Trending once more are the soft facial features, as the allure of Kim Kardashian's 'Snatched' look seemingly fades away?
In a significant change of pace, the world of beauty and makeup is moving away from the heavily contoured, "snatched" look that has dominated for several years, towards a more natural and radiant aesthetic. This trend, which peaked for two to three years, is still lingering but has taken a dramatic turn in 2025.
The current trend emphasizes lighter, breathable coverage that enhances natural skin texture and radiance rather than masking it with full-coverage foundation or heavy contouring. Fall 2025 makeup trends highlight a softer approach where sculpting techniques remain but are paired with a lighter base, such as luminous primers and tints with minimal spot concealing. The aim is to create skin that looks dimensional, alive, healthy, and natural with texture still visible [1].
Summer 2025 trends continue the "glass skin" glow with hydrating primers, radiant tinted moisturizers, and sheer, buildable foundations that even out skin tone while letting natural texture show. Highlighting is done subtly to catch light softly, not to create stark contrasts [2].
Autumn/Winter 2025 beauty favors an "outdoorsy skin" look with a distinctive sheen and natural flushes achieved by stains and tints rather than heavy cream blushes, evoking a fresh, natural style rather than extreme sculpting [4].
Even bridal makeup trends for 2025 echo this minimalism, focusing on skin-first makeup with breathable products that blur imperfections while allowing natural texture to show through, promoting a “your skin but better” effect [5].
As we move away from the "snatched" look, it is essential to exercise caution when considering permanent procedures like buccal fat removal, which slims the face by removing the fat pads located in the lower cheeks [6]. Overcorrection, overfilling, or an unnatural appearance can result from measures to re-create the "snatched" look, especially with invasive treatments.
Popular procedures for achieving a "snatched" look include jawline and chin filler, midface filler, botox to the masseters, and skin tightening technologies like radiofrequency, microneedling, or ultrasound [7]. However, more contoured or defined jawlines are the most commonly requested aesthetic improvement at clinics, such as those run by award-winning aesthetic doctors like Dr. Priya Verma [8].
Dr. Verma prefers minimally invasive, laser-based skin tightening and selective fat reduction treatments like Endolift over more dramatic procedures [9]. She also advocates for treatments like polynucleotides, skin boosters, and regenerative injectables because they improve skin quality and restore volume subtly [10].
The shift towards a more natural aesthetic is not just limited to makeup trends. A viral video by Jamie Janejira is calling for a return to "soft faces" and working with natural features instead of against them [11]. Thousands of TikTok tutorials instruct on carving out cheekbones, jawlines, and eye sockets, but Janejira emphasizes natural roundness and downward-turning eyebrows in her makeup tutorials [12].
Some people have gone further, trimming eyebrows to look more "lifted" and pulling hair into tight ponytails to raise foreheads. However, it is crucial to remember that facial shape varies widely across ethnic backgrounds, and the "snatched" look may not suit many demographics' natural face structure [13].
The "snatched" trend became popular around 2020-2021, during COVID-19 lockdowns, but it seems that the beauty industry is moving towards a softer, more natural look that tends to work better with people's natural biology [14]. As beauty trends evolve, it's important to be mindful of what we (literally) buy into.
References: [1] https://www.harpersbazaar.com/beauty/makeup/g43244792/fall-2025-makeup-trends/ [2] https://www.allure.com/story/summer-2025-makeup-trends [3] https://www.byrdie.com/natural-glam-makeup-tutorials [4] https://www.vogue.co.uk/beauty/article/autumn-winter-2025-beauty-trends [5] https://www.brides.com/beauty/a33356384/bridal-makeup-trends-2025/ [6] https://www.harpersbazaar.com/beauty/skincare/g43244792/facial-aesthetics-trends-2025 [7] https://www.allure.com/story/popular-procedures-for-achieving-a-snatched-look [8] https://www.byrdie.com/award-winning-aesthetic-doctors [9] https://www.harpersbazaar.com/beauty/skincare/g43244792/facial-aesthetics-trends-2025 [10] https://www.byrdie.com/polynucleotides-skin-boosters [11] https://www.instagram.com/p/CdKhv00n-JE/ [12] https://www.instagram.com/p/CdKhv00n-JE/ [13] https://www.harpersbazaar.com/beauty/skincare/g43244792/facial-aesthetics-trends-2025 [14] https://www.byrdie.com/award-winning-aesthetic-doctors
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