This article was originally published in the Make-up Trend Report. Receive your copy here
From boho fashion and butterfly clips, to low slung jeans and Lindsay Lohan, the Y2K renaissance continues apace.
It is no wonder then, that a key make-up look from the era is making a stealth return – and may even give blush a run for its money.
Bronzers grew by 15% in value sales during the first half of 2025 in the UK, and were up 8% in Europe, according to Circana.
Across Google and TikTok, face bronzers are averaging 20.4 million monthly views and searches, according to Spate, while product popularity is up 18.2% year-on-year.
Bronzer is also aligned to a number of beauty trends that are gaining ground.
“Safe tanning is definitely feeding interest in bronzers, as consumers are increasingly hyper-aware of the dangers of sun exposure to the skin and prefer to recreate a sun-kissed look via make-up to prevent pigmentation, dryness and irritation,” Maya Regan, Assistant Beauty Trends Editor at Stylus, tells Cosmetics Business.
“Additionally, consumers who opt for a more minimalist look that leans into quiet luxury/demure aesthetics over statement blush colours are drawn more so to softer/earthier hues for the face that can be achieved better with bronzer.”
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