5 Beauty Trends to Embrace for Fall & Winter 2025
Time to kiss sheer glossy lips and barely there makeup goodbye — we're ready for rich autumnal shades and textures. From velvety matte lipsticks to jewel-toned lashes, these are the trends to try this fall.
Chances are you’ve begun to overhaul your closet to make room for cozy cashmeres and soft suedes. But your closet isn’t the only spot that needs a seasonal update. Your makeup drawer needs a fall refresh, too! Take your cues from Mother Nature, who knows a thing or two about what colors and textures play well with cooler temps. Think deep, rich hues and velvety finishes for a polished look.
Not sure where to start? We asked Mary Kathryn Hudson, VP of Sales and Marketing at Therapy Systems in Nashville — the umbrella company for The Cosmetic Market and Private Edition — for the best fall beauty trends to try this year.
Trend #1: Haute Chocolate
In case you missed it, chocolate brown has been having a fashion moment, showing up in everything from athleisure to evening wear. It’s a quiet luxury shade that lends an air of sophistication to your wardrobe, and there’s no better way to complement it than with one of the season’s richest eyeshadow shades.
Russet reds, deep espressos, light tans, and glamorous golds all complement beautifully. “When wearing chocolate brown clothing, you can play into that with your eye makeup and go as dramatic or as light as you like,” says Mary Kathryn.
One of Mary Kathryn’s favorites is the All Nudes Eyeshadow Palettes from Bobbi Brown ($45). Available in Bronzed, Rosy, or Smokey, each set contains a range of colors in both shimmer and matte finishes.
Or, for a quick, crease-free wash of color, try a By Terry Ombre Blackstar Cream Eyeshadow Pen ($38). Available in several colors, these easy-to-use sticks are great on their own or layered for more depth.
Trend #2: Matte Lips
Unlike dry, outdated formulas, the new crop of mattes to hit the market is designed to look natural while nourishing the lips. “There are lots of new, great matte formulas that are super hydrating,” assures Mary Kathryn, who recommends pairing them with a lipliner for a more pulled-together look.
Try Bobbi Brown’s new Luxe Cashmere Matte Lipstick ($45) for a vibrant hue in a lightweight matte texture that never looks dry or puckered.
Trend #3: Bold Blush
Sheer blush is a summer staple, but when fall rolls around, it’s time to go for something more substantial. You can still go with a light shade, but choose one with a velvety or satin finish.
Mary Kathryn likes the ease and wash of color that a cream or liquid formulation offers. “Cream or liquid blush is buildable, so you can keep adding until you achieve your desired look,” she explains. “You can also layer them with a powder blush to enhance them or provide more coverage.”
Try ColorLuxe Liquid Blush by Jane Iredale ($40) for color that blends seamlessly, wears for up to eight hours, and nourishes the skin with botanical oils.
Trend #4: Luxe Liner and Lashes
When it comes to your eyeliner and mascara, Mary Kathryn says it’s time to think beyond basic black or brown and have a little fun with some of the season’s more colorful options. No, we aren’t talking about electric blue liner circa the 1980s. These shades look more like something you’d find in your jewelry box, rather than your makeup bag.
Think rich aubergine, deep navy, emerald green, or a dark plum liner to accentuate your eyes. Some even come with a hint of sparkle to spice things up! Trish McEvoy ($32) has a shade to make every eye pop.
For a fun finishing touch, tip the ends of your lashes with a burgundy mascara, such as the Terrybly Growth Booster Mascara from By Terry ($45) in Purple Success. Your eyes will pop, and people will have a hard time putting their finger on why.
Trend #5: Foundation with Hydration
Just as a good painting starts with a primed canvas, good makeup starts with primed, hydrated skin. This is especially true during the winter months, when skin is naturally prone to increased dryness.
“Super hydrated, fresh skin is always in fashion, but you have to increase hydration levels in fall and winter,” says Mary Kathryn, who suggests adding a hydrating foundation to your routine. However, don’t confuse hydrated with the dewy, no makeup look of summer.
Instead, opt for something with a little more coverage. “No-makeup makeup and a light touch are still trending and relevant going into fall,” Mary Kathryn adds. “But look for a product with more of a satin finish to make skin look flawless.”
Try the Super Tinted Hydrator from U Beauty ($108) for a two-in-one power punch of moisturizer and color. Use it alone or with a Therapy Systems Complexion Stick ($40) in areas where you need more coverage.
For even more coverage, Mary Kathryn likes Therapy Systems Mineral Sheer Tint ($48), which also has an SPF of 20. “It gives incredible hydration, with a sheer tint, and the SPF, which is important to wear year-round,” she explains.
Remember!
When it comes to revamping your makeup wardrobe, you don’t have to discard everything and start from scratch. Less is almost always more, and adding just one or two trends to your current makeup routine can do wonders for waking up your look.
Just like fashion, makeup trends are not one-size-fits-all. Experiment and find ways to wear a trend that works for you, your coloring, and your lifestyle to keep you looking sophisticated and stylish all season long.
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Bonny Osterhage
Bonny Osterhage is a professional journalist with more than 25 years of experience in both print and digital media. An avid fitness fanatic, when she isn't exploring the next trending topic, Bonny can be found cycling, running, and leading classes at SolidCore. Find more of her work at Mind Body Green, The List, and more.