natural flush with varying intensity. Popular options include Benefit Lip and Cheek Tint, Armani Luminous Silk Cheek Tint, and Tata Harper Lip and Cheek Tint. Trending hashtags like #cheektint, #lipandcheektint, and #blushtint further highlight their popularity. Cheek tints’ versatility is a key selling point. They can be used on lips, cheeks and even eyelids. Their on-the-go application without tools is another major appeal. Consumers appreciate their long-lasting wear while remaining natural and lightweight on the skin, often providing a “no-makeup makeup” look. This presents an opportunity for brands to expand their offerings by creating cheek tint versions of their best-selling blushes.

As the worlds of beauty and food collide, it’s no surprise that food-inspired trends are leading the charge in cosmetics. Berries captured the attention of trendsetters, with no shortage of berry-inspired launches. According to Spate’s popularity index, the fastest-growing berry beauty trends right now are Raspberry Perfume and Berry Blush.

Berry blush grew 96.3% in the past year, gaining traction across platforms. TikTok is leading the charge, holding a 76.0% popularity share, with the trend receiving an average of 471.9K weekly views. Some brands already dominate queries on Google Search, such as Milani Berry Amore blush, Elf Berry Well blush, Revlon Blushing Berry matte powder blush, Physicians Formula organic wear dewy blush elixir pink berry, and Honest Beauty cream blush plum berry. If your brand already offers a berry-toned blush on your site, consider updating the product copy, renaming the product, or releasing social content showcasing how to use berry blush, according to Spate.

Fazit introduced a followup product in-line with the winter season: Snowflake Speckles. Featuring metallic blue, pink and holographic hues, these patches create a frosty, sparkling look that are sweat- and waterproof and last all day with a “press, pat and peel” application. The collection got a boost from Taylor Swift, who wore its glitter freckles to a Kansas City Chiefs game. In the 48 hours following Swift’s appearance, sales topped $1 million. Swift’s game-day accessory resulted in brand co-founder Aliett Buttelman being featured on the “Swift Effect” documentary on Peacock and the brand’s recent entry into CVS.

According to Buttelman, glitter freckles are unique because they represent an entirely new category in beauty. 

“At Fazit Beauty, we pioneered makeup patches—a quick and effortless way to achieve intricate designs without needing any makeup artist skills. We took the trend of faux freckles and elevated it, infusing a starlike metallic design that gives the look a luminous, highlighter-like effect. It’s a playful yet sophisticated way to add sparkle to your makeup routine, whether for everyday wear or special occasions,” she told Happi.

Taking Things at Face Value

Laura Mercier Tinted Moisturizer Natural Dewy SPF 30 was recently relaunched with an ingredient reformulation and new look. It harkens back to the original tinted moisturizer the brand brought to the US in the 1990s. 

In 2019, Laura Mercier reformulated the iconic Tinted Moisturizer that hadn’t been updated in over 25 years and customers and longtime fans of the iconic Tinted Moisturizer were “unhappy” with the reformulation and have been asking for it to go back to the original that “everyone fell in love with in the first place,” said the company. 

For the past four years, the Laura Mercier team has been working on the reformulation that champions the original Tinted Moisturizer, keeping the same beloved texture and finish of the original, but leveled up with skincare benefiting ingredients that improve skin texture and provides longer lasting coverage and hydration, said the company. 

Meanwhile, Estée Lauder introduced its new Double Wear Stay-in-Place Concealer, billed as a multitasker for all-day coverage. Building on the success of Double Wear Foundation, this concealer delivers the same long-wear with a “featherweight” formula. Expect 24-hour wear, oil control, instant hydration and a soft-focus matte finish that effortlessly blurs imperfections, said the Happi Top 50 company.

Powered by InvisiFlex Technology, the lightweight formula moves with skin for a weightless, comfortable feel and shine-free look that lasts all day long, said the brand.

In other news, Estee Lauder teamed with French pastry brand Ladurée for a limited-edition makeup collection inspired by the scents, colors and textures of desserts.

Kosas comes to the rescue of bleary-eyed consumers with its innovation touted to transform tired eyes: Revealer Extra Bright Serum Powered Color Corrector.

Tripling as a full-coverage dark circle eraser, brightening corrector and depuffing serum, the blendable, liquid cream formula visibly corrects, evens and brightens under eyes with a skin-like finish without creasing, settling or cakiness, per the brand. 

Available in five brightening shades, Revealer Extra Bright is formulated to layer along with the best-selling Revealer Concealer: Magic, pink for very light to light skin tones; Illusion, a pink peach for light to medium skin tones; Fantasy, peach for light-medium to medium-deep skin tones; Alchemy in orange-peach medium-deep to deep skin tones; and Supernatural in red-peach for deep to rich-deep skin tones.

L’Oreal Paris introduces the latest addition to its Lumi Glotion portfolio: Lumi Le Glow Tint. With Lumi Le Glow Tint, healthy glow meets the breathable coverage of a foundation in a lightweight water-based tint. 

Lumi Le Glow Tint gives consumers that natural coverage they want without compromising on their radiance/lit-from-within glow. 

Using a new pearl diffusing technology, Le Glow Tint has small pearls that diffuse light rather than reflect which provides a uniquely radiant lit-from-within, healthy glow. It is available in 16 shades. 

Additionally, Lumi Le (Glass/Glow) Sticks offer consumers a coveted glass-skin finish – easily attainable now in an easy-to-use and apply format. 

The viral look fits in a purse for portability. The products span 16 hues.

Eye Makeup Ideas

Rimmel’s first bonding serum mascara, Wonder’Bond, instantly revitalizes lashes for longer, smoother, healthier-looking lashes with up to 350% more volume, per the brand.

Developed in partnership with three of Rimmel London’s’ Creator Crew partners – Ria Caeliya, August Kamrai and Alyssa Lorraine – the unique formula is powered by Rimmel’s biotin bonding complex. Biotin improves the overall keratin infrastructure in the lashes and prevents lash fallout; arginine, an essential amino acid and Pro Vitamin B5 strengthen and condition lashes; clover flower extract contains flavonoids and antioxidants to protect against environmental damage; and tetrapeptide promotes overall lash health and vitality.

The precision brush coats and lifts even the shortest lashes from root to tip. This smudge-, flake- and clump-free mascara lasts for up to 18 hours.

In consumer tests, 82% of users agreed this mascara gives lashes ultimate length and 89% agreed lashes looked fuller, said the company.

CoverGirl says “adios” to mascaras that weigh down lashes and “hello” to its new Lash Blast Supercloud Mascara, which CG promises make appear 125% longer. The Cloudflex brush wraps and extends lashes; short bristles load and lift, while long bristles separate and lengthen. 

Infused with super ingredients vegan collagen, vitamin B5 and amino acid, the air-whipped emulsion formula feels weightless on lashes for a lash lift effect in a swipe. Wearers can experience up to 24-hour smudge-, clump- and flake-free wear that is gentle on lashes and easy to remove, according to CoverGirl.

“Over the past few years, we’ve seen growing consumer interest in lash enhancements that lift and lengthen,” said Mary Santangelo, senior vice president, CoverGirl global marketing, at Coty. “This inspired us to create new Lash Blast Supercloud Mascara, with an air-whipped emulsion formula that gives a light-as-air lash lift effect on all lash types.”

Like all Covergirl products, Covergirl’s Lash Blast Supercloud Mascara is Leaping Bunny Approved by Cruelty Free International.

Lip Service

MAC Cosmetics’ new Nudes Collection is now available. This curated collection features new MACximal Silky Matte and Sleek Satin Lipsticks, Powder Kiss Liquid Lipcolours, Lustreglass Sheer-Shine Lipsticks and the revolutionary Lip Pencil now available in Cool Spice, the even cooler counterpart to the classic cult-favorite, Spice.

Colors such as Fleshpot, Peachstock, Folio & Stone return to the MAC Cosmetics lip arsenal as well as new staple shades Cool Teddy, Chestnut and It’s Personal. 

Makeup By Mario recently unveiled SuperShine Lip Gloss—over 10 shades curated by Mario that “drench lips in glass-like shine, sheer color and lasting comfort,” said the indie beauty brand.  

This new gloss features a non-sticky formula that cushions lips in glass-like shine. It is formulated with pomegranate extract and jojoba oil to help lock in moisture, nourish skin and hydrate lips. 

The custom doe-foot applicator deposits the “perfect amount” of product in every swipe, said the company.

Beauty buffs can’t get enough of Revlon’s Super Lustrous Glass Shine Balm, and for good reason. The sought-after lip product, which garnered over 230 million TikTok views, is back by popular demand.

The formula blend melts onto lips for instant hydration and delivers 41% more moisture instantly, per the brand. TikToker Meredith Duxbury demonstrated the gloss’s shine using the glass lips hashtag.

The buttery-soft texture effortlessly glides on lips, smoothing the appearance of lines for a full and plump look, per the brand. 

Available in five new shades and five bestsellers including Rum Raisin housed in sleek packaging, the product first debuted at New York Fashion Week in Christian Siriano’s Spring/Summer 2025 makeup looks.

TikTok’s beauty influencer Mikayla Nogueira also officially revealed Revlon’s Glimmer Collection. 

The line includes Super Lustrous Glimmer Gloss, Super Lustrous Glimmer Lip Oil, Glimmer Blush Drops, Super Lustrous Glass Shine Balm and Glimmer Brightener & Corrector.

What’s Next for Color Cosmetics?

Beauty brands are embracing innovation and cross-categorization, according to Spate. Skincare is no longer confined to the face, as body care increasingly incorporates skincare ingredients. 

Products like glycolic body lotions and turmeric soaps are leading this shift, addressing consumer demands for comprehensive, multi-benefit solutions. This blurring of categories reflects a desire for head-to-toe care that’s both functional and luxurious, giving brands an opportunity to redefine the beauty space.

Textures are also taking center stage in beauty routines. Jelly-like products, collagen patches, and milky-texture toners, are gaining traction for their sensorial appeal and proven results. These innovations highlight a growing demand for products that deliver satisfying user experiences alongside visible benefits. From peel-off lip stains to silky body lotions, texture is becoming a key driver of consumer interest. 

As beauty routines evolve, brands that tap into these trends can capitalize on emerging consumer priorities. From multi-benefit body care to sensorial experiences and personalized fragrance routines, 2025 offers countless opportunities for innovation, said Spate. 

The demand for low-maintenance beauty continues to grow, with consumers seeking effortless, yet refined looks that simplify routines without compromising quality. Products such as heatless hair curlers, thermal brushes and tubing mascaras illustrate how brands are meeting the need for simplicity and long-lasting results. 

Analysts say these innovations streamline daily beauty routines while offering professional-grade outcomes, appealing to time-conscious consumers, added Spate in its report.

All in all, color cosmetics are benefitting from the rise of wellness in the beauty community. 

 “Across generations, dynamics and trends may vary, but there is one element that unites us: regardless of age, 75% of consumers believe that it is more important to feel good than to look good,” concluded Jensen of Circana. 

“Maximizing that opportunity will require our industry to turn traditional marketing language on its head.

Clearly communicating that beauty is most about feeling good will go a long way for all beauty enthusiasts and ensure a strong, resilient future.”