7 must-try makeup trends for 2025, according to celebrity makeup artists

Clean girls, beware: for 2025 we’re seeing a shift away from the ultra-dewy (and somewhat unattainable) trend of high-gloss glass skin to embrace a softly focused, blurred complexion. At least if we’re to trust the trend-spotting of LA-based celebrity makeup artist Ash K Holm whose nimble brushwork has perfected the faces of the Kardashians, Ariana Grande, and Megan Fox to name a few.

Originating from the skinification of makeup, with advancements in skincare and makeup formulations allowing us to create an airbrushed finish, the complexion goals of 2025 will be to “minimise imperfections while maintaining a natural radiance,” says Holm. “This is ideal for all skin types especially those with texture, large pores, or oiliness as it helps to blur the skin,” she continues, noting that individuals with extremely dry skin should always ensure proper hydration to prevent a cakey appearance.

Echoing Holm, Swedish makeup savant Linda Hallberg, founder of the popular LH Cosmetics, notes a similar shift towards more natural-looking skin. "Maybe even skip foundation entirely and just apply concealer where you feel it's needed," Hallberg suggests. "This trend really suits everyone, young and old, regardless of skin type and skin tone."

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Whether fluttering silver falsies or a futuristic shimmer swept across the cheekbones, a metallic accent is the easiest way to update your little black dress for a night out in 2025. “Incorporating soft metallic touches on the eyes, lips, or cheeks adds a modern twist to classic looks,” shares Holm, who notes that the trend is part of the 90s resurgence we've been seeing in the beauty industry as of late – with glittering lig glosses, chromatic eyeshadows, metallic lipsticks and more coming back in fashion.

Silver, in particular, is a trend pointed out by Danish makeup artist Sidsel Marie Bøg, owner of Untold Secretz. “Silver is back, and it’s everywhere from metallic eyeshadows to shimmering highlighters,” she says, adding that “the cool tones offer a futuristic vibe while being versatile enough for both soft daytime looks and bold night-out statements.” The only caution? “Avoid silver-toned highlighters if you’re acne-prone – it can accentuate texture. Keep it to the eyes instead.”

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For Helsinki-based makeup artist Jenny Jansson, a pop of colour on the eyelid is definitely a trend to tap in 2025. Seen in different shades on a slew of spring/summer ‘25 runways, the shades were applied on the whole lid to create a more androgynous look according to Jansson. “Anyone can pull off this look. You just need to choose the right shade that gives you a little attitude,” she says. “You should be wearing the colour, not vice versa.”

As for the formulation, the easiest shadows to apply are of the creamy variety according to Jansson. “The only thing you need is a clean lid, a clean finger and a blending brush,” she says. Start by adding a tiny bit of pigment onto the lid and blend the colour over the socket, upwards to the eyebrow. Elongate the eye by blending the colour out-and-up towards the temples. “If you want the colour to pop stronger, add a bit more until the shade is just right,” she says.

Bøg is also a fan of a little chromatic experimentation. “Think of it as a little party on your face,” she says. “For the best effect, keep the rest of your makeup minimal. “The pop of colour should take centre stage – whether it’s a swipe of neon liner, a bold inner-corner eyeshadow, or a surprisingly bright lip,” she says “It’s playful and spontaneous.”

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Blurred, just-bitten lips of the berry variety are taking over in 2025 according to all four of our makeup experts. “We've seen it in K-beauty for a long time,” says Hallberg. “Lip stains are back, and they’re better than ever,” echoes Bøg. “The focus is on a lightweight, just-bitten look – natural, fresh, and effortless.

Both Hallberg and Bøg note that it is the perfect complement for the no-makeup makeup look that’s dominating runways, with Hallberg saying that we should also “skip the mascara!” “I truly believe bare eyes will boom in 2025! It’s not only an incredibly beautiful and simple trend, but perfect for those who don’t have much time in the morning,” she says. “A bold lip paired with bare eyes creates an incredible effect, making it look like you've spent an hour in front of the mirror. Low effort, big impact.”

Holm and Jansson are both in agreement that it is sumptuous berry shades that will dominate this trend. “In 2024 we saw a lot of bright bubble gum pink tones as trends so for 2025 we can expect more berry hues,” says Holm. “It is a classic lip,” says Jansson. “Why change something that looks good?”

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If the barely-there base or the just-bitten lips weren’t indication enough, the rise of ‘blonzers’ and other multi-use products are a definitive tell-tale that we’re streamlining our makeup routines. “Multi-use makeup products will rise in popularity,” forecasts Holm. “There’s a demand for simpler beauty routines that are convenient and efficient,” she continues, noting that people will seek to streamline their beauty routines. “It’s a trend that suits anyone with a busy schedule that needs something simple and quick to look effortlessly chic without looking overdone.”

‘Blonzers’, a combination of blush and bronzer, will be particularly popular according to Bøg. “It’s the ultimate multitasker,” she says, adding how it can create “that soft, sun-kissed flush” in a matter of seconds. “It suits anyone looking for a healthy glow, from fair skin needing a subtle wash of colour to deeper tones craving a luminous finish.” The only caution? “If you prefer sharper contouring, blonzer’s soft edges might not be for you.”

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Aside from the mishap of overplucked eyebrows, the ‘90s beauty scene offers a rich buffet of trends to cherry pick from. For 2025, however, the formulations have been fixed – leaving the powder-dry finishes and patchy applications of yesteryear buried in the past. Instead, matte, blurred complexions that last, brown-toned lip liners and minimalistic eyes reign supreme. “There’s a cyclical nature to fashion and beauty,bringing back iconic looks with modern formulations” says Holm.

Bøg champions the smudged “après-sports” aesthetic, a standout from the 1990s. “It merges the fresh, flushed feel of post-exercise skin with edgy, grunge-inspired touches like smudged eyeliner or dewy, almost sweaty finishes,” she explains, noting its seamless match with athleisure and indie sleaze styles. “It’s all about looking like you didn’t try too hard,” she adds, listing a skin tint, cream blush, and smudged eyeliners as essentials.

While these ‘90s styles are generally flattering, Holm advises those with very dry skin should ensure adequate hydration to prevent a flat appearance. “Finish with a glossy lip balm or clear gloss to enhance the dewy, sporty vibe,” adds Bøg.

Cat eyes never truly go out of style, but for 2025, feline flicks are particularly in vogue. Serving as the foundation for the most hyper-glamorous looks, bold liners are purr-fectly paired with fluttering false lashes and shimmering shadows, according to Holm. A staple for the red carpet, she credits our collective craving for expressive eye makeup to our enthusiasm for an attention-grabbing gaze.

On the flip side, Jansson takes a more minimalist stance on eyeliner, favoring a bare lid with a super-sharp flick along the upper lash line. "Mastering the perfect eyeliner is less tricky on an eyelid that isn't too deep-set," she clarifies, noting that deeper-set eyes can make it challenging to craft that flawless wing at the outer corner. Whether you're gunning for a polished or a smudged appearance, Jansson stresses the importance of beginning with a top-notch eye makeup primer on a clean, dry eyelid, armed with a trusty black eyeliner, a mirror, and a steady hand.

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