Have you noticed that your social media feed is increasingly resembling a coffee shop menu lately? First, we went crazy for "glazed donut skin," then we moved on to "strawberry," and by fall, everyone had suddenly switched to coffee: lattes and espresso. As a stylist with 14 years of experience, I regularly encounter clients bringing me TikTok references and asking me to create a wardrobe that matches their new favorite beauty trend.
But here's the secret: all these "tasty" microtrends aren't new inventions at all. They're masterfully repackaged techniques from the '90s and '00s. And you don't need to buy out half the beauty store to follow them. In fact, this phenomenon perfectly illustrates a global shift in the industry—a shift away from complex, layered makeup in favor of multifunctionality. We covered this in more detail in our The Complete Guide to Makeup Trends: The End of Fast Beauty and New Rules.
In this article, I won't just give you online tutorials. We'll explore how to translate fleeting "edible" microtrends (including the much-talked-about Latte makeup trend ) into the language of basic wardrobe, color types and conscious consumption.
Why are we all suddenly craving edible makeup?
If you think names like "strawberry girl" are a coincidence, brand marketers might disagree. According to the WGSN Beauty 2024 report, we're seeing widespread consumer fatigue with the complex contouring, harsh baking, and cut-crease techniques that reigned supreme in 2016. We no longer want to spend an hour creating a "new face."
"Consumers seek comfort and clarity. Food evokes direct, warm associations. "Coffee au lait" makeup sounds much more appealing and relatable than "monochromatic bronzing shading.""
Just think about it: the hashtag #lattemakeup has garnered over 300 million views on TikTok. The reason for this success is its intuitiveness. These trends involve applying products directly with your fingers, loosely blending, and using one product for three areas. Market analytics show that sales of multi-use tints have grown by 40% over the past year.
Latte Makeup: The Warm Monochromatic Trend
So, what is latte makeup? The trend revolves around using exclusively warm shades of coffee with milk, caramel, terracotta, and bronze. The key rule is complete monochromaticity. Take one warm bronzer (or a creamy bronzer with a warm undertone) and apply it to your cheekbones, eyelids, the bridge of your nose, and even lightly contour your lips.
There's no room for graphic black eyeliner or cool pink blush here. The whole point is to create the effect of having just returned from the Tuscan coast, the sun leaving a soft, warm mark on your face.
Who will it suit and what clothes will it go with?
In my experience, this trend is a real lifesaver for women with warm skin tones (Autumn and Spring). If your skin has a yellowish, peachy, or olive undertone, latte will make you look more rested.
As a stylist, I love incorporating this makeup look into the Old Money and minimalist aesthetic. Think: a camel-colored cashmere sweater, a classic beige trench coat with a crisp texture, and simple gold hoop earrings. Latte makeup trend It works here as an organic extension of the clothing. The fabric and leather harmonize in a warm tone.
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Start for freeStrawberry Girl Makeup: Fresh and Carefree
If latte is all about warmth and bronze, then strawberry is all about juiciness and youth. This trend, popularized by Hailey Bieber, revolves around a bold, dewy blush in rosy-berry tones. Blush is applied not only to the apples of the cheeks but also generously to the bridge of the nose, mimicking a subtle sunburn. Painted-on freckles and a glossy lip gloss complete the look.
One of my favorite tricks for clients over 35 is to ditch a full matte foundation in favor of a lightweight BB cream and a strawberry-inspired blush. A creamy berry tint on the cheeks instantly rejuvenates the look and adds a fresher glow than any heavy highlighter.
Style Integration: From Romantic to Smart Casual
How to wear it? Strawberry makeup requires airy clothing. I always recommend pairing it with natural, breathable textures: white poplin shirts, linen dresses with a weight of at least 150 g/m², and lightweight cotton cardigans.
An interesting counterintuitive move: try pairing this childishly fresh makeup look with a formal two-piece suit (especially in gray or navy blue). A blush will tone down the formality of the suit, adding a relaxed confidence to the look. It's the perfect solution for a Friday office dress code.
Espresso Makeup: Evening Grunge and 90s Elegance
As the colder season approaches, "latte" has logically evolved into "espresso." The difference is not only in color intensity but also in temperature. Espresso is characterized by deep, bittersweet chocolate browns, often cooler or neutral shades of brown. The emphasis shifts to the eyes: we're seeing a return to soft smoky eyes and defined brown lips from the '90s.
The most important difference lies in skin texture. While latte and strawberry exude a dewy glow, espresso calls for a sophisticated matte (or satin) finish. Shimmery dark brown makeup risks looking unkempt, as if you forgot to wash your face after a night out.
How to Wear Espresso Without Looking Gloomy
The secret to a "luxe" grunge look is proper shading. A deep brown smoky eye always looks more classy and modern than classic black, which often narrows the eyes and makes them look older.
In a wardrobe, espresso works flawlessly with black smooth leather, heavy satin (think lingerie-inspired slip dresses), and structured jackets with pronounced shoulders. It's a strong, evening aesthetic that doesn't tolerate frivolous ruffles.
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Start for freeRookie mistake: blindly copying instead of adapting
Let's be honest: cosmetics giants love microtrends. Premium brands (starting at €40 per product) and mass-market brands (in the €10-15 range) do the same thing: repackage basic brown or pink palettes, slap on a "Latte Collection" sticker, and sell us what we already own.
Let me debunk the biggest myth: you don't need new makeup products for every microtrend. You just need to understand your own face. And herein lies the main danger of TikTok advice.
Recently, a client came to me frustrated: she'd bought five new warm latte makeup products, but in the mirror she saw a tired woman with unhealthy yellow spots on her face. The solution was simple: she has a contrasting, cool "Winter" skin type (fair skin with a pinkish undertone, dark hair). Warm caramel clashed with her natural colors. She didn't need a "latte" look, but a proper cool taupe sculptor with an "espresso" aesthetic.
When trends DO NOT work:
Don't blindly apply strawberry makeup if you have rosacea or severe rosacea. Bright pink blush on the bridge of your nose will only highlight the inflammation, shifting the focus to the problem. In this case, it's better to move the color up to your cheekbones, closer to your temples, or choose peach shades.
Beauty Capsule: A Checklist for a Multifunctional Cosmetic Bag
As a smart wardrobe expert, I advocate a capsule approach to everything, including your makeup bag. Why carry 15 jars when three good ones will do?
Here's my personal stylist checklist. These three products replace a full makeup bag for me on any business trip and allow me to replicate any trend:
- Matte or satin bronzer: We use it traditionally for sculpting the face, and apply it to the crease of the eyelid with a fluffy brush instead of eyeshadow. It's the perfect base for Latte.
- Creamy tint (berry pink): Pat it into your lips with your fingers for a kissed-out effect and apply it to the apples of your cheeks. The base for your Strawberry look is ready.
- Soft dark brown pencil: Draw a smudged wing, darken the corner of the eye, and, if needed, lightly contour the lips before applying gloss. This is your ticket to the Espresso aesthetic.
By the way, to understand which shades will suit your appearance, I always recommend analyzing your best photos. The appearance analysis feature in the MioLook app , which will suggest not only the right clothing styles, but also your ideal color scheme.
Conclusion: Mindfulness in a Beauty Routine
TikTok names will change every season: today it's latte and strawberry, tomorrow it's matcha or peach. But your facial structure, skin tone, and personal style remain with you.
Think of these microtrends not as a rush shopping spree, but as a fresh take on your existing beauty routine. The next time you see another "delicious" tutorial, just open your makeup bag. Chances are, you already have that brown eyeliner and that forgotten cream blush. Try applying them in an unusual way today—and you'll see how your usual look sparkles with new, trendy colors.
