Also referred to as "cloud skin," celeb makeup artist Jamie Greenberg told Glamour that the trend combines dewy and matte textures for a soft, super-forgiving glow. Instead of the mega-watt shine that a pigmented highlighter will bring or the intense matte finish of years prior, the soft matte makeup look is all about looking fresh and lit from within. Just like the soft haze filter you put on your Insta photos, soft matte makeup will give you a soft focus filter appearance in real life.
Beauty TikToker @giseleayora explained the trend as less of a "2016 matte" and more of a "softer velvety beautiful matte." @purenavamakeup agrees, describing the soft matte/cloud skin look as "a natural, soft matte with a subtle hazy glow." However, the focus on looking softer doesn't mean you can't be glam. The trend has more of a focus on finish and heaviness than color, so don't throw away your bold eyeshadow palette and red lipstick just yet.
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