Wondering what beauty trends really have legs—or what brands shoppers are reaching for on repeat? One of the best ways to find out is to look at what’s flying off the shelves at Sephora. Alongside mainstays like Rhode, Summer Fridays and Kérastase, you’ll find rising indie brands such as Crown Affair, Sofie Pavitt Face and Danessa Myricks gaining momentum. So what are Sephora shoppers loving right now, and which trends are poised to stick around? We tapped a Sephora Beauty Director for the inside scoop.
Beauty Shopping Trends
Makeup Maximalism
Minimal makeup is officially taking a backseat this year, replaced by a return to 2016-style maximalism. “Maximalism is a growing trend across most creative industries right now, including beauty,” says Los Angeles–based Sephora Beauty Director Melinda Solares. But that doesn’t mean you need to go all-out with your whole routine: To avoid overdoing it, “this is all about choosing one thing to max out,” she says. “Think a dark jewel-tone eyeshadow look with a very minimalist complexion.”
Essentially, one area of your face becomes the focal point, with the rest of the makeup supporting it. “When trying out maximalism, it’s important to use formulas that perform and give you the best payoff,” says Solares. For this, she and Sephora shoppers are reaching for Danessa Myricks Beauty. “The Danessa Myricks Beauty Twin Flames Liquid Eyeshadow ($28) is a high-impact liquid shadow that displays an ethereal shift between two shades that complement each other,” she says. As for how to apply it to achieve this maximalism moment? “Swipe it across your eyelid and tap out the edges for a quick and easy maximalist eye look or use it on your cheeks for an out-of-this-world draped blush look that will turn heads,” she recommends.
Neutral Brown
A staple neutral this season, brown has popped up across fashion, home and beauty, from mascara and lip liner to tinted balm. “It has become the new cool-girl neutral, and cool girls are also loving cool tones,” says Solares. However, here’s the Sephora scoop on the evolution of brown for 2026: “Brown isn’t going anywhere fast, but the trend is getting an update with cooler tones,” she notes. “You’ll see this especially in lip liner launches, like the new Too Faced Chocolate Soleil Multi-Use Sculpting Pencil in Chocolate Soufflé ($18).”
Beauty Priorities By Age Group
Beauty shoppers are anything but a monolith. Mature skin requires very different skin-care ingredients and makeup formulas than teenage skin. However, the through-line, regardless of age, is that these choices don’t happen in a vacuum. “The beauty priorities of each generation are largely based on the corresponding societal beauty standards at large, which is why it is so important that we consider redefining what beauty means to each of us,” says Solares.
Each generation has heard different messaging with different focuses, which in turn drives what they shop for—whether at Sephora or elsewhere. “Millennials were plagued with anti-aging messaging, Gen Z was flooded with digital filters, and Alpha might just be the generation that breaks us past these standards into more authentic beauty expression,” says Solares.
“Each generation deserves its flowers for shaping beauty as we know it,” she adds. These shoppers push the industry to evolve, and that’s reflected in the products that become available to the public. “Millennials understand the importance of a complete routine and taking all the steps necessary to create a full glam look that won’t budge,” says Solares. That means you can expect to see them purchasing long-lasting makeup as well as skin care that helps prep their face for long-wear foundations and concealers.
Meanwhile, “Gen Z understands the importance of self-expression and skipping some steps to make it more their own,” says Solares. This means that they shop for up-and-coming brands and likely reach for creative packaging as well. The newest generation and youngest group of shoppers, Gen Alpha, “will no doubt shock us with their lack of structure around beauty technique, breaking the rules and setting the standard that your beauty priorities should stem from who you are on the inside,” says Solares.
That mindset is already influencing product development, with brands leaning into more creative, versatile and multitasking formulas. “I am very excited about an innovative product coming from Sephora Collection this month,” says Solares. “The Sephora Collection Best Skin Ever Micro Concealer ($12) is a concealer that corrects with a micro-tip that brightens and perfects only where you need it. You can also use different shades to conceal, highlight and contour for a natural but perfected skin look.”
The Most Popular Brands at Sephora Right Now
Trends are one thing, but what’s actually converting? Which brands are shoppers talking about, buying and loving? There are many, but “a few brands currently on everyone’s lips include Josie Maran, Sofie Pavitt Face, Danessa Myricks Beauty, Shani Darden and Crown Affair,” says Solares. See some of her favorites below.
