The New Make-Up Rules For 2025

Words by Jennifer George

Cosmetic campaigns have long been promising us miracles via make-up products: kiss-proof lipsticks, smudge-free mascaras and 24-hour-wear foundations. And look, many of them simply do not live up to the hype. But there are gems to be discovered. Make-up crafted by brands investing time, money and science in formulas that do actually deliver on impossible-sounding promises. Most importantly, the achievements go deeper than surface level: shade ranges these days really are more inclusive to a wider variety of skin tones; while ingredients are not only kinder to your skin, but have health benefits too. Welcome to make-up you genuinely can believe in.

Lipsticks to Love

Traditionally, choosing a lip colour means deciding between enough pigment, long-wearing characteristics or comfort – but luckily there are now products that satisfy all three criteria. Sisley’s newest lipstick is one of them. Skincare ingredients in the Phyto-Rouge Velvet lipstick protect from external aggressors, nourishing your lips instantly while leaving a highly pigmented matte-velvet colour, so, over time, your lips should feel more supple – even when you’ve not applied any colour. As for fans of Hermès balms who yearn for a punchier finish, or adore their lipstick but wish it would offer them more comfort, get set to rejoice! The brand’s new Rouge Brillant Silky lipsticks do what they say on the tin: inspired by silk, and infused with extracts of raspberry leaf to moisturise and sesame seed to smooth, they promise plump, hydrated lips in an array of 14 joy-inducing colours.

Shop Lipsticks

Next-Gen Foundations

Gone are the days of foundation being the enemy of good skin. In fact, many of today’s offerings could practically pass for a serum, with high percentages of caring ingredients. “Everyone is investing in their skin as a priority today,” says Jen Lyons, Nars UKI’s artistry and events manager. “So it’s not a surprise that we also want make-up that looks after it too.” Nars’ newest release, Light Reflecting Foundation, is made up of 70 per cent skincare elements to defend against aggressors and strengthen your dermis, helping to dramatically even out skin tone by, it’s claimed, as much as 93 per cent. Dolce&Gabbana’s make-up range also has skin friendliness in mind, with its new line – naturally – infused with ingredients from close to home. Find Italian prickly pear (for firmness), Sicilian avocado (to moisturise) and Italian pomegranate (for protection against environmental aggressors) in the new Everlast Foundation. Sounds – and looks – delicious.

Shop Foundations

Smudge-Proof Mascara

We’ve long been promised panda-eye-free mascara, but so many products fail to live up to that. If black smudges transferring to your brow bone or accumulating under your bottom lashes by lunchtime sounds familiar, opt for ‘tubing’ formulas – with propanediol an ingredient to look for. In these mascaras, polymers wrap around each lash (like tubes), sealing the curl as they dry and set. Charlotte Tilbury’s offering, Exagger- Eyes Volume Mascara, creates her signature Hollywood-glam look (darling!) without product flaking off throughout the day, while the newest version of Lancôme’s long-lasting Lash Idôle Flutter Extension mascara comes with extra lengthening properties.

Shop Mascara

Colour for Everyone

“Undertones play a huge part in how to choose and apply make-up,” says Amy Conway, global pro artist for Bobbi Brown. Importantly, it’s not just about light and dark: understanding undertones is paramount to avoiding a complexion that looks ashy, yellow or blue-ish. But it doesn’t stop at coverage. “In the past, most products for eyes, lips and cheeks had a blue base, which only suited certain skin tones,” says Conway. “Now, brands are ensuring they create for everyone.” Bobbi Brown has added four new shades to its already sizeable collection of Long-Wear Cream Shadow Sticks to address this exact issue. And Dior has reformulated its famous Addict Lip Glow, including a new ingredient that has allowed the brand to expand the original cool-toned colour palette; it now also includes shades with warm undertones, thereby making it possible to emphasise the natural colour of all lips.