Foundation · US
Soft Matte Foundation
- A modern take on traditional matte makeup, offering a refined, velvety finish without the heavy, "cakey" look of the past. - These new formulas are designed to blur imperfections and control shine while still allowing for some natural dimension and light reflection. - They feel more lightweight and comfortable on the skin and are often infused with hydrating ingredients to prevent dryness. - The result is a polished and sophisticated complexion.
Trend signal
The soft matte foundation trend is gaining traction as a sophisticated, long-wearing alternative to dewy finishes, evidenced by strong consumer interest and over 64,000 views on a key Instagram video.
Observed price range
USD 2.7–45
Brands in this theme
Fenty Beauty by Rihanna, NARS, Dior
Why it is trending
- As a counterpoint to the ultra-dewy trend, the soft matte finish is emerging as a new standard of luxury and refinement. - It provides a more polished and long-wearing option, appealing to those who want a perfected yet natural look. - This trend is also a reaction to the "clean girl" aesthetic, offering a slightly more "done-up" but still understated alternative. - The look feels modern and chic while remaining understated.