collage of lotion from a tube and a person using a face roller on their cheek

Trends & Innovation

Whether we're going backstage at NYFW or reporting on the newest in CBD skincare, you'll find our take on the latest breaking beauty trends here.
ESTAS Beauty models with scars
ESTAS Beauty Is Bringing Awareness to the Importance of Scar Care

Sydney Sweeney doe eyes makeup
“Doe Eyes” Is the Sweet Makeup Alternative to “Siren Eyes”

Butterfly nail art
Butterfly Nails Are This Summer's Latest Take on Y2K Beauty

Ziwe Barbiecore Beauty
Barbiecore Beauty Is the Hot-Pink-Everything Aesthetic Taking Over Right Now

Matilda Djerf Bumpit hair
Are Bumpits Making a Comeback?

Kate Moss
I Tried the Kate Moss-Inspired Contour Hack That’s Going Viral

Paloma Elsesser wearing a bikini top
Swimsuits Are the New Going-Out Tops, According to Celebs

Zoe Kravitz Siren Eyes
TikTok’s “Siren Eyes” Trend Is the Perfect Makeup Look for Your Villain Era

beautiful woman with eyes closed leaning on retaining wall
The Lipstick Effect: Do Recessions Really Make Us Buy More Makeup?

Sadie Sink in popsicle lips
Popsicle Lips 101: How to Get Summer's Most Delicious Makeup Trend

model with freckles
TikTok Found a New Way to Get Faux Freckles, and We're Obsessed

model with curled eyelashes
TikTok Found the Secret to Curled Lashes That Actually Stay All Day

two women with natural goddess braids
Natural Hair Goddess Braids Are All Over TikTok

Kersti Pitre
Kersti Pitre on Pivoting From Beauty Influencer to Brand Founder

Guide Beauty founder Terri Bryant
Guide Beauty Is Amplifying the Importance of Ability-Inclusive Makeup

Model holding Youthforia BYO Blush Oil
Color-Changing Makeup Is Going Viral—Here's How It Works

Spider lashes
This "Spidery" Eyelash Trend Is Prettier Than It Sounds

woman with brown hair wearing a bixie haircut
The Bixie Is the Playful, Low-Maintenance Haircut Trending This Summer

Hailey Bieber chrome nails
Hailey Bieber's Pearly Chrome Nails Are Summer's Most-Requested Manicure

Matilda Djerf butterfly cut
TikTok's Viral Butterfly Cut Is This Generation's "The Rachel"

American Girl Dolls on a nude background
American Girl Dollcore Is the Latest Niche Fashion Aesthetic

Woman applying foundation
This Viral TikTok Hack Is the Best Way to Save Foundation That’s the Wrong Shade

Foundation Water Hack on TikTok step-by-step
TikTok Has People Mixing Their Foundation With Water, But Is It Worth the Hype?

Ipsy Fenty Beauty collaboration
How Beauty Subscription Boxes Are Evolving in 2022

Kendall Jenner Bleached Brows
Bleached Brows Are This Summer's Most Controversial Beauty Trend

Georgia May Jagger with frosted lipstick
Frosted Lips Are About to Be Everywhere

Hannah Harrell
"Night Luxe" Is the Digital Age's Take on the Roaring '20s

Woman with star eyeliner
TikTok's Stardust Eyeliner Trend Has Us Ditching Our Basic Wings

Four women wearing transparent eyeliner
TikTok’s Transparent Eyeliner Trend Is the Coolest New Take on No-Makeup Makeup

Jello on pool background
Jello Skin Is a TikTok Trend I Can Actually Get Behind

Plasma pen from TikTok
Please Don't Try the TikTok Plasma Pen Trend at Home

Body Slugging
Wait—You Can Slug Your Entire Body?

Woman using face lift tape
Yeah, Maybe Skip the TikTok Face Tape Trend

Natalia Iaromenko, founder of Lamel Cosmetics.
This Ukrainian Beauty Founder Is Empowering Her Community Through Cosmetics

Itika Oldwine-Grimble
This Celebrity Floral Designer Launched the Fragrance Brand of Her Dreams

Gym Lips Before and After
Why "Gym Lips" Is the Low-Key Makeup Trend I'll Be Wearing All Summer

Hairstylist Kiyah Wright
Kiyah Wright on Her Career as an Emmy-Winning Celebrity Hairstylist

Woman smiling
Is Oral Care Beauty? These 13 Brands Say Yes

Mismatched check, flame, and smiley face nails
Summer 2022 Nail Trends: Jelly Tips, Diamond-Plated Manis, and More

Women with curtain bangs and curly hair layers
Summer 2022 Haircut Trends: Bardot Bangs, Invisible Layers, and More

Hailey Bieber wearing blue eyeliner and overlined lips
Summer 2022 Makeup Trends: Smudged Liner, Coral Blush, and Extra Glossy Lips

Alicia Yoon
Alicia Yoon on Her 10-Year Career as a K-Beauty Founder

Woman applying mascara
The Best Makeup Tips We Learned on TikTok This Year (So Far)

Toffee and bronde hair colors
Summer 2022's Biggest Hair Color Trends Are All About In-Between Shades

Holistic Acne Before / After
I Went to a Holistic Acne Healer—Here’s How It Went

The New "Being Productive"
These 5 Female Founders Are Redefining Productivity

Rituals Keeping Us Balanced
7 Easy Rituals That Keep Us Feeling Balanced

woman with curly hair looking away with eyes closed
How to Do a Life Audit and Let Go of What Doesn't Serve You

woman standing with her hands extended in front of water on a beach
6 Ways to Replicate That Post-Vacation Feeling

Dior Lip Glow Oil
Why Is the Dior Beauty Lip Glow Oil So Popular?

Photos of 54 Thrones founder Christina Funke Tegbe, Range Beauty founder Alicia Scott, Young King Hair Care co-founder Cora Miller, and Tania Speaks Organic Skincare founder Tania Speaks.
Black Beauty Took Center Stage on Shark Tank This Season

Rainbow undereye makeup trend
Prism Eyes Are the Latest TikTok Trend Coming for Your Under-Eye Concealer

TikToker trying the faux sunburn blush trend
TikTok’s Sunburn Blush Trend Is Taking Over, One Pink Nose at a Time

Beauty influencer Mikayla Nogueira wearing Elf Dunkin collaboration
How E.l.f's Dunkin' Donuts Collaboration Claps Back at Beauty Elitism

TikTok Blush undereye concealer hack
TikTok Has People Adding Blush to Their Under-Eye Concealer—So, I Tried It

Photo of actress Peyton List
Prom 2022 Beauty Trends: Gatsby Glam, Euphoria Eye Makeup, and More

Makeup Trends
Spring 2022 Makeup Trends: Gemstone Eyes, Pops of Periwinkle, and More

Elle Woods wearing pink dress and walking in Legally Blonde
TikTok Bimbo Culture Is Just as Much About Self-Love as Aesthetics

Ina Garten and Martha Stewart Coastal Grandma
How to Embrace the "Coastal Grandmother" Aesthetic, According to an IRL Coastal Grandma

Tracee Ellis Ross Dua Lipa bright colored outfits
Dopamine Dressing Is All Over TikTok—Here’s How to Embrace Color This Spring

Woman getting Botox injection treatment
Here's How Botox Has Evolved Over 20 Years

Drew Barrymore Thin Brows
What Do Eyebrows Look Like in 2022? Well, It's Complicated

dedcool dedtergent laundry detergent
Perfumed Detergents Are Making Laundry Day More Luxe

House of M founder Anne Nguyen Oliver headshot
This Founder's Postpartum Journey Inspired Her to Launch a Skincare Brand