This spring, as the air warms and flowers bloom, makeup trends are returning to their roots, with experts emphasizing natural beauty over bold statements. Star makeup artist Vladimir Perminov has identified several key trends for 2025, highlighting simplicity, freshness, and nostalgia for the vibrant styles of the 1990s.
Perminov notes, “The trendy look for this spring will not do without makeup. The focus should be on the eyes,” signaling the return of playful yet elegant accents to eye makeup.
With the demand for natural beauty on the rise, makeup enthusiasts are adopting the so-called "no-makeup makeup" look. Inspired by K-pop idols, this trend favors nourished, glowing skin, steering clear of heavy foundations and stark brow designs. “It’s easy to replicate at home and doesn’t require extensive skill or costly salon visits,” Perminov assures.
Relying on creamy sticks for foundation, blush, and bronzer can help achieve the dewy glow synonymous with this spring’s aesthetic. "The vibrant hues often seen are giving way to softer, pastel shades as we embrace our natural skin,” says Perminov.
With this shift, blush is seeing its much-anticipated comeback, with many beauty gurus recommending soft pink and peach shades. “Blush should evoke the appearance of naturally flushed cheeks,” advises Perminov. “This spring, apply blush to both cheeks and eyes for cohesive looks.”
Eye makeup increasingly embraces color, with wine-colored mascara trending. “Many girls overlook colored mascara, which beautifully complements various eye colors, especially when layered over black,” remarks Perminov. Monochromatic eyeshadows are also gaining popularity, allowing for effortless yet expressive looks.
Citing makeup techniques from influencers like Zendaya and Kim Kardashian, Perminov emphasizes the versatility of simple palettes. The days of overstuffed eyeshadow palettes may be fading, replaced by single shades which make application swift and chic.
Another notable revival is the classic cat-eye, which remains eternally stylish. “It’s important to keep the eyeliner sleek and simple this season,” Perminov suggests. “Experimenting with color can provide refreshing twists on traditional designs.”
The 1990s are back with lip trends, as well. Perminov cites the rising popularity of warm brown lip liners and muted lipstick shades, inspired by iconic figures like Pamela Anderson and Rachel Green from “Friends.” “A slightly smudged line enhances volume—just be careful not to go overboard!” he laughs.
Meanwhile, beauty experts from Tyumen cite their local trends mirroring this natural gravitation. Representatives from various salons report clients increasingly request understated looks, emphasizing health over extravagance. “Women are embracing nude and neutral shades, opting for ‘manicures without manicure’ concepts, where natural beauty reigns supreme,” explains Lidia Karabut of Karabut Nail Salon.
Karabut adds, “Spring trends lean toward pastel colors, minimalistic designs, and significant adaptations like the Japanese nail technique.” Such innovations mark the shift away from bold and elaborate motifs, pushing the narrative of simplicity even more.
Laser treatments and massages are also gaining traction, offering women new ways to care for their skin as we head toward the warmer season. “Individuals wish to open their feet for warmer weather, leaning on health-focused beauty trend sana will continue as spring emerges,” shares Diana Starovoitova from the Mys Healthy Feet center.
The antitrends this season include rhinestones and neon colors. Technical trends suggest fewer embellishments with nails being filed down to simple square shapes adorned with neutral colors.
This is complementing the changing way men approach their styles with more relaxed trends, with barbershops beginning to see popular requests for classic longer hairstyles reminiscent of young Tobey Maguire.
Regaining clientele, barbers reported men are growing increasingly conscious of their image as spring approaches. “Most gentlemen are opting for neat, timeless looks rather than heavily stylized drastic changes,” notes Albert Akhmetzafin, franchise operator of the Men’s PRO barbershop.
Likewise, returning spring 2025 trends, like contrasting lip contours, have captured the attention of beauty editors as well. Some enthusiasts reflect on the technique used by celebrities like Lily-Rose Depp, transforming it from runway inspiration to personal expression.
“A slightly darker lip liner blended gently with the natural lip color provides the illusion of fullness,” shares one beauty editor who’s fallen for this technique. At the Loewe and Ganni shows, white eyeliner has also gained popularity for its ability to brighten the eye area, proving practical for hiding dark circles.
Not only is the emphasis on the eyes shifting but the ease of creating dynamic beauty looks is also appealing. The transition from sculpting to bronzing is also taking off. “Bronzer on usual contour areas creates the outlook of healthy warmth without the faux-tan appearance,” claims another beauty editor based on personal experience.
Finally, sassy blushes are encouraged this season. “They can redefine one’s makeup routine, acting as the perfect cherry on top for any spring look,” concludes the beauty editor.
With spring blossoming, the beauty industry witnesses the promise of simplicity and health-conscious approaches, proving to be favorites alongside classic styles and technicolor twists.