Fall 2025 Beauty Report: Matte, Moody, and Makeup-Artist Approved

Fashion has always thrived on change — but today, even the way we consume change is transforming.

September, once the crown jewel of fashion calendars, is now less about flipping through oversized Vogues and more about scrolling endless feeds, each promising a new "core" or micro-trend.

Fall has long been the season of fashion hype and stylistic change. An opportunity to shed your fashion image and adopt a new, modern you; one based off the trends of the season and the creations off the racks, regardless of your budget.

I can remember being young and being excited by the oversized vogue that my mom always got in September, a ritual I held for myself for years. I had so many years of experience with Vogue that I began to learn how to determine the solid makeup trends simply by analyzing the campaigns, the editorials and the collections.

This was before TikTok, Instagram or algorithmic decisions predicting what’s on your feed. Back then you had to open a magazine or watch Jeanne Beker on Fashion Television to learn about the current styles.

This was a time when fashion editorials were everything and Anna Wintour’s influence was at its height.

Now as Anna Wintour has stepped down as editor-in-chief at Vogue and print magazines continue to go under or transfer to digital only; the fashion trend monster persists and cannot be stopped, and we find ourselves once again in fall, where the new beauty ideas are explored, campaigns are launched and revamps happen by the multitude.

Who’s Calling the Shots? The New Architects of Beauty

Trends come from multiple sources, and this has never been truer of any period in human history. Where once a select few could determine the choice products or key innovations or styles of the moment; social media has raised a generation of influencers with huge followings that can shape the decision-making processes of large corporations.

From the brands themselves, launching products, often based off of consumer data and popular demand, to companies predicting the next trends or points of interest, the incessant influence of media (music, movies and television) and the powerful effects of influencers on their respective audiences, those shaping trends are many and this multitude of sources helps to explain the avalanche of beauty trends we always seem to be falling under.

Monochromatic, contrasted, glass-skin, glazed donut skin, strawberry girl look, laminated brows, bushy brows, natural brows, bleached brows, thin brows, no makeup makeup, full beat; there is no end of terms in sight; these can help to describe the look but often are meant to convey a sense of newness, where as the reality is that we have likely explored the trend in the past, slightly differently and with less viral-friendly products.

Trends really serve one purpose; trends are friends of spend.

The whole purpose of a trend is to try something different, in our capitalist society that equates shopping for something new to fulfill us. Do your duty; consume, buy, now!

The Predictability of Trends or Trend Cycles

After a while, this isn’t your first rodeo anymore and you have a pretty good idea of what is going on with the seasonal shift in looks.

You learn that the seasons have product favorites, they have color palette suggestions built in, even texture suggestions that work with the seasons.

Matte skin is an obsession to anyone with oily skin usually, it is one of the hardest finishes to maintain on the skin, for a simple reason, our skin produces oil, not powder. There is no point in making a matte skin trend in the spring and summer when it’s hot, muggy and humid and everyone is shiny and reflective due to the heat and humidity.

During the summer and spring season this is when they promote self-tanners, bronzers and lotions, anything possible to enhance your complexion and summer glow. There is little point for these products when everyone is pale, sallow, ghostly or ashen from the lack of sun exposure.

Now occasionally, a trend steps out of its usual seasonal timing; dark lips in the summer, pastels in winter, though; trends tend to center around seasonal shifts and the physical realities we inhabit daily.

Why sweat in fur during the summer and you don’t want to freeze in a bikini in a winter storm.

Corporate Production Versus Social Media Trends

Social media created a new marketing reality; where once a select few decided the flow of what was popular in fashion and beauty, influencers and celebrity commentary culture allowed a new set of style curators to decide what was of the moment.

Corporations move slowly, most new product launches in beauty rely on 2 years of planning, testing, producing and promoting the product, this cycle is slow, whereas the nature of social media is to be instantaneous, contagious, spreading like a cultural virus across hundreds, thousands and potentially millions of screens at lightning speed.

The influencers who had amassed followings saw an opportunity to create product faster than the corporations, creating new opportunities in the beauty market; not only could they create product quickly, but they also had a built-in audience to sell their product to.

Corporations responded as best they could, incorporating influencers in their collections, collaborations, corporations vied for the viral ability of their products, creating products that became more content friendly. Less about quality of product and performance and more about the playful nature of the product itself.

From Editors to Algorithms: Who’s Really Steering Beauty Now?

We’re living in a time where we all have different algorithmic feeds customizing our world view and our sense of beauty. There are fewer main points of reference, we are typically falling into what makes us either more comfortable or outraged.

This means that the sources that we are engaging in are based off our preferences in content consumption and our online habits. The feeds are always adapting to our searches, the content we like and engage with, it is constantly analyzing us, actively trying to keep us engaged with it longer.

We’re also living in a time where the usual suspects don’t have the same magnetic pull they once did. Trend setting has become more democratized, allowing more people to influence the zeitgeist of fashion and influence the pulse of trend.

This also means more trends, so many trends it makes your head spin and sometimes, I wonder; is there a trend for everything?

What’s Trending for Fall in Makeup

First let me be real, I am not reporting every micro trend, nor the trends that don’t interest me as much, I too can be selective, especially after 30+ years in the industry, I have no time for fools and less for bad trends.

There are also too many trends to be able to report on them all properly and give you any pertinent information or commentary. Consider this a curated selection, the trends I found easiest to integrate into a look, especially quickly, before a night out.

Matte Skin

The makeup industry has been trying to revive matte skin for years now, the lure of dewy, wet skin has been impossible to resist; cloud skin, glazed donut skin, and every other variation of glowing skin has been in vogue for the longest time.

Could matte finally be making a comeback?

Today’s mattes are different, more luminous and less flat, with blurring finishes that diffuse the appearance of unwanted skin texture.

Who is this for: Oily and combination skins will benefit the most, as matte foundations tend to minimize light reflection and soften the appearance of pores and fine lines, combine this with a soft-focus setting powder and you have good coverage that diminishes the unwanted texture of the skin.

Who should avoid: Dry and mature skins should stay away as this texture can make the skin appear drier and flat. In some cases, the pigment may be so drying on the skin that it enhances wrinkles or fine lines.

Note: This type of look requires upkeep, primarily in the form of a pressed mattifying powder, yes you can use a mattifying or pore minimizing primer with it prior to application of your matte foundation. However, the face produces oil during the day, and no product will remain oil-free, especially in the t-zone area. Think of adding a bit of blotting powder, or use blotting papers to remove the excess oil.

Editor’s Pick:

Estée Lauder – Double Wear Stay-in-Place Foundation – At this point an undisputed classic in the makeup world. This silicone-based foundation stays locked in place and does not budge. I suspect you could sleep with it on and it would look reasonably decent the next day. Please, wash it off before bed, but know that if you need something to stay in place for a long time and you don’t have time to fuss over touch-ups, this is a stellar formula that delivers. The shade selection is extensive and impressive.

Black - Berry - Cherry Lips

This one is a goth favorite of mine, burgundy-berry lips are never far away for autumn, they almost demand a comeback once Halloween is around the corner. It also screams statement lip, can be accompanied with minimal makeup on the rest of the face and look elegant. Pair it with heavier eye makeup and you have a more romantic and gothic look beginning.

Who’s it for: Why does this shade return continually? The reason is simple, these berry shades look great on almost all skin tones; from the fairest pale complexion to warm golden skin tones and even olive skins, this color stands out. If you’re choosing black, you’ve turned goth and not turning back.

Who should avoid: People with thin lips, lips that feather and bleed, anyone who wants to wear color subtlety, this is a bold statement that often harshens the face, on mature skins this can make the person look mean if care isn’t brought to the complexion and coloration.

Note: This type of color requires upkeep to keep the color intact, and it also requires skill in application. When you wear bold colors on the lip, we really notice the irregularities of the shape and structure, it can accentuate asymmetries, use a lip liner to balance out the structure prior to applying the color. Try lifting the corners of the mouth, to avoid having two arrows pointing downwards from the outer corner of the lip.

Editor’s Pick:

MAC Cosmetics – Maxcimal Lipstick – MAC has been dominating the lip category for years and the newly reformulated lipsticks, the Maxcimals have already sent ripples into the industry. The pigment remains bold yet wearable, hydrating and comfortable on the lip, these new reformulations are worthy of your time and still epitomize statement lips. Available in both matte and satin textures, color selection varies. Notable shades: Smoked Purple, Everybody’s Heroine, Caviar.

Remember — a product doesn’t need to be brand-new to be relevant. Many of the recommendations here are industry staples or recent reformulations, proving that timeless tools can still ride the trend wave beautifully.

Contrasted, Two Toned Lips

One thing that made the 1990s stand out was the way we wore lipstick and more specifically, how we lined the lips. The 90s was about a contrasted lip liner, where the liner is darker than the center of the lip. This style allows for one to exaggerate the size and modify the color of the mouth with great liberty. This trend that originated in the 1930s and was revamped in the 1970s, became a defining statement in the 1990s, with the inclusion of neutrals for the lips.

Who it’s for: Anyone who likes to add definition to their lips and give them more prominence on the face. The harsher the contrast, the more attention it brings to the area. This is not a style for the faint of heart or those that prefer their makeup to be discreet, this is a bold lip look. Particularly good for people with smaller and thinner lips as it allows them to over-line their lips and give them more volume. Particularly efficient if paired with a lighter color in the center of the mouth.

Who should avoid: People who feel their lips are too large or take up too much space on their face, this technique will be an attention magnet for your lips. I also avoid this style or making it too contrasted on more mature women, or anyone seeking a more natural look, this is for makeup lovers, not beginners.

Note: To really make the lip stand out, try outlining your lip with 2 lip liners, a first one that is somewhat darker than the lip color or lip line, this liner is used and blended into the lip. The second lip liner is even darker and is sharpened pointy to allow you to apply the thinnest line around the outline of the lips, giving it that lined effect, this will pop your mouth and make it stand out more vividly. Creating an almost three-dimensional effect.

Editor’s Pick:

MAKE UP FOR EVER – Artist Color Pencil – These multi -use pencils are incredibly pigmented and are safe for use all over the face, lip and eye area. This versatility makes them essential tools to create harmonious looks between the eyes and lips. They also are some of the creamiest and easiest to blend pencil formulas I have ever tried. These pencils have staying power and pack a perfectly blendable pigment. I’m particularly fond of the following shades: Endless Cacao, Anywhere Caffeine and Limitless Brown.

Subtle Spotlight: Mastering the Modern Highlight

Highlighter is ubiquitous in makeup; luminosity has been an obsessive force in beauty since the late 1990s. These highlighters, first popularized in the 1970s have become supremely viral in the last decade, with people going out with blinding highlighter, causing traffic accidents and blinding airline pilots in flight the globe over. While I can’t confirm any aviation fatalities, I can confirm that fall 2025 is dialing it back. Luckily, the trend is more about controlled shine than an out-of-control luminous appearance this fall.

Soft and light application on the cheekbones, a bit on the brow bone and potentially added to the lids, there is no need to saturate your face with highlighter and make your skin appear oily or metallic, think of it like a delicate accent, enough to contrast and play off the matte skin trend and compliment it.

Who’s it for: Anyone who enjoys a little luminosity on their complexion. When added with powder it is often easier to dose and control, a standout for soft looks and this accent works wonders under dim lights and can be beautiful, if done softly for natural light.

Who should avoid: Obviously oilier skins and those with heavier lines around the eyes may want to sit this one out, as frost always amplifies the texture it sits upon and makes the wrinkles and pores more visible on the skin.

Note: Highlighter is more of a final touch to the overall complexion, its texture brings light and diffuses, it can give the skin a dewy or wrinkly appearance depending on how it is dosed on the skin and applied. For seamless application of a powder highlighter, use a fluffy brush and apply the highlighter in circular motion with the softest pressure possible, to avoid over-saturating the skin. At all costs, avoid rubbing the highlighter in place, it will look like a metallic streak on the face.

Editor’s Note:

Bobbi Brown – Highlighting Powder – This chic compact delivers a stunning highlighter that is as classy in appearance in the compact as it is luminous on the face.  Easy to apply and layer, these highlighters are favorites amongst the Bobbi Brown clients, beauty editors and makeup artists alike.

Final Thoughts

Trends are fun, if taken lightly, they can be a source of inspiration, they can give you the courage to try something new. Ultimately, what will endure in your closet and on your face, will be the trends and style that you find are most suited for you.

Personalization is crucial when observing trends, as it is one thing to be trendy and quite another to fall victim of fashion.

Don’t become the fashion victim, always aim to be the trendsetter.

To All the Makeup Artists Searching for Guidance

In the end, fall trends come and go — but your relationship with makeup, your face, your artistry? That’s forever evolving. I’ll keep sharing what I see. You keep choosing what speaks to you.

And if you want to go deeper, the Bridal Survival Makeup Artist Guide is a great place to start.

Interested in evolving your bridal makeup artistry? Click the link below to discover all about this 220 page guide for bridal makeup artistry

https://www.jbesnermuart.com/online-makeup-courses

Makeup Hacks Are Whack!

Why technique beats TikTok — every time!

🖤 My Experience

Beauty and makeup are my bread and butter. I’ve made a living in this industry for decades — not only practicing the craft but teaching it. Over the years, I’ve passed on techniques, principles, and artistry to generations of students. And I’m still learning.

This passion for education keeps me engaged and evolving. It also means I get a lot of questions — especially about trends, tricks… and “makeup hacks.”

📲 The Democratization of Beauty

When YouTube tutorials first exploded, no one predicted how deeply they’d shape beauty culture, consumer habits, and even the rise and fall of entire cosmetic empires.

What I loved: real artists sharing valuable, skill-based knowledge.
What I loathed: self-proclaimed gurus peddling bad advice, affiliate-laced nonsense, and gimmicks invented purely for virality.

Then came TikTok — shorter content, faster trends, and wilder “hacks.”
Now, the more absurd the trick, the more the algorithm loves it.

🤷‍♀️ The Myth of the Universal Hack

Let’s be honest:
The reason that “genius” eyeliner trick didn’t work for you? You don’t have that influencer’s face.

Her bone structure is different. Her lighting, her tools, her skin — all different.

A smoky liner hack that slays on a 22-year-old with almond eyes isn’t going to do the same thing on someone with hooded lids, dry skin, or a different eye shape altogether.

My job as a professional is to adapt — to take inspiration and tailor it to you.

Makeup hacks ignore your individuality. Real makeup is personal.
And that’s where technique comes in.

🧠 Timeless Techniques

Makeup is a universe of textures, tools, and tones — and technique is what lets you navigate it with power.

I know how to blend. Where to place product. What works for oily skin in summer vs dry skin in winter. I understand brush pressure, application angles, and how to tilt a client’s head to get the perfect flick.

And I’ve taught it all — to students with natural talent, and to those who struggled at first but grew through time and practice.

That’s the real “hack”: consistency, curiosity, and a willingness to learn.

💄 Learning Beats Scrolling

Skills empower you. With makeup, you can shape how the world sees you.
Want to look powerful? Mysterious? Youthful? Sharp? Innocent? That’s all possible — if you know what you’re doing.

But you have to play. You have to practice. You will mess up. (I still do!)
That’s normal. That’s human. That’s growth.

So don’t give up because a “hack” didn’t give you results.
Learn a technique. Master your tools. Invest in your face.

🔊 Why This Content Is Everywhere

We live in a time of noise. For every honest creator trying to educate and inspire, there’s a hundred pushing garbage for clicks.

To those of you offering real value — I salute you.
To the rest? If you’re pouring a bottle of foundation on your face for views, or telling people to use forks as lash separators… no.

 🎯 Why Makeup Is the OG Hack

Let’s be real:
Makeup is the original hack.

It’s the tool. The trick. The transformation.
It lets you shape, shade, conceal, reveal — it’s the ultimate power move.
But you need skill to wield it.

So tonight, instead of doomscrolling, pull out your makeup bag and play. Watch a real artist. Try a real technique.

You're worth the investment in yourself.

Don’t Throw Shade — Shade Match Instead

Why throwing shade won’t help your complexion (but choosing the right foundation just might).

We’ve all seen it—and yes, we all know exactly what I’m talking about. That moment when someone’s face is dramatically out of sync with the rest of their skin.
Maybe it’s Taco-Cheeto in the Oval Office, a coworker who looks a little extra grey this morning, or your local newscaster giving major Oompa Loompa energy on the evening news. Or worse yet, someone wearing a foundation shade several tones too dark, in a misguided attempt at a faux tan.
It can all go south… quickly.

Now, I know calling out these examples is technically throwing shade—but let’s not dwell there. Instead, I’m here to encourage a little compassion… and a whole lot of shade matching.

Because the right shade? It doesn’t just blend. It elevates.

Why Shade Matching Matters

Every person has a unique skin tone—and more accurately, a skin tone range. Your complexion likely shifts slightly between seasons (summer tan vs. winter skin), and understanding that range is the first step.

Even more important? Undertones.
These are the subtle hues beneath your skin—cool, warm, neutral, olive—and they’re often linked to things like your vein color and how your skin reacts to certain pigments. Undertones affect everything from discoloration to how your foundation plays with light.

Then, there’s the environment:

• Lighting can dramatically shift how your makeup reads.

• Oxidation (when pigments react with air or skin chemistry) can cause your foundation to darken over time.

• SPF can leave a ghostly white cast under bright lights or in flash photography.

Bottom line? Matching your foundation isn’t just about color—it’s about science, texture, and awareness.

Common Shade Matching Mistakes (and How to Avoid Them)

❌ Testing on your hand.
Unless you moonlight as a hand model for Birks, skip this. The skin on your hands doesn’t match your face—it endures different exposure, texture, and tone.

❌ Judging too quickly.
When testing foundation, you need to give it time. Let it sit. Blend it in. Observe how it interacts with your undertones and whether it oxidizes. It’s not speed dating—it’s a relationship.

❌ Trusting the name.
Latte, Caramel, Honey, Amber… you’re not ordering a drink. Two brands may use the same name for very different shades, and shade scales vary wildly between companies. Don’t be fooled.

Pro Tips for Getting It Right

✔️ Start with 2–3 close matches. Swatch them from jawline to neck using a clean brush or sponge.
✔️ Blend and wait. See how the pigment melts into your skin. The right shade will almost disappear.
✔️ Match to your neck and chest. Especially if your face is lighter from regular skincare and SPF use.
✔️ Adjust by season. Most people need different shades for summer and winter, and a transitional shade—or a mix—for spring and fall.

Bonus Tip: Invest in a good makeup mixer or adjuster. Add blue to tone down orange, green to cut redness, or use a thinner to change texture. Brands like MAC, Make Up For Ever, and Danessa Myricks offer excellent options.

Inclusivity Matters

Let’s be real—foundation shades weren’t always inclusive.

From the pinky-peach nightmares of the ’80s to the golden wave of the ’90s, we’ve seen trends come and go, but many skin tones were left behind. People with the fairest complexions—or the deepest—often struggled to find any shade that worked. And those with olive or unique undertones were told to “make it work” with colors that never truly matched.

Thankfully, that’s changing. Brands like Fenty Beauty, Haus Labs, Juvia’s Place, MAC, and Make Up For Ever now offer extensive ranges—sometimes with 50 to 60 shades or more.

Still, not everyone’s getting it right (👀 looking at you, Youthforia—no one needs a pure black foundation). But we’re moving forward.

Proper shade matching can be life-changing. For someone with rosacea, acne, or uneven skin tone, finding that perfect match can restore confidence and transform how they see themselves.

So Next Time...

Instead of throwing shade—offer help.
Help your friend, your cousin, your coworker find their true shade match. The karma’s better, and so is the color payoff.

And if you want more Wearable Makeup Advice...
Stay tuned. There’s more where this came from 😉