“Things are always changing in the beauty space, and there’s always an emerging trend coming out of the woodwork,” declares Shannon Calvert, brow and beauty authority for Benefit Cosmetics Canada.
One scroll through social media platforms readily shows that to be an accurate assessment. One of the most recognizable viral shifts is that makeup is back in a big way. Though that might sound silly as it never went away, there’s a reason the term Maximalist is popping up everywhere, and it seems the no-makeup look is taking a backseat for now.
“The Maximalist look is showing off you’re wearing makeup,” Calvert explains. It’s a trend that plays well with the return of the matte makeup look that Calvert says goes hand-in-hand with the Maximalist look. More, however, doesn’t mean heavy-handed.
“I would say that matte makeup has come such a long way in the last 10 years. It’s softer, more natural-looking. People are attracted to that look again because it’s still makeup... They want their makeup to look like makeup again.”
Too Faced Celebrity Makeup Artist Daniel Chinchilla concurs: “Makeup is officially back. I’m seeing it everywhere. Minimal makeup will always have a place, but right now is about having fun again.”
“We’re seeing two major directions,” Chinchilla notes. “Matte is trending in a big way. At the same time, glowy, bronzed skin with pops of color is everywhere. The best part is that both are completely achievable for everyday women.”
Chinchilla says the key to creating this season’s version of matte is starting with hydration. He recommends using a hydrating base like Born This Way Foundation and then brightening and spot-concealing with Super Coverage Concealer. Top off with a liquid blush for a pop of color. Finish with a blurring powder.
“The powder diffuses texture and gives you that smooth, perfected matte complexion without heaviness. Matte should look polished, not powdery,” he says. “This matte moment is different. It’s not flat or dry. It’s matte without the cake.”
Jessica Rosen, head of brand engagement for NYX Professional Makeup Canada, agrees matte is back in a big way with a softer, polished effect. “The 'New Matte' making a comeback today is a world away from the flat, heavy finish of the 2010s; we’re now calling it ‘Velvet Matte’ or ‘Suede Skin’.”
For Rosen, one of the other big trends of the moment is the 'Juicy, Contoured Lip,' which is about optimizing volume and color that doesn’t move.
“Most women can achieve this by using a dual-layered approach: first, define the lips using the new NYX Professional Makeup Lip Lingerie Liner Stain, which provides that viral, long-wearing contour that won't budge,” she explains. “To get that trending 'juicy' finish, layer the new Jelly Job Full-Bodied Shine Gloss over the top. This combination is a social media favorite because the liner stain provides a structured, multi-dimensional base, while the gloss adds that ultra-glazed, 'jelly' texture and high-shine finish, making the lips look instantly plumper and hydrated in any light.”
As much as color is a focus for lips, so are cheeks. Calvert notes that blush, in its now varied formats of liquids, gel sticks, creams, and powders, offers creative ways to add color and brightness to the face. She refers to the blush ombre effect. “I’m thinking of Willa and Chilli (Benefit colors) creating a softer hue and then something brighter right on the apples of the cheek.”
With the return of a more made-up look comes more drama for the eyes. Think a resurgence of the smoky eye and graphic eyeliner.
For an updated iteration, Chinchilla suggests smudging eyeliner for a softer effect instead of layering heavy, dark shadow. “Apply Killer Liner along the top and bottom lash lines, then use a small pencil brush to diffuse it. Once it sets, it lasts up to 36 hours,” he says. “Work one eye at a time until you’re comfortable. It gives you that smoky vibe without looking overdone.”
Graphic liner returns, but it’s the smaller or baby wing that’s popular, Calvert says. A new spin is extending the liner right to the inner corner now. “Then, of course, there’s that full wing moment. I would say that’s more of the Maximalist trend.”
To achieve the look, Chinchilla says that practice helps but offers a trick.
“Sketch your graphic shape first with eyeshadow,” he advises. “Once you like the shape, go over it with liquid liner. Better Than Sex Liquid Liner has a sharp brush that makes it easy to create precise, thin lines. If you’re new to graphic liner, start with brown instead of black. Chocolate tones are softer and more forgiving.”
For brows, lamination is still very popular, but it’s a softer look, according to Calvert. “It’s more so pushed to the outer points of the face now. I like to call that baby lamination. You can achieve that look easily at home with a 24-hour Brow Setter. You don’t always have to go and get that service.”
Like anything in fashion or beauty, embracing a trend comes down to personal taste. And as Chinchilla says, it’s about having fun with it. And with beauty trends, the upside is the financial investment isn’t huge, so if you don’t like it after a time, it’s a little easier to let it go. Not at all like picking the wrong sofa color.
