Out of the blue, this "Glum" shade is set to be the top makeup trend of 2025—Doechii and Julia Fox are evidence of this.

      From the red carpet to the runway, the beauty scene has undeniably taken a dramatic turn towards cooler tones. I'm not referring to any kind of drama, but rather the icy pouts displayed by internet sensations Julia Fox and Gabbriette, the glamorous gray smoky eye worn by Doechii at the 2025 Grammys, and the '80s-inspired gunmetal glam showcased at Luar's F/W 25 show—marking the end of the warm color palette that has dominated the past decade of makeup. Farewell to the bronzed KarJenner glam; perhaps we'll see you again in 2035. "A lot of what we see in beauty right now is a reaction to moving past the 2016 social media star aesthetic," comments Terry Barber, MAC's director of makeup artistry for the UK and Europe. "Maintaining an overly polished, untouchably perfect look in classic warm tones has suddenly become... less chic." However, the makeup artist reassures us that incorporating gray or cool-toned elements into your routine doesn't have to evoke a "goth or Halloween" vibe. This resurging trend communicates a sense of confidence and individuality. "It's about appearing more self-assured and mature," he clarifies. Dee Carrion, the artist responsible for Doechii's signature slate-gray look at the Grammys, embraces this tonal makeup wave. "We're witnessing a shift towards more brutalist, unconventional makeup trends," Carrion observes. Whether or not it's tied to a Thom Browne fashion moment, this gray aesthetic suits the star perfectly, with Dua Lipa, Gabbriette, and Lily-Rose Depp among those making the previously considered "dismal" gray popular this spring.

      What is the gray makeup trend, and why is it trending now? Even though it's 2025, the influence of the '90s has clearly lingered, especially in recent years. While ashen eyeshadow and cool lip colors were abundant during the time of Rachel Green, this look was not entirely new even back then. When thinking of "gray makeup," you might picture pale skin and dark-circled eyes, but gray has been a focal point in the beauty world for much more than the past 35 years. Celebrity makeup artist and beauty historian Erin Parsons states that the revival of this trend in 2025 is perfectly timed. "Cool tones were popular in the 1960s, and if you examine the makeup trends from the '90s, a lot of it resonated with that decade," she notes. MAC launched a collection of fleshy, cool-toned lipsticks named after '60s supermodels, and the vivid colors of the '50s transitioned to pastels in the '60s, mirroring how vibrant '80s glamour evolved into minimalist grunge in the '90s. "Beauty is cyclical, with trends resurfacing roughly every 30 years," Parsons adds. The rise of self-tanner, bronzer, and overwhelmingly warm cut creases during the "2016 beauty guru era and explosion of YouTube" was heavily influenced by the Kardashian clan, Parsons explains. This raises the question: In a time when the multibillion-dollar family seems to have lost its grip on the beauty conversation, are we witnessing the first wave of beauty influence that doesn't emanate from their glam chairs?

      Despite the warming weather this spring, Barber concurs that the current makeup trends may not reflect that. It's possible that we might start to view "neutrals" (think bronze, brown, and beige) differently as classic staples. "I believe that even the most natural or everyday makeup will incorporate various 'temperatures' of shades, like silver and pewter, adding a modern twist to traditional classics," he remarks. If you're excited to try a gray tone on your eyes and frosty hues on your lips, you're not alone. Below, celebrity makeup artists share methods for cooling down your makeup routine as this trend takes off.

      Charcoal Eyes

      With MAC's star-studded I Only Wear MAC campaign showcasing granite-hued eyes, Charli XCX's grungy aesthetic from her Brat era, and the subdued red carpet glamour of Doechii and Keke Palmer, dramatic gray eye makeup is prevalent everywhere. Carrion explains that Doechii's eye look was inspired by her suited gray outfit for the Grammys. Using a variety of cool-toned shades from the Urban Decay Naked2 Basics Eyeshadow Palette, Carrion created a winged smoky eye enhanced with shimmer and even added brown-gray contact lenses to "balance the look and create a monochromatic effect." Though blending a combination of slate-gray, charcoal, and black eyeshadows will yield a classic smoky eye, you can also confidently use lighter cool-hued shadows for a bolder appearance. Barber, who was the key makeup artist at Luar's recent NYFW show, described the striking, heavy-handed style (which required multiple