Gen Z makeup favors a "skin-first," natural, and hydrated look, often dubbed the "clean girl aesthetic" or, conversely, bold, experimental styles inspired by Euphoria. Key products include cream blushes, tinted lip oils/glosses, brow gels, and dewy skin tints, often using TikTok to drive trends. Key elements include:
Generation Z makeup enthusiasts prefer multi-purpose cream products, buildable coverage foundations that look like skin, long-wearing lip stains, versatile eyeshadow palettes with both neutral and bold options, and products from brands that prioritize sustainability and ethical practices.
Frey's analysis of U.S. Census data suggests that as of 2019, 50.9% of Generation Z is white, 13.8% is black, 25.0% Hispanic, and 5.3% Asian. 29% of Generation Z are children of immigrants or immigrants themselves, compared to 23% of Millennials when they were at the same age.
This return to minimalism is a social trend that we're also feeling in the beauty world. Forgoing mascara helps us save time. Make-up enthusiasts now focus on quick routines, which often look much better than time-intensive, full-face looks.
Powder blush and blurring complexion products have been immensely popular in 2025, and the two categories come together for your winter makeup looks. “I see the continuation of natural, blurred skin and soft-focus, almost hazy color on the cheeks,” says Dedivanovic.
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Do guys notice girls' eyelashes?
Yes, many guys do notice eyelashes, especially when they enhance a person's overall appearance. While they might not always consciously think, "Wow, those are great eyelashes," they often notice the impact that well-done lashes can have on the eyes, making them appear larger, more defined, or more expressive.
Do creams, like concealer and lipstick still count as liquid? And what about lotions and gels? Unfortunately, it's not great news for the over-packers. The Department for Transport defines liquids as “including creams, lotions, oils, perfume, mascara and lip gloss”.
“Too much” is such a personal preference! For you, it might be too much when the makeup feels heavy on your skin or like your skin can't breathe (even if it looks really good). If someone is not used to wearing makeup, they could put on a light tinted moisturizer and it might feel like too much.
Gen Z's favorite colors are varied, but bright, optimistic yellows (Gen Z Yellow), vibrant greens (like Brat Green), and empowering purples (like Gen Z Purple) have seen significant trends, often used in contrast with earthy tones, pastels, or bold neon accents to express individuality, positivity, and a fresh take on nostalgia, moving away from the dominant Millennial Pink.
Gen Z makeup focuses on a "skin-first", fresh-faced look with lightweight base products, dewy finishes, and natural-looking brows, but also embraces bold creativity through graphic eyeliner, colorful accents, rhinestones, and "W" shaped blush, often using multi-purpose products like lip/cheek tints and lip oils for a versatile, self-expressive style. Key trends include fluffy brows, glossy lips, skin tints over heavy foundation, and fun, artistic eye details inspired by TikTok and shows like Euphoria.
Makeup looks bad because you don't know the 2thirds rule. This means only two out of three parts of your makeup must stand out. The three parts are your eye makeup, blush, and your lip. If all three parts are really emphasized then it can look messy and just too much.
Most well-known cosmetics & make-up brands in the United States 2025. L'Oréal is the most well-known cosmetics and make-up brand in the U.S., followed by Revlon, COVERGIRL, and Avon. Other well-known cosmetics and make-up brands in the United States include Maybelline New York, Estée Lauder, and e.l.f., to name a few.
You can bring most makeup products on a plane in both your carry-on and checked baggage. All liquid makeup in your carry-on must follow the TSA 3-1-1 rule: containers must be 3.4 ounces (100ml) or less. These liquid items must fit into a single, clear, quart-sized, zip-top bag for airport security screening.
Does roll-on deodorant count as a liquid when flying?
**Roll-ons**: These are liquid-based and must adhere to the 100ml rule. **Sticks**: Solid deodorants are not restricted by the 100ml rule, making them a convenient choice. **Sprays**: Aerosol deodorants must also be 100ml or less and placed in a clear plastic bag.
East Asians and Central Asians tend to have thicker, straighter lashes while people of European or African descent tend to have curlier or more uplifted lashes.
Lash extensions remain a sought-after beauty enhancer in 2025, providing instant volume and drama for those craving a bolder look. However, this season sees a shift toward lighter, more natural styles that blend effortlessly with your own lashes - moving away from the thick, heavy extensions of the past.
