POWDER PUFF

New powder formulas are lightweight, blend easily and boast excellent skincare benefits.

- Text Balvinder Sandhu

Trends come and go, then they come around again. One product category that was popular in the past and is now making a comeback is powder makeup. Dewy, shiny skin has been in fashion for a while, thanks to trends like “glazed doughnut skin” popularised by Hailey Bieber. But the spotlight is now on a shine-free, matte look achievable with the new generation of powder makeup.

You might recall Rihanna’s iconic moment during her Superbowl halftime performance in 2023, when she stopped midway to touch up with some setting powder - from her brand Fenty, of course. More recently, model Bella Hadid showed off her quick beauty routine from the back seat of a car to her Tiktok followers, topping off with a variety of powder products. Brands like M.A.C Cosmetics and YSL Beaute launched new powder formulas earlier this year, and these beauties look like they're here to stay.

Cosmetic chemist Kelly Dobos believes there are two main reasons why we're seeing new powder products. Firstly, the replacement of the controversial powder ingredient talc has pushed brands to innovate with alternatives like mica, synthetic mica and silica, leading to a wave of powder launches from beauty brands. Secondly, after the “unrealistic expectations of ultra-smooth, pore-less ‘glazed skin’, consumers are seeking a more balanced and natural look from their makeup”.

“Powders offer oil control, longer wear, and the ability to set makeup,” adds Kelly. “New formulas provide both matte and satin-glowy finishes, allowing users to customise their look.”

Makeup artist Larry Yeo attributes the resurgence of powder makeup to a shift in the beauty landscape. As consumers become more familiar with liquid foundations, brands are innovating with new powder textures that offer a modern, soft-matte finish. Gen Z, known for embracing sheer tints early on, are now exploring powders as a versatile way to elevate their makeup looks with a fresh, “pore-blurring and skin-smoothing” feel.