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The Too Faced take -

Jerrod Blandino, co-founder and creative director of the popular makeup brand Too Faced, says the brand is shifting its focus to natural beauty.

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The Too Faced take -

This is definitely a pivot from the brand's previous calling card of dramatic eyes and heavily sculpted faces. They're saying that now "isn’t the time for eye-popping pigment."

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The Too Faced take -

Blandino says it's not about covering up, but embracing your natural beauty and moving towards self-care and self-acceptance.

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The Too Faced take -

While the outbreak of coronavirus certainly contributed to the renewed interest in natural beauty, Blandino says the movement started before the pandemic.

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Alicia Keys -

Alicia Keys has been promoting body positivity by attending red carpets and performing without makeup for several years now.

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A new aesthetic -

Blandino says that beauty experts began to notice a wider interest in a new low-key aesthetic in 2019. It's partly inspired by the translucent, skin-focused looks popular in East Asia.

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A new aesthetic -

K-pop is taking over the world, so just look to any K-pop star for inspiration!

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Sir John -

Makeup artist to the stars, Sir John says that this new beauty trend is a projection of our new-found focus on mental and physical well-being.

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Lifestyle changes -

The stress of the pandemic and disruption to our normal routines has put a serious emphasis on the necessity of caring for our bodies and our minds.

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Focus on health -

We've started to focus more on our skin health, opting towards restoring our skin to a healthy, youthful state naturally, rather than going for a procedure or layering on the foundation.

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New routines -

Many of us adopted new habits in recent months because of our new schedules (and new stress).

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Changes to skin health -

Things like new diets, exercise habits, daily routines, and self-care rituals can all impact the health and appearance of your skin. If you're starting to see positive changes in your skin health, why go back to covering it up?

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Perspective shift -

2020 has also been a big year for putting things into perspective. The pandemic has made us all think a bit harder about what we can live without and what we can't.

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Perspective shift -

Physical health is no longer a guarantee. Projecting good health is at the forefront of our minds in a way that it hasn't been for a long time.

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Perspective shift -

We want to look in the mirror and see the reassuring signs of a healthy body reflected in our faces. Clear skin, rosy cheeks, and bright eyes.

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Plastic surgery trends -

Dermatologists and plastic surgeons are also predicting a decreased interest in botox.

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Plastic surgery trends -

Wearing masks reduces our ability to communicate with our facial expressions. Our smiles are hidden!

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Plastic surgery trends -

If the skin around your eyes and forehead are immobilized by botox, it's even harder to read your expression. Humans are social creatures and this impedes our ability to communicate.

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Maybelline -

Makeup brands are catching on quickly to the market changes. Model Tami Williams was spotted on the streets of New York in August doing a photo shoot for a new Maybelline campaign.

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Maybelline -

The makeup look is paired down and focuses on beautiful skin. The mask even makes an appearance! They're clearly adapting to new demands.

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Natural-look celebs -

Certain celebrities have been proponents of the natural look for decades. Just look at actress-turned-wellness guru Gwyneth Paltrow. Her aesthetic is all about exuding good health.

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Natural-look celebs -

Amanda Seyfried prefers to go natural and says she doesn't even wear makeup most days.

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Queen Leticia -

Royals like Queen Leticia of Spain usually go for simple makeup looks that accentuate their natural features. This is even more true since the pandemic.

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Hailey Bieber -

Supermodels like Hailey Bieber and Bella Hadid have been spotted out and about seemingly wearing no makeup at all.

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Bella Hadid -

They look as gorgeous as ever with their new paired down look, maybe even more so.

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Chrissy Teigen -

Twitter queen Chrissy Teigen keeps it natural and is constantly on Instagram and TikTok makeup-free.

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Love yourself! -

We can't all be models, of course, but this natural beauty movement is about radical self-love and self-acceptance, and understanding that beauty begins with our mental and physical health. 

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What next? - If there's anyone who exudes the ideals of self-love and acceptance, it has to be Lizzo. Check out the story of her inspiring journey to success.

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