Color trends in cosmetics: Who decides what's in?

When it comes to beauty products, color is more than just an aesthetic choice—it's a powerful tool that influences our emotions, style, and even purchasing decisions. Every year, we see new shades of lipsticks, eyeshadows, and nail polishes dominating the market, but have you ever wondered how these colors are chosen? Who decides what colors are "in" for the season, and how do these decisions shape the cosmetics industry?

Let’s dive into the fascinating world of color trends in cosmetics and explore how these trends are set.

The role of color forecasting agencies

One of the biggest influences in the world of color trends is Pantone, the global color authority known for its annual "Color of the Year." Pantone’s color forecasts are not just limited to fashion or design—they also have a major impact on the beauty industry. When Pantone announces its Color of the Year, you’ll likely see a wave of makeup brands releasing products in that shade. Last week, as 2025’s "Mocha Mousse" has been revealed. Due to this, we can probably expect a surge of brown toned products to dominate the beauty industry in the coming year.

Other forecasting agencies, like Color Marketing Group and WGSN, also analyze global trends in culture, technology, and art to predict which colors will be trending. These agencies provide detailed reports to cosmetics companies, helping them plan their seasonal product lines.

The influence of fashion on cosmetic colors

While cosmetics and fashion are two different industries, they often go hand-in-hand when it comes to color trends. Fashion runways are one of the key places where beauty brands draw inspiration for their collections. When bold, vibrant colors dominate the runway, you can expect to see makeup lines reflecting those same hues.

For example, the autumn/winter fashion shows often feature rich, dramatic shades, which inspire deeper, moody colors in makeup lines—think berry-toned lipsticks or smoky eye palettes. On the flip side, spring/summer shows usually feature lighter, pastel shades that translate into softer, more playful beauty looks.

Cultural and social influences

Beyond fashion, the world of beauty is influenced by societal trends and global events. Major cultural movements or social shifts often shape what’s considered trendy in cosmetics. For instance, the rise of the eco-conscious movement has pushed for more natural, earthy tones in beauty products, as consumers seek to reflect their values through their makeup choices. This year’s Pantone Color Trend Report for Autumn/Winter 2024/2025 further highlights this, as the forecasted shades emphasize a connection to nature, featuring rich, earth-inspired tones and opulent mid-tones. According to Pantone, these colors evoke a sense of conscious consumption and timelessness, to reflect a desire for more sustainable beauty options.

Likewise, during periods of social upheaval or change, we often see a shift toward bold, empowering colors. For example, during the pandemic, when much of the world was masked, bold eye makeup looks—especially colorful eyeliners and dramatic eyeshadows—became a significant trend, as people turned to creative ways to express themselves.

Social media and consumer influence

With the rise of social media, consumers have a more active role in setting color trends. Platforms like Instagram, TikTok, and Pinterest allow users to share beauty looks and influence trends in real-time. Viral beauty trends, whether it’s a specific shade of lip gloss or a unique eye look, can quickly gain traction and inspire new products from brands.

In fact, many beauty brands now directly monitor social media to understand what colors and trends their audience is leaning towards. Beauty influencers and makeup tutorials all help shape the colors we see in stores. Consumers, more than ever, are participating in the creation of trends, not just following them.

The role of technology and innovation

Technological advancements also play a huge role in the development of color trends in cosmetics. Pigment technology is constantly evolving, allowing for more vibrant, long-lasting, and safe-to-use colors. Cosmetic brands are working closely with scientists to create innovative pigments that are not only beautiful but also safer for the skin and the environment.

In recent years, the push for sustainable beauty has led to a demand for eco-friendly pigments, with brands developing colors that are derived from natural sources or created using fewer harmful chemicals. As consumer demand for greener beauty products grows, we are seeing a shift in the color palette towards more earthy, neutral tones, with a focus on simplicity and minimalism.

The future of color trends in cosmetics

As we move forward, the future of color in cosmetics will continue to be influenced by a mix of fashion, culture, and technological advancements. But ultimately, it’s the consumers—empowered by social media and growing sustainability concerns—who will have the biggest say in what’s "in" when it comes to color.

So, the next time you see a shade dominating the beauty world, whether it’s a daring lipstick or a vibrant eyeshadow, remember: it’s the result of a dynamic process involving trend forecasters, fashion designers, and, most importantly, the consumer.