Beauty is no longer shaped by faceless trends, but by the people behind them. Makeup artists and influencers set the tone with looks that spread across runways, red carpets, and TikTok feeds in a matter of days. This year is marked by both comebacks and reinventions, nostalgia and innovations that keeps beauty ever evolving. What unites them all is authorship: trends are no longer anonymous, they carry the signature of their creators. Let’s take a closer look at the trendsetters who defined the beauty language of 2025.
Photo: Hailey Bieber, Mary Phillips
Patrick Ta
Patrick Ta has built his career as one of the most in-demand celebrity makeup artists in Los Angeles, trusted by names like Gigi Hadid, Sydney Sweeney, and Camila Cabello. Known for his polished yet effortless approach, he has become a reference point for what modern glam looks like on the red carpet and in everyday beauty.
Photo: Greg Swales
His blush technique went viral: applying powder first and layering cream on top created a dimension and saturation that cameras love, and TikTok amplified instantly. His products, especially the monochrome blush duos from his own line, became staples for both professionals and consumers, proving once again how his artistry translates seamlessly into market-shifting products.
Photo: Patrick Ta
MAJOR HEADLINES DOUBLE-TAKE CRÈME & POWDER BLUSH DUO
A viral duo compact of powder and cream blush formulas to achieve long wearing bold color that melts into skin for a beautiful, radiant glow.
Pat McGrath
Pat McGrath has long been considered one of the most influential makeup artists in the world, often referred to as the visionary who reshaped modern runway beauty. Her work spans decades of fashion history, with collaborations across the most prestigious maisons and a reputation for turning bold ideas into timeless references.
Photo: Ben Hassett
In 2025, she once again proved her status: at Schiaparelli, she brought black lipstick back into the spotlight, transforming what many saw as a subcultural detail into a high-fashion statement.
Photo: Acielle/Style Du Monde
Beyond the runway, McGrath expanded her reach with the launch of Louis Vuitton’s first beauty line, merging couture heritage with her signature approach to makeup.
LV ROUGE MATTE LIPSTICK
A vibrant journey expressed through 55 captivating shades by Creative Director Pat McGrath, LV Rouge is a testament to Louis Vuitton’s visionary expertise.
Mary Phillips
Mary Phillips is the makeup artist behind some of Hollywood’s most recognizable faces, including Hailey Bieber, Kendall Jenner, and Jennifer Lopez. She is known for her ability to create skin that looks flawless yet natural, combining technical precision with an almost invisible finish.
Photo: Tal Abudi
Her approach to underpainting, applying contour and highlight beneath foundation, became a go-to method for achieving depth without heaviness. This year, she also translated her artistry into product form by launching the Underpainting Face Palette, designed to give anyone the tools to replicate her signature technique. With correctors, contours, and highlighters in one kit, the palette became a bestseller.
Photo: Mary Phillips
UNDERPAINTING FACE PALETTE
Inspired by Mary Phillips’ Underpainting Technique, this palette corrects, contours, and highlights to sculpt and define natural features.
Nina Park
Nina Park has become one of the most respected names in celebrity beauty, known for her refined eye and ability to make makeup look both cinematic and wearable. A go-to artist for stars like Zoë Kravitz and Natalie Portman, she has built a reputation on understated glamour that photographs beautifully under any light.
Photo: Tyler Joe
Nina’s signature “toasty brown” monochrome looks: warm shades swept across eyes, cheeks, and lips set the tone for red carpets and editorials alike. The effect was polished yet approachable, offering an update to the neutral palettes that once dominated. Nina highlighted staples like Chanel Inimitable Mascara, Chanel Vitalumière Fluid Foundation, and Chanel Le Rouge Duo Ultra Tenue as essentials in her kit.
Hailey Bieber
Hailey Bieber has become more than a model and entrepreneur, she is a cultural figure whose personal beauty choices ripple instantly through the industry. With her skin-first approach and effortless aesthetic, she embodies the minimalism that continues to dominate beauty conversations. This year, her signature blurred lip liner paired with gloss became one of the year’s most copied looks, offering a softer, lived-in alternative to the sharp lip contours of the past.
Photo: Rhode
Through her brand, Rhode, Hailey reinforced this philosophy with products designed to enhance rather than mask: lightweight skin treatments, glosses, and balms that align with her understated image. The combination of her influence on social media and her ability to translate personal style into accessible products made her one of the most impactful beauty trendsetters of the year.
Photo: Rhode
RHODE PEPTIDE LIP TINT
It’s a nourishing formula with a hint of tint and shimmer that hydrates and replenishes lips while leaving a glossy, high-shine finish.
Makeup by Mario
Mario Dedivanovic, better known as Makeup by Mario, has long been recognized as one of the most skilled artists in the industry, shaping the aesthetics of an entire generation through his work with Kim Kardashian and beyond. He is celebrated for precision, sculpting, and the kind of polished beauty that became a global reference for glam.
Photo: Makeup by Mario
Mario surprised the industry by leaning into nostalgia. His viral Ethereal Eyes: Moonlight palette reignited the frosted, silvery, and smoky tones of the early 2000s. Shades once considered outdated, now reimagined as chic and modern. By translating runway memories into a consumer hit, he once again confirmed his position as both an innovator and a curator of collective beauty memory.
Photo: Makeup by Mario
ETHEREAL EYES™ EYESHADOW PALETTE: MOONLIGHT
Mario’s new iconic palette, inspired by moonlight. 12 universal neutral shades create ultimate versatile Ethereal looks with 4 finishes.
Kylie Jenner
Kylie Jenner has been a defining force in beauty since the launch of Kylie Cosmetics in 2015, when her Lip Kits sparked a global obsession with matte lips and reshaped the direct-to-consumer model in beauty. Nearly a decade later, she remains a trend driver whose every product drop sets the tone for millions of consumers.
Photo: Kylie Cosmetics
In 2025, Kylie Jenner revisited the era that made her brand a household name. She reintroduced her iconic Lip Kits in a new formula, reviving the lip look that defined the “King Kylie” years.
Photo: Kylie Jenner
KYLIE COSMETICS MATTE LIP KIT
This matte liquid lipstick and lip liner duo feature highly pigmented, 8+ hour wear formulas that offer full coverage payoff with a smudge-resistant finish.
Nam Vo
Nam Vo, often affectionately called the “highlighter queen,” has built her reputation around creating glowing, ethereal skin that looks luminous without ever appearing greasy. Her artistry is rooted in the philosophy that radiance is the ultimate marker of healthy beauty, and she has translated that idea into looks for clients like Rosie Huntington-Whiteley and Chrissy Teigen.
Photo: Gavin O’Neill
This year, her concept of “Dewy Dumpling Skin” took on a new life online. TikTok became saturated with tutorials aiming to replicate the exact glossy, lit-from-within finish she is known for. Nam Vo spotlighted lightweight illuminators, cream highlighters, and skin-prep products as essentials, guiding both professionals and everyday consumers toward a fresher, more natural kind of glow. One of her go-to favorites is the Westman Atelier Super Loaded Tinted Highlighter, a creamy illuminator that delivers hydration and glow in equal measure.
Photo: Laura Roberts, Nam Vo, Elizabeth Rachále
WESTMAN ATELIER SUPER LOADED TINTED HIGHLIGHTER
This creamy blush and highlighter hybrid is super loaded with skin-nourishing ingredients for a beautiful boost of glowing color.
Lisa Eldridge
Lisa Eldridge is a historian of beauty, an author, and a creative director whose influence spans from fashion runways to her own coveted cosmetics line. Known for her refined eye and ability to make classic techniques feel modern, she has become a reference for elegance in the industry.
Photo: Mateusz Sitek
Lisa reaffirmed her timeless aesthetic with the return of the bold red lip. Her True Velvet Lipstick collection, particularly the deep vintage reds, went viral as beauty lovers embraced the richness and texture of velvet finishes. The look stood in contrast to the sheer glosses dominating recent years, reminding the industry of the enduring power of saturated, classic glamour.
Photo: Lisa Eldridge
LISA ELDRIDGE TRUE VELVET LIP COLOUR
Highly pigmented, creamy and long-wearing velvet matte Lip Colour with a slight sheen, for a three dimensional finish.
Gucci Westman
Gucci Westman has carved out her place in the beauty industry as both a celebrated makeup artist and the founder of Westman Atelier, a brand synonymous with clean, luxurious formulas. With a career that spans editorial shoots, celebrity red carpets, and product innovation, she is admired for creating looks that balance sophistication with wearability.
Photo: Westman Atelier
Westman introduced what became known as the “Skin Icing Look”, a minimalist aesthetic built on cool undertones, soft pastels, and a fresh, almost frosted finish. It was a colder interpretation of the “clean girl” trend, offering a new perspective on polished minimalism. Her own products, including the Vital Skincare Dewy Foundation Drops and Baby Cheeks Blush Sticks, became the tools of choice for recreating the effect. With this, Gucci demonstrated how even subtle shifts in tone and texture can spark a wave of reinvention in the beauty landscape.
Photo: Rose Inc, Westman Atelier
WESTMAN ATELIER BABY CHEEKS BLUSH STICK
This multi-use formula for cheeks and lips is infused with hydrating ingredients for a flushed-from-within pop of color.
Mali Thomas
Mali Thomas, widely known as Mali Magic, has become a leading voice for representation and inclusivity in beauty. As Bobbi Brown’s Global Artist in Residence, she is celebrated for her ability to amplify deeper skin tones with artistry that feels both aspirational and authentic. Her work across magazine covers aconsistently highlights complexion rather than conceals it.
Photo: Mali Thomas
Mali Magic brought the “Chocolate Blush” trend into the spotlight. By using rich, cocoa-inspired shades on the cheeks, she created warmth and depth in a way that had rarely been championed before. The look resonated strongly across social media, inspiring countless tutorials and expanding the conversation around products designed for darker skin. To translate this artistry into an accessible tool, Thomas often turns to the Bobbi Brown Pot Rouge in Chocolate Cherry, a creamy blush that doubles for lips and cheeks.
Photo: Mali Thomas
BOBBI BROWN POT ROUGE FOR LIPS & CHEEKS
Sir John
Sir John is one of the most recognizable names in the beauty world, best known as Beyoncé’s longtime makeup artist. With a career that spans global tours, fashion weeks, and editorial campaigns, he has built a reputation for bold creativity and the ability to make makeup feel like part of a larger performance.
Photo: Istituto Marangoni
His influence came through in the resurgence of metallic eyeshadows, a look amplified during Beyoncé’s tour. Shades of gold, copper, and chrome lit up the stage and quickly filtered into everyday beauty, proving how performance makeup can cross over into mainstream culture. To achieve this effect, Sir John often turned to the L’Oréal Paris Infallible Metallics range, products that combined high shine with lasting wear. By bridging the gap between spectacle and wearability, he reminded the industry that makeup at its best is both art and statement.
Photo: Istituto Marangoni
L’OREAL PARIS INFALLIBLE METALLICA RANGE
This Infallible eye shadow paint has high color impact and creates a foiled finish—allowing you to achieve the latest metallic eyeshadow trending look.
