‘Breaking Beauty’ Says Matte Makeup Is Back—and This Time It’s Fresh, Not Flat

Matte is back. But this isn’t the flat, heavy pancake face of the 2010s. On Breaking Beauty, hosts Jill Dunn and Carlene Higgins explain why the beauty industry is falling in love again with matte finishes—and how brands are reinventing them for a new generation.

“Matte is back. That’s for certain,” Higgins says. But she’s quick to point out that the formulas hitting shelves today are not the same as the chalky look you might remember. They’re softer, more forgiving, and designed to work with skin, proving that beauty innovation has come a long way. 

The return of the matte look also fits into the bigger cycle of beauty trends. For years, the spotlight has been on glowy, glassy skin. Now the pendulum is swinging. “Everyone went to Italy and decided to rediscover powders,” Dunn explains. The twist? These new powders and mattifying formulas blur, smooth, and diffuse—without erasing every ounce of shine.

Blush is stealing the spotlight

Blush is one of the categories where the matte revival is showing up in full force. Glossier, known for its glossy skin aesthetic, recently launched Cloud Plush Blush, a fresh take on matte cheek color. Higgins describes it as “seamless cheek color” with “a fascinating bouncy matte texture.”

Dunn adds that the tactile experience makes it fun: “If you put your finger into it, it’s like your fingerprint is left. It’s very fun to play with.” Instead of feeling dry, the blush feels pillowy soft, giving the effect of a diffused flush rather than a harsh stamp of color.

This kind of playfulness makes matte blush more accessible. It’s not about perfection or painting on sharp, sculpted stripes. It’s about creating a natural, sunset-inspired wash of color that looks wearable on everyone.

Foundations and sprays are going matte, too

It’s not just blush that’s embracing the matte moment. According to the hosts, major brands are also revamping their base products. Charlotte Tilbury relaunched her Airbrush Flawless collection and introduced a matte version of her cult-favorite setting spray. “She launched a matte version of it, which I also tried and honestly didn’t really notice a difference. But what I’m saying is, again, matte is back,” Higgins explains.

Sisley’s new Phyto-Teint Primer Matte became an instant favorite for Higgins, even at a steep $120 price point. She says, “Even though it says that it’s mattifying, it wasn’t like a harsh matte look. I think what it really was was blurring.” The luxury product smoothed out the texture and pores without leaving her face looking flat.

The best part? Matte makeup now comes at every price point. While Sisley delivers a splurge-worthy primer, Higgins also swears by the Maybelline “grippy” primer for just $9. Matte may be trending, but you don’t have to break the bank to try it.

Soft matte feels fresh, not dated

What makes this revival exciting is how different it looks from the heavy matte makeup of the past. Dunn highlights the shift, saying, “It’s not as flat as it was in the past.” The emphasis is on softness, diffusion, and balance. Instead of harsh lines or heavy coverage, today’s look is about skin that looks real but refined.

This softer approach to matte opens the door for more people who may have avoided it before. With options ranging from demi-matte blushes to blurring primers, the look is versatile enough for everyday wear but polished enough for nights out. 

Why it’s the trend to watch this season

Matte’s return reflects the larger mood of fall beauty. After years of glossy textures and glass-skin obsessions, the appetite for something more understated makes sense. The new matte is about dialing down just enough to feel polished.

For Dunn and Higgins, this moment in beauty is both nostalgic and forward-looking. It nods to the full-face looks of past decades. Still, it’s evolved to embrace what people want today: flexibility, softness, and products that work across different styles and skin types.

Matte is no longer a dirty word in beauty. Thanks to formula innovations, the finish has gone from flat to flattering. And as Breaking Beauty makes clear, this comeback is one trend worth paying attention to.

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