The summer makeup market in 2025 is undergoing a revolution in texture and color. The interaction between brands and consumers is becoming closer, and product design pays more attention to details and personalized needs. This article will sort out the core direction of makeup this season around the four dimensions of makeup style, color trend, product innovation and market dynamics, presenting a vibrant and diverse beauty painting.
1. Makeup style: light and translucent, creating a natural light
This summer, the makeup tends to be light and natural, emphasizing the moist luster and soft texture of the skin. Major brands have launched foundation and brightening products with hydrogel texture, aiming to create a natural nude makeup effect. The overall makeup reveals a healthy luster, avoiding heavy powder and allowing the skin to breathe freely.
Eye makeup design is mainly based on soft color gradients, supplemented by delicate pearlescent or polarized effects, creating a deep and smart look. The eyebrow shape maintains a natural arc, with less deliberate modification, more casualness and realism. Lip makeup prefers a moist and shiny texture, which is both colorful and moisturizing, bringing a fresh and energetic breath.
2. Color trend: soft and bright colors coexist to show individual charm
In terms of color, soft warm tones such as coral pink, peach pink, and lilac purple have become the mainstream, echoing the sunny atmosphere of summer. These colors not only enhance the complexion, but also bring a gentle and playful visual experience.
At the same time, designers boldly introduce cool colors such as bright blue and emerald green as embellishments, especially in the eyeliner and lower eyelids, forming a sharp contrast, enhancing the layering and individual expression of makeup. The application of polarized and pearlescent textures makes the colors show a variety of charm under different lights, satisfying young consumers’ pursuit of unique styles.
3. Product innovation: Miniaturization and high technology go hand in hand to meet diverse needs
In the second half of 2025, the Japanese market has set off a mini makeup craze. Mini-sized products are popular for their portability and cute appearance, which significantly increases consumers’ trial rate and repurchase willingness. This trend has also gradually spread around the world and has become a new tool for brands to expand their markets.
At the product technology level, the combination of makeup and skin care functions is becoming increasingly close. Foundation products emphasize lightness and durability, and use advanced film-forming technology and efficient oil control formulas to adapt to the hot and sweaty environment in summer. At the same time, functional foundations have entered the 3.0 era, emphasizing the addition of targeted skin care ingredients, such as hyaluronic acid and astaxanthin, to meet consumers’ higher expectations for “makeup and care in one”.
4. Market dynamics: Fierce brand competition, the rise of domestic products and multi-channel integration
The 618 promotion data in 2025 showed that the overall growth of beauty products was significant, and the performance of perfume and makeup sectors was particularly outstanding. L’Oreal’s Yves Saint Laurent brand performed strongly, and the domestic brand Mao Geping also successfully ranked among the top three, showing the rapid rise of local brands.
Social e-commerce platforms such as Douyin have become an important battlefield for beauty brands. Brands attract young consumers through innovative marketing and scenario-based experiences to drive sales growth. At the same time, consumers continue to have strong demand for cost-effective products, especially in the field of foundation, where the 0-300 yuan price range dominates, reflecting a rational consumption trend.
The trend of summer makeup in 2025 is both a tribute to natural beauty and an amplification of individual expression. Light and translucent makeup, colorful color matching, innovative product forms and technological empowerment have jointly built a diverse and vibrant new era of beauty. Whether it is the pursuit of natural and fresh daily makeup or the desire to try bold fashion styles, this season’s makeup trends provide unlimited possibilities for every beauty lover.
