When it comes to the makeup trends of years gone by, it has proven easy for us to get caught up in small details; colour moments, newly developed techniques and gimmicky formulas have led the way. But the truth is, most of these trends are fleeting. In 2025, our relationship with makeup has moved into a more macro phase. Rather than being caught up in microtrends, we want our makeup choices to play a bigger role in our overall aesthetic. Whether we're leaning towards invisible makeup or soft blur makeup, the overall vibe of our look and how it makes us feel is what we're concerned about right now.
And whilst this idea started bubbling away at the start of the year, now that we're knocking on the door of summer, it's starting to become unignorable. It's a makeup movement that we're dubbing "soft power". "Power" makeup looks of yesterday were all about graphic eye liners, bold colours and sharp angles, but soft power is about makeup that makes you feel empowered. These looks don't have to be obvious, but rather it's more about slightly bolder choices that make you feel like your ultimate self.
Not sure where to start? Scroll for the soft power makeup looks that will come to define summer 2025.
It's not no-makeup makeup, it's unobvious makeup. Proving that soft power makeup doesn't need to be loud, this is makeup minimalism with an empowering edge. Moving away from undetectable looks that have come to make us feel lesser-than (especially when inevitably comparing ourselves to the velvet-skinned models of Instagram), this look isn't pretending to be something it's not. Instead of trying to disguise itself as natural, it's letting you know it's here and making you feel like the very best version of yourself in the process. Think buttery skin, peachy hues, glossy lips and bare lashes.
"You want a glowing, barely-there complexion," says Jamie Coombes, Dior Makeup International Pro Artist. To achieve this, Coombes layers a diffusing glow-booster with a natural-finish foundation, finishing off with concealer only where needed. Then, create depth in your complexion with a warm bronzer. When it comes to lips, you want to keep things balmy but defined. Instead of leaning on lip liner for definition, look towards lip-contour products instead.
The beauty of this look, however, is all in the eyes. To keep things soft but noticeable, choose peachy and pinky tones. "In this look, the upper eyelids and lower lash line are washed in a matte pink colour from the Diorshow 5 Couleurs in shade Rose Organza" (£61), reveals Coombes. The softening pièce de résistance? A totally bare lash.
One person's soft power might be founded in minimalism, and another's may be maximalism. In 2025, we've already started to see the smokey eye make a loud comeback off the back of the move towards soft power makeup, and it's only going to get more airtime. Why? Because the smokey eye makes an obvious statement, exuding confidence and tenacity. And whilst traditional smokey-eye looks might not be deemed soft, 2025's version certainly is. Paired with seemingly bare skin and lips, all of the focus is drawn to an intense, diffused eye and heavy, clumpy lashes.
For this look, Coombes utilised a combination of a cream eye shadow stick, powder and liner. "Eyes are thickly lined in the waterline and lash line in a creamy textured crayon, which is blended out using a large eye shadow blending brush," he says. He then applied Diorshow Maximizer 4D (£35) to the upper and lower lashes, following up with the new Diorshow Overvolume Mascara in shade Overblack (£35). "Work from root to tip to build out intensity," he adds.
When it comes to skin, keep things smooth, soft and natural-looking. To achieve this look, you can use a water-based foundation and apply concealer in targeted areas, such as under the eyes, over any blemishes that you would like to conceal and on any redness around the nose. "Drape bronzer over the cheeks, starting at the temple and sweeping downwards," says Coombes. Then, apply some glow with a liquid highlighter onto the tops of the cheeks and the bridge of the nose.
Where soft power makeup is concerned, the role of lashes shouldn't be overlooked. Whether you're leaving them bare or dressing them up in layers of mascara, lashes can make or break how your makeup makes you feel. When teaming a statement lash with a power-delivering red lip, be prepared to feel like you can take on the world.
"Lashes are bold by applying a primer with a volumising mascara, like Diorshow Overvolume (£35), layered on top. Apply a matte, nude shadow to the eyelids," says Coombes. This addition of a nude eye shadow, which in this case was beige (but your colour choice will depend on your skin tone), will help the mascara stand out whilst still keeping the overall eye look polished and barely-there.
The perfect accompaniment to a strong lash? A power lip. "Lips are blurred using a red lip liner first. Overline the lips and then soften using a small brush. Then, apply your red lipstick to the centre of the lips directly from the bullet, and blend out by dabbing with your finger," says Coombes. Finish up with a light dusting of blusher to complement the red lip shade.
Soft power makeup can be fun, too, as showcased by this silver eye look. Whilst traditional power looks might combine metallics with sharp angles, this silver eye look is subtle but still wonderfully statement-making. To ensure things remain understated, a diffused wash, combined with nude tones on the skin and lips, is key.
"A graphic eye shadow shape is created using Dior Forever Skin Contour (£46). Then, the metallic-grey eye shadow is layered over the top, followed by a shimmering shade to lift and bring light to the look," says Coombes. When applying the shadow, it's important that you keep the edges soft and diffused to keep things wearable. "A black liner is then applied in the lower waterline, followed by a light touch of volumising mascara."
The finishing touch is a slick of powder-pink colour on the lips. To avoid this looking too pigmented and obvious, opt for a wash of colour that reacts to your skin's natural pH levels, like Dior Addict Lip Glow (£33), which will ensure the result will complement your skin tone.
Shop the Looks:
Photographer: Lulu McArdle
Editor in Chief: Hannah Almassi
Beauty Director: Shannon Lawlor
Beauty Editor: Eleanor Vousden
Producer: Yasmin Coke
Model: Annalise Demmler at Elite Models
Makeup Artist: Jamie Coombes, Dior Makeup International Pro Artist using Dior Beauty
Hair Stylist: Tomi Roppongi at Julian Watson Agency using Hair by Sam McKnight
Manicurist: Charly Avenell using Dior Beauty
Stylist: Sophie Watson
Photography Assistant: Martin Alejandro Eito
