Makeup in 2025: more inclusive, more innovative, more personal than ever

The beauty industry is undergoing a genuine transformation. The rigid gender norms that once defined who makeup was "for" have largely given way to a much more open conversation: makeup is for anyone who wants to use it. At the same time, the products themselves have become more sophisticated, more inclusive in shade range, and more formulated with skincare benefits built in. The era of heavy, cakey makeup is over — the dominant aesthetic now prizes skin that looks healthy, cared-for and natural, whether that's with or without product.

The explosion of content on social media has democratised beauty knowledge like never before. Techniques that previously required professional training — cut crease, glass skin, ombre lips — are now accessible to anyone with a smartphone and a willingness to practice. This is genuinely exciting, though it can also create unrealistic expectations, since most of what we see online is filtered, colour-corrected and performed by experts.

Building your makeup kit: what you actually need (and what you don't)

The beauty industry's goal is to sell you as many products as possible. Your goal should be the opposite: identify the minimum set of products that covers your actual needs and do that well. Here's a framework:

• Skin base: Choose based on your skin type and the coverage you want. For most people in most situations, a medium-coverage foundation or a tinted moisturiser is perfectly sufficient. A full-coverage foundation is heavy for everyday wear.
• Concealer: The second most important product for most people. Used under the eyes for dark circles, on blemishes and redness, and anywhere you need targeted coverage. It should match your skin tone exactly (slightly lighter for under-eye brightening).
• A mascara you love: Nothing transforms a face more dramatically for the effort involved. Lengthening vs. volumising is a personal preference — try both and see what you prefer.
• Something for your brows: Groomed brows frame the face in a way that no other product replicates. This could be a pencil, a gel, a pomade or a lamination treatment — choose based on your natural brow density and the look you prefer.
• A lip product: This is where you can have a lot of fun with colour and texture. A tinted balm for everyday wear, a bold lipstick for when you want impact, and something glossy for that current plump lip trend.

Skincare as the foundation of great makeup

This is the piece of advice that professional makeup artists repeat most often and beginners most frequently ignore: great skin preparation makes everything else easier and better. A foundation applied to dehydrated, flaky skin will cling to dry patches and look uneven. A mascara applied over eye cream residue will smudge almost immediately. The time you invest in skincare before makeup is never wasted.

A minimal but effective pre-makeup skincare routine: cleanse thoroughly, apply a hydrating serum (hyaluronic acid is particularly good because it attracts water to the skin's surface), moisturise with something appropriate for your skin type, and apply SPF. Allow each layer to absorb before the next. Five minutes of preparation can make a visible difference in how your makeup looks and how long it lasts.