There's no denying that Gen Z has a unique influence on the beauty industry, thanks to their unique position as the only generation raised alongside mainstream social media platforms. For Gen Z, this experience comes with the ability to detect and drive trends before the rest of the world catches even the slightest whiff. It also gives them the power to challenge the validity of standards previous generations claimed were timeless.
Before you head to your nearest beauty retailer to stock up for the season, we recommend looking to the so-called 'internet generation' for guidance on this summer's hottest makeup trends. As always, we've made it easy for you by combing through countless youth-driven trends to identify the seven trends you'll see everywhere over the next few months.
Keep scrolling to discover some of our favorite makeup artist-approved trends and the hero products that will dominate the digital space this summer. Spoiler alert: the more blushed and bronzed you are this season, the better.
Juicy Wine-Colored Lips
For the past year, juicy over-glossed lips have been a staple in among social media-driven beauty trends. Whether this is contributed to the rise of lip oils or berry-toned looks, this is one makeup trend we'll see nonstop once summer hits. Take inspiration from this shot of content creator Mary L. Jean and gently pat on a pigmented lip balm or swipe two of your favorite lip oils on for more glossy realness.
This tinted lip oil offers high shine and major color payoff with a formula infused with plant-derived squalene and quinoa seed oil for hydrated, glossy lips all day. Its formula is also non-sticky and incredibly lightweight, leaving your lips feeling and looking their best.
I can't imagine a day when I won't be raving about YSL's Candy Glaze Lip Gloss Stick. It packs the shine of lip gloss with the nourishment and hydration of a lip balm and lasts up to eight hours. Fusing hyaluronic acid with vitamin E and mango oils, its formula melts onto the lips for long-lasting shine.
Electric Eyeliner
You heard it here first: The beauty and fashion crowd will be all about graphic eye looks with pops of color this summer. New York-based model Anaa Saber shows us how it's done with an electric eyeliner swiped across the eyelid and a matte taupe lip to balance out the look. If you're feeling bold, try matching your eye makeup with your outfit for a fashion-forward take on the summer trend.
If you're considering trying out this trend, you should grab this gel eyeliner pencil by Haus Labs before it flies off the shelf of your neighborhood beauty supplier once everyone else catches on. It comes in either a matte or shimmer finish, with 18 ultra-pigmented shades to choose from. Plus, it conditions and protects the skin with every stroke.
Lips inspired by the '90s have made a major comeback recently. But their popularity isn't too surprising considering the explosion of Y2K makeup looks that defined 2022. This liquid lipstick from Nars combines the matte lips trend with '90s-inspired shades for an instant win for anyone hoping to rock a throwback lip look.
Golden Hour Glow
One makeup trend we can always count on seeing in the summer is bronzed skin. Golden hour-inspired makeup takes this look a step further, with a glowy base and gold highlighter applied to the high points of the face for an ethereal golden-hour effect. In other words, you don't need to wait until the early evening for a golden glow.
The secret is out: Makeup by Marios' three-in-one tinted complexion balm is the key to achieving the look of smooth, even, and glowing skin with a dewy finish. Packed with superhero ingredients like vitamins A, D, and E, it's a solid balm, a skin tint, and a creamy bronzer in one.
No sun in sight? No problem. We'll be catching rays all summer with Refy's Gloss Highlighter. Its nonstick universal formula has natural oils and minerals for a perfect glass-like glow. Apply it to the cheekbones, eyelids, cupid's bow, or even the collar bones for a long-lasting smooth and silky finish.
Rosy Hues
When it comes to TikTok beauty aesthetics, ballet and coquette-inspired makeup looks are still on the rise. Lean into these sweet trends by using a pink blush to add a natural-looking flush of color to the skin (draping it from the cheeks across the tip of your nose) and adding a gorgeous glossy lip as worn here by content creator, dancer, and model Camri Hewie.
Makeup by Marios' Soft Pop Blush Stick offers sheer and buildable coverage with a dewy finish using a moisturizing formula ideal for all skin types. Use it to add a healthy flush of color to leave the skin radiant without the sticky and oily sensations created by other cream-based blush.
Who What Wear beauty editors loved this tinted lip oil by Rare Beauty so much that they wrote a love letter to it. To me, its formula feels more like liquid lipstick than lip oil, but it adds all the shine and color payoff you could want without drying out the lips. The shade Hope adds a rosy hue that compliments all skin tones.
Full Brows
Barely-there brows have been a topic of conversation ever since they reappeared on and off the runway. If you're not ready to shave, pluck, or bleach your brows away, opt for full ones, as they're also having a comeback. Get the look by filling in and shaping the eyebrows with a pencil or brow pomade.
As someone who has always rocked big and bold brows, this Nyx pencil has been one of my go-to products to keep them in check. Its super skinny tip helps you create extra fine lines to fill and shape the brows, coating the existing hairs with color for an unbeatable natural-looking finish.
Everyone needs a trustworthy brow pomade in their makeup collection. Anastasia Beverly Hills Dipbrow Waterproof, Smudge Proof Brow Pomade is one of the best options money can buy. It creates clean, defined brows with a standout formula that provides expert-level pigment, shaping, and shading.
Overly Blushed Cheeks
One of my favorite trends is the emergence of makeup looks that feature overly blushed cheeks á la Allison Ho. Give it a try by applying the blush wherever you need a splash of color: above the temples, across the nose bridge, and of course, on the apples of the cheek for that just-pinched look Gen Z is such a big fan of.
Dedicated Who What Wear readers know how much our beauty editors love this multitasking Ilia product. You can use it as a cream blush, highlighter, and lip tint for a buildable wash of color with a luminous finish. Its unique formula uses skin-nourishing shea butter, orange peel wax, and avocado oil.
Milk Makeup's Lip + Cheek Cream Blush Stick is also a great choice to bring this makeup trend to life. Like the last blush, it's a cream-based multitasking product that can be used on the lips or cheek to bring on a natural-looking flush. I may be biased, but the shade Quirk has to be the best shimmery dusty rose color.
Bronzed Finish
I love a bronzed and sculpted look like the one above on model Chanel McKinsie. This summer will be all about sun-kissed makeup that allows your natural features to shine. To pull it off, use a lightweight, cream-based bronzer and blend it with a buffing brush onto the areas where the sun naturally hits the face.
Saie's Sun Melt Natural Cream Bronzer is an absolute must for achieving the bronzed makeup look of your dreams. Its cream-based, buildable formula provides warmth with skin-loving ingredients such as elderberry extract, grapeseed oil, and colloidal oatmeal to visibly brighten and protect the skin.
More and more Gen Z content creators are pairing their bronzed makeup looks with ultra-glossy lips. Nyx's Butter Gloss in 'Sugar Glass' delivers sheer coverage while melting into the lips with a creamy formula (never sticky) that promises a buttery smooth application.
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