Ignite Your Online Business with these 12 Makeup Trends in 2023

Following a difficult couple of years shaped by COVID-19 headwinds, the beauty and cosmetics industry has experienced a solid resurgence. To the delight of manufacturers and sellers within the industry, beauty is once more top of mind for many consumers.

As the market heats up following the COVID slowdown, it’s key to stay on top of the major trends shaping consumer demand in this space.

What looks are dominating walkways? What are the popular trends driving TikTok views and fashion blog clicks, and how can manufacturers follow these trends for profitable sales?

This article discusses the key makeup trends to know in 2023 and the top product items that buyers are seeking on Alibaba.com.

Introduction to 2023 Makeup Trends

Manufacturers and sellers in the beauty market generated $430 billion in revenue in 2022.¹ The market, which comprises skincare, makeup, haircare, and fragrance, was in resurgence, bouncing back from the travails of a nearly two-year pandemic.

After 2022’s solid recovery, 2023 is set to be a bumper year for the market. Makeup has especially thrived, rising from negative growth rates between 2019 to 2022 to a projected 6% growth rate from 2022 to 2027.

Intensifying competition, innovative ideas, and the pure energy of a younger generation are some of the factors that are expected to drive increased value in the industry.

New ideas about beauty, including the role of sustainability in the market, will shape competition. As an entrepreneur or manufacturer in this space, you should be prepared to think broadly about the products you develop, from design to sourcing of raw materials and distribution channels.

Alibaba.com has discussed many of the trends to keep an eye on in our Makeup, Nail Art, Wigs, and Fake Eyelashes industry trend insight series. But in this report, we cover the key things to know in makeup, including what’s hot this year and what’s not.

	Makeup, Nail Art, Wigs, and Fake Eyelashes Industry Trend Insights
	Check out our latest Makeup, Nail Art, Wigs, and Fake Eyelashes Industry Report which introduces you to the latest industry data, trending products, and tips for selling on Alibaba.com

Overview of the Changing Face of Beauty

Confidence is at the heart of beauty and makeup — it’s an opportunity to revel in what makes us human and enhance those qualities in innovative ways.

As younger people gain purchasing power, they’re bringing their verve and freedom into their makeup preferences and purchases. Bright colors, glossy looks, self-expression, and unconventional makeup techniques are the in-thing — and these are all led by a young and vibrant market.

McKinsey has specifically noted the influence of Gen Z, who are “challenging the norms not only around the definition of physical beauty but also around the product categories.”¹ They want to engage with brands that have an “authentic and approachable image”. And they’re keeping these brands on their toes by researching ingredients and their benefits before purchase.

As a testament to the new approaches that we’re seeing in makeup, e-commerce has become the fastest-growing channel for beauty product purchases. E-commerce purchases are expected to surge by 12% from 2022 to 2027. This is in addition to the 21% growth in 2019 to 2022.¹

Sustainability and wellness are also key factors you should watch out for in 2023. As Euromonitor notes in its International Voice of the Consumer: Beauty Survey 2022, “‘Looking healthy’ was the #1 way beauty was perceived among global consumers.”²

People not only want to look good, they also want to feel good. Brands that can tap into that goldilocks zone have the opportunity to unlock a $2 trillion market with a potential compound annual growth rate of 10% from 2022 to 2027.¹

That said, let’s dive next into the looks and techniques that consumers are shaping makeup in 2023.

12 Makeup Trends for 2023

Whether it’s summer, spring, autumn, or winter looks, these are the key trends to watch out for in 2023.

Embracing Natural Beauty

1. The rise of minimalist makeup

Simplicity and natural feature-enhancing looks are a big deal this year. Natural tones and understated makeup are key elements of this trend.

As celebrity makeup artist Sir John notes, this trend embraces “skin and products that ennhance our skin… versus aiming to have a more full-coverage finish.”³

One technique that stands out here is the underpainting foundation technique. Popularized by celebrity makeup artist Mary Phillips, the technique uses a contour and blush beneath foundation.

Seeing as it’s everywhere on TikTok and on the faces of celebrities like Hailey Beiber and Kendall Jenner, you can expect growing consumer demand for products that help achieve this look.

2. Dewy and luminous skin

No one wants to be caught in the sweltering sun with full-coverage makeup. But how do you maintain a glamorous look without sacrificing comfort and flexibility? The dewy and luminous skin is one answer that more people are looking to.

Characterized by sheer skin tints and light cream blushes, this look produces a soft, breathable shine that can be worn anywhere — even in sweltering heat. With increasingly hotter days and record heat in some regions, it’s easy to see why this trend might be here to stay.

In addition to the dewy look, cloud skin, and ultra-glossy coverage are variations of this trend that you can expect to see in 2023.

3. Nude and monochromatic makeup

When it initially emerged in the 90s, the nude makeup trend was something of an outlier in a generation that was heavily influenced by pop and heavy metal. The fact that it appears on this 2023 makeup trends list is a testament to the staying power of the look.

With its signature combination of subtle, harmonious tones that create an effortless and polished look, it’s easy to see why nude is a consumer favorite. Makeup artist Mary Phillips sees this trend in terms of a bare it all look that promotes “fresh-faced makeup”.⁴

Considering this, manufacturers and sellers should be prepared to see increased demand for products that come in nude tones, from foundation to eyeshadow, lipstick, and more.

Intense Eye Colour Trends

4. Graphic eyeliner

Away from the natural beauty trend, we’re also seeing a rise in preference for bold and artistic eyeliner techniques that add drama and creativity.

Remember the heavy metal looks popularized by iconic performers like Alice Cooper and Jimi Hendrix? 2023 is bringing a re-emergence of this look but with a more varied and expressive application.

One look you’re likely to see a lot of is grunge — think Wednesday Adams or Courtney Love from the 90s, says Allure.⁴

5. Colorful eyeshadows

Vibrant hues and bright splashes of color are the centerpiece of this trend, characterized by looks such as pastel and disco makeup looks.

Glittering multicolor eyeshadow palettes are likely to spearhead this trend as consumers go in search of adventure with daring, eye-catching looks. Other products to watch out for here include glitter gel, glitter eyeliner, and other glimmering items that stand out in a crowd.

6. Fluffy and natural brows

Eyebrows have gone through quite a metamorphosis of trends, from thin, barely-there brows to clearly defined, stand-out looks. This year, we’re seeing another evolution in this trend with the fluffy, natural brow look.

The look is achieved by shaping the brows and gently sweeping them back in order to achieve a natural look. The allure of this trend is understandable as it enables a well-groomed, feathery look that helps frame the face.

Lip Trends

7. Glossy and plump lips

Because they evoke feelings of vitality and sensuality, glossy, plump lips are a firm favorite amongst makeup consumers.

This look dominated high fashion and celebrity looks (from Kim Kardashian to Kylie Jenner) in recent years, and it doesn’t seem to be going anywhere. The look offers an opportunity to channel one’s youthfulness and beauty, regardless of age.

Glossy lipsticks and lip gloss are easy to apply and are available in many formulations. So there’s a lot to dive into here for manufacturers and sellers.

8. Bold and unconventional lip colors

Unique lip shades and techniques have captivated consumers for their daring and expressive look. Breaking free from traditional norms, these colors empower individuals to showcase their individual personalities and creativity.

Several looks shine out here, from two-tone lips to multicolor lipstick and even lip art, according to Cosmopolitan.⁵ Consumers appreciate the versatility that this style provides and its ability to transform any look from mundane to extraordinary.

Social media and pop are strong factors behind this look. You can expect to see it continue to be a favorite amongst buyers that want to stand out and make a statement.

9. Gradient lips

This popular Korean-inspired lip technique blends different shades for a soft and gradient effect. Loved for its enchanting and youthful appeal, the look involves blending two or more shades to seamlessly achieve a soft transition color.

It also gives an illusion of fuller and plumper lips, which enhances natural beauty. Gradient lips can be adapted for any occasion and makeup style, especially when one is going for a bold and artistic expression.

Blush and Highlighter Trends

10. Bold Blush

Bold blush has won over consumers for its ability to transform and enliven any makeup look. The trending application of this look is the use of vibrant hues to add a pop of color to the cheeks and enhance one’s complexion and radiance.

The trend enables artistic expression and gives consumers the versatility to experiment with various shades and intensities.

Social media has also played a key role in popularizing this look. It has inspired many people to embrace and celebrate their unique beauty through the captivating power of the bold blush.

11. Draping technique

The draping technique uses careful contouring with blush to accentuate the cheekbones while softly blending color on the face and jawline. The effect is an amazingly radiant appearance that sculpts the face and creates dimension.

A number of products will be key to achieving this effect, and manufacturers can keep an eye on these as potential selling points. These products include a blush palette and quality blush brushes.

12. Multidimensional highlighters

According to Allure, multidimensional highlights are achieved by strategically layering different highlighter hues. The trend is part of a drive to capture a mesmerizing luminous look that “creates dimension in the most natural way.”

The result of using multidimensional highlighters is a radiant glow that catches light from different angles. And the best part is it can be combined with a variety of colors and other looks.

It’s no wonder that consumers are plumping for this look in 2023.

Trending Makeup Products on Alibaba.com

You’ve seen all the trends to watch out for in 2023. Next up, we’re exploring the key products that are receiving all the attention on Alibaba.com to help you plan for your next production or sourcing run.

We’ve identified 15 products that are trending on Alibaba.com.

1. Sunscreen

Sunscreen has become a trending makeup product due to increased awareness of the importance of sun protection. Consumers prioritize their skin's health and seek products that offer both cosmetic benefits and SPF protection.

Sunscreen-infused makeup products provide a convenient way to shield the skin from harmful UV rays while enhancing the overall complexion.

2. Eyeliners

Eyeliners are trending as they offer endless creativity and versatility. Consumers experiment with various types like pencil, liquid, or gel eyeliners to achieve diverse looks, from subtle definition to dramatic cat eyes.

The precision and boldness of eyeliners make them a staple in makeup routines, enhancing eye shapes and adding intensity to any eye makeup.

3. Eyelashes

With the rise of beauty trends emphasizing long and voluminous lashes, eyelashes have gained immense popularity.

Consumers opt for false lashes or lash extensions to achieve a dramatic flutter, while lash serums and growth-enhancing mascaras cater to those seeking natural yet luscious lashes.

4. Eyebrow pencils

Well-groomed eyebrows continue to dominate beauty trends, making eyebrow pencils a must-have makeup product. Consumers use these pencils to fill in sparse areas, shape brows, and create a polished, defined look that frames the eyes and enhances facial features.

5. Lightweight foundations

Lightweight foundations are on-trend as they offer a breathable, natural-looking finish without compromising coverage. Consumers gravitate towards these formulas for everyday wear, appreciating how they even out skin tone while feeling weightless and comfortable.

6. Foundation primers

Foundation primers have gained popularity for their ability to create a smooth canvas for makeup application.

These products help extend makeup wear, blur imperfections, and control excess oil, making them a sought-after essential for a flawless and long-lasting makeup look.

7. Serums

Serums have taken the makeup world by storm due to their skincare benefits combined with makeup application. Consumers look for serums infused with vitamins and antioxidants to nourish the skin while providing a smooth base for makeup.

8. Lipstick and lip gloss

Lipstick and lip gloss are timeless makeup staples, always trending for their ability to complete any look.

Consumers adore the wide array of colors and finishes available, allowing them to express their style and personality through bold or subtle lip choices.

9. Face massager

Face massagers are a trending makeup tool as they offer a pampering and effective way to boost skin circulation, reduce puffiness, and enhance the application of skincare and makeup products.

Consumers appreciate the soothing effects and visible results, making face massagers a must-have in their beauty routines.

10. Glittery eyeshadows

Glittery eyeshadows have become a favorite makeup product for their ability to add instant glam and sparkle to eye looks.

Whether it's a subtle shimmer or a dazzling metallic finish, consumers embrace the versatility of glitter shadows to create mesmerizing eye makeup for various occasions.

11. Mascaras

Mascaras continue to trend as they are a quick and effective way to make eyes pop. With advancements in formulations and brushes, mascaras offer volume, length, and definition, allowing consumers to achieve their desired lash effect effortlessly.

12. Blush

Blush is a timeless makeup product that remains in vogue for its ability to add a healthy flush of color to the cheeks, brightening the complexion and enhancing facial structure.

Consumers appreciate the wide range of shades and finishes, allowing them to achieve a natural or vibrant look according to their preferences.

13. Brow gel

Brow gels are trending as they offer a convenient way to tame and set unruly brows while adding a subtle tint. Consumers embrace these gels to achieve a well-groomed and defined brow look that stays in place all day.

14. Cosmetic bags

The trend of stylish and functional cosmetic bags is on the rise, catering to consumers' need for organization and portability of makeup products. These bags offer various compartments and designs, making them a fashionable accessory for on-the-go makeup enthusiasts.

15. All-in-one makeup brushes

All-in-one makeup brushes are trending due to their versatility and efficiency. These multi-functional brushes cater to consumers who seek to simplify their makeup routine, offering multiple brush heads or features in a single tool for seamless application and blending.

Sell on Alibaba.com

Now you know the key trends that are shaping makeup, beauty, and cosmetics in 2023.

Would you like to take advantage of these trends by selling to customers in more countries than you ever thought possible? As one of the world’s largest B2B marketplaces, Alibaba.com connects you with millions of buyers and gives you the tools to sell profitably to them.

With Alibaba.com, you get a digital storefront designed to maximize online sales and catapult your business to international stardom. Want to try the platform? Open a seller account today.