Makeup moves: Clean ingredients, transparency & science shape trends

The makeup market today is fast-paced, with ingredient suppliers looking far beyond “clean” ingredients and introducing additional dynamics that attract users seeking specific attributes. This active consumer trend is reshaping the industry. Personal Care Insights explores the makeup trends that are shaking up the sector.

Recent launches in the space reflect the growing convergence of beauty, skin care, and science in hybrid cosmetic formulations, such as Gotcha Cosmetics’ pH-reactive makeup, which adapts to the user’s personal skin chemistry. In December 2025, the company launched three products designed for lips, eyes, and cheeks.

The collection contains the brand’s Strato-spheric Blush, a gel-like cream blush that delivers color without a greasy feel. It utilizes pH-reactive technology that tailors color to the user’s complexion, while providing hydration. 

“This is a smart, skin-adaptive innovation that allows color to harmonize naturally with each person’s unique complexion. When the formula meets the skin, it reacts gently with one’s individual pH level, transforming into a shade that is tailored to the consumer,” said Gotcha Cosmetics.

“Clean” makeup and beauty standards evolve 

In today’s beauty landscape, consumers driven by a desire for greater transparency and simpler ingredient lists are increasingly seeking makeup products that avoid potentially harmful or controversial ingredients.

Ophélie Bourgon, marketing manager at Roquette Beauté, sheds light on the definition of “clean” in the context of makeup.

“It’s important to highlight that ‘clean’ isn’t a regulated term; interpretations vary across brands, reflecting the evolving nature of responsible beauty. When shopping for ‘clean makeup,’ consumers often seek to minimize or avoid ingredients such as talc — especially if untested for asbestos due to potential contamination risks and respiratory concerns — and parabens, which have raised questions about their safety as preservatives,” she tells Personal Care Insights. 

According to Roquette Beauté, consumers are seeking products that are clean, safe, effective, and that offer both performance and sensorial pleasure.Bourgon believes the shift toward “clean” and transparent makeup, which calls for greater ingredient transparency, is being shaped by both consumer preferences and societal pressures.

As consumers become more informed and seek products labeled “clean” or “free from” certain additives, brands are responding by reformulating their makeup offerings and prioritizing transparency about their ingredients — even as this poses challenges related to performance, stability, and formulation, she says. 

“To educate consumers about the natural origins of their ingredients and the potential benefits, leading brands are adopting several strategies. These include clear and comprehensive ingredient labeling, easy-to-understand glossaries, and transparent sourcing stories that trace ingredients back to their origins.”

The role of plant-based ingredients

For Roquette Beauté, plant-based ingredients are playing an increasingly significant role in the evolution of makeup, driven by consumer demand for clean, sustainable solutions. 

Bourgon notes that this shift calls for natural alternatives that deliver on sensory experience and high performance. 

“Roquette Beauté exemplifies this movement with advanced ingredients engineered for both functionality and sensorial appeal. Beauté by Roquette ST 305 Amylopectin is a plant-based alternative to traditional mineral and synthetic powders, such as talc, designed to deliver excellent mattifying effects and enhance the sensory profile of makeup products,” she explains.

“Its performance has been demonstrated across various formulations, maintaining or improving product hardness in creamy blush and lipstick, and delivering significant sensorial quality in liquid foundation, lipstick, makeup base, and creamy blush, not only matching but also outperforming other natural options and even some synthetic benchmarks.”

Beauté by Roquette ST 730 is another significant innovation from the company, derived from pea starch and designed as a high-performance film-forming agent, ideal for long-lasting and water-resistant makeup. Bourgon says it has been used in formulations such as mascara to demonstrate water resistance, innovative makeup bases that provide an immediate lifting effect, and anhydrous products for oil/sebum resistance. 

“Beauté by Roquette ST 730 provides sensory benefits, durability, and performance in plant-based makeup innovations,” she adds. 

Through these developments and a comprehensive plant-based ingredient portfolio, Roquette Beauté is helping to redefine “clean” beauty by providing brands with sustainable, high-performing ingredient options that align with emerging consumer values, without compromising on quality or innovation. 

Closing the gap for the future

Consumer education is essential to the clean beauty movement, especially in makeup, as it helps close the gap between consumer expectations and the performance of natural ingredients. 

“Companies like us address misconceptions not only through accessible resources and expert guidance, but also by providing proof-of-concept and performance results compared to synthetic alternatives. This approach ensures that the fun and quality of makeup are maintained, while building trust and acceptance for sustainable beauty products,” says Bourgon.

“Over the next five to ten years, we can expect makeup to evolve through the convergence of ingredient transparency, sustainability, and consumer-driven formulations. Consumers are placing increasing importance on understanding exactly what’s in their beauty products, prompting brands to further strengthen transparency not only on packaging but across the entire supply chain.” 

“We expect to see more multifunctional makeup that brings together skin care benefits, climate-adaptive performance, and interactive or customizable features addressing a range of consumer needs and environmental challenges. Education, open dialogue, and transparency around these innovations will only deepen consumer trust,” she continues.

Bourgon believes the future of makeup will be characterized by advances in ingredient transparency, environmental responsibility, and consumer-focused innovation, supported by ongoing progress in technology, research, and ethical practices.

Seasonal designs 

This January, beauty subscription service IPSY unveiled a seasonal format for IPSY Ultimate, the brand’s premium subscription tier, designed to align with how beauty routines naturally evolve throughout the year. 

This new take offers a more elevated, intentional experience for members, featuring IPSY-vetted skin care, makeup, and hair care from prestige brands, selected to reflect the season and members’ changing beauty needs. 

Kristy Westrup, chief merchandising officer at IPSY, tells us: “We’re seeing a desire for beauty experiences that feel timely, intentional, and curated. Consumers are no longer looking for one-size-fits-all in beauty discovery. They want products that align with how their unique routines shift and evolve throughout the year.”

In a poll of IPSY’s Instagram community, the company found that 62% of respondents change their beauty routines seasonally, reinforcing the idea that preferences naturally shift with the seasons. 

“Our members consistently show us that personalization, relevance, and thoughtful curation matter most. That insight directly shapes how we create capsules like the IPSY Ultimate Spring Collection, with a clear seasonal point of view, cohesive assortments, and products that fit seamlessly into ever-evolving routines,” she says. 

Matte builds momentum

According to Spate’s Popularity Index, matte finishes are gaining traction among US consumers.The industry’s evolution centers on balancing innovation, sustainability, and transparency. This dynamic environment allows brands to meet the expectations of today’s consumers.

“After years of glowy and dewy finishes, matte is re-emerging in a more modern, refined way. As revealed in the Spate’s Popularity Index, the top matte finishes gaining traction right now are matte highlighters and matte lip balms,” says Spate.

Matte highlighter was once a staple of daily makeup routines, with products like Smashbox’s Champagne Pop living in nearly every makeup bag. “Today, the trend is back, though still considered low popularity, meaning overall consumer awareness remains limited,” notes Spate.

Last year, a Spate report found that viral beauty brands rise fast but fade faster. Virality-driven beauty brands, fueled primarily by TikTok, rapidly capture market share across personal care categories — but sustaining that momentum proves difficult, the company reported. 

Alongside the internet pushing beauty trends, another digital change influencing makeup is AI. Notably, AI-powered makeup software is shaping beauty marketing. 

A recent study analyzed the psychological factors influencing the adoption of AI-based makeup software in cosmetics marketing, shedding light on how digital tools shape consumer behavior. Additionally, AI makeup filters, virtual try-ons, and personalized recommendations create an engaging experience that integrates seamlessly into social media habits.