Moscow influencers are embracing makeup trends that prioritize speed, multifunctionality, and durability, reflecting the fast-paced city lifestyle. Self-expression is key, with individuals using cosmetics to highlight their features and express their mood rather than conforming to a rigid standard.

The “clean girl” aesthetic remains highly popular, emphasizing natural, dewy skin achieved with fluids, blush, highlighters, and translucent products. Mineral cosmetics are also gaining traction for their skin-caring properties, catering to sensitive skin with hypoallergenic formulas and natural-looking coverage. The pursuit of naturalness often leads to minimalism, where only one facial feature is highlighted, such as lips, eyes, or eyebrows.

Glowing makeup, inspired by fashion shows and TikTok, is increasingly visible in urban settings, creating a “wet” effect for even, radiant skin. This trend extends to gym skin, which emphasizes a fresh, post-workout glow, often achieved through skincare products like enzyme powders, peels, and masks, along with highlighter. Shades of gold, silver, bronze, and iridescent metals add flair to evening looks, with chrome shadows, eyeliners, and lip glosses contributing to the radiant aesthetic.

Color accents and graphic elements are also making waves, appealing to those who seek bold self-expression. Bright eyeliner, especially in blue, multi-colored mascara, and berry-toned lipsticks and glosses are frequently spotted on the streets. Non-standard makeup forms, inspired by shows like “Euphoria,” incorporating dots, patterns, figures, and unconventional lines, are also gaining popularity.

Lip trends are diverse, reflecting a freedom to experiment, with no single style dominating. Blurred contours and the “kissed lips” effect, achieved by shading tint or gloss from the center outwards, are popular. The preference for a dewy finish persists, with many opting for transparent or tinted balms to maintain a natural lip color.