For years we chased perfection: full coverage, sharp contouring, long-lasting foundations that transformed the face into an almost unrecognizable canvas.
But the wind is changing, and with it the reference aesthetic: today the real trend is skin-first , that is, a return to skin that can be seen, that breathes, that exists under makeup.
In 2025, beauty becomes empathetic and authentic , making room for products that complement skin texture rather than cover it. The goal is no longer to erase, but to enhance . We're talking about glow, but not the artificial kind of highlighter; we're talking about evenness, but achieved with imperceptible foundations; we're talking about hybrid skincare-makeup, where the barrier between treatment and makeup becomes increasingly thin.
Skin is the real protagonist, and the products respond with fluid, lightweight, buildable formulas. Second-skin foundations, smoothing yet hydrating primers, luminous liquid blushes, and concealers that blend like skincare.
The makeup blends with the skin, amplifying it without dominating it. The result? A lived-in effect, as if the glow comes from within and not from a layer of product.
This trend has its roots in a world that has understood the importance of skincare . Active ingredients are no longer just in serums: they enter makeup, becoming an integral part of formulas.
Niacinamide, vitamin C, SPF, aloe vera, and plant oils are the new allies of foundation, primer, and even lipstick. The result is a makeup treatment that supports and improves the skin even after you've removed it.
Skin-first doesn't mean wearing less makeup, but better. The focus shifts to product quality and precision. With the right formulas, all it takes is three touches : a sheer base, a glowing concealer, and a strategic liquid blush. The look is complete, but skin remains the star.
It's a minimalism that speaks of well-being, freedom, and personal care. It's a trick that only shows if you want it to.
Perhaps the most beautiful revolution of this trend is its radical inclusivity . There is no longer a "right," perfect, smooth skin: there is your skin, and the way you choose to express it. Skin-first makeup adapts, modulates, blends. And, above all, it doesn't hide.
2025 will be the year we fall in love with our skin a second time.
And the makeup? It'll be there, ready to follow us. No filters. No masks. Just light.
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Stick concealer: how to best use it to cover, highlight, and even out your face
Radiant Stick Luminous Concealer: the new ally for a fresh, smooth and radiant look