Soft makeup looks and minimal makeup routines are continuing to dominate beauty conversations with the “no-makeup makeup” trend gaining momentum across TikTok and celebrity red carpets.
Search interest in “soft makeup looks” and “minimal makeup routine” has surged, and brands are responding with reformulations, launches and campaigns centered on skin-first beauty.
Think dewy skin, brushed-up brows and a barely there glow that makes you look like you just returned from a very restorative vacation.
For the devoted full coverage fans, the pivot can feel anything but easy. Does embracing the idea of makeup mean abandoning the products you love? Not exactly — it’s more about rethinking how you use them.
“If you love full coverage, the ‘no-makeup makeup’ trend should not feel intimidating,” David Birdwell, director of Global Education & Artistry at bareMinerals, told ABC’s Good Morning America.
“It should feel freeing. It is not about wearing less. It is about being more intentional with what you put on your skin and how it works with you,” he added.
Birdwell said one of the easiest ways to embrace the trend is by swapping heavier foundations for breathable, skin-like formulas that can still be built up where needed. Another major technique is strategic layering, which means applying lightweight products in targeted areas instead of layering full coverage across the entire face.