“No-Makeup” Makeup: More Than Meets the Eye

The “no-makeup” makeup trend has taken the beauty world by storm, with influencers and brands alike praising its effortless appeal. This look, which prioritizes dewy skin and subtle enhancements, is often marketed as an easy, everyday approach to beauty. But beneath its seemingly minimalist surface lies a deeper cultural context that is often overlooked. For many women of color, this aesthetic isn’t just about simplicity—it’s a reflection of long-standing beauty standards that have dictated which features are deemed “clean” and “professional.” 

For decades, Western beauty standards have favored Eurocentric features, positioning lighter skin, thin lips, and sleek hair as the pinnacle of elegance and refinement. Women of color, particularly Black and brown women, have long been subjected to expectations that they must appear more “polished” to be accepted in professional and social spaces. The idea that their natural features—full lips, textured hair, prominent brows—are inherently less refined has forced many to alter their appearances to align with these rigid norms.

When white women embrace fuller brows or plump their lips, these traits suddenly become fashionable and aspirational. Yet, when these same features are naturally occurring on women of color, they are often criticized or seen as unkempt. This double standard highlights the ways in which beauty trends can reinforce systemic biases while profiting from aesthetics that marginalized communities have been historically penalized for.

The mainstream embrace of the “no-makeup” makeup trend has further underscored these disparities. The very features that Black and brown women have been pressured to neutralize are now celebrated when they appear on white women who can “effortlessly” embody the aesthetic. What’s often marketed as “natural” beauty still adheres to a specific template: softly filled brows, a subtle highlight, “flushed” cheeks, and nude lips that match fairer skin tones. This look may be marketed as universal, but for many women of color, it requires extra steps—finding the right nude shades, ensuring their natural complexion isn’t diminished, and navigating an industry that still caters predominantly to lighter skin tones.

Achieving “No-Makeup” Makeup Authentically & Accessibly

Instead of conforming to a narrow version of the trend, women of color can embrace “no-makeup” makeup in ways that honor their unique features. Here are some tips for achieving the look authentically:

• Find the Right Base: Many traditional BB creams and skin tints lack shade diversity, but brands like Fenty Beauty and Pat McGrath Labs offer inclusive complexion products that cater to deeper skin tones.
• Enhance, Don’t Erase: Instead of neutralizing features, focus on enhancing them. Use bronzers that complement your natural undertones and opt for lip colors that highlight your skin tone.
• Redefine Nude: The concept of “nude” should be inclusive. Rich brown, deep mauve, and warm terracotta shades serve as true neutrals for darker skin tones.
• Highlight Texture and Radiance: Dewy skin shouldn’t be limited to one skin type or tone. Moisturizers with illuminating properties and highlighters with gold or bronze undertones can provide a radiant finish without washing out deeper complexions.

Beauty trends will continue to evolve, but it’s crucial to recognize how they intersect with larger conversations about representation and inclusion. The “no-makeup” makeup trend is not inherently problematic, but its mainstream presentation often erases the very women who have been navigating these beauty standards for generations. By advocating for inclusivity and embracing diverse interpretations of beauty, we can move toward a more equitable industry—one that celebrates all expressions of “natural” beauty, not just those that fit a narrow mold.