Clean Cosmetics
Quote from Clean Beauty: A Movement Towards Safer Skincare | QuinnDermatology.com
Clean beauty has moved beyond serums and moisturizers — now, it’s reshaping our makeup bags, too. In 2025, women everywhere are swapping out heavy, irritating formulas for vibrant alternatives that treat skin as kindly as they flatter it. TikTok creators promote non-toxic makeup and beauty editors are celebrating the evolution, as brands embrace nourishing ingredients, long-wear performance, and versatile pigments. So what’s in this year, and what’s officially out? From lip colors that double as skincare to eye products that work in seconds, here’s your guide to the clean color trends redefining beauty in 2025.
Table of Contents
IN: Sheer, Skin-Nourishing Lip Color | OUT: Drying Mattes
Remember when matte lipstick was practically mandatory? The trend has shifted. Women are prioritizing comfort, hydration, and a more effortless aesthetic. That’s why formulas like a hydrating tinted lip balm are having a major moment. This multitasker acts like skincare dressed up as makeup, with hyaluronic acid, shea butter, and plant oils providing nourishment while still delivering just enough color payoff.
Above: Sheer Strength® Hydrating Shine Lip Tint | ThriveCausemetics.com
The bonus? Modern balms layer beautifully! You simply swipe one on for a workday Zoom, then build it up for evening plans — all without the parched, cracked feeling that used to come with long-wear mattes.
IN: One-and-Done Eye Products | OUT: Complex Palettes
Once upon a time, creating a smoky eye meant juggling four shades, a fluffy brush, and twenty minutes to spare. In 2025, most of us want something faster and easier to use. Have you been introduced to the eyeshadow stick? These blendable, cream-to-powder formulas glide on in seconds and set to a budge-proof finish.
Because they double as eyeliner, highlighter, or even contour (depending on the shade), they’re a minimalist’s dream. For busy mornings, you can swipe a bronze stick across your lid, smudge it with your fingertip, and instantly look polished. Bonus: Many clean formulas now include natural emollients, such as macadamia and meadowfoam seed oil, to hydrate and smooth fine lines — who couldn’t get on board with that?
Above: Brilliant Eye Brightener™ in shade ‘Tamala’ | ThriveCausemetics.com
IN: Tubing Mascara Technology | OUT: Flaky, Smudgy Formulas
If you’ve ever checked your reflection mid-day and discovered raccoon eyes, you know the pain of traditional mascara. Tubing technology is the antidote. Instead of coating lashes with pigment that eventually flakes or smudges, these formulas wrap each lash in tiny “tubes” that stay put until you remove them with warm water.
Dermatologists and ophthalmologists often recommend tubing mascaras for sensitive eyes because they don’t require harsh rubbing or oil-based removers. With the popularity of industry-leading tubing mascara climbing every month, it’s clear this fad has evolved into a seismic shift toward eye makeup that’s safer, easier, and cleaner for all users.
IN: Soft, Romantic Looks | OUT: Harsh Contouring
Makeup lovers are embracing an ethereal, glowing aesthetic this year. The soft pink makeup look is everywhere, from red carpets to everyday routines. Instead of carving out cheekbones with deep contour powder, the vibe is fresh and romantic: think petal-pink blush, diffused highlighter, and glossy lips that look “kissed,” not painted.
Lip tints and versatile creamy eyeshadow sticks in shades like rose gold, soft pink, and rose mauve capture this trend beautifully, melting into the skin for a natural, flushed finish. Dermatologists point out that cream-based makeup formulas are especially flattering for dry or mature skin, as they blend more smoothly without settling into fine lines, unlike powders, which can often do so.
IN: Color That Enhances YOU | OUT: Universal Shades That Don’t Work
The days of “one nude lipstick fits all” are gone. Women are increasingly seeking makeup that’s tailored, not generic. That means shades chosen to enhance your unique eye color, skin tone, and undertone.
Searching for the best makeup for your eye color is one of the fastest-growing queries in beauty right now, and for good reason. Blue eyes pop with copper or bronze shadows. Green eyes glow with plum and mauve. Brown eyes? Lucky you — gold, navy, and emerald all work beautifully. The clean color space is embracing this personalization, offering palettes (or single shades) designed with tone-specific harmonies in mind.
Blush is another area makeup users are starting to understand more fully. According to Marlena Stell, online makeup aficionado, it’s time we wake up to our true undertones to avoid the clown faces and draw out more of our natural beauty through the right quality products:
Over 40? PLEASE STOP wearing your blush like this… Do THIS instead | Youtube.com/@MarlenaStell
IN: Transparency in Formulas | OUT: Hidden Irritants
A final, and perhaps most important, shift: consumers are reading ingredient lists more carefully than ever. According to a 2024 Mintel report, more than half of women now research the ingredients in makeup before making a purchase.
Today’s shoppers expect their cosmetics to be just as safe and ethical as their skincare. That means no parabens, phthalates, or artificial fragrance — and definitely no “mystery” preservatives tucked behind vague terms. Clean makeup brands are answering the call by clearly labeling what’s inside, often highlighting plant-based waxes, antioxidant-rich oils, and mineral pigments that multitask as skincare. Many formulas now go a step further, embracing vegan and cruelty-free standards so you can feel good about what’s on your skin and its impact on the planet.
The Future of Clean Color
The clean color cosmetics revolution is simplifying routines, supporting skin health, and letting women feel like their best selves, without compromise. Whether you’re ready to overhaul your entire makeup drawer or just want to test the waters, start small. Swap your drying lipstick for a tinted balm, try a tubing mascara, or dab on a cream blush.
What you’ll discover is that clean color doesn’t mean sacrificing payoff or wear time. You’re simply adding comfort, safety, and a little joy back into your daily ritual. And isn’t that what beauty should be all about?