Lesley Goodman

In a world where beauty trends often push for bold eyes, bright lips, and layered highlighters, a counter-movement is quietly thriving: minimal glam. It’s a style that embraces restraint, focusing on enhancing natural features rather than covering or transforming them. For many in the UK, minimal glam represents elegance, efficiency, and confidence — a look that is polished without being overpowering.

Defining Minimal Glam

Minimal glam is all about subtlety and intentionality. It’s not about skipping makeup entirely; it’s about using fewer products, applied with precision, to highlight and enhance what’s naturally there. Think soft, defined brows, a gentle flush on the cheeks, neutral-toned eyeshadows, and lips in shades close to your natural tone. The goal is enhancement, not transformation.

The philosophy behind minimal glam resonates with modern lifestyles. Busy mornings, unpredictable schedules, and professional environments demand a look that feels effortless yet put-together. It’s makeup that works with real life — commuting, coffee runs, office hours, and evening plans — without requiring constant touch-ups or meticulous adjustments.

Why Minimalism Appeals

There’s a growing appetite for authenticity in beauty. Social media, wellness culture, and the rise of “skin first” approaches have shifted priorities toward looks that feel honest and natural. Minimal glam embodies this ethos. It’s flattering, adaptable, and empowering, allowing individuals to feel confident in their appearance without resorting to heavy contouring or dramatic effects.

British beauty enthusiasts, in particular, have gravitated toward this style because it balances elegance with practicality. Minimal glam fits seamlessly into professional settings, casual outings, and social events. Its versatility is one of its strongest selling points: the same soft, polished look can transition from a daytime meeting to a night out effortlessly.

Key Elements of Minimal Glam

1. Skin First: Flawless, natural-looking skin is the foundation of minimal glam. Light, buildable foundations or tinted moisturisers enhance skin tone without masking texture. Concealer targets specific areas like under-eye shadows or blemishes, while a soft powder can set the base without creating heaviness.

2. Brows That Frame: Well-groomed eyebrows remain essential, but in minimal glam, they’re natural and defined rather than overfilled or exaggerated. Tinted gels, soft pencils, or powder can create subtle arches that balance the face. The focus is on structure and movement, not rigidity.

3. Soft Eyes: Eyeshadow palettes in neutral shades — taupe, soft brown, champagne — create gentle depth. Minimal eyeliner, lightly applied along the lash line, enhances definition without overpowering. Mascara adds subtle lift and separation, ensuring eyes feel bright and awake.

4. Gentle Cheeks: A natural flush on the cheeks provides warmth and dimension. Cream blushes are ideal for minimal glam because they blend seamlessly with the skin, avoiding the harshness sometimes associated with powder formulas.

5. Natural Lips: Lip colour in shades close to the natural lip tone complements the soft overall look. Soft tints, sheer balms, or semi-matte lipsticks are favoured for comfort and adaptability. The goal is polished, not exaggerated.

Techniques for Achieving Minimal Glam

The technique in minimal glam is intentional layering and subtle blending. Lightly apply base products, building only where needed. Blend carefully to avoid visible lines or streaks, ensuring a seamless, “skin-enhanced” finish.

For eyes, use small brushes and light pressure to create definition without excess pigment. Curling lashes and applying a single coat of mascara can dramatically lift the eyes while maintaining subtlety.

Blush and highlight are applied with restraint. Cream products allow for natural integration with the skin, avoiding the stiff or powdery finish that could betray heavy-handedness. Lips are gently defined and enhanced, rather than drawn boldly, reinforcing the overall sense of understated elegance.

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The 1990s are back, and not just in fashion. Beauty trends from the decade of crop tops, chokers, and baggy jeans are experiencing a revival — and it’s more sophisticated than ever. From runway shows in London to street style in Manchester, the hallmarks of 90s makeup — brown lips, matte skin, and strong brows — are making a stylish comeback. But this isn’t mere nostalgia; it’s a modern reinterpretation of timeless aesthetic principles that defined a generation.

Brown Lips: The Quintessential 90s Statement

Arguably the most defining 90s beauty trend, brown lips are everywhere. Gone are the over-glossed, frosty formulations of the past; today, brown lipsticks are semi-matte or velvety, offering warmth, depth, and a natural elegance. Shades range from caramel to deep chocolate, often with undertones that complement a wide variety of skin tones.

This revival isn’t about rigid adherence to vintage shades — it’s about personalisation. Modern brown lips are softer, more wearable, and adaptable to contemporary styles. Whether applied for office wear, evening outings, or casual brunches, brown lips offer a subtle yet confident statement, bridging the line between understated chic and bold sophistication.

Matte Skin: Timeless Texture

The matte complexion of the 90s is also resurfacing, but with updated techniques. Instead of heavy powders or cakey finishes, today’s matte looks aim for naturalness, longevity, and a touch of luminosity. Foundations are formulated to blur imperfections while maintaining skin’s inherent texture, providing a polished canvas without appearing flat or artificial.

Layering techniques are crucial. A light primer, followed by buildable matte foundation, and a soft dusting of translucent powder, creates a refined finish. Highlighting is used sparingly, often restricted to subtle areas like the tops of cheekbones or the bridge of the nose, maintaining the matte integrity while adding dimension.

Strong Brows: Structure and Expression

No 90s-inspired look is complete without strong brows. Think bold, well-groomed arches that frame the face and convey confidence. Unlike the overly sculpted brows of recent years, 90s brows are slightly softer, fuller, and natural in shape, enhancing expression without overpowering other features.

Modern techniques use tinted gels, pencils, or powders to fill sparse areas, emphasizing hair-like strokes rather than harsh lines. The goal is structure with authenticity — brows that look defined but lived-in, balancing the strong lip and skin aesthetics characteristic of the 90s revival.

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There’s a certain charm in lips that look effortlessly kissed by a subtle sophistication — the kind of lips you might see in a romantic comedy, glancing across a café table, or catching a fleeting smile on the street. Enter the trend of Rom-Com Lips: soft semi-matte shades that merge wearability with cinematic appeal, offering everyday glamour without the drama of high-shine gloss or the intensity of deep matte lipsticks.

What Are Rom-Com Lips?

Rom-Com Lips are all about balance. The shades are soft, often hovering between muted rose, nude peach, or gentle berry, with just enough opacity to define and enhance the natural shape of your mouth. Unlike fully matte formulations, semi-matte textures maintain a touch of moisture, creating a look that feels soft, approachable, and romantic — the perfect blend of comfort and style.

The semi-matte finish is key: it’s sophisticated without being stiff, polished without being flat, and glamorous without appearing overdone. It’s a texture that photographs beautifully but also works in everyday lighting, from office desks to café corners and evening strolls.

The Cultural Influence

The trend owes its name and inspiration to classic rom-com films, where female leads often sport soft, polished lips that enhance expression rather than dominate it. The aesthetic suggests approachability, warmth, and relatability — qualities that resonate strongly with audiences, especially in the UK, where understated elegance is prized.

Social media has amplified this style. Beauty influencers showcase semi-matte shades that can be applied in minutes yet create an impact akin to a carefully styled scene in a film. Tutorials highlight layering techniques, pairing lipsticks with subtle gloss or tinted balms to achieve a nuanced, lived-in effect. The trend captures the desire for glamour that feels natural and flexible.

Why Semi-Matte Works

Semi-matte formulas bridge the gap between classic mattes and glossy finishes. Traditional matte lipsticks often risk drying out lips, emphasizing texture and creating a stark, formal look. Full glosses, meanwhile, can feel sticky or high-maintenance for day-to-day wear.

Semi-matte formulations offer the best of both worlds. They provide coverage and colour intensity without sacrificing comfort or wearability. Lips look full and defined, yet the formula moves naturally with the mouth, creating a soft-focus effect reminiscent of cinematic close-ups.

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If you thought eyeliner was limited to classic black or subtle brown, think again. Across London, Manchester, and beyond, bright and bold liners are making a statement. Neon greens, electric blues, vivid purples — the new wave of eye makeup is playful, daring, and unapologetically colourful. British beauty enthusiasts are embracing colour pop eyes, proving that eyeliner can be both a tool of self-expression and a nod to artistic creativity.

From Subtle Accents to Bold Statements

Colourful eyeliner is versatile. On one end, a thin line along the upper lash adds a hint of personality to everyday looks. On the other, a double line or graphic shape transforms the eyes into a work of art. Some Brits opt for a pop of neon under the lower lash to brighten tired eyes, while others experiment with rainbow layering or ombré effects.

This trend isn’t about following rules; it’s about experimentation. Makeup stores report a surge in sales of colourful gel liners and pencils, while social media hashtags showcase thousands of creative interpretations. What’s striking is the balance between bold colour and wearability. Even vivid shades are being worn for coffee dates, office hours, and casual weekend outings — a testament to the British knack for blending daring with practicality.

Influences Behind the Movement

Several cultural and fashion factors have propelled this trend. Runways over the past few seasons, from Paris to London Fashion Week, have featured models sporting sharp neon and jewel-toned liners. Music videos, street style photography, and influencer content reinforce the appeal, demonstrating that colour doesn’t have to intimidate — it can enhance personality and mood.

British makeup artists have also been pivotal in translating these runway aesthetics into practical, everyday looks. Tutorials now abound showing how to balance bold eyeliner with neutral eyeshadow, how to pair it with minimalist lip colours, or how to create subtle graphic shapes without overwhelming the face. This fusion of artistry and accessibility has made bright liners highly appealing to a broad demographic.

Techniques for Everyday Wear

Bright liners can be integrated seamlessly into daily routines if applied thoughtfully. For subtlety, a thin line along the upper lash, perhaps paired with a nude or pastel eyeshadow, keeps the look wearable. Layering a softer complementary shade along the lower lash line creates dimension without looking overpowering.

For evenings or special occasions, the line can be thicker, smudged, or extended into wings. Some Brits are experimenting with dual-colour liners, creating contrasting edges, or even combining neon with metallic shades to catch light and draw attention. The key is intentionality: the colour should feel like an extension of personality rather than a gimmick.

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Eyeliner has always had a dramatic reputation. For decades, it was synonymous with precision, perfection, and a hint of theatrical flair. Sharp wings, jet-black lines, and geometrically flawless application dominated tutorials, magazine covers, and Instagram feeds. But the beauty world is shifting, as it always does, and the latest trend isn’t about perfection. It’s about imperfection — intentionally effortless, subtly smudged, and wonderfully human. Enter the era of lived-in liner.

What is Lived-In Liner?

Lived-in liner isn’t a new invention; it’s a reinvention of the familiar. Think of the eyeliner you’d naturally accumulate after a long day — slightly faded, softly smudged, tracing the shape of your eye without rigid definition. But unlike rushed or messy makeup, lived-in liner is curated. It’s deliberate imperfection. It’s the aesthetic of relaxed sophistication: an eyeliner that appears as if it’s been gently worn and adjusted, creating depth, character, and dimension without looking overworked.

The appeal is immediate. Unlike the sharp, sculpted wings of years past, this style embraces movement, texture, and individuality. It allows the wearer to engage with makeup in a playful, low-pressure way. It’s eyeliner for the real world, for coffee runs, meetings, or sunset walks, rather than red-carpet perfection.

The Shift in Beauty Culture

Why now? There’s a broader cultural context. In the post-pandemic beauty landscape, authenticity and ease dominate. Audiences are gravitating toward styles that feel lived-in, attainable, and flexible. The “Instagram face,” once polished to the point of artifice, is giving way to looks that suggest personality, lifestyle, and emotional subtlety.

Lived-in liner aligns perfectly with this sensibility. It’s minimal yet expressive, understated yet impactful. It doesn’t demand constant touch-ups or flawless symmetry. It responds to the pace of modern life, celebrating the natural wear and movement of makeup. In a sense, it’s a style that honours the wearer rather than the camera lens.

How to Achieve the Look

Achieving lived-in liner is less about technical skill and more about intuition and texture. Start with a soft pencil or gel liner rather than a rigid liquid formula. This allows for easier smudging and subtle transitions. Apply a line along the upper lash line — not too close, not too thick — then blend lightly with a brush, sponge tip, or fingertip. The goal isn’t sharpness; it’s soft definition.

Some beauty experts suggest layering. Begin with a dark base, then smudge with a slightly lighter shade for depth. This technique adds natural shadow and avoids a flat, static look. Finish with a subtle flick at the outer corner, if desired, but keep the line organic — imperfect edges are part of the charm.

Lower lash lines can be treated similarly. A faint smudge along the waterline or outer edge creates balance and enhances eye shape without heaviness. The result is eyes that appear expressive, awake, and animated — a look that feels worn-in rather than manufactured.

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