Beauty and makeup trends are changing fast and consumers are digging deeper than just “clean” ingredients. The makeup market is described by Personal Care Insights as fast-paced and ingredient suppliers are now looking far beyond simple “clean” lists to attract people who want specific attributes in their products. Things are shifting toward hybrid formulations that mix beauty, skin care and science all in one. One example is Gotcha Cosmetics’ pH-reactive makeup, which tweaks colour depending on the wearer’s skin chemistry. In December 2025 the company launched three products for lips, eyes and cheeks. The range includes the brand’s Strato-spheric Blush, which is a gel-like cream blush that gives colour without feeling greasy, and its pH-reactive formula changes into a shade tailored to the user’s complexion while also giving hydration. (“This is a smart, skin-adaptive innovation that allows colour to harmonise naturally with each person’s unique complexion,” the company says.)
“Clean” makeup and how standards are changing
Right now, many consumers who care about transparency and simpler ingredient lists are looking for makeup that steers clear of potentially harmful or controversial components. Ophélie Bourgon, marketing manager at Roquette Beauté, says that “‘clean’ isn’t a regulated term” and that different brands interpret it in their own ways. She explains that when people buy “clean makeup,” they often want to avoid things like talc when it has not been tested for asbestos contamination risks, and parabens that have raised questions about safety as preservatives. Roquette Beauté sees more customers seeking products that are clean, safe, effective and still pleasing to use, and Bourgon says this shift toward clean and transparent makeup is shaped by both consumer preferences and societal pressures.As shoppers learn more and look for items marked “clean” or “free from” certain additives, brands are reformulating formulations and trying to be clearer about what’s in their ingredients — though Bourgon notes that can create challenges with performance and product stability. She says many leading brands educate consumers by showing the natural origins of ingredients, providing clear ingredient labelling and glossaries, and sharing transparent sourcing stories that trace ingredients back to where they came from.
Plant-based ingredients in makeup
Plant-based ingredients are becoming more significant in how “clean” and sustainable makeup comes together. Bourgon explains that this trend calls for natural alternatives that still deliver a good sensory experience and strong performance. Roquette B
eauté showcases this with advanced plant-based ingredients like Beauté by Roquette ST 305 Amylopectin, a substitute for
traditional mineral and
synthetic powders such as talc that is designed to give good mattifying effects and improve the feel of makeup products. She says its performance has been shown in a range of makeup formulas — improving hardness in cream blush and lipstick and giving notable sensorial quality in liquid foundation, lipstick, makeup base and creamy blush, often matching or outperforming other natural choices and some synthetic benchmarks.
Another plant-based ingredient is Beauté by Roquette ST 730, which comes from pea starch and is aimed at working as a high-performance film-forming agent that supports long-lasting, water-resistant makeup. Bourgon says it has been used in mascara formulas for water resistance, in inventive makeup bases with immediate lifting effects and in anhydrous products that resist oil and sebum. She says ST 730 gives benefits for both sensation and durability in plant-based makeup innovations. Through these developments and a full range of plant-based ingredient options, Roquette Beauté hopes to help redefine “clean” beauty by giving brands sustainable, high-performance ingredients that match what consumers now value without sacrificing quality or innovation.
Closing the gap for the future
Consumer education plays a big role in what the article calls the clean-beauty movement in makeup, helping bridge the gap between what people expect and how natural ingredients perform. Bourgon says her company addresses misunderstandings not only with accessible resources and expert guidance, but also by delivering proof of concept and performance results that compare plant-based options with synthetic alternatives. She says this strategy helps keep makeup fun and good quality while building trust and acceptance for more sustainable beauty products. Over the next five to ten years, she expects makeup to evolve through combining ingredient transparency, sustainability and formulations driven by what consumers want. As customers place more value on knowing exactly what’s in their beauty products, Bourgon says brands are being pushed to increase transparency not just on packaging but across their whole supply chain.
Bourgon also thinks future makeup will include more multifunctional products that blend skin care benefits, climate-adaptive features and customisable or interactive elements to meet a range of needs and challenges. She says that education, open discussion and transparency around these innovations will only deepen consumer trust.
Seasonal designs and emerging patterns
In January, beauty subscription service IPSY revealed a seasonal format for its IPSY Ultimate tier to reflect how people’s beauty routines change as the seasons shift. This new format offers an elevated experience by featuring IPSY-vetted skin care, makeup and hair care from prestige brands selected to match seasonal needs and routines. Kristy Westrup, chief merchandising officer at IPSY, says there is a desire for beauty experiences that feel timely, intentional and curated, and that consumers no longer want a one-size-fits-all approach. In a poll of IPSY’s Instagram community, the company found that 62% of respondents change their beauty routines seasonally, which reinforces the idea that preferences naturally shift with time and season. Westrup adds that IPSY’s members show that personalisation, relevance and thoughtful curation matter most and that insight guides the IPSY Ultimate Spring Collection with a clear seasonal point of view and products that fit into evolving routines.
Matte builds momentum
According to Spate’s Popularity Index, matte finishes are gaining traction among US consumers. After years of glowy and dewy looks, matte is coming back in a more modern and refined way for 2026. Spate highlights that the most popular matte finishes right now include matte highlighters and matte lip balms, even though overall awareness of them is still limited. The article links this to how the industry is balancing innovation, sustainability and transparency, giving brands ways to match what today’s consumers want.
