In the ever-evolving world of beauty, 2025 is proving to be the year of bold and maximalist glamour — but with a sophisticated twist. The latest beauty trend that’s taken the industry by storm is an aesthetic inspired by Italy’s sun-drenched coasts, glamorous Mediterranean nights, and the effortlessly chic allure of Italian women. This year’s Italian beauty look centers on radiant, sun-kissed skin, luminous golden highlights, sultry smokey eyes, and the bold elegance of a crimson pout. It’s all about creating a bold yet balanced appearance that channels those Euro summer vibes while avoiding any over-the-top excess.
A Glowing Base: Sun-Kissed Skin with a Golden Touch
The foundation of the Italian beauty look is a warm, glowing complexion. Forget the matte, porcelain finishes of yesteryear — this look is all about skin that radiates with a bronzed, sun-kissed glow. To achieve that natural, holiday-inspired look, a luminous foundation or tinted moisturizer is key. The goal is to make skin look as though it’s been kissed by the Mediterranean sun.
Golden highlighters are essential, not only to add a touch of sparkle but also to amplify the warmth of the skin. They’re applied to the high points of the face — the tops of the cheekbones, the bridge of the nose, and the cupid’s bow — to create a soft, ethereal glow that catches the light in all the right places.
A warm-toned bronzer is also a must-have. Unlike the cool-toned contouring of previous years, this year’s trend is about achieving a sun-soaked warmth with a subtle bronzy blush. Think of it as a flush of color that mimics the natural rosy glow after spending a day under the Italian sun.
Sultry and Smoky Eyes: The Italian Gaze
When it comes to eyes, the Italian beauty look is all about the sultry, smoky effect. But it’s not the traditional heavy smokey eye that has been trending in the past. Instead, think of it as a softer, more understated smoky look — the kind you might see on an Italian actress leaving a glamorous event at sunset.
The eyes are given depth with warm, earthy tones. Shades of terracotta, rich browns, and soft golds dominate the eyelids, blending seamlessly to create an almost lived-in, lived-beautiful appearance. The key here is to keep it sensual but not overdone. Soft smokey eyes are paired with a touch of metallic eyeshadow on the lid to bring a little sparkle into the mix, channeling the radiant, sunlit glimmer of an Italian summer evening.
As for lashes, long, voluminous lashes are non-negotiable. Think thick, fluttering lashes that open up the eyes, adding intensity to the overall sultry vibe. A swipe of eyeliner — perhaps in a deep brown or bronze — finishes the look, giving definition to the eyes without overpowering them.
A Crimson Pout: Bold Lips for Bold Women
No Italian beauty look is complete without the signature crimson pout. This year, the bold lip is back, but it’s being updated with a slightly more modern twist. While classic red lips will always have a place, the Italian beauty look embraces shades of deep scarlet, crimson, and terracotta — warm reds that bring a touch of old-world glamour without feeling stuffy or overly vintage.
The beauty of this trend is its versatility: it works with a fresh, glowing complexion and pairs beautifully with the rich, warm tones used on the eyes. The lips are meant to be the focal point of the face, creating a striking contrast with the bronzy tones and giving the look a sophisticated, timeless finish.
For a modern take, many makeup artists are opting for slightly softer, blurred edges, leaving the lips looking fuller but not as perfectly defined. This gives the lips a more lived-in, sensual feel — as if you’ve just spent the day on a sunlit terrace sipping wine and enjoying the Italian breeze.
Maximalist Glamour Without the Overdone Feel
What sets the Italian beauty look apart from others is its ability to create maximalist glamour without ever feeling overdone. The trick lies in balancing rich, warm tones with a certain effortless elegance. It’s about layering products in a way that feels luxurious but natural, like the woman wearing it has put in little effort but still manages to look effortlessly chic.
The key is in the warmth — think terracotta, bronze, and golden highlights, which combine to create that signature Italian sun-kissed effect. Smoky eyes and bold lips add drama, but they never feel harsh or unnatural. Instead, they evoke a sense of calm confidence and sensuality. The Italian beauty look isn’t about perfection; it’s about channeling that relaxed, “I woke up like this” sophistication that defines Italian style.
Why This New Aesthetic is Trending
So why is the Italian beauty look taking over this year? It could be because, after years of minimalist, neutral looks dominating the beauty scene, people are craving something bold, luxurious, and more full of life. It’s a celebration of summer, warmth, and richness — something that’s especially alluring after the pandemic years of cooler, subdued tones. It’s the embodiment of carefree elegance and a celebration of individuality.
Furthermore, with the rise of platforms like Instagram and TikTok, where bold, striking beauty looks go viral instantly, the Italian aesthetic offers a fresh way to stand out without feeling too overdone. It’s aspirational yet accessible — a look that can be interpreted and adjusted depending on personal style, skin tone, and preference.
Find the products below to achieve the perfect Italian inspired looks:
- Anti-fatigue foundation
- Radiant and even complexion
- 16hr hold
- Matte liquid lipstick. Eternal colour. Extreme matte finish.
- Delivers rich pigment to lids on first swipe in a range of finishes from matte to metallic.
- With rich color payoff and extra soft textures, these shadows create a dreamy, dynamic look that makes the eyes sing!
- Delivers rich pigment to lids