The statement lip has undergone a quiet transformation, as women are opting for a more subtle lip look that prioritises conditioning over conspicuousness. Where overlined, high-pigment finishes previously dominated beauty culture, today lip trends are soft, balmy and more skin than statement. With colour fads subsiding and a closer focus on condition, beauty insiders are opting for products that have a skincare-first approach, prompting a move towards lips that look healthy, hydrated and naturally luminous.
“People want products that feel good and look effortless,” says Sara Al-Rashed, founder of Asteri Beauty. “After years of hyper-defined lips and multi-step routines, there’s a collective craving for ease. I think it’s part of a broader self-care movement, where makeup doesn’t just transform, it nurtures.” That notion is reshaping the category. According to data from U.S.-based consumer trend analytics platform Spate, global searches for ‘lip liner’ have dropped 18 per cent year-on-year between 2022 and 2024, replaced by terms like ‘hydrating balm’ and ‘tinted oil’. It’s a trend that’s playing out on runways, too. At the Spring/Summer 2026 shows, makeup artists at Dior, Loewe and Prada largely skipped liner altogether, opting for barely-there tints and softened edges that blended with the overall makeup palettes. And celebrities are also embracing the trend, with the likes of Hailey Bieber, Kim Kardashian and Bella Hadid opting for nourishing, low-key lip looks, rather than bold colours.
For brands like Asteri, a change in customer behaviour is clear. “Lip care used to be almost an afterthought,” says Al-Rashed. “Now, consumers treat their lips with the same care as their skin. They’re asking about ingredients, hydration levels and long-term benefits.” But it’s not only about the formulas. With more skincare-focused balms, we are also seeing a shift in the way lips look. A lighter line, softer colours and more of a dewy texture rather than a heavy matte finish are defining trends.
At Huda Beauty, the rise of balms and oils is also redefining expectations. “The growing preference for lip oils and balms over traditional lipsticks reflects a deeper shift in consumer behaviour,” says Lana El Bakkar, the brand’s education manager. “Today’s beauty lovers are looking for more than just pigment. They want comfort, care and natural enhancement.” Reflecting this, in its latest products, you’ll find ingredients like vegan squalene, liquid shea butter and peptides. “It’s not just makeup, it’s lip care with a luxurious, sensorial twist.”
Matte lips haven’t vanished, but they’ve softened, explained Al-Rashed. “The future of matte is comfortable, hydrating and low-maintenance — just the way Gen Z likes it.” Similarly, Anastasia Beverly Hills has moved away from heavy mattes in favour of hybrid products. “Our Lip Velvet has a mousse-like texture that delivers colour while smoothing and blurring the lips,” says Claudia Soare, president of the brand. “It gives you that airbrushed look, but with comfort and flexibility. It’s a cloud-soft finish that adapts to whatever look you want.”
The Products
But while the rise of balms might suggest the death of definition, Soare sees it differently. “Lip liners aren’t obsolete, they’re being reimagined. Now it’s about soft contouring, pairing two neutral shades for sculpted but wearable definition. Cool and warm tones, smooth application and no feathering.”
Even so, the overall direction is clear: consumers want less effort and more intention. “We’re seeing lip balm become a hero product because it finally does more than just sit on the surface,” says Al-Rashed. “Today’s balms are smart, they hydrate, repair, plump and tint. They’re hybrid products. If you have a good lip base, everything you layer on top looks better.”
The shift toward lip care as a skincare staple owes much to the lasting influence of K-beauty, which has long treated the lips as an integral part of the skincare routine rather than an afterthought. In Korean beauty culture, soft, pillowy lips have always been a marker of youth and health, driving innovations in hybrid lip treatments that hydrate, soothe and subtly tint. The rise of overnight lip masks has helped solidify the idea that lips deserve the same overnight nourishment as the skin. These masks, often enriched with ingredients like hyaluronic acid, berry extracts and ceramides, lay the foundation for today’s round-the-clock lip care layering.
Looking ahead, the stacking of lip care is already taking shape as the newest routine step. Guerlain’s Abeille Royale Honey Lift Style and La Mer’s Lip Polish are early examples of how brands are framing lip care as skincare. Even traditionally colour-focused lines are investing in hybrid treatments that prime, protect and enhance. “Lips are skin, and we’re finally treating them with the same respect,” says Al-Rashed. “That means looking for peptides, hyaluronic acid and ceramides — not just in face serums, but in your lipstick too.”
Originally Published In The November Issue of MOJEH Magazine. Subscribe here.
