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Maximalism is Winter's Biggest Makeup Trend, From Frosted Lips to Bejeweled Eyes
All the "it" girls of the moment are to thank.
We're officially marked safe from the clean girl makeup movement (finally). Everyone's just over-swiping on skin tints and contour and powder, all to attempt to look like we're not even wearing anything. But winter makeup trends are decidedly maximalist again. Eyeshadow is back on runways, lipstick is frosty again, and blush blindness is encouraged. As a beauty editor, it's my job to purvey the landscape of beauty, and admittedly, it's been a bit boring in makeup the last few years. But after the fall/winter 2025 fashion shows and a whole new crop of internet darlings taking over my Pinterest boards, the looks of now feel fun again.
Perfect timing, don't cha think? When the dead of winter calls for planting yourself firmly on the couch instead of dolling up to go out, perhaps the idea that makeup is finally back can convince you otherwise. But which looks should you prioritize? I've chatted with makeup artists ad nauseam about the coolest looks they're doing right now, plus scrolled endlessly through Instagram and TikTok. These top five trends are what I'm seeing (and hearing about) most:
Eyeshadow's Grand Return
We've been in an eyeshadow-less society for a few years, as the move toward natural looks has taken over runways and our social feeds. But people like Gabbriette, Julia Fox, Doechii, and Chappell Roan (and their makeup artists) are taking an axe to the clean girl in favor of bigger makeup moments, specifically with eyeshadow. It's the 2016-ification of makeup again, just now with cooler tones and new techniques. Gabbriette's makeup artist Ana Takahashi broke down this entire look on TikTok after fans went wild over it on Instagram. It's really just a mix of neutral tones, but put together in an intentional way that creates shadows and depth.
Pixie Blush
Olandria Carthen's makeup artist, Ngozi Edeme, has made the rounds all over the internet for her blush technique that she's also used on Tyla, Cassie, and Chloe Bailey. In her world, there's no such thing as blush blindness—and there isn't in ours either. First, she layers powders and creams to build up pigment. But to keep the look soft and doll-like, she blends blush under the eyes. It makes such a bright pop of color look less stark. It's seamless and cutesy, not clownlike. Patrick Ta's Major Headlines Blush Duo is perfect for this since it comes with a cream and powder. If you want to really complete the look, invest in a brightening pink or peach setting powder, like Huda Beauty Easy Bake Setting Powder, to help diffuse the blush shade underneath your eyes.
Sugarplum Frost
Frosted tips are one of the biggest winter nail trends, and the shimmery look extends to your face too. With a Y2k revival, we were due for a new take on frosty lipsticks. Paired with metallic washes of color on your eyes and cheeks, though, it's futuristic instead of dated.
On your lips, the key is to start with a hydrated base or else the shimmers can cling to dry patches or cracks in your lips. Prep with a lip mask while you do the rest of your makeup, then wipe it off. Start with a lip liner (try MAC Greige to mimic the cool tones shown here) and satin lipstick, then dab whatever metallic eyeshadow you used all over your eyes in the center of your lips.
The New Pop Girl Makeup
Zara Larsson (and her new album, Midnight Sun) is on everyone's feeds right now, and her tour makeup by artist Sophia Sinot is inspiring nights-out looks galore. It's a new age for the pop girl—one that I've been dreaming about for years. It's bright shades, gemstones, blown-out liners, heavy blush, glittery eyes—a far cry from the red lips and soft skin looks of most everyone else in the genre. It's not even smokey or Brat, per se—Larsson and her makeup artist Sophia Sinot are delving into a whole new vibe. It's fun and exciting for winter, a time when we're used to staying in and chilling out. If one peek at this dopamine-drenched look doesn't make you wanna head to the club, IDK what will.
Toasted Tones
From your wardrobe to your face, browns in varying depths are the color of the moment. For winter, washes of toasty, warm browns across your cheeks are the chicest way to combine your blush and bronzer step. It adds color to your skin, but not in the "just got back from vacation" way. It's more subtle, giving your face a blushy look without the bright colors. Bonus points if you top it off with a brown lip moment for a monochrome look.
Why trust ‘Cosmopolitan’?
Beth Gillette is the beauty editor at Cosmopolitan with seven years of experience researching, writing, and editing makeup stories.
Beth Gillette is the beauty editor at Cosmopolitan, where she covers skincare, makeup, hair, nails, and more across digital and print. She can generally be found in bright eyeshadow furiously typing her latest feature or hemming and hawing about a new product you "have to try." Prior to Cosmopolitan, she wrote and edited beauty content as an Editor at The Everygirl for four years. Follow her on Instagram for makeup selfies and a new hair 'do every few months.
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