TL;DR
The makeup trend known for ultra-glowy, dewy skin is giving way to ‘cloud skin,’ a softer, matte-inspired look. Experts say this shift reflects changing consumer preferences and a focus on skincare influence in beauty.
The makeup industry is witnessing a significant shift as the once-dominant ultra-glowy, dewy skin look is being replaced by the emerging ‘cloud skin’ trend, which emphasizes a softer, matte finish inspired by skincare routines. This change reflects evolving consumer preferences and a broader focus on natural, skin-inspired aesthetics.
Several beauty brands and influencers have started showcasing ‘cloud skin’ looks, characterized by a matte, velvety texture that mimics a cloud-like softness. According to industry analysts, this trend is driven by a desire for more natural, less exaggerated makeup finishes that align with skincare routines emphasizing hydration and skin health.
Skincare experts note that ‘cloud skin’ often incorporates lightweight, blurring products that minimize the appearance of pores and imperfections, creating a smooth, matte canvas. This trend is also seen as a response to consumer fatigue with overly dewy, high-shine finishes that dominated social media in recent years.
While the ultra-glowy look was popularized by celebrity influencers and luxury brands, recent social media posts and runway shows indicate a shift toward softer, more understated makeup styles, with many brands now highlighting matte and satin finishes over high-shine effects.
Why the Shift to ‘Cloud Skin’ Matters for Consumers
This trend shift signifies a broader movement towards natural, skin-like appearances in makeup, reflecting consumers’ desire for more versatile and skin-friendly products. It also indicates a potential change in marketing strategies by brands, emphasizing skincare benefits and understated beauty rather than dramatic glow. For consumers, ‘cloud skin’ offers a more practical and wearable look, aligning with everyday routines and preferences for minimalism.
Maybelline Fit Me Matte + Poreless Liquid Oil-Free Foundation Makeup, Natural Beige, 1 Count (Packaging May Vary)
- Type: Liquid foundation for a natural look
- Coverage: Medium, buildable coverage
- Shades: Available in 40 shades
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Evolution of Makeup Trends from Dewy to Matte Finishes
Over the past few years, ultra-glowy, dewy makeup has been a dominant trend, fueled by social media influencers and luxury brands promoting a youthful, luminous aesthetic. However, industry insiders and trend analysts note that recent fashion shows and digital content are increasingly showcasing matte, velvety finishes. The shift is partly driven by consumers seeking more natural looks and partly by a renewed focus on skincare as a foundation for makeup. The ‘cloud skin’ trend is seen as a culmination of these evolving preferences, emphasizing a softer, more understated beauty ideal.“‘Cloud skin’ offers a soft, blurred effect that enhances natural skin without the high shine, making it more accessible for everyday wear.”
— Emma Lee, makeup artist
Smashbox Photo Finish Smooth & Blur Primer | Instantly Smooths Fine Lines and Pores for All Skin Types | Vitamins A & E Makeup Base with Blurring, Travel Size, 0.34 Fl Oz
- Instantly Smooths and Blurs: Reduces fine lines and pores
- Protects and Nourishes: Enriched with vitamins A & E
- Universal Compatibility: Suitable for all skin types
As an affiliate, we earn on qualifying purchases.
As an affiliate, we earn on qualifying purchases.
Unclear How Long ‘Cloud Skin’ Will Dominate
It is not yet confirmed how quickly ‘cloud skin’ will replace ultra-glowy makeup as the dominant trend across all markets. While social media and runway shows indicate growing popularity, the longevity of this shift remains uncertain, and traditional dewy looks may still retain appeal among certain demographics.
As an affiliate, we earn on qualifying purchases.
Next Steps for Brands and Consumers in Beauty Trends
Beauty brands are expected to introduce more products tailored to the ‘cloud skin’ aesthetic, including matte foundations, blurring primers, and skincare-inspired makeup. Consumers can anticipate a continued emphasis on natural, skin-like finishes in upcoming collections. Industry analysts predict that the trend will be further validated by social media influencers and fashion shows over the coming months, but it remains to be seen if it will fully supplant the ultra-glowy look or coexist as a complementary style.
As an affiliate, we earn on qualifying purchases.
Key Questions
What exactly is ‘cloud skin’ in makeup?
‘Cloud skin’ refers to a makeup look characterized by a soft, matte, velvety finish that mimics the appearance of a cloud. It emphasizes a natural, skin-like appearance with minimal shine, achieved through lightweight, blurring products.
Why is the ultra-glowy makeup trend ending?
According to industry experts, the decline of ultra-glowy makeup is driven by consumer fatigue with high-shine finishes and a growing preference for more natural, skincare-inspired looks that prioritize comfort and versatility.
Will ‘cloud skin’ replace all other makeup styles?
It’s uncertain whether ‘cloud skin’ will become the dominant trend or coexist with other finishes like dewy or satin looks. Current signals suggest a significant shift, but traditional trends may persist among certain audiences.
What products are used to achieve ‘cloud skin’?
Products typically include matte foundations, blurring primers, and lightweight, skin-like concealers that create a smooth, velvety finish. Skincare-inspired makeup with a focus on hydration and pore-blurring is also common.
When can we expect this trend to become mainstream?
Industry insiders suggest that ‘cloud skin’ will continue gaining traction through 2024, with more brands adopting the look in their upcoming collections. Its mainstream adoption depends on influencer and consumer acceptance over the coming months.
Source: rss
