Earthy and cozy tones like gingerbread brown, mocha, terracotta, and spiced rose are becoming the new go-to neutrals, providing warmth and a chic, subtle alternative to bolder colors.

The US lipstick market for Winter 2025-2026 is characterized by a compelling duality, merging the cozy warmth of the season with a bold, futuristic expressiveness. Trends are moving towards multi-functional products that provide more than just color, with a significant emphasis on skincare benefits and comfortable wear. The influence of clean beauty and sustainability continues to grow, impacting consumer preferences and product innovation, leading to formulations that are both aesthetically pleasing and beneficial for the skin. The color palette for the season is rich and varied, catering to a wide range of preferences. Dramatic, vampy hues such as deep berry, plum, and wine are set to dominate, offering a sophisticated and modern statement. These are balanced by an array of warm, earthy neutrals like gingerbread brown, mocha, and terracotta, which provide a chic and subtle alternative. Classic reds are also making a strong return, but with a contemporary twist, favoring brownish-red and brick tones for a fiery yet grounded look. In terms of finishes, the market is embracing a 'lipstick wardrobe' concept, with no single texture reigning supreme. Comfortable, non-drying matte finishes, often described as 'cloud-like' or velvety, remain highly popular for their long-lasting wear without the associated discomfort. Simultaneously, there is a significant resurgence of high-shine, glossy, and balmy textures that impart a fresh, youthful glow. Adding a touch of nostalgia, frosted and metallic finishes are also re-emerging, updated with modern, more wearable formulations that provide dimension and glamour.

Products in this theme

Charlotte Tilbury

Matte Revolution Lipstick in 'Pillow Talk'

The deeper shades within the Pillow Talk range tap into the 'Warmed-Up Neutrals' trend, delivered in the highly sought-after 'Comfort Matte Finish'.

Fenty Beauty

Icon Velvet Liquid Lipstick in 'Freckle Fiesta'

This shade is a prime example of the 'Warmed-Up Neutrals' trend, offering an earthy, fiery alternative to traditional nudes.

NARS Cosmetics

Powermatte Lipstick

This entire line exemplifies the 'Comfort Matte Finishes' trend by providing a modern matte that is both high-performance and non-drying.

MAC Cosmetics

M·A·Cximal Silky Matte Lipstick

This new formulation directly addresses the market's demand for 'Comfort Matte Finishes', updating a classic product to meet modern expectations.

Maybelline

SuperStay Matte Ink Liquid Lipstick

This line's extensive shade range, which includes deep reds and browns, allows it to tap into both the 'Vampy Deep Hues' and 'Warmed-Up Neutrals' trends with a high-performance formula.

Maybelline

SuperStay Vinyl Ink Liquid Lipstick

This product is a perfect embodiment of the 'High-Shine & Luminous Textures' trend, offering a glossy look without sacrificing the longevity of a liquid lipstick.