Discover the hair, makeup and skin trends that the experts say we’ll all be embracing next season…
Say goodbye to perfection – that’s been the overarching message in beauty during Fashion Month this September, and isn’t that a relief to anyone who finds hair and makeup a struggle to fit into their busy schedule!
Across the runways, beauty has been moving away from anything that feels overly perfect, in favour of skin that looks like skin, hair with movement and texture, and makeup that feels considered but never too precise.
So, from glossy complexions to soft, natural texture, we asked seven of the beauty industry’s leading names to share the trends they think will define 2027 – and, crucially, the products and techniques you need to recreate them at home.
1. ‘Undone’ gloss: international makeup artist, Wendy Rowe
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For internationally renowned makeup artist Wendy Rowe (who worked with Alexa Chung at the Dior show during Paris Fashion Week), the new beauty mood is all about contrast.
“It’s polish and undone-ness in the same face, which is exactly where fashion’s head is at right now,” reveals Rowe. “The skin is glassy and lit-from-within, but the face itself is sculpted, almost architectural. Then you soften it right back down with a blurred, stained lip and a scatter of freckles across the nose.
To recreate it, Rowe recommends Chanel Les Beiges Water-Fresh Tint for a lightweight, glass-skin base, Westman Atelier Suprême Bio-Complex Liquid Foundation for a lived-in, second-skin finish, and Violette_FR Bisou Balm in Mon Chéri for that soft, chocolate lip. The key is application: forget the lip liner and use your finger to smudge the colour into the lips for a just-bitten finish.
2. The new slick back: hairstylist and founder of Salon64, Ricky Walters
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“We’re seeing the line between going out and staying in become increasingly blurred,” says the hairstylist and Salon64 owner, Ricky Walters. “Just as baggy tailoring and comfortable formalwear have changed the way we dress for both work and home, I think the hair world is following the same direction, and we’re going towards relaxed, effortless hair.”
What that means in practice is that we can expect to see “more hair taken away from the face – whether that’s slicked back, a wet-look finish, or beautifully undone, uber-chic updos. The key is that it feels effortless rather than overly styled; polished yet relaxed.”
To achieve it, Acca Kappa round bristle brushes are a must, says Walters, as are bunjees, incredibly strong hair bands that are frequently used backstage. “They’re a great trick to take home with you if you want to recreate that pulled-back, polished look yourself.” For naturally curly or wavy hair, Walters recommends Wavy Everyday Curl Cream to enhance movement while keeping the finish touchable.
3. Just a little touch: makeup artist, Ruby Hammer
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“After seasons of heavy glazes, highlighters and elaborate routines, there will be a level of simplicity and refinement next season,” emphasises the makeup artist Ruby Hammer. “I predict the focus will be an undone elegance, skin that looks like skin, but that is more elevated than bare-faced, with a deliberate polish.
Recreating the look is refreshing simple. Hammer recommends a good liquid concealer, such as By Terry Hyaluronic Serum Concealer or Vieve Modern Radiance, followed by Laura Mercier Translucent Loose Setting Powder for a refined finish. A touch of Ruby Hammer Cheek Colour in Tawny is then enough to bring the face together with a natural flush.
4. Super poker straight, hairstylist Adam Reed
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“I predict a sharp, fluid return to super straight hair,” reveals the hairstylist Adam Reed. “Poker straight brings back unapologetically sleek lengths of the 1990s. The hair falls in one clean, uninterrupted line, with a smooth surface, minimal volume and an almost liquid shine. It can be worn with a precise centre parting, swept behind the ears or allowed to fall closely around the face. The finish is disciplined but never rigid. Movement remains essential – the hair should swing, separate and return naturally into place.”
Regardless of your natural hair texture, prep is super important for this look. Reed always has the Dyson Supersonic R Professional Hair Dryer in his kit because it offers speed, control and versatility for different hair types and textures. Then, for lots of the necessary smoothness, he loves his The New Form Blow Dry Spray and The Mastery Liquid Hairspray.
5. K-Beauty inspo everywhere, skincare expert Melody Yuan
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K Beauty’s influence on our routines has extended to the fashion month catwalks, says skincare expert and founder of the retailer Skin Cupid, Melody Yuan. She’s spotted blurred lips, glass-like skin and diffused blush featuring in recent seasons. “What’s striking is that [these trends] haven’t been a one-season moment in London. They have appeared at a major show every season for two years,” she explains.
As for what’s next, Yuan is predicting a softer evolution of glass skin that she’s dubbed Cloudglow. “Cloudglow skin focuses on a filter-like complexion that still looks hydrated and radiant, but without the wet finish associated with glass skin. You can achieve it by layering hydration underneath a lightweight base and opting for satin rather than wet-looking highlighter to create softer radiance.” She recommends using Erborian CC Cream.
For anyone feeling a little bit more creative, why not try ‘aegyo sal’, which translates to ‘charm fat’, a Korean makeup technique that subtly enhances the natural volume beneath the eyes rather than concealing it using a subtle highlighter, such as Peach C Dual Beam Highlighter. Nose blush, aka the next evolution of the diffused blush trend, is also an interesting trend to try. “The technique involves sweeping colour from the cheeks across the bridge of the nose, creating a soft W shape that gives the face a naturally flushed, sun-kissed appearance,” Yuan reveals. She loves using Joocyee’s Glazed Multi-Purpose Stick.
6. Let’s get romantic, hairstylist Chris Long
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For hairstylist Chris Long, the next chapter of fashionable hair has a decidedly romantic feel. His prediction is for “whimsical styles” that embrace natural texture rather than fighting it – think loose braids, soft movement and hair that feels intentionally undone. In fact, “we have already seen on celebrities such as Zendaya for the Odyssey premiere,” he reveals. The textured bob is another look to watch for anyone with shorter hair. He predicts a focus on “jaw-length styles with soft bend and imperfect side parts to create volume and movement without looking overly styled.”
The super shiny ‘glass hair’ trend isn’t disappearing entirely, though. In fact, Long expects its ultra-glossy, deliberate finish to become easier for more of us to achieve next season, courtesy of new tools such as the Dyson Corrale CoolShine straightener and leave-in conditioning sprays that also prioritise heat protection for a really long-lasting natural shine.
7. Soft imperfections, celebrity hairstylist Joe Kelly
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Don’t fight your frizz!, says celebrity hairstylist Joe Kelly, who has passed on that message to some of his high-profile clients, who include front row favourites like Maya Jama, Maika Monroe and Millie Bobby Brown.
“This season, we’re embracing hair in its most effortless form. Think soft frizz, natural texture, volume and plenty of movement,” Kelly explains. “The more texture, the better, so hair feels less polished and more instinctive. I’m really encouraging loose pieces and volume that moves beautifully and naturally.”
The secret to achieving that starts in the shower, he says. “My favourite products for Fashion Week start with Lunesi Stardust Nourishing Shampoo and Illuminating Leave-In Conditioner. Then, on damp hair, I always work through Colour Wow Dream Coat to help protect the hair.”
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Becki Murray is Citizen Femme’s Beauty and Wellness Director. As one of the only UK journalists to hold a Distinction-grade diploma in cosmetic science, she combines her unique knowledge with an editor’s eye to help you make smarter choices about beauty and wellbeing. Becki also heads up CF’s spa guide so you could say she’s an expert in the science of relaxation too.
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