Short answer: The mainstream can feel snoozy. But colorful, creative makeup is alive and well—and independent brands are in the best position to deliver it. If you’re tired of the same “clean girl” minimalism and taupe-on-taupe palettes, you’re not alone. Consumers are asking for artistry again. The data says the market is ready, and recent launches from indie players show how to answer the call.

Grab a coffee or your water. Let’s talk about where the color went—and how it’s coming back.

Why big brands look “safe” right now

The macro picture explains the wall of neutrals. Prestige beauty cooled in early 2025, while mass market grew slightly. When growth flattens, large companies protect volume with dependable shades and formats. That often means neutral eye palettes and a heavy shift toward lips. (Circana)

In 2024, prestige makeup dollars rose 5 percent, but lip was the star—up 19 percent year over year—so brands followed the demand. Eyes didn’t lead growth, which makes riskier eye launches harder to greenlight at scale. (Circana)

Zooming out, consultants expect global beauty to continue growing, albeit at a steadier pace—approximately 5 percent per year through 2030. That kind of “normal” growth encourages safer bets from the biggest players. (McKinsey & Company)

None of this means colorful makeup is dead. It means color needs a different kind of brand to champion it.

The opportunity: indie brands + artistry-first launches

Independent brands don’t need to please everyone in Ulta or Sephora to survive. They can target the fans who actually want saturated mattes, foil toppers, and true multichromes. That agility is evident in the numbers and the products.

• Indie momentum is real. NIQ reports that indie beauty brands outpaced total beauty growth (15.7% vs. 9.9% year-over-year in 2023). That gap reflects the consumer's appetite for what indie brands are selling: novelty, texture, and a compelling color story. (NIQ)

• Distribution favors the small and scrappy. In the first half of 2024, 41% of beauty and personal care sales took place online. E-commerce and social shopping lower the barrier to discovery, which helps niche color stories find their target audience. (NIQ)

• Social is primed for color. In the UK, TikTok Shop has become a leading beauty retailer, with approximately one beauty product sold every second; social commerce is forecast to double by 2028. Bold textures and color-shifting finishes perform especially well in scrollable video. (The Times)

• Search and trend trackers point to effects. Vogue Business’s tracker notes rising interest in multichrome eyeshadow, which aligns with what we see across indie launches. (Vogue Business)

Put simply, there’s room for bolder color stories, and the channels that drive growth today reward them.

Color is back—three proof points

Here are recent indie launches that show artistry is not only viable, it’s vibrant.

1) Painted by James Charles — Artistry Canvas Face & Eye Palette

James Charles has been vocal about wanting artistry back in makeup. His Artistry Canvas palette from Painted is a clear swing at that: 24 rainbow shades across mattes and shimmers, plus anchoring a white and black to mix, create graphic lines, and customize. It’s positioned as “bringing creativity back to makeup,” which tells you the intent. If you're looking for a single, bright toolkit, this is a good fit.

2) Blend Bunny x Ellis Atlantis — Ellis V2 Collection

Blend Bunny is known for smart gradient mattes and high-impact sparkle. The new Ellis Atlantis drop splits the difference between everyday and extra:

• Imperial (Cool) 15-pan matte and Origin (Warm) 15-pan matte offer structured, workhorse mattes—yes, they skew pink, brown, and gray.

• The Garden of Stars 18-pan shimmer eye & face palette is the showstopper—an all-shimmer constellation built for statement lids and transformative toppers. It’s the “artistry” half of the set.

This format—separate matte scaffolding with a dedicated shimmer engine—caters to both daily wear and creative play.

3) Question Beauty

Question Beauty has just launched two new shades of their mascara toppers and the 2nd Chapter of its limited edition series. Designed for eye artists, the mascara toppers come in 6 shades, including four that offer a multichromatic shift. The palette is an extension of the brand’s limited-edition Chapter series. Chapter 1, Legend of Land and Sea, and Chapter 2, Fable of Spice and Bloom, offer a mix of stunning, colorful mattes and multichrome shimmers.

“Clean girl” isn’t the only aesthetic anymore

Minimal skin and nude eyes had a long run, but the pendulum is swinging. Mainstream outlets are already calling out bolder eyes and creative detail work for 2025—graphic liner, vibrant shadows, and metallic accents. That’s not anti-natural; it’s pro-choice. It widens the lane for expressive looks again. (Real Simple, Allure)

Even seasonal trend coverage shows a pivot back to smokier, deeper tones and full-glam moments. That’s good news for any brand pushing color stories beyond beige. (Who What Wear, Glamour)

The business case for colorful launches (yes, there’s math)

If you’re an indie founder or just love to track the business side, here’s why leaning into color can pay off:

• Category headroom. One analyst house estimates the global eyeshadow market at approximately $4.0 billion in 2025, with mid-single-digit growth projected throughout the decade. Eyes still matter, and upgrades in texture and payoff can win share. (Coherent Market Insights)

• Differentiation premium. When prestige growth slows and big players default to neutrals, color becomes a point of clear difference. That can support price, build community, and justify focused SKU counts. (Circana)

• Digital discovery loves effects. Multichromes, foils, and topper textures display dramatic before-and-after effects in short videos. That’s the exact content that fuels social commerce and creator collabs. (Vogue Business, The Times)

What beauty lovers are asking for

From my side of the screen, I hear the same things you do: “I miss the artistry.” “I want more than another latte palette.” The answer isn’t to cancel neutrals—it’s to add options that feel creative again.

Here’s what readers tell me they want, and what brands can deliver:

• Smarter color stories. Think curated rows that actually build a look. Include anchoring shades (cream, taupe, black) plus purposeful brights.

• Texture variety. One palette with mattes, satins, metallics, duochromes, and at least one true multichrome. That’s where the fun lives.

• Instructions built in. Visual maps on the back of the palette or shade-by-shade “how to wear” on the product page.

• Value clarity. Fewer duplicate shades and clearer pan sizing so the price makes sense.

• Creator-led collabs. Partner with artists who demo looks and teach technique, like the Nueva Vida launch did. (YouTube)

For shoppers: how to bring artistry back to your routine

If you’re craving color but don’t want a drawer of palettes, try a small “effects wardrobe.” Keep your daily neutrals, then layer impact.

• Start with one rainbow anchor. A compact rainbow or mixed-brights palette gives you every primary and a deepening shade for liner. Painted’s Artistry Canvas is built for that.

• Add a shimmer engine. An all-shimmer palette like Garden of Stars lets you transform any matte look with one swipe.

• Pick a multichrome single. One high-shift shade can turn a five-minute eye into something special. Trend trackers indicate that multichrome interest is on the rise for a reason. (Vogue Business)

My take

Makeup isn’t boring—scale is. The most prominent brands are managing risk in a normalized market, so they’ll keep investing in everyday neutrals and lip wins. That’s their job. Indie brands, on the other hand, can build for the people who want color. The economics of e-commerce and social shopping give them reach, and the trend cycle is ready for bolder eyes again.

If I ran an indie color line today, I’d launch tight, artistry-first capsules: a curated matte base (cool or warm), a companion shimmer/multichrome palette, and a few one-and-done sticks in unexpected tones. I’d show five real, wearable looks per launch and partner with artists who teach, not just post swatches. That’s how you bring artistry back without overwhelming the shopper.

Are you over the “clean girl” routine, or do you still love a soft neutral eye most days? Which indie palettes or multichromes have impressed you this year? Drop your picks in the comments.

Korean beauty has transcended its niche status. Once a small presence in American skincare aisles, it’s now a growing part of everyday routines across the country.

K‑Beauty World, a retail platform created by Landing International and curated by Sarah Chung Park, is launching nationwide at Ulta Beauty. The launch brings eight Korean beauty brands to stores and online at ulta.com, offering more than 200 products across skincare and color cosmetics.

The featured brands include NEOGEN, Rom&nd, Some By Mi, Chasin’ Rabbits, Unleashia, I’m From, Mixsoon, and Sungboon Editor.

“K‑Beauty World is about more than just what’s new from Korea—it’s about what’s next in beauty for all ages, tones, and budgets,” said Sarah Chung Park, who led the platform’s development. “Together, we’re introducing U.S. consumers to a new era of Korean beauty—one that blends cultural storytelling with cutting-edge formulations and truly accessible retail experiences.” (PR Newswire)

Ulta’s Vice President of Merchandising, Kaitlin Rinehart, said the new partnership will “meet the rapidly growing U.S. demand for accessibility in Korean beauty innovation.” She added, “From effective ingredients to forward-thinking trends and packaging, we can’t wait for new and existing Ulta Beauty guests across all age groups to experience the curated assortment of K‑Beauty World brands” (PR Newswire).

The platform is built for discovery. It’s the first large-scale, U.S. retail concept designed specifically for Korean beauty, with immersive displays and shoppable sections designed to help people better understand what they’re buying. That includes heritage products, cult-favorite textures, and skin-first makeup that blends treatment with coverage.

The launch comes at a time of fast growth for Korean beauty in the U.S. In 2024, South Korea overtook France as the leading cosmetics exporter to the American market, according to Reuters. Even with new tariffs, demand for Korean beauty has stayed strong. Consumers continue to respond to affordable pricing, recognizable ingredients, and strong social media visibility.

According to CosmeticsDesign, searches for “Korean skincare” jumped 180% on TikTok last year, and Amazon saw a 78% year-over-year increase in Korean beauty sales. As the U.S. market matures, shoppers are looking beyond trends and toward products that combine cosmetic results with skincare benefits.

This moment is often called the second wave of K‑Beauty. The first wave brought BB creams, sheet masks, and oil cleansers. The second wave introduces makeup that treats the skin—like tinted serums, cushion foundations, and SPF-infused bases—with brands expanding their offerings to serve a wider range of skin tones better.

For example, brands like TIRTIR (not part of the K‑Beauty World launch, but often referenced in this trend) recently expanded their foundation line from three to 40 shades after listening to U.S. customers, according to Vogue.

To introduce K‑Beauty World ahead of its Ulta debut, Landing International also launched K‑Beauty Mart, a traveling pop-up modeled after Korean convenience stores. The interactive experience appeared at Westfield Century City in Los Angeles, SXSW in Austin, Coachella’s RevolveFest, and Bryant Park in New York City. It included live product demos, early access to new items, and a chance for shoppers to try before buying. The next stop is Lollapalooza in Chicago this July.

Ulta’s involvement gives the platform a broad, nationwide reach. While the retailer has long stocked Korean brands like Peach & Lily and COSRX, this marks the first time it’s dedicated physical space to a branded K‑Beauty collection built for ongoing expansion.

Shoppers can now explore products from I’m From, Mixsoon, NEOGEN, and others in select stores and online at ulta.com. The lineup covers a wide price range and includes skincare-first tints, cushion foundations, toners, cleansing oils, and textured serums known for delivering visible results.

More brands and seasonal rotations are expected later this year.

What K-beauty brands are you excited to see coming to Ulta Beauty?

Long workdays, endless screen time, and constant stress drain energy and skin. Former hedge fund CFO Jiajia Sollers knows this struggle well, so she created Matter of Monday, a skincare line designed specifically for busy professionals.

Rather than treating skin concerns as they appear, Matter of Monday takes a forward-thinking approach. The formulas help the skin's resilience against everyday stressors like blue light exposure, long hours, and lack of sleep, all familiar challenges for busy working professionals.

Designed for Life in Motion

Sollers knows that long routines aren't always practical. Matter of Monday is designed to deliver results without slowing you down, offering effective, science-backed formulas that fit easily into a busy lifestyle.

• Easy, on-the-go application – No need for a dedicated skincare moment. These products work wherever you do.

• Barrier-building ingredients – Protects against digital screen exposure, stress, and dehydration.

• Minimalist packaging, maximum impact – Designed for convenience without compromising results.

"Traditional skincare assumes you have time for a lengthy bathroom ritual," says Sollers. "Matter of Monday works with your lifestyle, not against it."

The Standout: Anti-Blue Light Brightening Serum

One of the brand's most exciting launches, this lightweight serum shields skin from blue light damage while restoring radiance. This might be the fix if long workdays leave you looking dull and tired.

More Than a Brand—A Mindset

With four core products, Matter of Monday is setting a new standard for skincare that fits into real life. Available exclusively at matterofmonday.com, it's skincare that works as hard as you do.

Would you try skincare designed for professionals?