Makeup trends are always changing. When new styles and techniques go mainstream, makeup follows. From natural, skin-like makeup to a radiant finish, foundation has a major role in shaping the final result.
When you’re looking for liquid foundation solutions that fit the current trends, you might first want to dive deeper into what’s trending right now. It goes beyond just comfort, wear time, and texture. So, whether you’re trying to learn about the beauty market as a seller or a buyer, knowing these trends will give you great insights.
The Legacy: Matte & Long-Lasting
Matte and long-lasting foundations have been the go-to choice for years. However, the standard has been changing radically. These matte, long-lasting trends are usually heavier and drier on the skin. Now, consumers look for a liquid foundation that is more comfortable and breathable.
Look-wise, they also prefer the skin-like look rather than a dramatic, expressive outcome. However, matte liquid foundation is still pretty well-liked. Long-wear liquid foundation with a matte finish continues to sell extremely well, peaking in December 2025.
The Dominating New Trend: Skincare-first Foundations
Although the traditional full coverage liquid foundation or matte finishes are still in trend, consumers now prioritise health above anything. They increasingly favour makeup that also delivers skincare benefits, as skin health is considered an essential part of overall well-being. This means consumers want their makeup products not only to enhance appearance, but also to help strengthen the skin barrier and provide long-term care.
One of the biggest demands when it comes to a liquid foundation is sun protection. SPF foundations are now selling better, especially products that don’t sacrifice their aesthetic performance. Besides SPF foundations, some major brands also launched liquid foundations with deep hydration through hyaluronic acid, pore minimisation through niacinamide, brightening through vitamin C, and anti-ageing benefits through retinol inclusion.
Blurred, Soft-Focus Skin
Despite people’s love for matte foundations, a blurred finish slowly becomes the most sought-after look. Matte finishes are considered a bit too harsh as people chase for a softer finish that makes their makeup look natural.
Liquid foundations with a blurring finish will smooth and refine without flattening the skin. Some people also combine their liquid foundation with a smoothing setting powder, but many liquid foundations now offer this soft-focus effect on their own.
Matte full coverage liquid foundation ensures the skin looks completely covered. In comparison, a blurred finish allows the skin’s natural luminosity to show. Consumers love this look as their setting powder now works as a finishing touch instead of a heavy layer to achieve that soft-focus. The result feels more breathable, while giving a soft, timeless look.
Where Trends Might Head Next
Consumers choosing a softer look or products that can also work as skincare doesn’t mean full coverage liquid foundation and classic matte finishes are completely overlooked. It’s highly likely that consumers will soon demand a long-wear liquid foundation that offers a matte finish and sun protection in one.
Consumers also pay more attention to sustainable practices. This includes the foundation’s ingredients and packaging that can influence the brand’s reputation.
