Nostalgia is increasingly defining modern trends. Both in fashion and in the beauty industry. That is why the 2016 aesthetic is back in the spotlight. One of the first to ride the matte makeup wave was Kylie Jenner. During that period, she received the iconic nickname King Kylie, which best reflected her influence on popular culture.
Turquoise hair, bright wigs, streetwear looks, ultra-voluminous lips – each of her Instagram appearances instantly went viral and was copied all over the world. It was then that Kylie launched the Kylie Cosmetics brand and her legendary Lip Kits (sets of a pencil and ultra-matte liquid lipstick). The effect was instant: the products were sold out in a matter of minutes.
@kyliejenner
Advertising.
Kylie Jenner is the main inspiration behind the return of matte makeup
Ten years later, the entrepreneur is revisiting this aesthetic and releasing updated King Kylie sets. Social media immediately started a real stir, almost identical to what we saw a decade ago. Kylie's influence remains powerful: in parallel with the release, the analytical platform Spate recorded a sharp increase in interest in matte makeup.
@kyliejenner
Why matte makeup is once again becoming the main beauty trend of 2026
Matte lipsticks, lip balms are again actively searched for (searches for “matte lip balms” have increased by +953% year-over-year), as well as matte highlighters, which have jumped by +968% in the last 12 months. The glass skin and no makeup makeup trends are gradually losing ground and giving way to makeup without shine.
Spate data supports this: posts with the hashtag #sculpting average 22.6k views per week, indicating a cautious return to contouring. Meanwhile, the hashtag #brightening, associated with radiant makeup, only gets about 2,000 views per week.
View this post on Instagram
Beauty news that prove that matte is back in trend
Beauty brands are also actively supporting this trend. In late 2025, Makeup by Mario (the brand of Mario Dedivanovic, Kim Kardashian's makeup artist) introduced its first line of matte eyeshadows, which quickly became bestsellers. Rare Beauty recently launched a bronzer with a soft, defocused finish, Laura Mercier is bringing back its iconic shine-controlling powder foundation, and Merit, known for its radiant and most natural approach, is launching a line of lipsticks with a velvety finish, enriched with caring ingredients: without the drying effect previously associated with matte textures.
View this post on Instagram
How to do matte makeup without the “mask” effect
In recent years, matte makeup has lost out to shimmery looks precisely because of its reputation for being “heavy” and overloaded. Modern formulas are changing the rules of the game: now matte is about soft blur coverage, natural smoothness and comfort. “The task is to emphasize and blend so that the skin looks smooth, like porcelain,” makeup expert Charlotte Tilbury notes on her website.
Based on material from: Vogue.fr