Nostalgia is once again dictating the biggest 2025 makeup trends. The ‘90s and early aughts continue to reign over the way we swipe on our lip gloss and blend our eye shadows. But this time around, the trends have a whole new vibe that doesn't push too far outside your comfort zone—but still feels completely fresh.
Ari Adams, Milk’s Education Executive, weighed in on some incredible makeup looks that will continue to be everywhere this year. Go ahead and keep scrolling to discover your new go-to look amongst these major makeup trends for 2025.
2025 Makeup Trend: Skinimalism
Skinimalism doesn’t just refer to streamlining your skincare routine, but it’s also the makeup version of “your best skin on your best day,” Ari explains. “This look appreciates the most authentic you. This is the elevated version of no-makeup makeup with a true natural finish.”
Priming your skin with Hydro Grip Primer is essential for creating a dewy finish that concealer will effortlessly smooth onto. After letting it set for 60 seconds, dab Future Fluid onto areas that you’d like to even out. Then, finish with a dusting of Pore Eclipse Matte Translucent Setting Powder “to balance the dewiness of the primer and ultimately achieve the natural finish,” Ari shares.
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2025 Makeup Trend: Mermaidcore
For those who prefer bolder makeup looks, Mermaidcore is for you. The magical, mystical trend mimics the prismatic reflection of fish scales with pastel and iridescent purple, silver, and pink eye shadows, Ari says. Our Holographic Stick, made with meteorite powder, is excellent for getting this look in just seconds—and can be used atop other shadow shades, or on its own.
Another key element is shimmery lip gloss. Odyssey Lip Oil Gloss in Soul Search, Explore, and Trek does the job gorgeously with the help of crushed gemstones.
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2025 Makeup Trend: Blurred Lips
Your lip color doesn’t always have to be perfectly crisp within the perimeter of your lips. Consider a look that has a more undone, diffused vibe with the blurred lip trend. Begin by applying your favorite shade of Lip + Cheek. (Ari loves vibrant ones, like Flip, Rally, or Quickie for this.) Then, buff out the edges with a clean fingertip. From there, Ari recommends setting the pigment with Pore Eclipse Matte Setting Powder to not only mattify but also further blur the lip color. |
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2025 Makeup Trend: Fluffy Brows
Thin brows may have made a comeback a couple of years back, but 2025 is all about feathery, fluffy arches into the spotlight once again. This time around, you’ll notice folks amplifying their brows in the most natural of ways with barely there formulas, such as KUSH Brow Shadow Stick and KUSH Brow Lamination Gel . The cream-to-powder stick adds an au naturel hint of color to brows to fill in sparse spots and make them appear fuller—almost as if you grew some extra hairs yourself. The transparent gel, on the other hand, is amazing for fluffing up your arches and giving them that highly sought-after laminated effect for up to eight hours.
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2025 Makeup Trend: The Return of Eyeliner
Eyeliner took a backseat in the last few years, but it's making a comeback. “Grunge eye is a vibe,” Ari says. “It's sexy and mysterious. It taps into your daring and vampy side.” We love it with blacks and grays, but it’s easy to remix with reddish browns and wine colors, Ari adds.
Start by drawing Infinity Liner in Limitless along your lash lines. “The brown pigment provides a great base to smudge onto the eye and build pigment for what comes next,” Ari says. “The smudge shouldn't be perfect.” Add shadow if you like, then add KUSH Mascara to your top and bottom lashes for ultra-sultry definition.
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2025 Makeup Trend: Lip Combos
"What's your lip combo?" has officially replaced "What lip gloss are you wearing?" as the It makeup question. This option allows for maximum customization, letting you mix and match shades and textures you like.
In that vein, the lip liner vibe of the ‘90s is going strong, and we’re already seeing lots of incredible dark lip liner looks on TikTok. Our favorite formula is none other than Infinity Liner in Limitless. The universally flattering brown hue is spiked with avocado oil, which allows it to effortlessly glide smoothly around the outline of your lips, Ari points out. Plus, it will stay put for the whole day.
Ari recommends drawing it onto your lip line with small dashes instead of long strokes for a more even look. Next, you can either blend out the edges with your fingertip or further fill in your lips at the outer corners for an ombre effect. Then, you can layer on your lip color or gloss of choice.
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Devon Abelman
Devon Abelman (she/her) is a Brooklyn-based freelance writer who focuses on the intersections and intricacies of beauty, culture, astrology, and mental health. She is passionate about shining light on under-the-radar BIPOC and LGBTQIA+ beauty creators as well as Korea’s impact on global beauty trends. In her spare time, Devon can be found dressing up Scorpion, her XXXL blind-and-deaf rescue dog.
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