As we continue to look forward to next year, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked 23 color cosmetics brand founders, executives and experts the following questions: What makeup trend do you see rising in 2023? What 2022 makeup trend do you think will be over?
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Katherine Ramos Co-Founder, Rituel de Fille Subtle goth looks are going to have an explosive moment in 2023. Netflix's Wednesday is the latest cultural icon of moodier makeup and perfectly shows how wearable these shades can be for every day. Sheer plum lipsticks and soft gray shadows are romantic, dreamy, approachable and universal.
Also, I foresee people wanting more than ever from their makeup in 2023: more multi-use products, so that one great shade can be worn in many different ways, and more skin-supporting makeup formulations, so truly beneficial ingredients work alongside pigment payoff.
Heavy foundation applications had viral moments in 2022, but I expect we will leave this behind in the new year. In 2023, coverage will still be important, but complexion trends will favor lightweight foundations that perfect rather than mask the skin.
- Camille Bell Co-Founder and CEO, Pound Cake
I believe we'll see a bunch of new and upcoming makeup brands launching into retailers next year. As the costs for acquiring customers via DTC has become extremely expensive, I think makeup brands will pivot to ensuring retail is part of their marketing and financial growth strategy. There are so many brands on Instagram and TikTok, but breaking through is tough.
I think the "clean girl aesthetic" won't necessarily die. However, I believe makeup brands will start to incorporate more color products into their lineup.
We saw a huge rise of makeup and skincare-infused products post-quarantine in 2020, where brands started coming out with skin tints, natural blushes to just enhance your cheeks, etc., so consumers could get this no-makeup-makeup look.
Now that we're going into the third year post-quarantine, not necessarily COVID, I believe consumers will want to start playing with pops of color again. We'll see folks come out with bold eyeliners, brighter/high-intensity blushes and even bolder lip colors.
- Jillian Dempsey Makeup Artist and Founder, Jillian Dempsey Beauty and Fyfe
Makeup trends have been noncommittal for a while now. They seem to come and go as fast as a TikTok reel. In 2023, I predict that we will see a lot of new unique directions taking off, especially with eyes.
Eyes shape the rest of the face, and shading with eyeliner and liquid liners gives off a multitude of expressions. When done properly, the focus will be on the eyes no matter what! Eyes are and continue to be impactful for all beauty looks.
Pouty lips with perfectly executed outer “shading” will be a statement, too, blended to the nines and gently pushed out. I predict lip gloss making a big comeback, and eyebrows will start to enter the arena of having a defined shape rather than what we have been seeing in the past years with the full-on heavy brow.
Tinting and lightening brows have been trending for some and this technique I fully support as it helps the focus become more on eye makeup.
Skin foundation will be supple, minimal and less caked on. Overall, there will be a softness to everything with statement-making categories.
A trend I see fading away next year is caterpillar brows brushed up to the hairline.
- Sheena Zadeh-Daly Founder, Kosas
I think 2023 will be the year of standout looks, from fully highlighted skin to really accentuated eye looks. We’re ready for some great payoff and to have a lot of fun with the transformative effects of makeup.
Hopefully, we will see a move away from more is more and overly strong, sensitizing formulas, and toward gentler formulas that strengthen skin rather than stripping it.
- Amy Chou Granger Co-Founder and President, M2Ü NYC
I see multi-use blush being one of the hottest makeup trends for 2023. Blush has been making a comeback in the last two years, and as people opt to streamline their makeup routines, a cream blush or liquid blush that can also be used as a lip tint definitely will become a staple in the new year.
We will also see a continued emphasis on skincare-infused makeup products. Makeup with skin-loving ingredients that provide benefits beyond color will continue their momentum in 2023.
One trend I think will be fading is the over-the-top false eyelashes and heavy eyelash extensions. Continue the skinimalism trend into color cosmetics. People are going for more minimal makeup looks and techniques, including lashes. A simple mascara or a cute set of falsies that amplifies the natural beauty will be the way to go.
- Fiona Co Chan Founder and CEO, Youthforia
For 2023, I'm excited to see the makeup trend of "approachable fun,” where you'll see some fun colors, some new techniques, some trends that's wearable and easy to do.
Right now, we're seeing "I'm cold" makeup trend, which is the winter sister to the "sunkissed glow" summer trend. I think we'll see more of these fun trends going into 2023.
Going into 2023, the trend of just focusing on eyelids for pops of color in makeup looks will start to decrease. We'll start seeing more fun placements in other areas of the face. Right now, I'm loving subtle focuses at the inner nose bridge, glitter liner under the eyebrow and fun cupid bow liner, just unexpected, fun surprises that are very wearable.
- Laney Crowell Founder and CEO, Saie
I predict we will see the rebirth of brick-and-mortar in 2023. We've already begun to see consumers return to in-store shopping, and I believe this trend will be even greater next year, especially with the focus on complexion (think foundation, concealer, tinted moisturizer).
Consumers are increasingly looking to achieve gorgeous, glowing skin, but finding the right shade online can be difficult. Testing, playing and selecting shades in store is easier, more effective and more fun.
I believe we’ll see decreased use of silicones in makeup. As consumers are becoming increasingly aware of climate change and the effects of forever plastics on our planet and waterways, I predict we’ll see brands removing silicones from ingredient lists.
Currently, silicones are often used in foundations and lipsticks, but because they are forever plastics, they never biodegrade. I predict this ingredient is going to become a big no no.
- Tisha Thompson Founder and CEO, LYS Beauty
In 2023, we’ll establish a clear and unanimous understanding between brands, consumers, creators and retailers on the definition of “clean beauty,” with more regulation surrounding what’s deemed clean across the industry.
I also think color cosmetics will continue making its way into the holistic wellness conversation as people turn to makeup as a means of self-care, expression and artistry. I expect to see industry-wide messaging around hygiene and wellness taking flight in 2023.
Makeup may have one of the shortest cycles, with trends cycling in and out much faster than other industries like fashion. 2022 was definitely the reintroduction of color, with people dipping their toes into bold blush and graphic eyeliner, and I think there’s room for this trend to evolve in the coming year.
In this post-pandemic era, complexion has definitely taken center stage, with liquid and cream blushes being the core of every day makeup looks, and I think colorful eyes and cheeks will continue. Additionally, I think powder highlighters will make their return in 2023, with updated application hacks to make it more wearable.
We will see the multipurpose use from 2015 without the chunky glitter and blinding payoff, so the end result is that glowing, radiant complexion everyone has been striving for since the ultra-matte trend concluded.
And now that skincare has become a natural go-to in everyone’s routine and the reintroduction of cosmetics is underway, people will begin gravitating towards dual/multipurpose makeup products with added skincare benefits so they don’t start to experience breakouts or skin concerns. People want the makeup look without sacrificing their skin and will gravitate towards products and brands that merge the two.
As consumer education is fueled by platforms like TikTok and YouTube, where creators are showcasing the various uses of each formula, I think nearly all makeup users’ collections will have a healthy mix of cream, liquid and powder formulas for a result that looks great both IRL and on-camera, the duality that most of us live in.
There are four key trends that I think will get left behind in 2022:
Matte skin: Consumers want their skin to look like skin, just a healthier, clearer version of it, so we will see less full-coverage, extreme matte foundations and concealers, and more light-to-medium coverage options that leave a skin-like finish.
Oftentimes, those who want to conceal dark circles or blemishes and fine lines can find the most natural balance with a lighter coverage foundation and a full coverage concealer, exclusively for spot concealing.
Extreme baking: Similarly to matte skin, I think 2022 was the end of extreme baking or people adding layers of powder to lock in their concealer as the demand for natural-looking glam continues to rise.
Extremely long eyelashes: Natural and fluffy lashes are in, and extremely long falsies are out. Instead of people adding on heavier lash styles that run the risk of taking away from your entire makeup look, people are experimenting with different styles that accentuate their eye shape and offer a natural look that’s wearable day to day.
Using filters: While this may be a controversial take, I do believe extreme, face-altering filters will grow out of style as the appreciation for natural beauty increases. We have already begun seeing this on the brand side with unedited photos as well as content creators vowing to stop using filters, so I anticipate seeing more efforts to celebrate the artistry and love for makeup without altering your actual appearance through filters.
- Kelsey Hyatt Director of Brand Marketing, Lime Crime
What will be on the rise is embracing bold colors and multidimensional finishes in your everyday looks: neons, bright pastels, shimmers, glitters both in color and hair.
While you can never go wrong with a classic no-makeup makeup or as 2022 named it, the “clean girl aesthetic,” I think we will see consumers really excited to embrace a little bit heavier, fuller glam looks in a fresh, creative and undone way.
- Mckenzie Westmore Founder and Creative Director, Westmore Beauty
I do think we are going to see more of a drive towards self-acceptance in 2023 and less of a focus on unrealistic expectations with beauty brands throughout influencer partnerships, unfiltered IG photos, ads, etc.
We are seeing a huge trend of blurring the lines between skincare and makeup. However, I know pro makeup artists and aestheticians aren't thrilled with this as it’s leading people to not properly care for their skin.
They think they can get away with just the skincare in the makeup when it’s just not enough. People need to realize that they need to have a great skincare regimen even when using skin care infused makeup.
Metal applicators are a popular trend and for good reason. No matter where you keep them, they always feel like they just came out of a fridge. They’re so cooling and refreshing and give the best application without soaking up any product.
I believe overly sculpted brows are on the way out. We are seeing fluffy natural brows with less of an arch and more of a straight tail at the end that adds a lifted appearance to the eyes. I love achieving this look with a brow pencil and a little clear or blonde pomade to always brush my brows up and stay put.
- Megan Dugan Founder and CEO, Lemonhead LA
I’m really just focused on my own lifestyle, my own mental health, my own future and becoming a mom. I don’t know if everyone else feels the same way that I do, but I am literally exhausted with the influx of all of these new beauty brands with the same type of products, just with a different type of packaging and a different celebrity being the face of it.
I look around, and I’m overwhelmed with the sheer amount of stuff that I have. I don’t know, but I have to assume that, after the last several years of everything going viral on TikTok, everybody’s beauty cabinets are overflowing with products we thought we needed at the time or products that are really similar.
2023 is going to be a year where I declutter everything and go back to the basics. I might be spending more on certain products like skincare or haircare, but I’m gonna be buying less in general. 2023 to me is going to be quality over quantity, and hopefully I can purge all of the unnecessary things that I don’t need to feel beautiful any longer.
I guess to sum this up, 2023 is going to be the year of hero products. We’ve already tried all of the new trending everything. Now it’s time to look at the product that won our hearts in each category and stick to just rebuying that same hero product. Finding that one hero face serum that might be $280, but no longer buying 11 different ones that cost $60 to $80, same with brown pencils, lip balm, etc.
- Melissa Butler Founder, The Lip Bar and Thread Beauty
With extensive skincare routines becoming more popular, individuals are going to focus on getting their skin looking perfect so that they don’t have to use full coverage makeup to cover up.
In addition, bold is going to be back. Having a natural base with a pop of color on the eyes or lips will be a statement in 2023. The Lip Bar is all about maximum and bold statements with shades that do just that!
Makeup is fluid and personal to each of us. I don't think this will ever fade.
- Nina Liu Founder and CEO, Kite Beauty
Skincare-infused makeup products have been a strong growing trend over the past couple years, and I think it's going to continue to rise in 2023! As we get busier, we increasingly want more multitasking makeup formulas that not only look good, but feel good on the skin.
As for one trend that I think will be out, I think it's super full coverage/matte foundation. When I first started wearing makeup, I thought I had to hide every single blemish with a perfect base, shine was the No. 1 enemy! I love that we're moving more toward more hydrating, blendable and glowy makeup that actually shows skin texture and looks much more natural.
- Naseeha Khan Co-Founder and Makeup Artist, CTZN Cosmetics
Using lip balm, instead of a gloss, with your lip liner is on track to be a bigger trend in 2023. TikTok and newer skincare brands seem to be bringing back minimalism vibes and glossy skin, and this technique is a way to do a more pared-back version of the look while keeping the lips hydrated. The liner gives a nice and subtle definition to the lips, while the balm hydrates without adding the glossy or "overly done" finish.
I think we'll leave the Y2K thin brows in 2022 and bring back thicker, fuller brows in 2023, which will bring focus back to the eye area, especially as lips are trending in a more minimal direction.
- Saliah Mustafa Co-Founder, Sabreen Cosmetics
Next year, I predict that makeup will center a skin-first, minimalist approach with a demand for high-performance products. With less products utilized, I predict that the lip and eye categories will see steady and/or exponential growth.
Since the beginning of the pandemic, we also saw an increase of interest products in the wellness category. I believe we will see a continued demand for products that center wellness and mood elevation in makeup category as well.
In 2023, I foresee more direct-to-consumer brands creating omnichannel retail strategies to offset the rising customer acquisition costs via digital marketing. The challenges many DTC brands may face is the competitive landscape is not only finding a retail partner, but choosing one that aligns with their brand positioning, values, and is able to fully support an indie brand activation and retention. How indie brands adapt to this unique and concerning scenario will be interesting to evaluate over the next year.
- Sebastien Tardif Co-Founder and Makeup Artist, Veil Cosmetics
I think that a 2023 rising makeup trend will be that fresh/clean face look that we usually see on the runway. I think that women and young girls are finally seeing the value of that look and its outcome: an elevation and refinement of their beauty.
Interest for skincare-infused makeup and skincare in general will continue to rise, which is intimately linked to that look I am referring to. More value towards the healthy natural appearance of the skin and wanting to show that you are taking care of it as opposed to trying hard to cover it with lots of makeup goes along the same line of thoughts, think skincare advert face.
That brings me to the heavier made-up face of years past as a definite outgoing trend. We are all tired of those cut creases and heavily contoured nose and faces. That look is so overdone and in direct contrast of the rising skin-first trend. In fact, we're starting to see a lot more so-called influencers taking more time talking about skincare and complexion as opposed to the flash and glamour they are usually known to push on their channels.
Which brings me to the return of the professional makeup artist influence based on actual professional work done on other people’s faces, i.e., models, celebrities, private clients/real women. Influencers only know how to makeup their own face, which makes them makeup lovers and aficionados. Not a bad thing at all, but there is an actual difference between the two.
I find that, with the rise of the influencers in the past 10 years, the real pros kind of got pushed by the wayside as their personas might have seemed more demure compared to the larger than life personas seen in the influencer world. The shift taking place is principally due to the general fatigue of product sponsorship and product/trend pushing in favor of the artistry skills and more authentic approach of the pros.
Most professional makeup artists have always understood and practiced skin-first approach, so they definitely got a head start on that direction and topic.
- Aila Morin Founding SVP, Merit
When COVID hit in 2020, we all moved away from products that don't feel good to wear. Though we're (thankfully) getting closer to "normal,” consumers are still prioritizing comfort and multi-use products with skin-nourishing ingredients. This is core to our approach at Merit, and to me personally as someone with very sensitive, reactive skin.
Rather than being a trend, it seems like there's a new understanding of what makeup can and should do. Your everyday beauty routine doesn't need to be in conflict with your skincare regime, and we're seeing more and more consumers demand that their makeup is made from safe, effective ingredients.
I'm hoping the bleached brows trend will be over next year, mostly because I could never pull it off.
- Elena Frankel Co-Founder, Flyte.70
The no-makeup-makeup look will still hold strong, but there will begin to be a bit more pushback in that, why can’t we have more choices than just one way of doing things?
I think those patchwork face tutorials on TikTok of using blush, bronzer and contouring will be replaced by something else. There always seems to be the latest new hack that runs its course.
I also believe that going back to the basics is something that is going to happen at some point because it feels as though customers are getting overwhelmed by the sheer amount of videos, suggestions, hacks and ways to apply one simple product. I also see more playful color taking precedent in 2023, but in luminous finishes.
- Rachel James Founder, Pear Nova
In regard to sustainability, we will see more brands offering refillable makeup options in 2023. I think we will continue to see classic cat eyes take the back seat while graphic eye liner options like double winged liner, reverse cat eye, downturned liner and beyond take the front seat.
- Jason Hoffman VP of Beauty and Product Experience, Amyris
I think 2023 will be a year of simplifying. Lips will continue to grow in popularity given the decline in mask wearing, and multiple layers on the lips will be balanced by a sheer and very natural complexion. The days of having to apply extra skincare to compensate for uncomfortable makeup are over.
No matter how vivid the color, makeup products should feature skin-loving ingredients and feel nourishing like a skincare product.
Additionally, given the economic predictions, I think consumers will become even more educated on ingredients and continue to learn that you don’t have to pay a premium to have exceptional products.
Sadly, I think the bleached or concealed brow trend will fade in 2023. I absolutely love bleached brows, but it’s a big jump, and I only see the fashion risk-takers taking the plunge.
- Danielle Edmond Founder, uQueen Organics and Stay Golden Cosmetics
For makeup, I think we'll see more blinged-out eyes: creative graphic eyes, holographic eyes and lips, eye embellishments and rhinestones around the eyes. I think people are going to add some drama in night makeup looks for an extra sparkle, that all-or-nothing type of energy.
Also, a rise in beauty nutrition. I think there will be an increase of people making lifestyle changes that enables them to eat their way to their healthiest, glowiest, youthful skin, #stressfreeskin. Also, there will be a rise in DIY nails and lashes mainly because people are looking to scale back.
- Nyakio Grieco Co-Founder, Thirteen Lune
What makeup trend do you see rising in 2023? Explain. (Could be a particular product, positioning, message, manufacturing approach, pricing, packaging, distribution, application method, ingredient, look people are going for).
I believe we’ll see a continued trend toward cause-driven shopping. Consumers are belief-driven buyers now more than ever and want to shop with brands that align with their values. Thirteen lune’s mission is to inspire the discovery of BIPOC- and ally-founded brands, and through our platform, we offer shoppers of all backgrounds a one-stop shop to discover the beauty of inclusion.
We’ll see less and less overly done makeup in 2023. Many of the bestselling cosmetics products at Thirteen Lune are creamy, hydrating and multi-use offerings that lend to a glowing complexion and soft flushes of color. Dehiya Lip + Cheek Tint, Mora Cosmetics Satin Sheen Multi-Stick and Youthforia Byo Blush are fan favorites.
- Sahara Lotti Founder and CEO, Lashify
I believe 2023 will be about natural, “I just woke up like this” looks. Think subtle lashes, flesh-colored lips, freckles, natural blushes. People will be getting plastic surgeries and treatments that aren’t totally obvious (i.e., fillers that lift, not puff).
On the retail front, I think beauty shopping is going to be intertwined with interesting experiences. Shops offering an otherworldly experience will do well. An exciting shopping experience will continue to drive sales.
I believe lifestyle brands that create communities that allow for real life relationships will thrive. And most of all, transparency will be huge. I think nameless, faceless CEOs will soon be a thing of the past.
As for out with 2022, I think we’ll see changes in the cosmetic treatment realm. The trend of massive lips will shrink. Puffy faces will get less puffy. In terms of makeup, a full beat will be saved for special occasions.
If you have a question you’d like Beauty Independent to ask beauty entrepreneurs and executives, please send it to editor@beautyindependent.com.
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