This season’s makeup is taking cues from Seoul rather than SoCal. The effortless glow of Korean beauty—known for its skin-first philosophy and playful aesthetic—is making a bold imprint on summer 2025 trends. Rather than sun-kissed bronze and heavy glam, we’re seeing a shift toward luminous skin that looks like softened butter, softly diffused “cloud lips,” faux freckles scattered like constellations, and just the right hint of sparkle with “disco lips.” These trends aren’t just aesthetic—they reflect a deeper craving for self-expression, ease, and individuality in a world that’s craving softness. From TikTok to the runway, Korean-inspired beauty is rewriting the rules of hot-weather makeup, and it’s doing so with subtlety, shimmer, and soul.
A new wave of summer beauty
Like the seasonal sound of an ice cream truck or clinking rosé glasses at brunch, summer makeup often follows a predictable path—dewy skin, bronzed cheeks, and bold beach-ready lips. But 2025 is rewriting the playbook. While elements of the enduring clean-girl aesthetic remain, they’ve evolved into a sleeker, subtler version that puts the spotlight on natural finishes, softly defined lips, and brows that are barely there.
At the heart of this transformation is the undeniable influence of K-beauty. Known for its commitment to hydration, minimalism, and innovative textures, Korean beauty standards are taking center stage, steering global trends toward blurred lips, hydrated skin tints, and understated glamour. As makeup artist Jillian Dempsey puts it, “This summer is all about skin that looks cared for, not covered.”
Butter skin: The glow you didn’t know you needed
Move over, glass skin. There’s a new complexion trend in town: butter skin. Less glossy and filtered than its predecessor, butter skin focuses on a satiny, smoothed-out finish that looks like your skin—just better. Originating from Korea, this trend is making waves thanks to hydrating skin tints, creamy formulas, and lightweight concealers.
“Unlike glass skin, which is about extreme shine and perfection, butter skin feels real,” says London-based artist Alex Reader. “It’s hydrated, even-toned, and soft to the touch without looking oily.” To achieve the look, artists recommend pairing nourishing skincare with radiant primers and barely-there coverage—think Chanel Les Beiges Water-Fresh Skin Tint or Charlotte Tilbury Unreal Skin Sheer Glow Tint.
The key? Skin prep. Deeply hydrating creams, such as Rhode’s Barrier Butter or Augustinus Bader’s cult-favorite The Cream, lay the foundation. Concealer should be used sparingly—only where needed—to let natural texture peek through. Cream bronzers, like Nars Laguna or Makeup by Mario’s Skin Enhancer, add that sun-kissed warmth from within.
Brows but make them barely there
If there’s one surprising twist to this summer’s minimalist vibe, it’s the rise of barely-there brows. From Jenna Ortega to Miley Cyrus, celebrities are stepping out with lightened arches, and the trend is quickly catching on.
“Bleached and lightened brows are all about softening the face,” explains Dempsey. Unlike brow bleaching, which strips pigment completely, brow lightening lifts color just enough to create an ethereal, editorial look. While professionals advise against DIY bleach jobs, you can achieve a similar result with a tinted brow gel or peach-toned concealer brushed gently through your arches. Makeup artist Samantha Lau notes that lightened brows pair beautifully with minimal makeup and soft lips, enhancing facial balance without overwhelming other features. Think subtle, not stark.
Blonzer: The multitasker everyone wants
Efficiency is the name of the game in 2025, and nothing says streamlined like “blonzer”—a hybrid blush-bronzer product that mimics the look of a natural flush after time in the sun. It’s easy, fast, and flattering across skin tones. “Blonzer lets you skip a step without sacrificing dimension,” says Reader. “You get warmth and color in one sweep.” Shades like Rhode Pocket Blush in Toasted Teddy or Pat McGrath’s Divine Blush in Desert Orchid are versatile crowd-pleasers. Drugstore favorites like E.L.F.’s Camo Liquid Blush and CoverGirl’s Cheekers Blush offer affordable options with equally stunning results.
Application matters: sweep it across the cheeks, nose, and forehead—anywhere the sun would naturally hit—to enhance your summer glow without going overboard.
Freckles, Faux and Fabulous
Faux freckles are back—and not just the subtle kind. With festival season in full swing, makeup lovers are leaning into playful beauty moments like glitter freckles and colorful speckles, taking cues from TikTok’s love for skin-positive looks. According to beauty trend forecaster Spate, searches for “freckle pen” have surged over 60% since last year. While freckle pens from brands like Freck and Tarte are popular, many makeup artists prefer using brow pens for a more natural effect. Alex Reader swears by Glossier Brow Flick in multiple tones to create dimension and realism.
For a little sparkle, swap out your neutral freckles for glitter. Urban Decay’s Moondust Eyeliner and ColourPop’s Glitterally Obsessed Gel offer shimmering alternatives that can be dabbed onto the cheeks and nose for a whimsical, party-ready finish.
Lip looks: From cloud-soft to disco glam
The lip category is where K-beauty’s impact is felt most. Two standout trends—blurred lips and next-gen lip stains—are everywhere this season. Hydrating lip stains, like Tarte’s Maracuja Juicy Lip Tattoo, offer glossy finishes that fade into soft tints throughout the day. “They’re low-maintenance but high-impact,” says Carolina DelRio of C.O. Bigelow.
Blurred lips, another Korean-inspired trend, are also taking off. Think cloud-like textures and velvety soft edges. From Fwee’s Blurry Pudding Pot to NYX’s Smushy Matte Lip Balm, there’s no shortage of dreamy, whipped formulas hitting the market. “This is the season of the lip blur,” says makeup artist Suzy Griffin Dunne. “It’s a soft rebellion against overly sculpted lips.”
But for those craving more drama, “disco lips” have emerged as summer’s glitziest surprise. Spotted on the 2025 runways and in Miley Cyrus’s recent video, this glitter-flecked lip is bold yet wearable. Makeup artist Alex Levy recommends layering shimmering eyeshadow over gloss for a multidimensional effect. Try Pat McGrath’s Lust Gloss in Earth Angel or Fenty’s Gloss Bomb Oil for an easy entry into the sparkle trend.
The spirit of playful rebellion
As much as these trends reflect beauty innovation, they’re also a response to the times. “There’s something quietly rebellious about these looks,” says Levy. “Whether it’s embracing imperfection with faux freckles or choosing glitter for no reason other than joy, it’s about reclaiming self-expression.”
With K-beauty leading the way, Summer 2025 is poised to be equal parts sophisticated and spontaneous—proving that the best trends are the ones that make you feel like the most authentic version of yourself.
