In the world of fashion, many popular looks are cyclical. In fact, one would expect timeless styles to resurface every few years, or for groundbreaking accessories like the wooden-soled shoes and skinny belts of the ’60s to make their way into closets today. However, when a beauty trend “makes a comeback,” it’s usually an evolved version, modernized to fit current fashion. Take the French manicure, for example, which has remained relevant for decades. More recently, matte makeup – a look centered on full-coverage foundations, quirky contouring methods and chalk powders to eliminate any luminosity from the skin – has returned to its new age. However, the reinvented matte makeup trend is gaining popularity in the beauty world in a sea of dewy, glowing and smooth skin goals.
In the early days of YouTube, beauty influencers’ tutorials were known as the enemy of the perfect makeup look, and contouring was essential. For years, many celebrity makeup artists have relied on the technique of creating solid-colored bases to perfectly position shadows and highlights. But in the past, from about 2014 to 2016, social media and celebrities like Kim Kardashian made it a commercial (and industry) standard.
Next, celebrity makeup artists Jamie Greenberg and Allan Avendaño will share their thoughts on how matte makeup has transformed to fit today’s desired beauty look and how to achieve it at home.
“Matt-e-volution”
Over the past decade, subtle makeup has been defined by styles like “90s soft glam” and “natural matte,” which have flourished on tutorial platforms like YouTube. It’s no surprise, then, that matte 2023 made its debut on TikTok. “What used to be called matte is now being rebranded and promoted on the app as ‘cloud skin’ – a shine-free, smooth canvas for the skin and eye area,” Greenberg says.
However, there is one major factor that sets it apart from its predecessors and demonstrates how well it has adapted to today’s times. “The difference this time is that the goal is not to make your face look dull, but to flaunt your skin with minimal shine, making the makeup more organic rather than contrived,” Greenberg says. Think of it as a happy medium for blurring the effect of pore primer, topped with a soft foundation and powder.
Today’s matte makeup style is for people who like a natural look but prefer a subtle, sophisticated glow. “Today, I think matte is just another way of saying even skin tone, or the opposite of overly highlighted skin,” Avendaño says. “While both are beautiful, it’s great to be able to make a choice.”
Finding its stride
As the trend evolves, matte makeup has faded from view in recent years. But this is where things get tricky. Once soft finishes disappear, luminosity isn’t just an option: it completely takes over and ushers in the healthy, moist skin so widely needed. From serum-focused foundations to pink nude lips, real skin is booming. So where does matte makeup fit in?
“In many ways, matte is timeless because it’s versatile, wearable for everyone and works for all skin types,” Greenberg said. She went on to tell TZR that while the beauty industry looks hydrated, matte looks in 2023 will last a long time, especially before we get to summer. “Everyday users will benefit from this style because it’s not as overwhelming as past renditions,” Greenberg said.
It also has a softer look, better suited to fans of the equally popular “clean girl” and minimalist look. Avendaño says, “Skin-centered makeup nourishes your skin, but also helps with barrier protection, providing the best base for makeup.”
What’s more, the matte finish will keep your makeup in place from day to night. “I think people are ready for a change from the overly dewy finishes we’ve seen in the past few years. This shift feels more elegant and classic,” Avendaño says. “I think back to the glamorous old Hollywood stars who had smooth, porcelain-like complexions, and it’s easy to see why people prefer this natural, seamless look today.”
How to Get the *New* Matte Look
If going back to matte looks appealing, be sure to note that the process has changed a lot since 2016. Avendaño says. Instead, focus on a normal, everyday skin routine, starting with a good routine and a natural base.
According to Avendaño, MAC’s Hyper Real skin care line and mattifying creams such as Veil’s AutoMatte are the ideal starting point before applying foundation. “It works like a powder, but gives the skin a velvety look and an oil-free finish,” he says. Next, you’ll need to apply a breathable, full-coverage foundation for an almost glowing, soft matte finish, such as Yves Saint Laurent’s All Hours Foundation.
Retouching and highlighting are still the most important steps, but moving to softer, shine-free products is key. ” Westmore’s 3-in-1 Pore Matte Bronzer is great for blurring pores and keeping shine at bay, while LYS Higher Standard Satin Matte Cream Blush offers high pigmentation and a satin-smooth texture, Greenberg says. As expected, today’s matte look should be set with loose powder to lock everything in and further reduce shine. Greenberg recommends PUR 4-in-1 Pressed Mineral Powder Foundation and its skincare ingredients to help improve skin tone and increase SPF.
Even in 2023, there’s still no universal definition of what clean beauty is. Whatever you define clean beauty as – 100% organic, free of synthetics and fragrances, completely sustainable, or whatever else fits the bill – one thing is certain: clean cosmetics typically have a shorter shelf life than traditional makeup. That’s because clean versions typically rely on fewer or no preservatives, which can lead to mold and bacteria growth and contamination (more on that later).
While one of the goals of most cleaning and beauty brands is to be free of potentially harmful chemicals or substances, the longevity of these products is becoming questionable. Recently, some cleansing cosmetics, skincare and hair brands have been the unfortunate recipients of unsolicited PR blitzes. Take TikTok’s famous Kosas Revealer concealer and JVN Complete Pre-Wash Scalp Oil, for example. First, concerns about moldy concealer broke on Reddit, followed by more news on Instagram and TikTok. Then, the best-selling scalp oil also came under fire for mold issues (the brand says mold is confused with turmeric deposits in the oil). As a result, it is being reformulated and is scheduled to be re-released later this year.
With so many beauty and makeup enthusiasts turning to cleansing products, there are a variety of reasons why choices need to be weighed against trade-offs, especially the potential for items with shorter shelf lives. Of course, the ephemeral nature of clean makeup is no reason to give it up, but there’s a lot to know about how long it will last and other possible issues, especially regarding skin health. Next, TZR uncovers the truth about clean makeup with the help of several cosmetic chemists, including when to toss that beloved lip gloss that may be starting to smell funny.