Every summer seems to have a signature beauty moment. In seasons past, we’ve seen everything from Hailey Bieber–inspired strawberry girl makeup to the blonzer trend. This year, the one to pay attention to is beach makeup: Think of it as a fresh-faced, sun-kissed look that makes it seem like you’ve spent the day soaking up the sun (while, of course, wearing plenty of face and body SPF).
It’s quickly becoming one of the biggest makeup trends of the season. According to trend forecasting platform Spate, beach makeup has grown almost 106 percent year over year, with TikTok leading the conversation and accounting for nearly 78 percent of the trend’s popularity. Plus, the hashtag is racking up millions of weekly views as creators share their versions of the bronzy look.
Unlike full-glam looks that rely on heavy contouring and dramatic eyes, beach makeup is rooted in natural, believable radiance. Think luminous skin, softly flushed cheeks, subtle freckles and glossy lips—all without the UV damage. “It feels fresh, easy to wear and works for so many occasions, not just the beach,” says Los Angeles celebrity hair and makeup artist Susana Niño. “I also think people are becoming more focused on skincare, so they’re looking for makeup that enhances their skin instead of hiding it.”
What Is Beach Makeup?
Beach makeup is all about creating the look of healthy, naturally sun-kissed skin with the help of lightweight complexion products, strategic blush placement and subtle warmth. “To me, beach makeup is fresh, glowy and lightweight,” says Niño. “It’s that effortless look where your skin still looks like skin. It has warmth, a natural flush, soft definition and just enough glow to make you look healthy and refreshed.”
To achieve that skin-first finish, instead of full-coverage foundation, beach makeup typically relies on skin tints, concealer only where needed and cream formulas that melt into the complexion. “It shouldn’t look like you’re wearing a lot of makeup; it should simply look like the best version of yourself,” Niño adds. It’s similar to Aussie makeup, another summer trend gaining traction this year.
Why Is Beach Makeup Trending?
Beach makeup arrives at the intersection of several trends beauty lovers can’t seem to get enough of lately: glowy skin, minimal makeup and skin-care-first routines.
According to Spate, the trend receives nearly 3,000 monthly Google searches on average, more than two million weekly TikTok views and more than 6,000 weekly Instagram likes, signaling strong interest across search and social platforms. Plus, much of its momentum is happening organically rather than through sponsored content, showing that beauty aficionados really resonate with the trend.
“I think people are craving makeup that feels effortless and lets their natural beauty shine through,” says Niño. “Beach makeup is all about enhancing your natural features with healthy, glowing skin instead of covering everything up.”
The surrounding beauty landscape tells a similar story. Spate reports that searches and engagement around SPF, sun-kissed skin and other related terms point toward the same low-maintenance aesthetic. Beach makeup feels like a natural evolution of the “less is more” movement across beauty right now.
How to Prep the Skin for Beach Makeup
The secret to beach makeup starts long before the makeup—it actually begins with skin prep. Since the look relies on radiant, healthy-looking skin, this could arguably be the most important step.
Begin with a hydrating skin-care routine that includes a lightweight moisturizer to plump the complexion without leaving behind excess residue. Follow with a broad-spectrum SPF (an essential for every makeup routine, beach-inspired or otherwise), allowing it a few minutes to fully absorb before applying makeup. “I like to begin with clean, hydrated skin using a lightweight moisturizer like Pond’s Hydrating Gel Moisturizer ($10) followed by SPF,” says Niño.
Once everything has absorbed, Niño reaches for a primer such as the Aora Mexico INICIA Primer ($35), “especially if it’s going to be a long day or we’re dealing with heat and humidity,” she explains. “When the skin is hydrated, makeup applies much more beautifully and you don’t need to use as much product.”
How to Create the Beach Makeup Look
One of the reasons beach makeup has become so popular is that it doesn’t require tons of products, making it great for someone who prefers a lighter look or is on-the-go. It’s more about placement and finish than heavy application.
Start by applying a lightweight base only where you need coverage. “I always start with a lightweight base using ILIA Super Serum Skin Tint SPF 40 ($48) or It Cosmetics Do It All Hydrating Sheer Tinted Moisturizer Balm ($34), applying it only where it’s needed so the skin still looks natural,” says Niño.
Then, spot-conceal any discoloration (you can even skip straight to this step if you don’t need base makeup).
Warm up the skin with a cream bronzer across the forehead, temples and cheekbones. “Next, I add warmth with Makeup by Mario SoftSculpt Transforming Skin Enhancer ($34), focusing on the areas where the sun would naturally hit the face,” says Niño.
Next comes blush. Sweep a rosy or coral cream blush across the apples of the cheeks and lightly over the bridge of the nose to recreate the flush you might get after a day at the shore. “I love using Tower 28 BeachPlease Cream Blush ($20) and blending a little across the nose to create that naturally sun-kissed look,” says Niño.
Highlighter is subtle—ideally, you want a balm or cream formula that mimics hydrated skin, not glittery skin. “I finish the complexion with Westman Atelier Lit Up Highlight Stick ($48) on the high points of the face for a fresh, dewy glow that looks like healthy skin,” Niño says.
For the eyes, keep everything soft and effortless. “I’ll apply Orce Cosmetics Cloud Dimensions Eyeshadows ($38) for a subtle wash of luminous color,” says Niño. Then, you can finish with a mascara of your choice and softly groomed brows—Niño recommends brushing up the brows with a tinted brow gel for natural definition.
Because the trend embraces an effortless finish, there’s no need to over-powder. A light dusting through the T-zone is usually enough, leaving the high points of the face luminous and fresh.
“On the lips, I’ve been loving the new Rare Beauty Soft Pinch Tinted Lip Oil Stick ($25) because it gives beautiful color while keeping the lips hydrated,” says Niño. “If I want a little extra shine, I’ll finish with Neutrogena Hydro Boost Lip Oil ($16).”
As your final step, don’t forget setting spray, which helps the makeup last through summer heat and humidity. “I finish with either ONE/SIZE On ’Til Dawn Setting Spray ($34) when I need maximum wear or L’Oréal Paris Infallible 3-Second Setting Mist ($14) for a lightweight finish that keeps the makeup looking fresh throughout the day,” she says.
Overall, opt for cream formulas to allow your makeup to totally melt into the skin and give a more realistic look. Whether you’re actually heading to the beach or simply want to look like you just came back from an oceanside vacation, this is one of the easiest, prettiest beauty trends to wear all summer long.
