An Evolved Choice for 'Being Yourself': The Present and Future of No Makeup Makeup
‘Looking naturally unmade up’ has long been the ideal in makeup. But now, this style has evolved beyond a mere trend to become a solid aesthetic and a form of self-expression. This trend that pursues natural beauty has continued to evolve, reflecting the demands of the times and technological advancements, expanding into more refined and sophisticated trends across the beauty industry.
Roots and Evolution of No Makeup Makeup
In the 1970s, Clinique laid the foundation for no makeup makeup by introducing makeup products that did not burden the skin. From this point, makeup started shifting from simple skin coverage to enhancing the skin’s natural texture. Later in the late 1980s, Bobbi Brown introduced foundation sticks that match skin tones precisely, and in the mid-1990s, Laura Mercier launched Tinted Moisturizer, making the concept of ‘real-looking skin’ vividly clear. They all emphasized ‘revealing over layering’, playing a significant role in redefining natural beauty.
An Icon of the Digital Age: Glossier’s Innovation
In 2014, Glossier emerged as an innovative and intuitive brand targeting the digital native generation. Under the leadership of beauty blogger turned entrepreneur Emily Weiss, Glossier centered around the message “It’s okay to be as you are,” prompting a shift in beauty consumer perceptions. By actively engaging with consumers on SNS platforms and practicing D2C (Direct-to-Consumer) strategies, they personalized the brand experience.
While striking red lips and perfect contouring were mainstream back then, Glossier introduced a new wave with their seamless, bare-faced makeup style that showcased ‘the real you’. In reality, the makeup on models was modest, just neutralizing minor skin tones or providing suitable gloss, aligning perfectly with modern consumers' aesthetic values emphasizing understated naturalness over strong artificiality.
The Expansion of Makeup Functions: The Rise of Skinification
Following the COVID-19 pandemic, interest in ‘healthy skin’ surged, leading to technological advancements encapsulating skincare benefits within makeup products. A representative trend is the ‘Skinification of Makeup’. This trend integrates existing skincare ingredients into base makeup or color products, offering consumers lightweight yet multifunctional formulas.
Westman Atelier in the US approaches makeup as an extension of skincare with its ‘Skin First’ philosophy. Their foundation sticks, serum drops, and concealers are all formulated with skin barrier protection and hydration in mind, embodying a makeup philosophy concentrating on healthy skin rather than facial exterior.
Emergence of Brands Embodying Diversity and Inclusivity
Following Glossier, attempts continue to respect a wide spectrum of skin without clinging to traditional ‘beauty standards’. Ami Colé, founded by Diarrha N’Diaye-Mbaye, a woman of color, quickly gained consumer support for its tailored shades and vegan-based formulas considering the skin tones of black women, delivering the message “Embrace the real me” more directly.
Moreover, new brands like Jones Road provide solutions for maintaining natural and healthy beauty in a simplified usage and multifunction products focus amid busy lifestyles.
No Makeup Makeup: More Than a Simple Aesthetic, A Philosophy
No Makeup Makeup is not about the ‘art of invisibility’, but a philosophy for ‘confidence that needs no visibility’. It respects individuality over imperfections, focusing on one’s unique beauty rather than standardized ideals. This represents an important cultural shift reflecting changes in people's lives and mindsets, beyond mere appearances.
Especially amidst social distancing, a lifestyle focused on skin health over makeup has intensified, expanding the demand for related hybrid products. For instance, lightweight tone-up creams containing soothing ingredients or multi-sticks combining color and moisturizing benefits are representative.
The thinner the skin expression, the more important the skin's condition itself becomes, which is thoroughly scientific truth. Accordingly, high purity ingredient moisturizers and radiant bases, safe for sensitive skin, are gaining more attention, and formulation development centered on soothing effects is actively underway.
A typical example is the continued preference for ‘Daily Madecassoside Cream’, a high-performance moisturizer focused on soothing effects, for consumers prioritizing skin balance and barrier recovery over excessive makeup. It’s optimal for maintaining moisturized skin texture and healthy shine before makeup, setting the ideal expression base for no makeup makeup.
In Conclusion
No Makeup Makeup is no longer a choice aimed at being ‘trendy’. It’s a movement to respect oneself as they are and practice genuine beauty without exaggeration. Advancements in technology and ingredients
No Makeup Makeup has now become a philosophy that enhances personal beauty, beyond just a style. YURICO5 is opening new horizons of beauty in Korea with cosmetic technology and products that emphasize this natural beauty. Discover your naturally glowing beauty with dedicated daily skincare efforts.
