Where are many? Beauty-Gazeteci Julia Kudryavtseva, about who started and whether they will follow new trends

If we say that the beauty industry is a vicious circle that repeats the constantly repeated trends, we will not open the universe. However, with the brightest period of social networks and Tiktok, this circle has narrowed and the number of trends is increasing every day. Moreover, there is no new among them. The tendencies of recent years are distinguished by names. One of them is the trend of bright skin. We saw their variations regularly – at first the volume was called “dolphin ,, and then Haley Bieber became“ glass ve when the “glazed” emerged and this year promises to be “mirror ..

The same story is the same story as makeup, manicure and hair styles. Who triggers such a repetitive tendency and why is it necessary? A beauty journalist with more than 20 years of experience, former Marie Claire and Harper’s Bazaar and the author of Julia Kudryavtseva, the author of Lostinbeauty Telegram.

Julia Kudryavtseva

Do we need too much tendency?

For years of work in Gloss, I got used to the fact that distinguished make -up artists dictated the leading make -up artists working with leading world brands and showing them in catwalks and advertising campaigns.

Yes, in the seasonal collections of famous brands, I have attracted attention from time to time. However, he carefully put thematic investigations because they attracted attention. These were of course the blue lipstick of Helena Rubinstein and Lancôme tattoos and non -standard Dior Stage products. They gathered, admired, but it was decided to use only a few.

Pat McGrath, Fred Farruji, Peter Philips, Charlotte Tilbury, Linda Costello, Val Garland, I often heard from them, which is the most important in daily makeup – this is the ease of use of comfort and funds. And by working on the collections of the most desired brands, it was directed by these principles.

Now, trends are seen many times more often than the seasons, and inspiration for them is drawn in Tiktok, not behind the stage. Yes, most of the trends are still brands and make -up artists. And often the purpose of their appearance is one: selling one or another product category. This is not bad and not good, different. And in my subjective view, such a make -up appears to be advantageous and organic in the video, but it is absolutely not alive.

One of the latest examples is Fetish Mask: Glass 001 Art Mask Pat McGrath Labs was published by one of the most skilled make -up players of our time. Maison Margiela Haute Couture MacGrati itself is inspired by the “glass” make -up created by Spring/Summer 2024. In my opinion, it is to apply the cheekbones of the daily makeup only as a highlight. And then, according to eyewitnesses, it causes a serious discomfort in the evenings. For photos and videos, this product, which is already “added ında on social networks, is ideal. But it will never be basic. Let’s say, unlike the usual cream emphasis.

In the meantime, the life on the Tiktok platform stands out and does not freeze for a moment. This year, the trends I didn’t want to repeat here have already been marked.

Makeup that does not contain accent mascara for eyeliner

This trend includes eye makeup without using mascaras by emphasizing the impressive eyeliner and shadows. It has been popular by Blackpink members. This image requires a comprehensive work on the shape of the eyes, which are very difficult for beginners and the shape of the eye pencil.

“Unrecognized” Makeup

This tendency, which gained popularity in February 2025, involves the creation of images that transform a person’s appearance beyond recognition. In the contouring, high levels of skills require prosthesis use and a detailed drawing of the face of the face. Just imagine that more than 19,000 content creators participate in this trend and emphasize the complexity and creativity. But my question is: why? And most importantly – who can repeat?

Graphic blush

Use of blush to create brave geometric shapes on cheeks and temples. This trend requires accuracy and artistic approach, otherwise it is impossible to achieve symmetry and harmony.

Inaccessible makeup

This style is characterized by a dramatic, sculptor makeup that creates the image of a strong and mysterious personality. It includes sharp lines, dark tones and intensive styling, which I believe in me, it is not realistic to adapt to daily life.

Who and why are it starting new trends?

Often, the answer lies on the surface: to sell a particular product of a particular brand. And here, the whole planet, of course, Haley Bieber and in front of the whole of his rhode beauty. Of course, everyone remembers the trends of the glazed donut skin and cinnabon makeup that it shows in the networks of beauty. Each of the products initiated by the brand was of course suitable for their arrangements.

And how much motivates the Glossier brand subscribers to shoot viral videos and promises their re -publication in their accounts (and doing!)? At the same time, to encourage the bright and bright skin tendency that can be obtained – guess how? Of course, using your funds.

Charlotte Tilbury is not delayed behind Makiyazh with its “impossible magic”. Half of the face is painted, but the second – no? The make -up artist managed to create a really bright contrast while showing all the possibilities of his carcass under the influence of firepieces.

Of course, the main influx of new ideas comes to us from China. This is at least weird for me. The characteristics of the structure and skin species of our faces recommend a completely different approach for makeup. But the facts speak for them: they are very popular.

In China, flow platforms, in particular, play an important role in the formation of makeup trends. Through direct broadcasts and short videos, users show new techniques and images that instantly collect admiring crowds. And perhaps the most indicator tendency flying from there is the makeup. Radiant skin, bright eyelids, bright blush and gradient lips are exaggerated. This tendency, which was initially appeared in Douyin, has spread to Western platforms, including Tiktok.

Fortunately, as the application shows, all trends shown in Tiktok are not difficult. In other words, one of the most popular ones on the platform to date is the video of the Nyadollie Makeup Artist, published on March 8, 2023. In this video, only the Gover Washington Jr. However, the video won 504.1 million views, 35.7 million likes and 1.8 million warehouses and was the most displayed video in Tiktok in 2023.

Obviously, I try to reproduce specific techniques that regularly appear in the air. However, often, I conclude that my way is a classic makeup school and familiar, comfortable and most importantly free tones and textures. Everything else is nothing but competent marketing with a shocking taste.