The Drastic Way Makeup Trends Have Changed From 2015 To 2025

In the social media era, makeup trends become outdated quicker than you can say cut crease. And that means a lot can happen in 10 years. As hard as it is to believe, TikTok didn't exist in 2015 and YouTube was the place to learn the latest techniques and looks. TikTok and Instagram have arguably taken the crown since then, but the way we get out cosmetics chatter isn't the only thing that's changed because 2025's cosmetic trends have drastically transformed since the YouTube beauty guru heyday.

"Over the past decade, we've seen a rise in inclusivity and authenticity, with brands showcasing diverse models and embracing a broader spectrum of beauty," Sara Kuhl, makeup artist and product education and training director at SeneGence, exclusively told Women.com. "Post-pandemic life also reshaped priorities. People want routines that feel good, are good for their skin, and fit into busy lifestyles," she added. 2025's take on beauty is also more about celebrating individuality, too. "The shift from the maximalist looks of 2015 to the minimalist ethos of 2025 is more than just a trend cycle — it's a reflection of broader cultural changes," Kuhl said. So, with that in mind, we're looking back to the halcyon Taylor Swift "Bad Blood"-ing, Adele returning, "Better Call Saul" launching days of 2015 to see exactly how our makeup preferences have changed.

In 2015, YouTube's beauty gurus were all about heavy foundation with thick concealer. But less is more a decade later. Over the top skin makeup has been outdated since 2024 and will continue to be shunned in 2025. "TikTok has revolutionized the beauty space, promoting more natural, fresh looks. A huge influence on this shift comes from celebrities like Hailey Bieber and Selena Gomez, who've embraced glowing, fresh-faced beauty," Alexa Persico, celebrity makeup artist and founder of Alex Persico Cosmetics, explained. "Now, the focus is on achieving glass skin — radiant, dewy, and flawless with minimal product," she added. Sara Kuhl shared a similar take, noting, "Gone are the days of layering heavy foundations and concealers."

To get a 2025 skin look, ditch thick, matte products for dewy foundations or tinted moisturizers, applied only where needed. No-makeup supermodel stunner Gisele Bundchen, for example, only applies foundation to specific areas of her face for the most natural-looking finish. "I don't even put foundation on my cheeks, I just put it a little bit ... around the mouth that always gets red and around the eyes," she said during Chanel's "Beauty Talks" series. Kuhl also shared that many people are reaching for hybrid cosmetics that incorporate skincare. But don't worry about heavy, matte skin coming back in as soon as you've swapped your products. "Glowing skin is here to stay, and women are craving that effortless, natural beauty," Persico said.

2015's popular eyebrow looks was all about creating sharp, defined lines that were usually carved out with heavy concealer and brow pomades (we saw plenty when "Eyebrow Blindness" videos did the rounds on TikTok in 2024). Though that method may have worked for a lucky few of us, a decade later, we're focused on getting back to our brow roots. Literally.

"In 2025, it's all about embracing your unique brow shape and texture with a more effortless, lived-in look. Rather than drawing attention to the precision of each hair, the goal now is to enhance fullness and definition without over-tweezing or over-shaping," Sara Kuhl said, pointing out the shift toward individuality. "Whether you've got thick brows or finer hair, this trend is all about working with what you've got and adding a touch of volume for a fresh, youthful finish," she added. For the modern take, look at 2024's eyebrow trends and keep brow products to a minimum, only filling in sparse areas rather than dowsing the whole area in thick pomades and harsh pencils.

The smokey eye of 2015 was all about dramatic, cool toned blacks and greys, with heavy black liner and smudgy dark shadow under the eye and outer corner. But 2025's popular shadow look is far subtler. We've seen the traditional smokey look fade drastically over the decade — we even tried the easy naked smokey eye with soft brown shadows in 2023. But, matching the penchant for natural-looking makeup, the modern version incorporates much warmer, subtler shades.

Alexa Persico told us Pantene's 2025 color of the year (the neutral lover's dream, Mocha Mousse) is leading the charge. "I expect to see rich, earthy shades like deep browns, bronzes, and soft terracottas dominating eye makeup looks," she said. "It's a great way to balance the glowing skin trend with a bold, yet wearable eye look that feels fresh and modern."

Largely influenced by the trend-setting Kylie Jenner, 2015 was all about big, overlined lips as she launched her notorious lip kits. Some fans were so desperate for her pout the dangerous Kylie Jenner Lip Trend went viral as they attempted to make their lips bigger by sucking on everything from bottles to shot glasses (don't try that at home). "Overlined lips became the ultimate beauty hack, with everyone reaching for lip liners and liquid lipsticks to craft the illusion of fuller, plumper lips," Sara Kuhl recalled. "[But] while overlining promised instant volume without the need for fillers ... critics pointed out its appropriation of features naturally prominent in some ethnicities, sparking conversations about beauty standards."

In 2025 though, even Jenner has strayed from super pouty, matte lips. She confirmed she'd dissolved half her lip fillers during a 2024 episode of "The Kardashians" and, though she still loves a matte lip now and then, she's worn shinier, more hydrating lip products across social media. And she's not alone. Lip oils have been super popular on TikTok — and that will continue in 2025. "Every retailer in the world right now has asked brands to develop some type of lip oil, lip balm hybrid," beauty experts Alexis Androulakis and Christina Basias told Harper's Bazaar, confirming shiny, hydrating lip products are hotter than ever.

Back in 2015, almost every YouTube beauty guru (and Kim Kardashian) had us believing we needed the latest contouring kit painted everywhere to slim and sculpt our faces. Of course, there's nothing wrong with contouring and it can be a great way to bring out your bone structure while adding dimension to your face. But, in 2025, the harsh, brown lines we were drawing on our noses, foreheads, and cheeks have been diffused. The updated take requires a much lighter hand — and more blending. 

"Contouring hasn't disappeared; it's simply evolved into something more natural and approachable," Sara Kuhl said, noting 2025's trend leans into much softer lines using less harsh products. "The focus now is on creating subtle, natural dimensions using creamy neutral tones, bronzers, or blushes, rather than relying on sharp lines and heavy product layering," she added. The 2025 contouring take also embraces individuality. Many people (even some makeup pros!) a decade earlier were using the same contouring placement without adapting it to different face shapes. But we know now contouring isn't one size fits all. "This shift emphasizes enhancing natural bone structure with a gentler touch. Think soft shadows that mimic the skin's natural contours, rather than sharp edges," Kuhl shared.

Baking was one of the biggest beauty buzzwords of 2015. It felt like everyone was applying heavy layers of loose powder to set concealer and foundation, letting it sit, and brushing it away for a flawless, matte finish. But the makeup technique many drag queens paved the way to make mainstream didn't work for everyone, explains Sara Kuhl. "For dry or mature skin, the technique often had unintended consequences. Instead of smoothing the skin, baking could emphasize fine lines and texture, creating a chalky or overly matte finish," she told Women.

That's why baking isn't as popular in 2025. Though the method works for some, many makeup wearers have ditched it for a more natural looking, glowing finish. Though baby baking trended in 2023 (that involved applying a small amount of powder to specific areas only), baking as a whole has been declared out in 2025. In fact, with the rise of radiant, no-makeup makeup and clean girl looks, many people are skipping powder all together for a natural glow. But what if you need your cosmetic to stay put? Try swapping heavy powders for a good primer and setting spray.