To manifest authentic identities and beauty, 2025 has arrived with a bold and meaningful proposal: Aura Beauty. In Brazil, known as Maquiaura, this trend was identified by Pinterest Predicts, the company’s annual forecast report, as the year’s highlight in the world of beauty, and promises to transform the way we see makeup.
Inspired by mystical colors and ethereal effects, Aura Beauty goes beyond the simple act of applying makeup, bringing personal expression and individuality to the fore. Want an example? We have several: purple blush, holographic eyeliners and vibrant eyeshadows like a psychedelic and radiant sunset.
Searches on the platform reinforce the impact of this new trend. Terms such as “Aura Effect” have grown by more than 35%, while searches for “Golden Aura” have skyrocketed by more than 75%. These figures show that people of all ages – from Generation Z to boomers – are ready to explore unusual tones and create compositions that express their energies and personalities.
Aura Makeup is about using makeup as an extension of who you are, going far beyond the basics. And to embrace this trend, the key is to venture into makeup, without fear of playing with colors and sparkles. Choose blushes in unexpected shades, such as lilac or even a deep purple, to create that glow that seems to come from within.
Invest in metallic, holographic or even pastel shades that evoke the mysticism of aura colors, combined with gold eyeliner or multicolored smokey eyes for a celestial look. For the lips, gloss with glitter particles or shimmery lipsticks create a feeling of vibrant energy.
The trend also opens up space for new techniques. Mixing textures is a great idea: think of a satin base combined with liquid or creamy highlighters to simulate the reflection of light in the aurora. Finish with touches of glitter on the temples or cupid’s bow for a mystical and modern effect.
With Aura Makeup, makeup…
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