Data on the most reviewed products at Sephora in the USA in 2025 collected by consumer analytics firm rAIviews gives valuable insights on the key trends of face makeup.
First there is a distinct shift toward texture refinement over traditional color correction. Huda Beauty Easy Blur Foundation leads the complexion category, signaling that the “filter effect” has become a non-negotiable consumer demand. Benefit Cosmetics The Blurr Niacinamide Setting Spray reinforces this preference for skincare-infused formulas that soften appearance.
Performance claims now dominate purchasing decisions. One/Size On ‘Til Dawn Mattifying Waterproof Setting Spray, with its “Secure The Sweat” promise, reflects the active beauty lifestyle. Similarly, YSL Nu Bare Look Tint Hydration Foundation 24H and Milk Hydro Grip Primer demonstrate that longevity is the baseline expectation and not a premium feature.
The data reveals a fragmented blush market where format dictates consumer choice. Dior Rosy Glow, originally a powder phenomenon, now trends alongside the YSL Crush Liner Blush and Rare Beauty Soft Pinch Liquid Blush. This suggests convenience and texture experimentation are driving luxury purchases.
Skincare integration remains pervasive. Milk Makeup’s Hydro Grip Primer emphasizes hydration directly in its name, while Fenty Beauty’s Eaze Drop Blurring Skin Tint offers lightweight coverage. Charlotte Tilbury Unreal Skin Sheer Glow Tint and Anastasia Beverly Hills Blurring Serum Foundation complete the complexion spectrum, catering to both “clean girl” minimalists and full-glam enthusiasts.
