The natural beauty trend: a polished look without heavy makeup

One of the most lasting trends of recent years is saying no to excess. Heavy foundation, sharp contouring and very artificial lashes have made way for a polished, natural look. That doesn't mean beauty treatments are no longer needed — on the contrary, it's well-chosen treatments and daily care that create a natural look.

What "natural beauty" means

Natural beauty is about enhancing your features, not changing them. Its key principles are:

• skin first — healthy, hydrated skin needs less makeup;
• groomed details — brows, lashes and nails make the whole look polished;
• saving time — treatments that simplify your morning routine.

Brows: full and brushed-up

Natural, slightly lifted, full brows are the centrepiece of this look. The most popular way to get them is brow lamination, which sets your own hairs in place and makes the brow look fuller. If there are gaps, natural-looking permanent makeup can help fill them.

Lashes: volume in moderation

Instead of dramatic "doll" lashes, more and more people now choose classic or 2D effects — they define the eyes but still look natural. For details on each effect, read our guide to lash extensions.

Skin: glow instead of coverage

Skin that looks lit from within is at the heart of the trend. It comes from regular care: the right cleanser, hydration and daily sun protection. If you don't know where to start, first find out your skin type — it's the simplest and most effective first step.

Nails: clean shapes and soft colours

Short to medium, neatly shaped nails in nude, milky or soft pink shades — that's the natural manicure. Gel polish keeps this look perfect for weeks.

Makeup: less, but better

For everyday natural makeup, this is all you need:

1. a light foundation or concealer, only where needed;
2. a cream blush on the cheeks to bring the skin to life;
3. brow gel;
4. lip balm or a soft-coloured lipstick.

The natural style suits special days too — many brides choose soft, natural makeup. For more ideas, read our bridal makeup guide.

How to try the trend, step by step

• start with skincare — it's the foundation of everything;
• try lamination for your brows and a classic effect for your lashes;
• choose a nude shade for your nails;
• gradually cut back on makeup and notice which steps you can do without.

Frequently asked questions