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Searches for tubing mascara, cluster lashes, and brown mascara are all gaining traction, according to Spate data. In fact, as of November, #Lashes had 4.5 million posts on TikTok, with the most popular content about long, lightweight lashes (whether false or natural).
If you’re looking to jump in on any of these three growing trends, don’t worry, we’ve got product recs. Oquendo suggests Victoria Beckham Future Lash Mascara, a budge-proof tubing mascara that lengthens and volumizes. For individual clusters, we’re obsessed with the Isamaya x Lashify Edge Gossamer Lash, designed by makeup artist Isamaya Ffrench to create a feline, eyeliner-like effect.
As for brown mascara, Graham loves Glossier Lash Slick for “an easy, everyday brown” that lifts and lengthens lashes. “I’ve been a longtime brown-mascara fan, as I think it looks fresh compared to regular black,” she says. She also likes to combine the two: “I’ll do brown on the upper and lower lashes and black at the outer corners to create a real doe-eyed effect.”
Makeup Product Trends Taking Over Your Vanity in 2025
According to Salcedo, loads of upcoming product launches will marry a matte finish with a subtle glow, creating textures that give your features a blurry, soft-focus effect. Says Sewell, “These new technologies will allow you to blur pores but still gain luminosity to the skin without feeling like an oil slick.” Adds Mauser, they also offer a more refined approach to traditional, stark matte finishes that millennials or older Gen Z’ers may have grown up with.
If you want to get a jump-start on the trend, there are already some incredible blurring complexion products on the market. The Danessa Myricks Beauty Yummy Skin Blurring Balm features unique technology that allows the cream formula to set as a powder, while the KJH Brand Soft Smudge Lip & Cheek stick features a powder-to-cream formula that sets as a radiant, soft-matte wash of color.
For blurred lips, you can sweep on a traditional lip liner or lipstick and diffuse the pigment with your fingers or a lip brush (this is what makeup artists did at Ulla Johnson and Carolina Herrera’s spring 2025 shows). You can also use one of the many lip stains or new blurring lip products on the market. Graham discovered Fwee Lip & Cheek Blurring Pudding Pot on a trip to South Korea, which she says is “really fun to use and particularly good for a hyper-smooth matte finish.” She’s also partial to Violette_Fr’s Bisou Balm for a soft-focus lip. “The shade Bêtiise is truly the perfect bitten lip shade. I’ve been through three tubes already.”
Be prepared for makeup products that work smarter, not harder in 2025. “From what I’m seeing, cross-functional eye, lip, and cheek products will reign as consumers become more driven by makeup artistry and experimentation,” says Martin. Salcedo agrees, adding that we’re set to see more and more multifunctional sticks launching in 2025. Ulta has already added several to its shelves, including Dior Beauty’s viral Forever Skin Perfect and DIBS Beauty Desert Island Duo, a blush and bronzer duo, that can be used on eyes, face, and lips.
We know what you’re thinking. Multisticks aren’t particularly new or innovative. “It’s a throwback to the ’80s and ’90s, when it was common to use your lipstick on your cheeks too. I remember my mom doing that,” says makeup artist Robin Black, before adding that she has seen a rise in popularity since the pandemic.
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