The 90s called, and we’re actually picking up this time.
What used to be considered “throwback” is now fully back in rotation but with a 2025 twist. From skinny brows to chocolate lips, 90s beauty is having a major moment again, and this time around, it's sleeker, more wearable, and backed by better products (and way more blending).
Whether you’re a true 90s kid or just embracing the aesthetic, here are the top trends making a comeback and how to wear them now.
1. Brown Lips Are the New Nude
Brown is the go-to lip color again, and it’s anything but flat. Inspired by 90s icons like Naomi Campbell and Drew Barrymore, rich chocolate and espresso-toned lips are back, but with modern updates: satin finishes, soft gloss, and buttery formulas that don’t suck the life out of your lips.
How to wear it now: Try a warm brown lip liner paired with a slightly lighter brown lipstick or tinted balm. Add a clear gloss on top if you want to lean into that juicy 90s finish.
Milani Understatement Lipliner Pencil, Rich Cocoa
Revlon Super Lustrous Lipstick, Whisky Business
2. Skinny Brows (But With Limits)
Brow trends are finally shifting from the ultra-fluffy soap brow to something a little more sculpted. We’re not talking about full-on overplucked pencil-thin brows, but a nod to the 90s shape is back. Think more definition, more arch, and a slightly slimmer silhouette.
How to wear it now: Luckily, you don’t need to tweeze your brows into oblivion to achieve the look. Instead, use a brow wax or gel to slick your brows down, then gently pinch the hairs toward the middle to create a thinner, more sculpted shape. Fill in any sparse areas with a brow pencil or powder, and use a bit of concealer to sharpen the edges and clean up underneath for that defined 90s finish.
@maytahmi If you wanna keep your gorge thick brows but want the thin look!!! (using @baebrow brow styling wax) Hack and video by @snoopdiamond @cutcreaser #thinbrows #skinnybrow #thinbrow #browtutorial ♬ Aces by DKJ - Danny Johnson
3. Grungy Liner, But Make It Polished
Smudgy black eyeliner, waterlines fully rimmed, and just a little bit of sleep-deprived chaos—it’s all very 90s, and it's having a serious revival. But unlike back then, today’s grunge liner isn’t about neglecting skincare and rolling out of bed with last night’s makeup.
How to wear it now: Use a creamy black or charcoal pencil to line the eyes, then smudge it out with a brush or your finger for that perfectly imperfect look. Keep the rest of the face soft and skin-focused to balance the edge.
LAURA GELLER NEW YORK Kajal Longwear Kohl Eyeliner Pencil
4. Frosted Everything (With Restraint)
Frosted lids, frosted lips, frosted tips—the 90s went hard on shimmer. While we’re not recommending a full icy-lilac eyeshadow moment (unless you want to, in which case, live your truth), a subtle wash of shimmer is back on trend in a more grown-up, dewy way.
How to wear it now: Use cream highlighters and sheer shimmery shadows in tones like champagne, rose gold, or pale copper. Focus on creating light-catching accents instead of full metallic lids.
Urban Decay 24/7 Moondust Glitter Eyeshadow
5. Matte Skin Is Making a Comeback
After years of dewy, glazed-donut skin, the pendulum is swinging back toward a soft matte finish—not cakey, just velvety. The 90s were all about shine control (sometimes to an extreme), but today’s matte skin is more about balance than blotting papers.
How to wear it now: Think satin-matte foundations, lightweight powders, and soft contour. Keep the glow strategic—maybe a little highlight on the cheekbones or inner corners, but let the skin look filtered, not glazed.
Estée Lauder Double Wear Stay-in-Place 24-Hour Long-Wear Matte Foundation
bareMinerals Barepro Skin-Perfecting Powder Foundation
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