If it feels like ube is everywhere lately, you’re not imagining it. Ube lattes, ube ice cream and even ube-flavored protein powders are popping up, giving matcha a real run for its money. The purple Filipino yam has taken over the food scene, but it’s also influencing an unexpected category: makeup.
While more than three million people searched for “ube” in the past month, searches for “purple makeup” increased 229 percent in the same period, according to beauty and wellness booking site Fresha. Fashion has caught on, too, with iridescent purple and metallic violet eyeshadow appearing at shows like Balenciaga and Carolina Herrera.
Now, the shade is moving beyond the runway—and onto the eyelids of the masses. Ahead, everything to know about the ube-purple makeup trend for 2026.
Featured Experts
- Annabelle Taurua is a beauty expert at Fresha
- Christian Briceno is a celebrity makeup artist in New York
Why Is Purple Makeup Popular?
Blue makeup has had a recent resurgence, particularly in frosty blue eyeshadow and electric blue eyeliner, but now purple is taking center stage. Similar to the joint rise of matcha and green, we’re seeing the same trend pattern happen with ube and purple.
“What’s really interesting with the purple trend is that it started as a food trend,” says Annabelle Taurua, beauty expert at Fresha. “Ube or purple yams are everywhere right now. We saw the same thing happen with matcha. It took off in food and drink, then trickled over into fashion and beauty.”
Social media has also helped drive the ube makeup trend, allowing it to take off faster than ever before. “This pipeline from food to beauty is becoming the new normal, and it’s being driven entirely by what photographs well on social media,” says Taurua. “Ube exploded because it was Instagrammable first, edible second. That’s exactly how beauty trends move now.” She notes that the focus is on aesthetics first, and wearability second—and purple does both.
Makeup lovers are also leaving the clean-girl minimal aesthetic behind and “moving away from makeup that feels overly safe or repetitive,” says New York celebrity makeup artist Christian Briceno. “For quite some time, beauty has leaned heavily into neutrals, bronzes and skin tones.
”Fashion is helping drive interest in ube-inspired purple makeup, too, as seen on the Balenciaga and Carolina Herrera runways. “A lot of recent runway beauty has been leaning into cooler tones, surreal pastel and moodier romantic color stories, so purple naturally fits into that direction,” says Briceno.
Is Purple Makeup Versatile?
Purple is an approachable entry point into colorful makeup. It “feels fresh again because it adds color to the face without being as intimidating as neon blue or green,” says Briceno.
Its range is also part of the appeal. “Lilac can look soft and romantic, while deeper violets can feel more editorial or dramatic,” says Briceno.
When it comes to eye makeup especially, purple can be surprisingly adaptable. “One specific thing I like about using purple shades is that they can enhance almost every eye color in different ways,” says Briceno. “Brown eyes create contrast and brightness. On green or hazel eyes, it pulls out warmth and makes the eyes look more vivid. On blue eyes, deeper purples create depth without overpowering them.” In other words, purple can be dialed up or down depending on the shade, finish and placement.
How to Wear Purple Makeup
There are plenty of ways to wear purple makeup, from frosty lilac eyeshadow and blackberry lips to vivid purple eyeliner and blush, the latter of which has had its own major beauty moment in recent years. “You can definitely ‘dip your toe’ with this trend,” says Taurua. “There are so many variations to choose from, like lavenders or periwinkles, but it really shines when you make purple the full moment.” So while a subtle pop works, don’t be afraid to let the shade take focus.
But how do you choose the right shade of purple for you? “Cooler lilacs and lavenders tend to look beautiful on fair to medium skin tones, especially with cooler undertones,” says Briceno. “In contrast, richer plums, aubergines and violets look incredible on deeper skin tones and warmer complexions.”
The easiest way to wear purple makeup is to focus on one detail. “A way to incorporate purple without feeling too complicated is to focus on one detail rather than making it the whole look,” says Briceno. “A soft lilac wash on the lids instantly freshens the face. Purple mascara or eyeliner adds a subtle pop of color. Right now, I also love purple blush, especially soft, cool-toned lavenders. They create a very fresh, lifted flush that feels modern, especially on deeper skin tones where violet undertones can look incredibly natural and luminous.”
For anyone more comfortable with color, Briceno says “a blurred plum lip or a smoked-out violet liner can feel really elegant and modern without looking harsh.”
Tips for Beginners
Playing with colorful makeup for the first time? A few small tweaks can make the experience feel exciting rather than intimidating. No matter what, don’t put too much pressure on yourself: “Don’t try to make it perfect,” says Briceno. “Color feels modern when softly diffused and slightly lived-in.”
First, start small. “Try a colored liner close to the lash line, or tap a lilac shimmer just in the center of the lid instead of building a full shadow look,” says Briceno.
Next, consider cream formulas instead of powder or liquid. “Cream textures are easier to work with because they blend faster and tend to melt into the skin more naturally,” he adds.
Lastly, keep the rest of your makeup balanced. “If the color is on the eyes, keep the skin fresh and the lips softer,” says Briceno.
Purple is also one of the easier shades to experiment with. “Purple is one of the safest ways to start experimenting with color because it still retains a softness,” says Briceno. “Even when it’s bold, it rarely feels harsh.”
