Beauty Trends For 2027: What Milan Fashion Week Revealed

As fashion month has come to a close, the Spring/Summer 2027 runways have offered plenty of inspiration for the season ahead. Hairand makeup have increasingly become integral to the fashion story, rather than an afterthought or finishing touch. And while each fashion capital retains its own distinct look, one overarching theme has emerged: an emphasis on healthy, glowing skin.

Speaking to Dr. Brendan Khong at a Laneige presentation in London, he told me that consumers have become far more educated about skin quality, with a growing awareness that how skin looks can reflect how well it’s cared for. “Heavy coverage can read as dated or even aging, because it sits on texture rather than working with it,” he said.

In its place is a longevity-first mindset, where the goal is skin that looks healthy and well-rested rather than flawless or filtered. As Dr. Khong explained, “It also suggests beauty ideals are becoming more individual and more honest, with less pressure to look like someone else and more interest in looking like the best version of yourself.”

The timing is interesting. According to McKinsey & Company‘s State of Beauty report, the global beauty market is expected to grow by 5% annually, reaching $590 billion by 2030, despite increasing competition, rising marketing costs and more value-conscious consumers. Against this backdrop, Milan Fashion Week offered a compelling mix of beauty directions. Some designers embraced minimalism and the everlasting appeal of 1990s nostalgia, while others leaned into glamour, femininity and deliberately undone makeup.

The same is true of hair trends. As Johan Hellström, owner of Björn Axén, told me in an email, “The strongest message I took from Milan was individuality. Hair felt effortless and polished, but never overly perfected. Natural texture was embraced and often exaggerated, while sleek low buns, ponytails and strong partings were softened with flyaways and movement.” He added that it was really about enhancing what’s already there and giving it a modern twist.

Expressive Eyes: Bold Color and Smudged Makeup

Eyes took center stage at several shows this season, with makeup artists using bold color and dramatic definition to create looks that felt lived in.

In an email, Marcelo Gutierrez, KIKO Milano global artistry creative director, said, “On the Spring/Summer 2027 runway, we saw fashion return to raw charisma, cinematic glamour, and distinct individuality.” Noting that in Italian beauty, the eyes are always the anchor of that drama. “The signature ‘big Italian eye’ isn’t about heavy composition, but strong, expressive framing,” he added.

At Gucci, under Demna’s creative direction, makeup played a central role in establishing the collection’s confident attitude. Makeup artist Sam Visser created a deliberately undone aesthetic that challenged the polished minimalism that has dominated beauty in recent years, resulting in a look of imperfect glamour.

“Houses like Gucci proved scale is all about optical interpretation—bypassing traditional crease breaks and classic eyeshadow silhouettes, with continuous, single-pigment washes,” said Molly Mcardle, makeup artist and global makeup lead at Lush Cosmetics, adding that to take this modernised ‘eye maxing’ approach even further, we can use colour theory to enhance natural eye shapes and iris tones, making the look feel intensely intentional, polished, and effortlessly wearable.

International education and events manager at Laura Mercier, Karl Díaz-Hellín Hodson, agrees. He told me in an email that he loves nothing more than bold, unapologetic eye makeup like the glamour-grunge design we saw at Gucci Spring/Sumer 2027. He noted, however, that what works well on the runway doesn’t always translate into makeup you’d wear in real life. “There are many elements to this makeup that you can absolutely take inspiration from when creating a bold eye makeup look that is less dramatic but still impactful. The main two elements of this look are a softly blended black smoky eye with a pop of unexpected colour,” he explained.

At Blumarine, the romantic collection drew on a Californian lifestyle aesthetic. Designer David Koma brought a modern sensibility to retro references, while the eye makeup offered another interpretation of expressive beauty.

Gine Margrethe Qvale, owner and founder of Bob Beauté, also highlighted the importance of texture this season. “Not matte,” she said. “We saw a lot of satin and sheer chrome on lids. Almost wet. I’m not a fan of glitter, nor wet eyelids as they tend to stick and things start floating around—but to play with different textures and making an illusion of what wet can be is so much fun—just to make sure it’s comfortable.”

For those looking to recreate the look, the key is balancing statement eyes with a more restrained base. Annabelle Taurua, beauty expert at Fresha, told me by email that the trend is deliberate but works best with naturally glowing skin.

“The runway makeup is deliberately messy, which is hard to pull off at home. I think the key to making this kind of makeup look intentional is to keep your base clean and polished, so the undone elements have structure underneath and therefore feel more intentional,” she explained.

The Return of the Red Lip

Red lipstick remains one of beauty’s timeless looks, but for Spring/Summer 2027, it appeared in ways that emphasized individuality over precision, showcasing individuality.

At Milan Fashion Week, red lips appeared on several runways, including Missoni, Dolce & Gabbana, Elisabetta Franchi, and Antonio Marras. From classic applications to softer, blurred finishes, the look demonstrated its versatility.

“Glamour is no longer perfect,” said Qvale. “That is the shift. Glamour feels a little less well-behaved, which I LOVE.”

At Diesel, makeup artist Inge Grognard smudged lipstick. The deliberately imperfect finish added spontaneity and attitude, showing how a classic red lip can feel fresh when it is applied with a lighter touch.

Qvale described a technique that puts the emphasis on a softer, more lived-in finish: “Lip liner all over lip as base, then red lipstick tapped with finger only in centre, then blend out. No sharp edge. That lasts longer too, and it suits everyone, not just perfect lip shape.”

For Dr. Khong, the relationship between skincare and makeup is central to making a statement lip work. “When the skin is healthy and glowing, a statement red lip looks intentional and polished rather than heavy,” he said. “I see it as balance, and skincare creating the radiance and makeup adding personality and drama.”

Preparation is also key, particularly when wearing bold colors. Hydrated lips provide a smoother base for lipstick, while a nourishing lip treatment can help prevent dryness and improve the overall finish. Products such as Laneige’s Lip Sleeping Mask are designed to support lip hydration, making them a useful step in a pre-makeup routine.

Natural Beauty and Effortless Hair

A more understated approach to beauty was also evident on Milan’s runways. At shows including Roberto Cavalli and Max Mara, natural-looking makeup complemented the collections, while Missoni introduced a sun-kissed complexion.

At Prada, beauty was deliberately restrained, allowing the clothes to take center stage. The collection explored the skirt as an object, with Miuccia Prada and Raf Simons examining the possibilities of a single, universal garment through variations in form and styling. Makeup and hair followed the same understated philosophy, with effortless texture taking precedence over rigid styling.

Nicole Petty, brand director at Milk & Blush, told me recent shows in London and Milan point to a shift in how hair is styled.

“Rather than the usual fashion week drama, hair featured in London and Milan shows seems to be leaning into ‘anti-styling’,” she explained. “We’ve seen a clear shift toward high-texture, low-maintenance hair, from sleek minimalism and ‘lake waves’ in London shows to Prada’s wet-look waves and backcombed styles in Milan.”

The appeal lies in hair that looks considered without appearing overly worked—a lived-in finish that feels more individual than rigidly styled.

The Takeaway: Skin First, Makeup Second

Across the shows, the common denominator was the emphasis on healthy-looking skin as the foundation for contemporary beauty. As Dr. Khong explained, the priority should be investing in skin quality and treating makeup as the finishing touch. “A consistent routine will do more than any single product, and in-clinic treatments that support skin quality can build on that foundation,” he said.

For Spring/Summer 2027, makeup is less about achieving perfection and more about finding what works for you. As Qvale put it, “It was a focus towards the ‘lived’—and that is something I love to see.”

She believes the next chapter of beauty will emphasise personality over rules. “We want products that can do both. One pencil that can be natural or dramatic depending on how you smudge it,” she said. “My feeling is that the next chapter will be about greater freedom of expression, supported by better-performing formulas,” she concluded.

This article was originally published onForbes.com