There’s no denying that Gen Z has a unique influence on the beauty industry, thanks to their unique position as the only generation raised alongside mainstream social media platforms. For Gen Z, this experience comes with the ability to detect and drive trends before the rest of the world catches even the slightest whiff. It also gives them the power to challenge the validity of standards previous generations claimed were timeless.
Before you head to your nearest beauty retailer to stock up for the season, we recommend looking to the so-called ‘internet generation’ for guidance on this summer’s hottest makeup trends. As always, we’ve made it easy for you by combing through countless youth-driven trends to identify the seven trends you’ll see everywhere over the next few months.
Keep scrolling to discover some of our favorite makeup artist-approved trends and the hero products that will dominate the digital space this summer. Spoiler alert: the more blushed and bronzed you are this season, the better.
Where do you find inspiration for your beauty content on TikTok? There’s so much out there, and everyone is always coming up with all these different aesthetics. I feel like your videos are always very straight to the point and not leaning too hard into niche content. How did you navigate that as a creator?
I feel like I’m definitely in my own lane. I don’t fit into an aesthetic since I’m just me. I don’t know how to explain it! It’s so unique to me. Even my style of makeup and beauty is very feminine with coquette kind of vibes but still has a little bit of bad bitch in there. It’s not falling into a specific category, and that’s intentional.
I never wanted to pigeonhole or box myself in because the tips, no matter what your personal aesthetic is, still apply. You can always use recommendations. Even with lifestyle content, I get DMs saying, “I’m so the opposite of you, but you’re still entertaining to watch” because it’s cool to see a different side of life.
You’ve also never shied away from speaking about topics that matter to you, especially as we’re heading into Pride Month! How do you use your social media platform to take a stand, and what do you hope to share with your audience?
This is actually really interesting because I’ve been thinking about this a lot as Pride Month has been coming up. For my online platform, I’ve never [focused] too heavily on activism or talking about injustices because I know that the people who do that are so much better at choosing their words, getting people to join in the movement, and being advocates for the community.
In my mind, I think my role during Pride is to just exist on the internet and show my life! I want to bring people into my world and let people know that, yes, this is what a trans person living in New York can look like, you know?
“Glossy and vinyl eye makeup is high impact and fairly simple to achieve,” says celebrity makeup artist Courtney Hart. Hart’s celebrity clientele includes XO Kitty’s breakout star Anna Cathcart and millennial icon Hilary Duff. “It takes elements from current makeup trends we have adapted from shows like Euphoria and plays with textures reminiscent of the early 2000s. It’s a very fun, colorful, and artistic trend,” she continues. “No doubt it will continue to grow on platforms like TikTok and be seen on upcoming red carpets and editorials.”
Makeup novices and enthusiasts can rest easy knowing that creating and pulling off this makeup look is relatively easy—a win for anyone hesitant to try the Y2k-inspired trend. “Some cream and powder eye shadows are designed to look wet and reflective when applied,” begins Hart. “I always use an eye primer with these types of looks to get as much color payoff as possible.” This look can be achieved by applying an eye gloss on top of your chosen eye shadow. However, upkeep may be difficult over an extended amount of time.
She favors keeping the skin fresh and somewhat matte when creating a reflective or high-impact eye look. “The contrast of the glossy eye and soft skin allows the eye to be the star of the show,” Hart says. She also identified the products she uses to achieve the viral makeup trend, from heavily pigmented, metallic eye shadows to liquid eye shadows for a long-lasting ‘wet’ look. Keep scrolling to discover three of her favorites and her biggest tips and tricks.
Admit it: There have definitely been moments when hyperpigmentation has waged a lengthy war and won against your favorite concealers and foundations that promise medium-to-full coverage but fail to deliver. When this happens, the blame shouldn’t be placed on the health of your skin (hyperpigmentation is a natural occurrence, especially among those with naturally tan and deep skin tones), but it can be disheartening to work with. As a dark-skinned woman who, over time, has developed dark spots around the nose, mouth, and eyes from sun exposure and other natural environmental aggressors, I’ve had more than enough experiences with foundations that don’t pull off the vanishing act on my pesky problem areas.
There have, however, been a few that have completely beaten the odds, giving me and others in a similar boat the even, healthy-looking complexion we desire. Below is your ultimate Who What Wear guide to the best medium-to-full coverage foundations on the market, according to thousands of reviews, makeup-artist endorsements, and photographic proof on all skin tones. From drugstore brands to luxury buys, these are the foundations that will prove all naysayers wrong, supplemented by tips and tricks from celebrity makeup artists that will make them worth the investment. Keep scrolling!
If you’re after immaculate-looking skin, foundation is one of the most important components to achieving the most polished look. There are tons of different formulas, price points, and (finally) shades to choose from, so the good news is that finding the perfect foundation for you has never been easier.
Unfortunately, foundation can be tricky to apply. It seems like foundation should be the easiest thing in the world to put on (it’s just a base for your makeup that matches your skin tone, after all), but in reality, it’s much harder than it seems. We’ve all experienced the horrible realization that after painstakingly applying our chosen foundation, it looks like a total mess.
The key to applying foundation seamlessly is a combination of applying the right skin prep, using the correct brushes, and choosing a formula that looks seamless on the skin. I spoke with celebrity makeup artist Renée Loiz for the rundown on how to apply foundation so it looks like a professional did it every time. Keep reading for a step-by-step tutorial following Loiz’s advice.
Even if you do go for a more neutral-tone foundation, it’s still useful to know your undertone, not just for foundation purposes, but also for choosing other types of makeup, like lipsticks. Start by looking at the veins on the inside of your wrist. If your veins look green, you probably have a yellow and warm undertone. If blue, you have a cooler undertone. “The tricky part is when you have red, orange, or green undertones, which could happen in deeper Asian skin tones, but as long as you do the vein test, you will get a pretty good guide,” Soh says.
Soh also suggests taking photos of yourself in bright daylight to see which tones (warmer or cooler, both in clothes and makeup) suit you better. “It also helps taking photos standing next to other people with distinct yellow or blue undertones,” he says. “A friend might be the same tone as you but have a warmer (tanned) or cooler (pinky or rosy) undertone. You might see to have a slightly green cast which would mean you have an olive tone.”
And sometimes you might just have a neutral tone after all. Martin says if it’s challenging to noticing your undertone straight away, it’s more than likely that you’re neutral. He recommends neutralizing any redness around the nose or flushed cheeks with either a corrector or warm undertone to counter the redness.
There’s no denying it: Sofia Richie has absolutely bewitched the world. From her ethereal wedding in the South of France to her quiet luxury–inspired wardrobe, she’s essentially the star of everyone’s summer mood board right now.
As an avid beauty lover, I personally can’t get enough of the slew of “get ready with me” videos that she’s posted to her newly minted TikTok account. The videos she posts of herself doing her makeup are extremely satisfying and even, at times, oddly relatable—she uses her fingers! Perhaps the best part, however, of Richie’s GRWM glam moments is her loyalty to specific products. Richie has clearly found the makeup that works for her, and she sticks to her favorite products.
While her makeup routine is full of products from high-end brands like Dior and Chanel, there’s one product she reaches for that’s been a drugstore staple for years. In one TikTok video, Richie even calls it her “secret fave” before brushing it into the hollows of her cheeks, on the top of her forehead, and along her jawline. The product in question? Physicians Formula Murumuru Butter Bronzer.
This bronzer might be a powder, but it still looks like a second layer of skin once it’s applied. That’s because it’s infused with a luxe blend of murumuru, cupuaçu, and tucuma butters, all of which are packed with fatty acids and provitamins that help moisturize and nourish your skin. It blends seamlessly into skin and has a subtle shimmer, which assists Richie in getting the most celestial glow.
While Dobkine says her color analysis appointments are different than other professionals, there are some similarities. For example, she uses large pieces of multi-colored cloth in the comparison and elimination phase to determine which palette flatters each client the most.
From there, she’ll discuss color psychology. Because, as she puts it, “We don’t see color, we feel color.” Since most people have strong opinions and biases towards color, it can be surprising to learn that their complimentary palette is full of colors they never considered before. “Sometimes we feel like, ‘this bright orange is something I’ve been dreaming about,’” Dobkine says. “You’re buying this, bringing it home, and wearing it once. It sits in your closet and you’re like, ‘Why did I buy this?’ When it comes down to it, she warns that “your palette will be colors that compliment you, and that look amazing on you, but you might not feel them right now.”
Finally, Dobkine will take her clients through their complimentary colors, explaining how they can use them to find the most flattering pieces of clothing, jewelry, and makeup products (even hair color). “Right now there’s a lot of emphasis on color analysis, but more emphasis should go on the result of color analysis. It’s like you’re going to get braces. The process of doing the braces takes, what, 20 minutes? But the result lasts a lifetime and you’re benefiting from it and enjoying it,” she says.
As for a universal, step-by-step method for doing color analysis, Dobkine says there isn’t one. “We’re all different and every face is super unique, which is why every face has its little points of analysis that I take throughout…there is no particular pattern that I can say, ‘If you check this, this, and that, you’ll be 100% covered.’”
When it comes to beauty trends, it’s no secret that TikTok has risen to nearly legendary status as one of the biggest sources of inspiration for Gen-Z users. Trends come and go in record time; serving as the driving force behind digital creators, consumers, and brands. One of the most recognizable of these beauty trends (and perhaps, the trend that has remained as influential as it was when it first appeared on the platform three summers ago), is the “sunburnt” blush look consisting of sun-kissed skin and warm-toned makeup.
I spoke to celebrity makeup artist Edward Cruz who’s star-powered client list includes the likes of Anna Wintour, Brooke Shields, Danai Gurira, and Busy Phillips. “It’s a fun look that is going strong, three summers in a row,” Cruz says of the sun-soaked makeup look. “I think people love it because it’s easily applied and anyone can wear it.” According to Cruz, to fully recreate this look, the focus has to be on the glow. Using a bronzer, like Charlotte Tilbury’s Glow Glide Face Architect Highlighter (Cruz’s personal favorite) or a warm tone blush is your key to bringing it to life.
To apply the highlighter or blush, Cruz is partial to Smashbox’s popular Sheer Powder Brush which is part of the brand’s Camera Ready Face, Eye, Brow, & Lip Brush Collection. For a sun-kissed look, he recommends beginning with gentle brush strokes at the highest point of one cheek bone and then sweeping the product across the face to the other. This quick and easy process also includes gently touching the bridge of the nose with the brush. Remember, you want to bring attention to the points of your face that would normally receive the sun’s rays to achieve that effortless, ‘just lifted my chin to the sun’ finish.
If you’re looking for inspiration, I highly recommend taking a quick scroll through the trend’s hashtag on TikTok or Instagram, paying special attention to the areas of the face that feature added warmth or highlight (makeup tutorials created by users Rachel Shea and Lakeya Simone went viral). The sunburnt blush trend is complimentary on everyone, but looks especially gorgeous on deeper skin tones. Ready to find out which powder and cream blushes I’ll be using to create the sunburnt blush look this summer? Keep scrolling.
I will always recognize this cream-based blush as the perfect shade of terracotta. One sweep of the product across my cheek bones, temples, and the bridge of my nose brings so much life to the face. As the weather warms up, it’s become a must-have step in my makeup routine.
Sheer, yet buildable blushes are also a fun way to add a natural-looking punch of color to any makeup look. Rush is my favorite shade offered for Nars’ Air Matte Sheer Cream Blush because it’s not quite pink or orange; more of a dusty tangerine.
On days when I’m in the mood for a pop of color, you’ll catch me reaching for Glossier’s Cloud Paint Gel Cream Blush in Dawn (a vibrant orange shade that looks beyond gorgeous on my skin). It’s also super pigmented and easy to blend; so a little goes a long way with this one.
I always love a good multitasking product that gives my makeup the perfect finishing touches while cutting down on time. Jouer Cosmetics recent release of their Blush & Bloom Cheek + Lip Duo as part of their French Riviera line has been one of my favorites lately.
When has Bobbi Brown ever let us down? The brand’s Pot Rouge Blush has been one of my go-to products for a while; but I’m especially drawn to the shade Fresh Melon when creating an effortlessly sun-kissed look.
One easy way to bring a wash of warmth to the skin? Choosing a cinnamon red shade for the cheeks and the lips. Ilia’s Multi-Stick Cream Blush + Highlighter + Lip Tint in the shade Dreamer is truly what dreams are made of since it goes on semi-sheer but also happens to be buildable.
Olive skin tones look sublime in this shade of Glossier’s Cloud Paint Gel Cream Blush. It’s a dusty rose, almost bordering mauve. If you’re going for a makeup look that leans more pink than orange, this is the blush for you.
Jouer Cosmetics’ Powder Blush Duo Palette has everything you need to recreate the TikTok-viral look with two blushes: one in a rosy-pink hue and the other a spicy, orange. Feeling bold? Try layering the two shades together.
According to Cruz, using a warm tone blush can add just the right amount of glow. This bareMinerals product is a bronzer and blush all-in-one; making adding a wash of sun-kissed color and a hint of shine easier than ever.
Add dimension to your look with this blush by RMS beauty. While I think all the shades offered for this blush would work well to recreate the blush trend, the shade Maiden’s Blush is the perfect blend of soft cinnamon and pink.
Pat McGrath’s powder blush in Desert Orchid is my pick for the best orangey-pink powder blush shade. I love using it both as a blush and a highlight, focusing my attention on my cheek bones and the very tip of my nose to add color.
While I’ve always considered myself partial to cream blushes, Haus Labs’ Color FuseTalc-Free Powder Blush may have changed my mind. Not only is every shade offered super pigmented, but they’re easy to blend out for the sweetest natural-looking color for the face.
Whether you’re attempting the TikTok-viral blush look are just on the search for an orange-hued blush that works well with dark skin tones, this Nars blush should be on your radar. The shade Savage is a sparkling cinnamon shade; bringing both sparkle and color wherever its placed. Melanin-blessed people; this is our Holy Grail!
I’ll never pass up an opportunity to wear a peachy cheek. The Gen Nude Powder Blush in That Peach Tho looks beautiful on all skin tones and will keep your cheeks flushed and your overall makeup look fresh. It’s a win-win!
“For most skin tones, bronzers add a healthy glow that can accentuate your features and give you a more youthful and rested appearance without the dangers and premature aging that can come from the sun,” Bass explains. Recently, Bass created a brilliantly bronzed makeup look for actress Toni Collette at the Mafia Mamma and decided to use bronzer to complement the actress’s white Valentino gown. For anyone looking to add some warmth and dimension to their makeup look, investing in a bronzer may be a game changer.
As with any makeup product, there are ways to ensure your makeup looks its best. “The biggest mistake with bronzer is using a color that doesn’t work for your skin tone,” says Quynh, who just worked with Wong for the premiere of Beef to create this sun-kissed look. Luckily, for every makeup difficulty, there’s a tried-and-true solution. “Foundation colors mimic skin tones better, so it will be easier to blend and look more natural and less orange,” Quynh continues. “You want to go at least three to four shades darker than your skin.” Her biggest tip for application? Focusing the product on the chin, forehead, and cheeks before guiding it up to the hairline before lightly blending down to the center of the face for a finished look that mimics where the sun would hit the skin.
If you feel inspired to give bronzing and sculpting your face a try, keep scrolling to discover which products our experts gravitate toward and which ones we’re adding to our shopping carts ASAP.
“Start with less [bronzer] and build more (it’s always easier to add than remove!) Blend, blend, blend,” shares bareMinerals Global Makeup Artist and Educator Carly Giglio. “Choose a color that’s 1-2 shades deeper than your skin tone – stay within your undertone for a natural use of color. Use shimmering bronzers on the cheeks as opposed to shimmer on the hollow cheek bones (if you are using bronzer to create a soft sculpt keep it matte/soft matte).” Out of all the common mistakes made by makeup novices, Giglio identifies three: selecting the wrong color for one’s skin tone, applying too much of the product, and not blending enough. Bronzer, when used to add warmth to the skin tone, can even pair well with and compliment blush in many ways.
An example of this is by using bronzer as a sculpting product to hollow out the cheek bones, temples, chine, and jawline followed by sweeping blush across the cheeks and blending the two together for a seamless application. Another way Giglio recommends using bronzer is by using it to achieve the perfect sun-kissed look. “Placement for bronzer in this look is about applying where the sun would naturally hit (think about where you get the most color!) Cheeks, bridge of the nose, forehead, chin,” begins Giglio. “Once you apply your bronzer there, sweep a touch of blush over top the cheeks to add that natural sun-kissed flush.”
According to Nguyen, face primers allow for smoother makeup application and help promote the longevity of your makeup when applied correctly. “You can apply primer to certain areas of your face where the skin tends to be more oily, such as the T-zone, or you can apply it all over your face,” explains Nguyen. He recommends applying face prime after using your favorite moisturizer—think of primer as the base on which you’ll build the rest of your makeup on.
Nguyen’s top primer trick? Correctly identifying what primer will best cater to your skin type. Depending on your skin type, a primer can help reduce or even erase dryness, discoloration, hyperpigmentation, and other imperfections. Some primers can also help those with oily skin. Primer is truly a miracle product in that it not only helps create your makeup look but also helps ensure longer wear.
Primer can make a big difference in the final result, trust me! Ready to upgrade your makeup application game with Nguyen’s help? Read on to discover his favorite primer, plus the ones Who What Wear beauty editors recommend. You’ll want to get your hands on one before you reach for your makeup again.
Like any makeup product, the way a foundation looks and feels depends on your skin’s characteristics. “Certain people have specific sensitivities to ingredients, so I recommend keeping an eye out for any ingredients that may trigger a reaction,” explains Saenz. One quick and easy way to determine your skin type involves looking at your skin after washing it with a mild foaming cleanser and noting any excessive shine, tightness, dryness, or sensitivity. If you have sensitive skin, there are many foundations on the market with formulas chock-full of ingredients you can trust to keep your skin looking and feeling its healthiest.
However, before using any new foundation, it’s always good practice to do a patch test on clean skin (take it from a beauty editor whose job often involves testing and reviewing). “If there is no redness, burning, or itching experienced after 24 hours, it should be a good fit,” Saenz says. She also recommends opting for samples you can try before deciding to purchase full-sized products. It’s a great way to minimize the risk of a reaction while saving money on products that should otherwise be avoided.
Every makeup artist we spoke to explained that without a well-prepped base (aka hydrated and healthy skin) any foundation application will flounder. Prepping the skin with the right products and ample moisture is crucial for a seamless, long-lasting finish.
“I am really, really big on prep—prep is everything,” exclaims celebrity makeup artist Tamah Krinsky, whose clients include Julianna Margulies, Mary Steenburgen, Judy Greer, Idina Menzel, and Christy Turlington. “Regardless of age, how you prep your skin determines how your foundation will sit on your skin, and the more hydrated and healthy your skin is to start, the better your foundation will look. My clients would tell you skin prep is the longest part of their time in the makeup chair with me!”
Krinsky recommends starting the process with a luxe spray like Josh Rosebrook’s Hydration Accelerator ($44) before moving on to an oil. She typically applies around six drops, although it depends on the day and client. “I take three to five minutes to massage the oil from the hairline to the collarbones. It’s amazing what that alone can do for your complexion! My favorites are Drunk Elephant Virgin Marula Antioxidant Oil ($72), Eve Lom Radiance Face Oil ($80), and the Josh Rosebrook Herbal Infusion Oil ($44),” she says.
Afterward, she’ll press a pea-size amount of moisturizer into the skin to lock all the magic in. She loves anything from Tatcha, Drunk Elephant, Dr. Hauschka, or La Roche-Posay.
As versatile as almond-shaped eyes are, embracing your natural shape can truly make them stand out. “I personally believe each eye will bring out the most flattering and natural shape of each eye on its own,” begins Baker. “Some eyes work particularly well with eyeliner and the feline look. And some are rounder, where I go for the more Dolly look. Each eye almost takes me to a different look.” For example, when working with clients like Olivia Wilde, Baker goes for a smoldering feline definition, but when working with a round shape, she goes for more of a romantic makeup look. No matter the eye shape, your makeup look is what you make of it.
Achieving flawless-looking makeup starts with providing a smooth and even-toned base over which all other products are applied. Makeup primers are a key component of this, lessening the appearance of fine lines, pores, and wrinkles and locking in hydration where the skin needs while keeping your makeup budge-free. Like all skin types, combination skin can definitely be affected by the products you use, as harsh, irritative ingredients can result in rough patches and further damage to the skin’s barrier. With this in mind, identifying the makeup primers that keep your skin looking and feeling gorgeous can be easier said than done. Keep reading to learn everything you need to know about primers straight from a makeup artist and shop some of Who What Wear’s favorites.
One thing about me is that I am always running out the door. No matter how much time I try to give myself in the mornings, it never seems to cut it—I end up snoozing my alarm or spending too much time in the shower, or my hair won’t cooperate. No matter what it is, it’s a pretty usual occurrence for me to realize that I need to leave my house in five minutes, but I have not even begun to think about my makeup.
Because of my propensity for lateness, I’ve gotten pretty damn good at doing my makeup in the 11th hour. There are certain products I reach for that I can confidently rely on to work their magic in under five minutes. I figured that the other beauty editors on my team might have some tricks up their sleeves as well. (Trust me when I say beauty editors are always running from event to event.) Keep reading for our favorite products that make us look alive in no time.
The next makeup artist I had the pleasure of speaking to was Katrina Klein, a British, Los Angeles–based celeb makeup artist who has worked with talent including Bailee Madison, Lucy Hale, Brianne Howey, and Sophia Bush. Her work can also bee found in publications such as Cosmopolitan and Billboard. “I think [coquette] has become so popular because it’s another nostalgia-based trend, which people are loving at the moment,” Klein begins. “We have had Y2K, grunge, and now coquette too, which is very early 2000s.” Like Ghodstinat, she defines coquette-inspired makeup as feminine, flirtatious, and playful while also highlighting touches of pink, shimmer, bows, and flushed cheeks as its characteristics.
Her favorite recent takes on the coquette makeup trend? Lizzo’s look on the Grammy’s red carpet and on the runway, as well as Simone Rocha’s recent fall 2023 show that featured the addition of silk bows under the eyes of models. Another source of inspiration this makeup artist looks to is none another than Netflix’s hit historical fiction-romance Bridgertoncreated by showrunner Shonda Rhimes. Scroll on to see which makeup products Klein reaches for when creating a fun and playful coquette-inspired look.
I’ll always a strong believer in the idea of looking to the past to better recognize its impact on our present (and, ultimately, our futures). A prime example of this is taking the time to highlight the beauty of the past that graced our silver screens. By providing inspiration for today’s looks, they also encourage appreciation for the women who wore the iconic looks of the past. Unfortunately, many of the Black women who were at the helm of Hollywood during it’s golden years were not recognized for their contributions due to the rampant racism and discrimination of the film industry.
As a melanin-blessed beauty editor, one of my biggest goals is to shed light on the individuals who deserve recognition for their role in redefining and challenging beauty trends. Keep reading to meet the four brilliant Black women that come to mind when I think of the beauty of Black Hollywood and the modern-day products you can use to recreate their looks.
Drop everything: Hailey Bieber shared a new “get ready with me” (GRWM) video. This time, the model and brand founder shared her Valentine’s Day glam. While we’re obviously wondering how she and her husband Justin celebrated the holiday, we do have some insight into how her night went, thanks to her detailed YouTube tutorial for date-night makeup.
Before starting in on her makeup, in typical Bieber fashion, she started with Rhode products to prep her face. It sounds like there are some exciting launches for the brand on the horizon because Bieber kept a few products top secret (!). She did share that she used the Rhode Peptide Glazing Fluid and the Rhode Barrier Restore Cream, both of which are shockingly in stock right now, so run to get them while you still can.
Below, check out Bieber’s full Valentine’s Day glam routine. Luckily, it’s versatile enough to use any day of the year.
