Aura Beauty is about to take the beauty world by storm—but what exactly is it?

After countless beauty trends—graphic liners, nude lips, blush overload, mocha mousse makeup, glazed skin, monochromatic looks, and coloured mascaras among other things—that ruled our moodboard in 2024, Pinterest has already dropped its predictions for 2025. Going by the 20 trends on the list that are set to take over the year, it looks like 2025 will be all about ‘maximalism and self-expression’ and we can't wait to try them all! But the one trend that is already making a big splash and we are most kicked about is Aura Beauty. What is it, you ask? Let's dive in. 

What is the Aura Beauty trend?

According to Pinterest, Gen Z and Boomers are gravitating towards bold, high-hued looks. “Find your aura, wear it with confidence, and consider yourself dipped in vibes all day long,” they noted in their trend report. Simply put, people are embracing makeup that reflects the colours they connect with the most.

Pinterest’s data reveals a 365 per cent surge in searches for “full-colour makeup eyes,” while searches for “purple blush makeup” jumped by 30 per cent from 2023 to 2024.

It's clear, the year ahead is all about playing with bright, bold colour palettes—think pinks, yellows, and reds blending together on eyelids and cheekbones.  

But this isn’t the first time the ‘aura’ beauty trend has taken the spotlight. In 2024, aura nails were a massive hit, with people opting for vibrant, statement-making colours on their nails. Celebrities like Dua Lipa, Lizzo, Megan Fox, and Hailey Bieber were quick to jump on the trend. A bit further back, in 2022, ‘aura eyeshadow’ was all the rage, with everyone from celebs to makeup artists experimenting with bold eyeshadow shades. The trend showed up everywhere—on runways, red carpets, you name it.

Now, the ‘aura beauty’ trend is set to get bigger than ever, especially with the newer generations valuing individuality and self-expression. These traits are likely to reflect in the choices they make—even when it comes to their makeup.

How can you do it too? 

Diving into the aura beauty trend is simpler than it seems. Start with identifying colours that resonate with your energy—shades that capture your mood, personality, or the vibe you want to project. Feeling soft and ethereal? Lean into pastels like baby pinks and lilacs. Going for a bolder statement? Vibrant yellows, fiery reds, and electric blues are your go-to. The essence of this trend lies in curating colours that reflect who you are.

Once you’ve picked your colours, it’s all about bringing them to life with the right products. One of our favourites is the Too Faced Italian Spritz Eyeshadow Palette—perfect for creating bright, playful eyes. This palette offers a mix of vibrant colours and shimmering shades, ideal for both bold statement looks and fun daytime vibes.

On days when you’re not feeling too vibrant, the Charlotte Tilbury Instant Eye Palette is a solid choice. It’s filled with soft, neutral tones and just the right hint of shimmer to keep things easy and natural. Pair it with Rare Beauty’s Positive Light Highlighter for a fresh, dewy glow, or dab on Benefit’s Lip & Cheek Tint for a simple, monochromatic vibe. Whether you’re in the mood to go bold or keep it understated, these products let you experiment and find what works for you. At its core, this trend is all about being true to yourself—there’s no limit to how you make it your own.

Lead image credits: Getty Images

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