Kylie Jenner is “leaning towards a more natural” beauty look. This shift comes as the beauty industry witnesses a significant rise in demand for natural and minimalist makeup approaches.
The Kylie Cosmetics founder has been trying harder to look after her skin because she is keen to let her natural complexion “shine through” more these days. Her change in beauty philosophy reflects a broader movement in the industry, where consumers are increasingly seeking products that enhance rather than conceal their natural features.
She told Dazed Digital: “I’ve learned the key is to make sure I’m always hydrating my skin (even lips) – I love using our lip butter for this. I’m excited to see the return of matte looks. Even though I’ve recently been embracing a more natural, dewy look, I still love my matte products like our plumping powder matte lip and lip liners.” This balance between natural and matte finishes has become increasingly popular among beauty enthusiasts.
The 27-year-old reality star’s latest addition to her beauty empire is The Natural Blur Powder Foundation but she admitted it isn’t the only product she uses for skin coverage. This versatile approach to makeup application demonstrates the evolving needs of modern consumers who seek adaptable products for various occasions.
She said: “It depends on the look I’m going for – on a regular day, I’ll usually do a more natural look, and for that I’ll use my Skin Tint Blurring Elixir. It has a skin-like finish that can be built up to go from light to medium coverage. If I’m going for additional coverage, I’ll pair it with our Power Plush Longwear Concealer and our new powder foundation, as a finishing powder.” This layering technique has become a staple in contemporary beauty routines.
“If I have a red carpet event where I want full coverage, I’ll use our Power Plush Longwear Foundation with the powder foundation for a smooth, flawless base. I love that all our complexion products are really versatile, easily buildable, and blend into skin seamlessly without being cakey, so they’re great to use together.” Her approach to red carpet makeup highlights the importance of products that can transition from daily wear to special occasions.
And it was “so important” for Kylie that the product be vegan. This commitment to vegan formulations reflects a growing awareness of ethical considerations in beauty product development.
She said: “Clean and vegan beauty is so important to me. My team and I have done research on safe and clean ingredients. So, when creating products for Kylie Cosmetics, it’s important that we only launch good-for-your skin formulas that don’t compromise on performance.” This dedication to clean beauty aligns with the increasing consumer demand for transparent ingredient lists and ethical manufacturing processes.
The beauty mogul’s evolution towards natural makeup represents a significant shift in the industry, particularly given her influence on beauty trends. Her massive social media following and successful cosmetics line have historically set trends in the beauty space, making this move towards natural beauty particularly noteworthy.
This transformation in Jenner’s approach to beauty coincides with a broader cultural shift towards authenticity and self-acceptance in the beauty industry. The emphasis on skin health and natural enhancement rather than heavy coverage marks a departure from previous beauty standards.
The introduction of The Natural Blur Powder Foundation demonstrates Kylie Cosmetics’ ability to adapt to changing consumer preferences while maintaining the brand’s commitment to quality and performance. This product launch represents a bridge between traditional makeup products and the growing demand for skin-friendly, natural-looking alternatives.
Industry experts suggest that this movement towards natural beauty and clean ingredients could have lasting implications for the cosmetics industry. As more consumers embrace their natural features and prioritize skin health, brands may need to pivot their product development strategies accordingly.
Jenner’s influence extends beyond product sales, as her public embrace of natural beauty could encourage younger generations to adopt a more balanced approach to makeup use. This cultural shift might reshape beauty standards and influence how future makeup products are developed and marketed.
