10 New Makeup Brands You Need to Know About Now

Covergirl Outlast Lip Stain

I love the marker format of this Covergirl lip stain. It’s super easy to use, and the precise applicator tip makes putting it on a total breeze. It helped me define my lip shape, which I feel is needed most times I want to wear a lip product because my natural lips don’t really have a defined edge.

The color I snagged was Canyon, and I must say, I am obsessed with it. It’s the perfect balance between a neutral, red, and terra cotta shade that I think is super complimentary to my skin tone.

Now, onto my first impressions wearing it. As I noted, the marker-like application tip was especially helpful for adding color and definition to the outline of my lips. It boasted an even and smooth wash of color once I was done lining. Disappointingly, it was not as smooth on the actual plush part of my lips. The result looked uneven and I felt like the color I had put on my lip line was a lot darker (which was not my desired look).

The texture of this lip stain didn’t stand out much to me. It simply dried down like a regular marker would — that being said, the lack of stickiness impressed me.

The real test, of course, was seeing if it could withstand things like eating and drinking. I wore the Covergirl lip stain to my family’s Christmas dinner, which was chockfull of snacks, apps, main courses, and cocktails.

Unfortunately, the lip stain barely held on through the first round of appetizers. The color had faded mostly from the plush part of my lips, though a few spots around my lip line had completely disappeared. I tried to minimize use of my napkin for the sake of the lip stain test, but there were a few moments I had to reach for it. Every time, I noticed that some of the lip stain had come off along with bits of food and drink. I definitely had to reapply it after dinner.

After a big bout of eating and drinking with it on, I have to rate the Covergirl lip stain a 2/5. While I absolutely loved the color and initial results, it did not keep its promise of being transfer-proof.

e.l.f. Glossy Lip Stain

I was beyond excited to try this lip stain from e.l.f. I had seen several demo videos on social media and loved how smooth the product looked, plus how it stayed on for influencers that put it to the test. A single tube is only $6, too, so the affordability aspect definitely had me hooked.

This pick comes in the unique form of a lip gloss and isn’t meant to dry down at all. While most other lip stains promise a full wash of color, this one is meant to leave a “sheer” and “healthy sheen” on the lips — which, honestly, feels more “me” than anything else, since I love me a natural look!

Upon first application, I loved how satin-y the formula felt on my lips. The applicator tip was familiar to use and made putting it on precisely super easy. I decided to let the gloss sit on my lips for 5 minutes or so before blotting it a bit with some tissue (as many creators I saw online did).

While the glossy aspect was blotted away, the color stain wasn’t — amen! The shade Cinnamon Dreamz left an impressively flattering mauve-brown color on my lips. One thing I didn’t like about the first wear was I noticed the product sunk into dry patches on my lips (caused by my anxious habit of picking them — but that’s all just user error).

I wore the e.l.f. lip stain to a friends’ dinner party to test out if it was really long-wearing. After a couple rounds of cocktails and a big feast, there was still a good amount of color on my lips. What stood out to me the most is that the color that stayed was still as even as if I had just freshly applied it — just sans glossy finish.

I was thoroughly surprised by e.l.f.’s glossy lip stain. The color, formula, and performance all lived up to the hype for me! All things considered, I have to grant it a 4/5.

Palladio Lip Stain

This lip stain by Palladio acted much like the one from Covergirl, thanks to its easy-to-use marker format. I tried the shade Mocha Cream and instantly fell in love with how it looked on my lips.

What I didn’t like, however, was how dry my lips felt after applying it. I knew that to keep the color on, I’d have to put up with drier-than-usual lips (the brand says the product works best alone), but it was a major bother to me in the sensory department.

Much like the Covergirl lip stain, this formula from Palladio seemed to sink into the cracks on my lips and resulted in an uneven wash of color over time.

When it came to wearing this lip stain, I must say I was quite impressed with how long-lasting it was. I applied it right before sipping on my morning coffee on a WFH day, and I did not notice any transferring of the product onto my mug at all. I even tried to blot the lip stain on my hand, but nothing came off – which is so great.

After several hours of wear (including a mildly sweaty morning walk), the Palladio lip stain was noticeably faded, but not as much as the other marker lip stain had. At this point, I'm thinking there's no real way to avoid fading, though maybe I just haven’t found my holy grail yet.

I was definitely surprised by the long-wearing potential of the Palladio lip stain. I loved the shade on my lips, though I wished it had applied and settled into my skin more evenly. I was also bothered by how dry my lips got when wearing it, so much so that I was distracted from my day. For this ,I rate the Palladio lip stain a 3/5.

1. Full Coverage Foundation

There was a time where wearing full-coverage foundation was all the rage. From drugstore to high-end brands, it seems like they were consistently shoved in consumers’ faces to help us achieve a ‘full beat’ without sitting in a makeup artist’s chair. Also, those of us with dark spots or hyperpigmentation may have relied on them when we were in the thick of our skincare woes.

But these days, wearing too much foundation isn’t as popular as natural and skincare makeup are prioritized. If anything, more people are interested in wearing light-to-medium coverage foundation, skin tints, or tinted moisturizers.

2. Too Much Concealer

It wasn’t until I watched this video by makeup artist Katie Jane Hughes that I realized some of us have been too heavy-handed with our concealers. There’s no reason we should be slapping products under the thinnest parts of our face, but we didn’t know any better!

Now that you know you can still get the desired effect with a minimal amount of concealer, don’t revert back to painting your under eyes!

3. 'Baking' Your Setting Powder

Before you throw away your setting powders, step away from your makeup drawer and have a sit-down chat with me. There isn’t anything wrong with applying them to your face to help ‘set’ your foundation and concealer. However, spending over 10 minutes ‘baking’ your powder (AKA letting it sit untouched) doesn’t work for everyone.

It can lead to creased makeup which can derail your look, plus it’s a pain to correct when you’re halfway through your routine!

4. Overlining Lips

I love a good lip liner, especially if it mirrors my favorite ‘90s makeup look. But, there’s such a thing as overdoing it. The key to lining your lips is following the natural flow of them. Going out of your way to draw above and under your lips’ lines comes off as comical and exaggerated. If anything, use a lip plumping gloss to help your lips look fuller.

5. Overtweezing Your Eyebrows

I don’t even have the words for this outdated makeup look besides wanting to say “no” 20 times in a row. But, I’ll bite and say why this shouldn’t be on your 2025 beauty moodboard.

Some people naturally have thinner eyebrows which is A-okay! However, purposely tweezing your eyebrows to smithereens is cringey. If you truly want to wear this look, here’s what you can do instead of tweezing:

• Create a faux bleached look by applying a skin tone colored setting powder all over your brows.
• Once they’ve ‘disappeared,’ take an eyebrow pencil or eyeliner to draw a thin line over them.

I’m…wondering what the ramifications of telling you how to do this will be, but only use go for this look if it’s a part of a themed party…like Halloween.

6. Exaggerated Highlighter On Cheeks

The shimmery look is in since it’s winter, but please don’t make it look like you dipped your cheeks into a vat of glitter. You can lightly dust highlighter onto your cheeks for a more natural glow that flows with the rest of your look. Otherwise you’ll look like a walking disco ball which could be the opposite of what you were going for.

7. Heavy Contour Or Bronzer

I know the ‘sculpted’ look is popular, but too much contour or bronzer can overpower the rest of your makeup and face. While it’s not impossible to fix if you do it by mistake, using the wrong shade of contour or bronzer may still peep through no matter how much you try to buff it out.

When in doubt, be gentle with your contour or bronzer application!

8. Incredibly Matte Makeup

Matte makeup that didn’t budge was the ‘It Girl’ look for oily and combination skin girls! We thought it was the answer to our skin’s incessant need to hydrate our faces instead of actually using skincare products that focused on combatting that issue (psst…Vitamin C serums help!).

But now’s the time to break up with this look for good for one reason: dewy skin looks healthier.

1. It saves her a lot of time.

Pamela Anderson stopped by the Live with Kelly and Markshow to talk about filming The Last Showgirl, her childhood, and how not wearing makeup has been beneficial for her. While her makeup-free clip from the episode isn't available on YouTube, PEOPLE reports hosts Kelly Ripa and Mark Consuelos asking her how her decision has changed her life.

Ripa started with, "You don't travel with a glam squad. How liberating is that for you," while Consuelos followed with, "And how much time have you gotten back?"

The former Baywatch star said she's "saved a lot of time" and admitted that her sons "used to say that I spent half my life in a makeup chair."

2. She feels more focused in general.

Pamela Anderson also admitted things feel easier for her in general. "I feel like I could focus better when I did the film, too." And her life outside of that? She said she's "gotten out of wearing makeup and it's been fun."

It's interesting because Kelly Ripa shared she's been inspired by Pamela Anderson's makeup-free choice. She remembers not wearing makeup for a short while and said to herself, "'Pamela Anderson is a genius." Kelly even thought for a moment, "This is the way to live." We're so here for it!

3. She lives for a glam moment, but appreciates simplicity now.

Pamela's all for being makeup-free now, but she's not bashing glam moments. She actually "loved it" because "it's fun when you're new in the business and you get all this attention." She's just at a point where she's "done that" and wants to "simplify and keep it low key."

She really does "love being elegant, sophisticated" but has found what "works best" for her.