7 Beauty Trends That Will Be Huge in 2020 (and 3 We’re Ready to Retire)

2020: It’s not just a new year, it’s the beginning of a new decade. And what better way to usher it in than with a fresh upgrade to your everyday look? Here to inspire are seven beauty trends we’re most excited to try. (Plus three we’re ready to bid adieu for good.)

The Most Asked Beauty Questions, Answered

in statement eyes
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In: Statement Eyes

Just not the smoky eyes we’re used to seeing. Call it the Euphoria effect, but in 2020, we’re going to see more color and interesting placement of shadows and liners. “It’s more about using makeup as an accessory or adornment, rather than just a pretty base,” says celebrity makeup artist Daniel Martin, chief color consultant for Honest Beauty.

Get the look: Morphe 35M Boss Mood Artistry Palette ($25); MAC Art Library Eyeshadow Palette ($48); Bobbi Brown Luxe Gems Eyeshadow Palette ($75)

in balmy lips
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In: Balmy Lips

Bring on the barely-there tints, sheer glosses and buttery balms, y’all. In 2020, we’re moving away from loud lips and overly precise lines and toward juicy shades that just take your natural color up a notch. What better complement to your new statement eyes?

Get the look: Revlon Kiss Balm ($5); UZ Lip Treatment ($20); Dior Addict Lip Maximizer ($34)

in twilighting hair
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In: Twilighting Hair

Calling all brunettes: If you’re looking to give a basic brown more dimension, Karissa Schaudt, a colorist at Maxine Salon in Chicago, recommends twilighting your hair. “The look can be achieved by painting a few balayage pieces in addition to foiled babylights in warmer tones,” says Schaudt. “You’ll be seeing a lot of this look in 2020 because it’s a low-maintenance color that will carry from season to season.”

in sustainable beauty

In: Sustainable Beauty

Perhaps the trend we’re most excited about, brands are (finally) starting to take a closer look at the environmental footprint of their products and introducing more eco-friendly options like refillable compacts and zero-waste packaging. Another easy way to help Mother Nature in the New Year? Avoid single-use items like face wipes and cotton rounds. (Our pick? These reusable rounds, which are super soft and can be washed and reused.)

Get the look:  Ethique Eco-Friendly Solid Shampoo Bar ($16); Lilah B. Divine Duo™ Lip & Cheek ($46); Aether Beauty Rose Quartz Crystal Gemstone Makeup Palette ($58)

in natural retinol

In: Natural Retinol

Have you heard of bakuchiol? TL;DR: It’s nature’s answer to retinol. We saw it crop up in skin care products this year, and in 2020, we’re going to see even more bakuchiol paired with low doses of actual retinol in our serums and creams. “Research shows that bakuchiol’s natural anti-inflammatory properties make retinol easier to tolerate and more effective by stabilizing its action on skin. The combination of the two ingredients is also effective at lightening discoloration or signs of sun damage,” explains Bryan Barron, the director of skin care research for Paula’s Choice. 

Get the look: Herbivore Botanicals Bakuchiol Retinol Alternative Smoothing Serum ($54); Ole Henriksen Glow Cycle Retin-ALT Power Serum ($58); Alpyn Beauty Natural PlantGenius Melt Moisturizer ($60)

in bouncy updos
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In: Bouncy Updos

Think Brigitte Bardot bubble bath hair. “Keep the hair away from the face and leave just a few face-framing strands pulled out of the updo. It’s sexy and sophisticated without trying too hard,” says Travis Speck, a stylist at Sally Hershberger NoMad Salon.

in feathered brows
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In: Feathered Brows

Bold brows are still very much in. Just ease up on the product, ladies. As Jared Bailey, global brow expert of Benefit Cosmetics, explains: “Your brows are supposed to have some space between hairs.” To create a feathery effect, grab a skinny brow pencil and only fill in sparse areas using dash-like strokes. Then brush through them with a spoolie to blend in the color and soften the edges.

Get the look: NYX Professional Makeup Micro Brow Pencil ($12); Benefit Cosmetics Precisely, My Brow Ultra-Fine Shape & Define Pencil ($24); Dior Diorshow Brow Styler ($29)

out heavy highlight
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Out: Heavy Highlight

The megawatt gleam popularized by social media for years is dimming down to a more subdued glow. This is not to say that a little dewiness isn’t still welcome. Just swap in a lighter formula and tap it on sparingly along the temples and upper cheekbones (or apply it before your foundation for a lit-from-within glow).

out glitter everything
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Out: Glitter Everything

Speaking of extra shine, we’re happy to say goodbye to the glitter trend that dominated our lips, lids and even face masks for the past several years. Fact: Most commercially used glitters are made from microplastics that are harmful for the environment. Also, glitter fallout is real. No matter what, it always seems to end up everywhere except for where it was intended.

out very matte lipstick
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Out: Very Matte Lipstick

There was a moment in time (right around 2016 and 2017) when liquid lipstick was everywhere. (Two words: lip kits.) But as anyone who tried the trend knows, it can be incredibly drying. In 2020, we’re stepping away from intensely matte lips in favor of softer, shinier formulas (see the tinted balms and glosses above).

Jenny Jin Headshot Vertical 2023

Beauty Director

Jenny Jin is PureWow’s Beauty Director and is currently based in Los Angeles. Since beginning her journalism career at Real Simple magazine, she has become a human encyclopedia of...