While listening to one of my favorite beauty podcasts, Fat Mascara,” beauty editors Jennifer Goldstein and Jessica Matlin talked about the decline of the “Instagram face” or full-coverage foundation, heavy contour, highlight, etc., in favor of a more subtle look: a flush of color on cheeks, groomed brows, sheer lips and dewy, fresh skin that, aside from some tone-correcting, allows your skin’s texture to come through.

The gals said it began with Meghan Markle’s wedding look, done by makeup artist Daniel Martin, and then popped up on the Fashion Week runways. More brands are opting for “no-makeup-makeup” a la Glossier including Tarte Cosmetics and new stunner Flesh Beauty. Even lip products have shifted away from ultra-matte, heavy formulas in favor of satin or velvet finishes. Some have ditched the liquid lipsticks altogether and introduced lip glosses or creamy, sheer formulas. Color queen and lover of dramatic looks Pat McGrath just launched Lip Fetish Sheer Colour Balm this past weekend, which is a subtle yet luxurious wash of color for lips.

I’m here for this change.

You know your girl isn’t going to give up her fake lashes, glitter, eyeshadow palettes or anything like that, but I am happy to put away my full-coverage, ultra-matte products.

To be perfectly honest, I don’t think those formulas looks good on anyone. (Unless you’re performing on a stage or on camera.) Skin isn’t matte. We don’t want to look like an oil slick but super powdery matte formulas make our skin look flat and dusty, and bring more attention to texture. They also make us look older than we are and, for those of us that have them, settle into little lines and creases in our skin. My acne battle left me with pitted scars and hyperpigmentation as proof. I still break out, too, so I understand the want for a full-coverage look. But sometimes matte makeup makes our skin look worse. The other side of the coin is that, if you’re looking to makeup to conceal a skin issue, look at the root of the problem. A good skin care routine that’s perfectly tailored to you will change your life.

So where is this leading? BB or CC creams with a dewy finish. Tinted moisturizers that still show your freckles. Really luxe face primers to wear alone or subtle strobing creams to reflect the light. Soft contour. Or no contour. Cream everything. Lit-from-within highlight. Skin that looks like skin. Skin is so beautiful and dimensional and there’s a sweet spot between matte and oily, I promise.

Above all, you can like whatever you like. If a full-coverage foundation with sharp contours and a matte lip make you feel confident, then do it. But if you’re sick of looking dusty and crusty like me, we can leave matte in the rearview mirror.

Trends ebb and flow but I’m happy to see this one go. Skin care queen Caroline Hirons sums it up best: “I’ll be matte when I’m dead.”


What do you think about the death of the ‘Instagram face’? LET ME KNOW AT GMAZUR@TIMESSHAMROCK.COM, @GMAZURTT ON TWITTER OR @MISS.GIA.M ON INSTAGRAM