Beach Makeup Makes Waves with Beauty Lovers

Recreating the elegant wedding looks of Dua Lipa during her recent Italian wedding with Callum Turner were high on many beauty consumers’ to-try lists.

Many appreciate the Grammy winning songstress’s tendency to enhance natural features, a look beauty lovers dub “masculine makeup.” As we approach the heart of summer 2026, masculine makeup and – unsurprisingly – beach makeup is making waves with beauty lovers and constitute the moment’s fastest-growing makeup looks per Spate’s Popularity Index.

Beach Makeup

In this skin-conscious beauty world, consumers know they don’t have to spend a day in the sun to achieve a sun-kissed glow. There’s makeup for that. Beach Makeup has grown 105.9% YoY and has already reached medium popularity, meaning it’s well known among consumers while continuing to gain momentum across platforms, analysts say. TikTok currently owns 77.5% of the Popularity Share and has grown 110.2% year over year. The trend also receives 2,800 average monthly Google searches, 2.2 million average weekly TikTok views, and 6,100 average weekly Instagram likes. On TikTok, the trend has a highly positive sentiment score (9.0/10), reflecting strong audience enthusiasm, while its low paid views share (2.2%) suggests that engagement is being driven primarily through organic discovery rather than paid promotion.

Related categories reinforce the effortless, just-back-from-vacation aesthetic, analysts say. SPF (853,900) highlights the central role of sun protection in beach makeup routines, while Sunkissed (634,100) reflects continued demand for naturally bronzed, glow-y skin. Get Ready with Me (349,900) showcases creators walking through their beach-ready routines, while Touch Ups (132,100) focuses on keeping makeup fresh in heat and humidity. In terms of product formats, concealer (65,600) and blush (19,200) are the products most closely associated with achieving the look. On TikTok, the top related brands are Dior Beauty (133,700 average weekly views), ColourPop (59,800) and Makeup Revolution (59,600), highlighting interest across both prestige and mass-market beauty brands.

Masculine Makeup

Masculine makeup focuses on enhancing natural features to create a polished, masculine or androgynous appearance. Rather than relying on heavy contouring or dramatic changes, it emphasizes a natural, effortless look that complements personal expression. Analysts at Spate say the trend has grown 308.8% year over year across platforms, signaling rapidly increasing interest despite still being relatively niche. Instagram currently owns 52.3% of the Popularity Share and has grown 785.7% year over year (YoY). The trend also receives 1,700 average monthly Google searches, 132,500 average weekly TikTok views and 2,500 average weekly Instagram “likes.” On Google, the trend has little to no competition from established brands, presenting a clear white space for brands willing to enter the conversation thoughtfully.

Given the topic’s ties to gender expression, authenticity is especially important, as there’s plenty of room for missteps. On TikTok, the trend has a high engagement rate (8.0%) and a positive sentiment score (8.4/10), indicating favorable audience reception and active interaction with the content. It also has a very low paid views share (0.2%), suggesting interest is being driven organically rather than through paid promotion. Related categories include Androgyny (10,900 average weekly views), reflecting growing interest in gender-fluid beauty, alongside Get Ready with Me (9,600) and Tutorial (6,400) highlighting consumers’ appetite for educational content that makes masculine makeup techniques more approachable.