Makeup Trends from Around the World

Makeup trends around the world reflect a blend of cultural identity, innovation, and evolving beauty ideals—from Japan’s minimalism to Brazil’s sun-kissed glow.

Makeup trends in 2024 reflect a dynamic fusion of cultural influences, technological advancements, and a growing emphasis on individuality and sustainability. Here's a curated look at the most prominent global makeup trends shaping the beauty landscape:

🌍 Global Makeup Trends of 2024

1. Graphic Eyeliner

Bold, artistic eyeliner designs are taking center stage. From geometric shapes to abstract patterns, graphic eyeliner allows for creative expression. Neon hues and metallic finishes add a modern twist to this classic feature. 

2. Sustainable Glam

Eco-conscious beauty is on the rise, with a focus on cruelty-free, vegan, and recyclable makeup products. Brands are adopting sustainable packaging and ethical sourcing, aligning with consumers' values for environmental responsibility. 

3. Skinimalism with Glazed Finishes

The trend leans towards minimalistic makeup, emphasizing natural beauty. Dewy, glazed skin with a luminous finish is achieved using lightweight foundations and tinted moisturizers, celebrating a fresh and healthy complexion. 

4. Bold Blush Draping

Blush is making a statement by sweeping across the cheeks and temples, creating a sculpted effect. Shades like coral, berry, and soft pink are popular choices, adding a vibrant flush to the face. 

5. Glossy Lips

Glossy lips have made a strong comeback, offering a hydrated and voluminous look. Clear and tinted glosses, along with lip oils, provide a fresh and plump appearance, moving away from the matte finishes of previous years. 

6. Metallic Eyeshadows

Shimmering metallic eyeshadows in gold, silver, and jewel tones are adding drama and elegance to eye makeup. These shades are perfect for evening looks and special occasions, creating a bold statement. 

7. Underpainting Technique

This technique involves applying contour and blush beneath foundation, resulting in a natural, seamless effect. It softens harsh lines and enhances features without appearing overdone, offering a subtle sculpted look. 

8. Brushed-Up Brows

Brushed-up brows are gaining popularity, characterized by lifting and setting the eyebrows with gel. This style provides a youthful appearance and complements a no-makeup aesthetic, offering a fresh and natural look. 

9. Aurora Nails

Inspired by the Northern Lights, Aurora nails feature holographic paints suspended in clear gel to create a shimmering, ethereal effect. This trend adds a touch of fantasy to manicures, capturing a magical essence.

10. Grunge Makeup Revival

A nod to the '90s, grunge makeup embraces an edgy, undone aesthetic. Smudged eyeliner, dark lip colors, and a rebellious approach to makeup characterize this trend, offering a raw and authentic alternative to polished looks. 

These trends showcase a diverse and inclusive approach to beauty, encouraging individuals to express their unique styles while embracing sustainability and authenticity.

Here’s a look at popular and widely-used makeup brands around the world, categorized by their global presence, regional favorites, and emerging sustainable brands:

🌐 Globally Popular Makeup Brands

These brands are available in most countries and set trends internationally:

Brand	Known For	Origin
MAC Cosmetics	Professional-grade pigments, iconic lipsticks	Canada
Maybelline	Affordable, high-performance products	USA
L’Oréal Paris	Innovation, wide range of skincare + makeup	France
Estée Lauder	Luxury beauty, foundations, skincare	USA
NARS	Bold color palettes, cult-favorite blushes	USA
Fenty Beauty	Inclusive shades, dewy complexion products	USA (by Rihanna)
Charlotte Tilbury	Hollywood-glam makeup, glowing skin	UK
Huda Beauty	High-impact eyeshadow palettes, lashes	UAE
Dior Beauty	High fashion meets makeup artistry	France
Benefit Cosmetics	Brow products, whimsical branding	USA

🌍 Regional Favorites

Some brands are especially popular in specific regions due to local trends or availability:

🇯🇵 Japan

• Shiseido – High-tech foundations, skincare-first makeup

• Canmake – Cute packaging, affordable and lightweight formulas

• Kose – Known for gentle formulations and SPF-infused products

🇰🇷 South Korea

• Etude House – Playful designs, BB creams

• Innisfree – Natural ingredients, eco-friendly ethos

• 3CE (Stylenanda) – Trendy aesthetics, popular among Gen Z

🇮🇳 India

• Lakmé – Affordable, locally formulated, suits Indian skin tones

• Sugar Cosmetics – Bold colors, vegan and cruelty-free

• Kay Beauty – By actress Katrina Kaif; inclusive, modern range

🇧🇷 Brazil

• O Boticário – Natural-based beauty with a focus on sustainability

• Quem Disse, Berenice? – Affordable and inclusive products

🇫🇷 France

• Yves Saint Laurent (YSL Beauty) – Luxurious packaging, lipsticks

• Chanel Beauty – Timeless elegance in makeup

• Clarins – Skincare-focused beauty products

♻️ Sustainable & Indie Global Brands on the Rise

Brand	Focus
RMS Beauty	Organic, clean ingredients
ILIA Beauty	Skin-loving formulas, minimal packaging
Rare Beauty (Selena Gomez)	Mental health mission, inclusive
Glossier	“Skin first, makeup second” philosophy
Tower 28	Designed for sensitive skin, cruelty-free

The best makeup brands by specific product type — based on performance, popularity, and reviews from makeup artists and consumers worldwide:

💄 Best Lipsticks

Brand	Standout Lipstick	Why It’s Loved
MAC Cosmetics	Retro Matte – Ruby Woo	Iconic red, long-lasting
Fenty Beauty	Stunna Lip Paint	Inclusive shades, weightless feel
Charlotte Tilbury	Matte Revolution – Pillow Talk	Universal nude-pink
Chanel	Rouge Allure	Luxury formula and packaging
Maybelline	SuperStay Matte Ink	Budget-friendly, all-day wear

👁 Best Mascaras

Brand	Standout Mascara	Why It’s Loved
L’Oréal Paris	Voluminous Lash Paradise	High volume and curl
Lancôme	Hypnôse Drama	Bold, dramatic lashes
Too Faced	Better Than Sex	Cult favorite for length and volume
Benefit	They're Real! & Roller Lash	Defines and lifts
Essence	Lash Princess	Super affordable, impressive volume

🧴 Best Foundations

Brand	Standout Foundation	Why It’s Loved
Estée Lauder	Double Wear Stay-in-Place	Full coverage, all-day wear
Fenty Beauty	Pro Filt’r Soft Matte	Wide shade range (50+), flawless matte
NARS	Natural Radiant Longwear	Radiant, medium-to-full coverage
Giorgio Armani	Luminous Silk	Lightweight, photo-ready skin
Maybelline	Fit Me Matte + Poreless	Great drugstore option, good coverage

✨ Best Highlighters

Brand	Standout Highlighter	Why It’s Loved
Becca (now part of Smashbox)	Champagne Pop	Iconic glow
Rare Beauty	Positive Light	Dewy, silky texture
Hourglass	Ambient Lighting Powders	Soft, lit-from-within finish
Anastasia Beverly Hills	Glow Kits	High-impact shine
e.l.f. Cosmetics	Baked Highlighter	Budget-friendly with good shimmer

🖌 Best Eyeshadow Palettes

Brand	Standout Palette	Why It’s Loved
Urban Decay	Naked Series	Versatile neutrals
Huda Beauty	Rose Gold Remastered	Bold colors, rich pigment
Natasha Denona	Glam Palette	High-end, pro-quality
Anastasia Beverly Hills	Soft Glam / Modern Renaissance	Blendable & beautiful
ColourPop	Assorted Palettes	Trendy shades, affordable

Here's a breakdown of makeup product recommendations tailored to different skin types and tones, including foundations, primers, and color cosmetics that work best for each category:

🧴 Foundation & Base Recommendations by Skin Type

Oily Skin

• Primer:

  • Smashbox Photo Finish Oil & Shine Control

  • The Ordinary High-Adherence Silicone Primer

• Foundation:

  • Estée Lauder Double Wear Stay-in-Place – Matte, long-wear

  • Fenty Beauty Pro Filt’r Soft Matte – Oil-controlling, extensive shade range

  • Maybelline Fit Me Matte + Poreless – Great budget option

• Setting Powder:

  • Laura Mercier Translucent Loose Setting Powder

  • RCMA No-Color Powder

Dry Skin

• Primer:

  • Glossier Priming Moisturizer

  • Too Faced Hangover Replenishing Primer

• Foundation:

  • NARS Sheer Glow – Radiant, hydrating

  • Giorgio Armani Luminous Silk – Lightweight, luminous finish

  • IT Cosmetics Your Skin But Better CC+ Cream – Hydrating with SPF

• Setting Spray:

  • MAC Fix+ or Rare Beauty Always an Optimist Mist

Combination Skin

• Primer:

  • Tatcha The Silk Canvas – Balances texture and oil

  • Benefit POREfessional Primer

• Foundation:

  • L’Oréal Infallible 24HR Fresh Wear – Long-wearing, breathable

  • Make Up For Ever HD Skin Foundation – Skin-like finish

Sensitive or Acne-Prone Skin

• Foundation:

  • bareMinerals Original Loose Powder Foundation – Non-comedogenic

  • Neutrogena SkinClearing Liquid Foundation – Has salicylic acid

  • ILIA True Skin Serum Foundation – Clean beauty, skin-soothing ingredients

🎨 Makeup by Skin Tone

Fair to Light Skin

• Foundation Shade Match: Look for neutral to pink undertones

• Blush Colors: Soft pinks, peaches, baby coral

• Lipstick Suggestions: Rose, nude pink, soft mauve

  • Charlotte Tilbury Pillow Talk

  • MAC Creme Cup

• Highlighters: Champagne, pearl, icy tones

  • Becca Moonstone

  • Fenty Beauty – Lightning Dust/Fire Crystal

Medium to Olive Skin

• Foundation Shade Match: Golden, warm, or olive undertones

• Blush Colors: Terracotta, apricot, rose

• Lipstick Suggestions: Brick red, cinnamon, berry

  • NARS Dolce Vita

  • Maybelline Touch of Spice

• Highlighters: Gold, rose gold

  • Anastasia Beverly Hills – Amrezy

  • Rare Beauty – Flaunt

Tan to Deep Skin

• Foundation Shade Match: Warm, red, or neutral undertones

• Blush Colors: Bold berries, tangerine, deep plum

• Lipstick Suggestions: Deep red, wine, chocolate brown

  • Fenty Beauty Uncensored (red)

  • MAC Diva or Chestnut (liner)

• Highlighters: Bronze, copper, deep gold

  • Fenty Beauty – Trophy Wife

  • Juvia’s Place Heroin Glow I

Here’s a set of product recommendations based on specific makeup looks – whether you're aiming for a soft everyday vibe, full glam, or timeless bridal elegance:

💍 Bridal Makeup

Goal: Long-lasting, photo-friendly, radiant yet natural

Base

• Primer:

  • Hourglass Veil Mineral Primer (blurs + oil control)

  • Milk Hydro Grip Primer (locks makeup in place)

• Foundation:

  • Estée Lauder Double Wear (bulletproof wear)

  • Dior Forever Skin Glow (soft radiant finish)

• Concealer:

  • Tarte Shape Tape (high coverage, brightens)

  • NARS Radiant Creamy Concealer

• Setting Powder:

  • Laura Mercier Translucent Powder

Eyes

• Eyeshadow Palette:

  • Charlotte Tilbury Pillow Talk (rosy neutrals)

  • Anastasia Beverly Hills Soft Glam (timeless shades)

• Liner + Mascara:

  • Stila Stay All Day Waterproof Liquid Eyeliner

  • Lancôme Hypnôse Drama Mascara

• Brows:

  • Benefit Precisely, My Brow Pencil

  • Anastasia Beverly Hills Brow Freeze

Lips

• MAC Velvet Teddy or Twig (nude pinks)

• Charlotte Tilbury Pillow Talk Lipstick + Liner

👩‍💼 Everyday Natural Makeup

Goal: Fresh, easy, breathable

Base

• Tinted Moisturizer/Light Foundation:

  • ILIA Super Serum Skin Tint

  • Maybelline Fit Me Fresh Tint

  • Glossier Perfecting Skin Tint

• Concealer:

  • Maybelline Instant Age Rewind

  • Rare Beauty Liquid Touch Brightening Concealer

• Cream Blush:

  • e.l.f. Putty Blush

  • Tower 28 BeachPlease Lip + Cheek Balm

• Brows:

  • NYX Micro Brow Pencil

  • Benefit Gimme Brow+

• Lips:

  • Laneige Lip Glowy Balm

  • Clinique Almost Lipstick in Black Honey

• Mascara:

  • L’Oréal Telescopic Lift

  • Essence Lash Princess (budget pick)

💃 Full Glam Look

Goal: Bold eyes, full coverage, contour, drama

Base

• Primer:

  • Tatcha Silk Canvas

  • e.l.f. Power Grip Primer

• Foundation:

  • Huda Beauty Faux Filter Foundation (flawless, full coverage)

  • NARS Soft Matte Complete Foundation

• Contour/Highlight:

  • Charlotte Tilbury Hollywood Contour Wand

  • Rare Beauty Positive Light Highlighter

• Setting Powder:

  • Huda Beauty Easy Bake Powder

  • One/Size Turn Up the Base Powder

Eyes

• Palette:

  • Pat McGrath Mothership (luxury shimmer + pigment)

  • Morphe 35XO or Jaclyn Hill Palette (tons of color options)

• Lashes:

  • Ardell Demi Wispies (natural glam)

  • Lilly Lashes in Miami (for full drama)

• Liner:

  • KVD Tattoo Liner (jet black, waterproof)

Lips

• Fenty Stunna Lip Paint in Uncensored (universal red)

• MAC Diva or Ruby Woo

• NYX Lip Liner in Brown + nude gloss for a ‘90s glam lip

Here’s a step-by-step makeup routine for each of the three key looks — Everyday, Bridal, and Glam — so you can confidently create them from start to finish:

🌞 Everyday Natural Makeup – 10-Minute Routine

Goal: Fresh, light, skin-enhancing

🔹 Step-by-Step:

1. Prep Skin:

   • Cleanse and moisturize

   • Apply lightweight sunscreen or a primer with SPF (e.g. Supergoop! Glowscreen)

2. Base:

   • Apply a tinted moisturizer or skin tint (e.g. ILIA Super Serum Skin Tint) with fingers or a damp sponge

   • Conceal under the eyes and around the nose (Maybelline Instant Age Rewind)

3. Brows:

   • Lightly fill in sparse areas with a brow pencil (NYX Micro Brow)

   • Brush and set with brow gel (Benefit Gimme Brow+)

4. Eyes:

   • Swipe on a neutral cream shadow or light brown eyeshadow

   • Curl lashes + apply one coat of mascara (L'Oréal Telescopic or Essence Lash Princess)

5. Cheeks:

   • Dab cream blush on cheeks and a touch on the nose (e.l.f. Putty Blush)

6. Lips:

   • Use tinted balm or natural lipstick (Clinique Black Honey or Laneige Lip Glowy Balm)

7. Set (optional):

   • Mist lightly with a hydrating setting spray

💍 Bridal Makeup – Long-Wear, Timeless Look

Goal: Flawless complexion, photo-ready, elegant

🔹 Step-by-Step:

1. Skin Prep (Important!):

   • Moisturize + use pore-blurring or hydrating primer (Tatcha Silk Canvas or Milk Hydro Grip)

   • Use an eye cream to hydrate under-eyes

2. Foundation + Concealer:

   • Apply a long-wear foundation with a damp sponge (Estée Lauder Double Wear)

   • Conceal under eyes, chin, forehead (NARS Radiant Creamy Concealer)

   • Lightly bake with translucent powder (Laura Mercier) to prevent creasing

3. Brows:

   • Define and shape with a pencil (Benefit Precisely, My Brow)

   • Set with strong-hold gel (ABH Brow Freeze)

4. Eyes:

   • Prime lids

   • Use soft brown and rose gold eyeshadows (ABH Soft Glam or CT Pillow Talk)

   • Apply a thin liquid liner + soft lashes (Ardell Demi Wispies)

   • Waterproof mascara (Lancôme Hypnôse Drama)

5. Contour + Blush + Highlight:

   • Contour with cream or powder

   • Use soft pink/peach blush (Charlotte Tilbury Cheek to Chic)

   • Apply champagne highlighter (Becca Champagne Pop or Rare Beauty)

6. Lips:

   • Line lips and apply long-wear lipstick (MAC Twig or Charlotte Tilbury Pillow Talk)

7. Set & Lock:

   • Use a strong setting spray (Urban Decay All Nighter)

💃 Full Glam Look – High Drama, Perfect for Night Out

Goal: Flawless skin, sculpted features, bold eyes or lips

🔹 Step-by-Step:

1. Prime & Perfect:

   • Use a gripping primer (e.l.f. Power Grip) and moisturize dry areas

2. Full Coverage Foundation:

   • Apply with a brush or sponge (Huda Faux Filter or NARS Soft Matte)

   • Blend concealer for extra highlight under eyes, forehead, chin

3. Contour & Highlight:

   • Cream contour under cheekbones, jaw, temples (Charlotte Tilbury Contour Wand)

   • Highlight cheekbones and nose bridge (Fenty Killawatt or Rare Beauty)

4. Set + Bake:

   • Bake with powder under eyes, T-zone, and under contour (Huda Easy Bake Powder)

   • Dust off with fluffy brush

5. Bold Eyes:

   • Prime lids

   • Apply bold shadows from a pigmented palette (Pat McGrath or Morphe)

   • Add shimmer to center lid

   • Winged liner + dramatic lashes (Lilly Lashes Miami)

6. Brows:

   • Strongly define and brush up brows (Anastasia Beverly Hills)

7. Lips:

   • Bold red (Fenty Uncensored) or nude + liner combo

   • Add gloss if desired

8. Final Set:

   • Use a long-wear setting spray (Charlotte Tilbury Airbrush Setting Spray)

In conclusion, makeup trends from around the world showcase a rich diversity of beauty ideals, with each region embracing its own unique styles—from natural and dewy finishes to bold and expressive looks—reflecting cultural heritage, personal identity, and global influence.

Thanks for reading!!