[LIPS labo] Is 'Subtractive' Makeup Accelerating!? 2026 H1 Makeup Trends

Hello from the LIPS editorial department. In this issue of 'LIPS labo,' which highlights beauty trends and user insights, we introduce the cosmetic and makeup trends for the first half of 2026, featuring interviews with two beauty-savvy LIPS users. We share real consumer voices and needs. The trends were provided by two LIPS users with a deep passion for cosmetics: SUMOMO (@smm_c_) and Awa (@_room403), both active members of the beauty influencer community 'Project LIPS.' They share information on cosmetics and makeup techniques on X and Instagram from a professional perspective. 1. [Base Makeup] Serum ingredients are now standard. Moving toward base makeup that conditions the skin from the foundation. Following the popularity of serum foundations sparked by the 2023 release of SHISEIDO's 'Essence Skin Glow Foundation,' this concept has expanded to international brands, with more items that can be used with a 'skincare-like' feel. A key feature this season is the emphasis on serum ingredients not just in foundations, but also in primers and UV care products. LIPS is particularly focused on GIVENCHY's 'Prisme Libre Care & Glow Serum Primer,' which has gained high support for creating a new category of 'serum primer that can even be used before sleep.' 2. [Lip Makeup] Subtle colors, enhanced by texture. In the popular 'mucosa-colored' lip category, nude, muted colors with low brightness and saturation are emerging as a trend. LIPS highlights rom&nd's 'Glasting Color Gloss 24 Cream Bebe,' which embodies the trend with its nude, beige-like color and high-gloss, voluminous finish. 3. [Eye Makeup] Focus on separated lashes. The multi-year 'clumped lash' trend is gradually settling, with an increase in items that achieve a separated finish while maintaining volume. Mascaras like Heroine Make's 'Long UP Mascara Super WP N' and dejavu's 'Fiberwig Ultra Long' are receiving rave reviews from users for their 'lash-extension-like' results. 4. [Makeup Trend] Transitioning from 'heavy' to 'subtractive' makeup. LIPS focuses on 'subtractive makeup' as the real trend among beauty-conscious consumers. There is a shift from heavy, idol-like stage makeup to elegant, natural styles. As the 'water-gloss' contact lens trend from 2024 subsides, natural black and brown contact lenses that look like bare eyes are gaining attention for their ability to naturally enhance features. 5. 2026 H1 Keyword: 'Subtractive makeup emphasizing transparency.' The trend has shifted from overall heavy makeup to 'subtractive makeup' that values unity and contrast. This mindset is already established among beauty-conscious users and is spreading to general consumers, supported by the release of new products designed to create a sense of 'nukekam' (effortless transparency).