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Summer beauty is having a renaissance; it's less about rules and more about radiance. This season, the focus shifts to makeup that lifts and glows without masking what makes you you. From luminous skin and watercolor-esque cheeks, to softly sculpted features and barely there eye looks, these age-defying trends are tailor-made for women over 50, but stunning at every age.
The vibe? Polished but easy. Modern but wearable. Whether you're headed to dinner al fresco or just want to feel a little more luminous, this is summer beauty at its most gorgeous. Here’s what’s in, how to wear it and the products that’ll get you glowing (no ring light required).
Top Summer 2025 Beauty Trends
1. Glowing, Dewy Skin
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“Glowing skin is always in, no matter your age,” says makeup artist and brand founder, Charlotte Tilbury, MBE. Dewy, lit-from-within complexions flatter mature skin by reflecting light in all the right places, softening fine lines and enhancing bone structure.
Try it: Start with Tilbury’s cult-favorite Magic Cream to deeply hydrate, smooth and prep skin, then follow that up with her Unreal Skin Sheer Glow Tint Hydrating Foundation Stick, designed specifically to blur and lift without settling into pores. The ever-radiant Demi Moore wore it to the 2025 Oscars for a luminous finish.
2. Cloud Blush
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A modern take on the classic flush, "cloud" blush is one of summer’s most flattering—and wearable—trends. Inspired by the soft, natural glow you get on a crisp morning, it delivers a diffused, buildable wash of color that brightens the complexion without overwhelming it. “It’s like nature blessed you with the perfect skin,” says Tilbury.
Celebrity makeup artist Vera Nicolla of Maison D’Alexandre in Greenwich, CT, agrees, noting that fresh, bright tones in creamy textures are key to achieving a youthful glow. “I love the Ogee face sticks for contouring, blush, and highlighting,” she says. “They melt into the skin and give a healthy, dewy finish.”
Try it: For a soft-focus powder finish, sweep a pink or peach shade from Tilbury’s Pillow Talk Beauty Soulmates Palette from the apples of the cheeks up along the cheekbones, then blend the accompanying blurring powder beneath the eyes and outwards. Prefer a cream formula? Dab a rosy or coral-toned stick blush (like Ogee’s) directly onto cheeks and the bridge of the nose, blending with fingers or a soft brush for that sun-kissed glow.
Related: 50 Best Beauty Products for Mature Women in 2025
3. Full, Softly Sculpted Brows
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According to Nicolla, bold, sculpted brows are back—but with softness and precision. “Brows frame the face and instantly make you look younger,” she says. “Just look at Nicole Kidman—her fuller brows give her a youthful, lifted look.”
Try it: Have your brows professionally shaped—Nicolla prefers threading over tweezing for its gentle effect on mature skin—and ask for a tailored pencil recommendation to fill in at home. "A feathered application is key to keeping the look natural and flattering," she adds.
Related: The One Brow Mistake Making You Look Tired, Says Brow Specialist
4. Strategic Shine
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Glow is getting an upgrade this summer, with shimmer and shine placed just right for maximum impact. “This trend is all about placement,” says celebrity makeup artist Rebecca Restrepo, who works with Carrie Coon, Christine Baranski, Patina Miller and Jean Smart. “You want that light-catching effect, but in all the right spots.”
Think gleaming cheekbones, luminous lids and a soft sheen at the cupid’s bow. Restrepo recommends using your fingers or a fluffy brush to tap highlighter onto high points of the face—the tops of the cheeks, the bridge and tip of the nose and just above the lip. “A sheer veil of glow on the eyelids adds dimension without overpowering,” she adds. The goal? Ethereal, polished radiance that flatters at every age.
Try it: Use a cream or balm highlighter for a skin-like finish. Keep the shimmer soft and blend thoroughly—this isn’t glitter; it’s glow.
5. Sculpted But Soft Contour
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Contouring doesn't have to be harsh—or scary. Tilbury’s approach: lift, don’t drag. “Apply my Hollywood Contour Wand slightly higher on the cheekbones to sculpt and lift the face,” she advises.
Try it: For a natural look, dot the wand on the cheekbones, jawline and sides of the nose, then blend. Want a subtle contour? Try underpainting—applying contour before foundation—for a seamless, sculpted glow that looks like you were born with it.
6. Universally Flattering Nude Lips
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Some beauty trends come and go, but a softly defined nude lip is forever. Charlotte Tilbury’s iconic Pillow Talk shade continues to be a favorite, especially among women over 50. “The pink-nude hue is flattering on every skin tone and age, mimicking natural lip tones for a softly enhanced pout,” she says.
Celebrities such as Jennifer Aniston, Halle Berry and Julianne Moore prove that nude lips can be both timeless and sophisticated at any age.
Try it: Start with the original Pillow Talk for a classic neutral, or opt for Fair, Medium, or Intense depending on your skin tone. Pair it with the coordinating Lip Cheat pencil to define and shape the lips for a fuller, polished look.
7. Sun-Kissed Bronzing
Dimitrios Kambouris/Getty Images for National Board of Review
A radiant, bronzed glow is a summer staple, and this season, it's all about achieving warmth that looks effortless and natural. “Bronzer should enhance your features, not overpower them,” says Restrepo, who created Carrie Coon’s glowing look for the latest season of The White Lotus.
Restrepo advises selecting a bronzer just two to three shades deeper than your natural skin tone to avoid harsh lines or the dreaded "floating head" effect. Her undertone guide? Rosy bronzers for fair skin, golden for medium, amber honey for deeper golden tones, and rosy chocolate for rich complexions.
Try it: Sweep bronzer in a soft “C” shape from the temples to the cheekbones, then lightly along the bridge of the nose and edges of the hairline. Use what’s left on the brush to buff gently around the ears, jawline, and collarbone. “Don’t reload the brush,” Restrepo warns. “You want warmth, not weight.”
Related: These Are the 15 Best Bronzers for Mature Skin, According to Beauty Experts
8. Easy, Wearable Eye Color
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This season’s eye makeup is all about striking the perfect balance between bold and refined. “Keep eyeliner minimal—never too bold,” advises Nicolla. “Heavy liner can age the eye, and palettes with too much color can feel overwhelming.” Instead, she recommends using soft, blendable shades and avoiding matte textures that can appear flat on mature skin. “Blending is everything,” she adds. “Our Maison D'Alexandre brushes are designed to diffuse color gently, giving the eyes a lifted, seamless finish.”
Try it: Tap into Charlotte Tilbury’s Palettes of Beautifying Eye Trends, packed with flattering neutrals and pops of color. Celebrities like Cate Blanchett, Jessica Chastain and Viola Davis all prove that a well-blended wash of shimmer or soft pigment can be elegant and eye-catching. Sweep a subtle shimmer across the lid, then blend a deeper tone into the crease for instant dimension.
Related: 7 Most Flattering Makeup Looks for Mature Skin
9. No-Rules Makeup Confidence
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Perhaps the most empowering trend of all? Ditching the rulebook. “I want everyone to feel like the most beautiful, confident version of themselves, whether they’re 18 or 80,” Tilbury says.
Try it: Use trends as inspiration, not limitation. Choose looks and products that make you feel radiant, not restricted. With the right prep and formulas, any trend can be age-inclusive.
Related: 12 Best Eyeshadow Palettes for Hooded Eyes, According to Makeup Artists
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