Go Your Own Way: Introducing the Bazaar Arabia May 2025 Beauty Issue

We’re ripping up the rule book, with individualism-driven beauty looks creating a new ideal that celebrates standing out

It’s time to finally lay to rest the most era-defining beauty trend of this century so far, with a not-so-tearful farewell to the baked, bronzed, and buffed visage we once coveted. Propagated by social media’s most glam stars and influencers, the high maintenance make-up trend took a one size fits all approach to beauty, with its enduring popularity lasting even longer than a mattifying setting spray. But the last decade’s most defining make-up trend has seemingly contoured her last cheekbone, with the ‘Kardashian face’ now fully phased out even by its most ardent champions. Focused on recreating the ideal bone structure on every face, this copy-paste technique appears passé in a perfection-weary 2025.

Even the Middle East’s queen of contour, Huda Kattan, has taken a noticeably relaxed approach to her (still admittedly exhaustive) make-up routine, reducing her setting powder baking time to a light toasting. It’s no longer a case of how well one can fit in, but about having a signature look that stands out, a self-correcting antidote to conformity that emphasizes individualism. In Huda’s case, she’s favouring contrasting shades of cherry blossom, peach, and lilac-hued ube, and heralding the return to imperfections in beauty, where colours, textures, tones, and artistic elements are subject to our personal whims rather than a paint-by-numbers trend.

Dubai-based make-up artist Emily Clayton, who has worked with global brands including Valentino, Bottega Veneta, Balenciaga, Elie Saab, and Huda Beauty, says that she has noticed a growing appreciation for individualism. “Make-up and beauty is currently at a point where the focus is shifting towards individual style,” she explains. “I feel like we are at a pivotal point in beauty history where people are growing tired of following generic beauty trends.

Thanks to a shift in societal changes and social media, we are now exposed to seeing more of a variety of faces and body shapes within the media than we were 10-plus years ago. People are openly embracing their features and feel free to express themselves, choosing beauty styles that express who they are or suit them personally.”

But there’s still space for being inspired by trends, adds Billie Faricy-Hyett, chief buying officer for Look Fantastic. She says that the beauty and grooming e-tailer’s tracking data reveals which products are helping usher in a new era. “We love empowering customers to express themselves, and for 2025 we are leaning into expertise and education in how we speak to products,” she explains. “That means focusing more on brands with incredible artistry heritage such as MAC, NARS, and of course the undisputed queen of runway beauty Pat McGrath, [who] continues to push boundaries. Her unforgettable Maison Margiela S/S 24 looks went viral for good reason: they celebrated transformation, creativity, and the pure artistry of make-up.”

Billie says that new interpretations of previously generation-defining trends are especially intriguing, with improved products and formulas elevating looks beyond simple nostalgia. “I love seeing modern takes on past trends… think icy eyeshadows, frosted lips and skinny eyebrows. We also continue to see strong growth in lip liners of more than 25 per cent as our customer is contouring her lip as well as ensuring they is glossed to max – with gloss also seeing a 35 per cent growth,” she adds. “The MAC Nudes collection that launched in February reintroduced cool toned iconic ’90s lips and introduced new shades such as Cool Teddy – playing into the ongoing demand for nostalgic products.”

While some find their beauty identity through throwbacks, others are looking forward for their inspiration. Emily points to the accessibility to luxury markets as one of the drivers for this new era of beauty. “Thanks to social media we are also more connected to the high fashion industry than ever before, and in real time,” she explains. “Runway shows can become huge beauty trends within minutes and generate millions of pieces of trending content, like we saw with the S/S 23 Balenciaga mud show, which popularised facial piercings and extreme body modifications.”

Off the runway, pop culture trendsetters like Doechii, Elyanna, and Charli XCX have become known for their slightly off-kilter appearances, with red carpet looks which are wryly imperfect or incomplete. Deliberate elements like exposed eye taping and clashing two-tone eyeliner pull back the curtain on the mysticism of professional make-up, making this lack of orchestrated polish shine for them.

Rapper Doechii’s skin-tightening tape is usually concealed under hair, but as her make-up artist Dee Carrion explains to People Magazine, the styling faux pas was created with full intent. “They are visible because we think it’s cool,” she says. “We even rhinestoned them to make them even more visible. We wanted to bring an editorial vibe to something that was very glam.”

But while individualism may be having a moment, it still seems everything has been done before, muses Emily. “I feel like we are at a point where nothing is truly new. Looks are heavily inspired or recycled, even if that is subconsciously not the artists’ intention,” she elaborates. And maybe, our earlier contour queen could be poised for her eventual reappearance – albeit with a gloss of nostalgia.

Lead Image: Brilliant Collection Watch in Rose Gold with Diamonds and Red Gem Markers; Earrings in Platinum and Rose Gold with Diamonds and Rubellites; Necklace in Platinum and Rose Gold with Diamonds and Rubellites, POA, all Jacob & Co. at Alfardan Jewellery. Dress, Dhs1,940, St. Agni. Refining Pressed Powder, Dhs420, Clé de Peau. Skin Foundation Stick in Warm Sand and Warm Honey, Dhs210 each, both Bobbi Brown. Powder Blush in 903 Impassioned, Dhs185, NARS. Le Volume de Chanel Mascara in 10 Noir, Dhs190, Chanel. Diorshow 5 Couleurs Eye Palette in 557 brown Cachemire and 146 Perly Lilac, Dhs315 each, both Dior. Liquilust Legendary Wear Lipstick in Elson in 4, Dhs160, Pat McGrath Labs.

Photography: Arthur Belebeau. Creative Direction: Paul Solomons. Styling: Mimi Lombardo. Words: Michaela Somerville. Model: Samantha Saba at IMG. Make-Up: Hector Simancas at Art Department. Hair: David Cruz at Art Department. Manicurist: Michina Koide at Art Department. Digital Technician: Ethan Klein. Fashion Assistant: Sonia Luthia. Manicurist Assistant: Yui Kubota. Hand Model: Sashalee at Parts Models. Senior Producer: Steff Hawker. Casting Director: Jean-Marc Mondelet.

From the Harper’s Bazaar Arabia May 2025 issue.