Makeup for the Gens

Gen Z (born 1997- 2012) are shaping the beauty industry with some exciting and innovative trends for 2025. We’re talking interstellar inspiration! The color trend for this gen simulates the ambiance of outer space with deep metallic blue and dark red, contrasted against gleaming silver, alien green, and fluorescent pink. Maintaining a deliberate focus on the eyes, the lips are kept to a natural hue, elevated to ethereal heights with the application of a clear gloss texture. The result is a harmonious synthesis of cosmic inspiration and artistic finesse, ensuring a celestial glow that transcends ordinary beauty.⁽¹⁾ We’re seeing a +47.3% YoY sustained rise in searches for “glowy makeup” across Google and TikTok, meaning this trend is here to stay.⁽²⁾

Take these colors and fly with bold, statement eyes using graphic liners, vibrant shadows, and smoky looks. This is a move away from the minimalist "clean girl" aesthetic that was popular in previous years. We’re also seeing a growing acceptance and demand for unisex beauty products. This inclusivity is reshaping the market and breaking traditional beauty norms.

Emulium® Illustro is perfect for bold makeup looks, stabilizing high-pigment formulations for vibrant, long-lasting color. Its versatility ensures smooth, fluid textures with excellent spreadability, making it ideal for inclusive, gender-neutral beauty products. Get that bright galactic look with our Intense Liquid Blush, offering a rich, buildable color that blends seamlessly into the skin, providing a natural, radiant finish. This blush enhances any makeup look with its luxurious texture and long-lasting wear.

Gen X (born 1965-1980) are embracing a mix of classic and contemporary makeup trends in 2025. These trends reflect a balance between maintaining a youthful appearance and embracing a more natural, wellness-focused approach to beauty. Their color palette of the season features dusty grey, blue, and white tones… paired with reflective gold and deep burgundy, representing reflection and introspection. Foundation boasts a matte texture that adds dimension, yet it imparts a healthy and nourished appearance to the face. The focal point of the overall look becomes the eyes, with the texture and finish taking center stage.⁽⁵⁾

Look for luxury in your trends. We’re thinking food-inspired makeup that draws inspiration from desserts and flavors, with colors that evoke a sensory experience, like chocolatey eyeshadows and berry-stained lips. Rich, deep shades like raspberry and plum are popular, adding a touch of sophistication.

Anhydrous and transformative formulations are going to be your best friend. Acticire® MB, a blend of waxes, offers a smooth and luxurious feel, making it perfect for lip balms, lipsticks, and other anhydrous products. It provides a rich, creamy texture that glides on effortlessly and allows for the incorporation of water-soluble components into the anhydrous system. Thanks to Acticire® MB, our prototype Hydraboost Tinted Lip Balm is enriched with an aqueous active ingredient: Gatuline® Expression AF, which has been proven to recurve the cupids bow for a more feminine look. Experience the luxe texture that leaves your lips feeling irresistibly soft and pampered.