For over a decade, matte lipstick reigned supreme. From velvety flat finishes to long-wearing liquid formulas, the look defined an era of bold brows, contoured cheeks, and lip lines drawn with precision. But as we move deeper into 2025, a shift is unmistakable: high-shine glosses are reclaiming center stage. The once-dominant matte finish is being questioned—was it ever truly timeless, or was it just a moment in time? With clean beauty movements, skinimalism, and youth-driven trends reshaping the cosmetics industry, the balance between matte and gloss is tipping. This isn’t just about aesthetics; it’s about comfort, health, and cultural evolution.
The Rise and Reign of Matte Lipstick
The matte lipstick boom began in earnest during the early 2010s, fueled by social media influencers, celebrity makeup artists, and the rise of full-coverage liquid lipsticks. Brands like Anastasia Beverly Hills, Huda Beauty, and Kat Von D built empires on long-lasting, transfer-proof formulas that promised bold color without touch-ups. These products were marketed as empowering—confidence in a tube, capable of surviving meals, meetings, and even kisses (or so the ads claimed).
Matte lips became synonymous with sophistication and intentionality. Unlike sheer tints or natural finishes, a matte application required effort: exfoliation, precise lining, setting with powder. That very ritual reinforced its status as a \"serious\" makeup choice. It also aligned perfectly with the editorial and red carpet aesthetics of the time—sharp, structured, and camera-ready.
However, beneath the flawless finish lay growing discontent. Many users reported dryness, cracking, and discomfort after prolonged wear. Dermatologists began noting an uptick in complaints related to lip dehydration and irritation. As skincare gained prominence in daily routines, the idea of wearing a product that actively stripped moisture from the lips started to feel outdated.
Gloss Makes a Strategic Comeback
In contrast, gloss never fully disappeared—it evolved. Once dismissed as juvenile or overly flashy, modern glosses have been reimagined with plumping peptides, nourishing oils, and subtle tint technologies. Today’s gloss isn’t just shiny; it’s functional. Brands like Fenty Beauty, Merit, and Tower 28 are leading the charge with multi-purpose products that blur the line between treatment and color.
What changed? Consumer priorities did. Post-pandemic beauty culture embraced ease, authenticity, and skin-first approaches. Gloss fits seamlessly into this narrative. It requires minimal prep, enhances natural lip texture, and delivers instant brightness—ideal for Zoom calls, no-makeup days, and the growing demand for “effortless glam.”
Social media has played a pivotal role. TikTok, in particular, has normalized glossy lids, cheeks, and lips as part of the “glass skin” aesthetic. Viral videos showcasing “glossy lip stacking” techniques—layering clear or tinted gloss over liner or balm—have made shine aspirational again. And unlike matte, which often demanded perfect symmetry, gloss forgives imperfection, embracing movement and dimension.
“Gloss is no longer about volume alone. It’s about vitality. It signals healthy, cared-for lips—and that’s what people want to project now.” — Lena Torres, Cosmetic Chemist & Product Developer
Comparative Analysis: Matte vs Gloss in 2025
To understand whether the matte trend is truly fading, it helps to compare both formats across key performance metrics. The table below evaluates current market standards based on consumer feedback, ingredient innovation, and wearability.
| Feature | Matte Lipstick | Gloss |
|---|---|---|
| Longevity | High (6–10 hours) | Moderate (2–4 hours) |
| Comfort | Low to moderate (can feel tight) | High (emollient, non-drying) |
| Application Ease | Moderate (requires prep) | High (goes on smoothly) |
| Versatility | Moderate (best for defined looks) | High (works day/night, layered) |
| Trend Relevance | Declining (seen as dated by Gen Z) | Rising (TikTok-favorite) |
| Skin-Friendly Ingredients | Limited (often alcohol-based) | Abundant (oils, butters, hyaluronic acid) |
While matte still wins on staying power, gloss dominates in comfort, adaptability, and alignment with contemporary beauty values. Moreover, innovations in hybrid products—such as gel-matte balms and shine-infused stains—are blurring the lines, offering compromise solutions for those unwilling to choose sides.
A Real Shift: The Case of Emma Chen, Makeup Enthusiast
Emma Chen, a 28-year-old graphic designer from Vancouver, used to swear by matte liquid lipsticks. For years, her go-to was a deep berry matte that lasted through her workday. But in late 2023, she began experiencing chronic chapping and noticed fine lines forming around her mouth. After consulting a dermatologist, she was advised to reduce use of drying cosmetics.
She switched to a regimen centered on lip oils and sheer glosses. Initially skeptical, she found the glossy finish enhanced her overall look—making her appear more rested and youthful. By early 2025, she had completely phased out traditional mattes. “I don’t miss them,” she says. “Now I get compliments on how ‘healthy’ my lips look. That feels better than any long-wear claim.”
Emma’s experience mirrors a broader trend. A 2024 survey by *Beauty Trends Report* found that 68% of women aged 18–34 now prefer glossy or semi-gloss finishes for everyday wear, citing comfort and skin health as primary motivators.
Why the Trend May Be Truly Shifting
This isn’t merely a cyclical fashion swing. Several structural factors suggest the decline of matte may be more permanent than temporary:
- Youth Preferences: Gen Z favors fresh-faced aesthetics. Heavy, flat finishes clash with their preference for dewy, breathable makeup.
- Clean Beauty Movement: Matte formulas often rely on film-forming polymers and alcohols that conflict with clean beauty standards. Glosses increasingly feature plant-based oils and vitamins.
- Climate Considerations: In warmer climates and indoor heating environments, hydrated lips are a necessity, not a luxury. Matte exacerbates dryness; gloss mitigates it.
- Inclusivity: Gloss works across skin tones and lip shapes without emphasizing texture unevenness—a common issue with matte on mature or darker skin tones.
Even major brands are responding. In Q1 2025, L'Oréal Paris launched a new “Lip Glow Serum” line, explicitly phasing out several matte shades in favor of luminous finishes. Similarly, Maybelline discontinued its SuperStay Matte Ink line extension, citing “shifting consumer demand toward hydrating finishes.”
Step-by-Step Guide: Transitioning Your Lip Routine in 2025
If you're considering moving away from matte or simply diversifying your collection, follow this practical transition plan:
- Assess Your Current Collection: Identify which matte lipsticks you reach for most. Are they for work, evenings, or special events?
- Evaluate Wear Issues: Note any recurring problems—dryness, feathering, discomfort. These indicate where change is needed.
- Introduce One Gloss Product: Start with a universal clear or peach-toned gloss. Apply it alone or over a faded matte for added shine.
- Experiment with Hybrid Formulas: Try balm-stains or serum-lipsticks that offer color with hydration.
- Adjust Application Habits: Skip heavy liner unless needed. Let natural lip edges soften the look.
- Monitor Feedback: Pay attention to how your lips feel and how others respond. Comfort and confidence matter more than adherence to trends.
Checklist: Is It Time to Rethink Matte?
Use this checklist to evaluate whether your lip strategy needs updating:
- ☐ My lips feel tight or flaky after wearing matte lipstick
- ☐ I avoid drinking or eating because the product transfers too much
- ☐ I’ve noticed more visible lip lines since using long-wear formulas
- ☐ I find myself reaching for balm more often than lipstick
- ☐ I admire glossy lips on influencers or friends
- ☐ My matte lipsticks are collecting dust
If three or more apply, it may be time to explore gloss alternatives.
Frequently Asked Questions
Is matte lipstick completely out of style in 2025?
No, matte isn’t extinct—it’s context-dependent. While it’s no longer dominant in everyday wear, it remains relevant for editorial shoots, evening events, or specific fashion statements. However, its cultural relevance has diminished, especially among younger demographics.
Can I still wear matte if I have dry lips?
Yes, but with modifications. Exfoliate gently before application, use a hydrating primer, and consider blotting instead of layering to reduce buildup. Alternatively, switch to soft matte or satin finishes, which offer similar depth without the dryness.
Are glosses suitable for professional settings?
Absolutely. Modern glosses come in subtle, non-sticky formulations that enhance natural lip color without appearing excessive. A sheer rose or honey gloss can convey polish and approachability—ideal for office environments.
Conclusion: Embracing Evolution, Not Just Trends
The question isn’t whether matte lipstick is “over”—it’s whether its dominance served a purpose beyond aesthetics. In hindsight, the matte era reflected a time when makeup was armor, precision was prized, and longevity was the ultimate metric of quality. But beauty is not static. As values shift toward wellness, authenticity, and self-expression, so do our cosmetic choices.
Gloss represents more than a finish—it symbolizes a return to softness, fluidity, and care. It doesn’t mean abandoning bold color or intentionality. Instead, it invites us to redefine what it means to feel put together. Whether you keep one matte red for special nights or fully embrace the glossy revival, the real win is having options that align with how you live now.
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