The New Definition of Glam
For years, glamour in India was often synonymous with bold, transformative makeup—sculpted cheekbones, dramatic eyes, and matte, full-coverage foundation. But a new preference is taking hold, centered on what is often called “soft glam.” This isn't about
wearing no makeup; rather, it’s a polished style that enhances features without masking them. The focus is on creating luminous, healthy-looking skin that glows from within. Think dewy skin tints instead of heavy foundations, softly groomed brows over sharply drawn ones, and a natural flush of colour on the cheeks. The goal is to look like the best version of yourself, not like you're wearing a lot of product. Even for occasions like weddings, where heavy glam once ruled, many modern brides are choosing looks that allow their natural features to be recognisable.
It Starts with Skincare
This move towards softer makeup is deeply connected to a growing emphasis on skincare and wellness. The new beauty mantra, especially among younger generations like Gen Z, is that great makeup starts with healthy skin. Instead of covering imperfections, the focus has shifted to preventing and treating them. Routines are expanding beyond a simple face wash to include serums, sunscreens, and treatments for specific concerns like pigmentation. This skin-first philosophy means that makeup is no longer seen as a corrective tool but as a way to enhance an already healthy canvas. Hybrid products that combine skincare benefits with makeup, such as tinted moisturizers and hydrating foundations, are becoming increasingly popular. The desired “glass skin” look—skin that appears smooth, hydrated, and radiant—is achieved through diligent skincare first, and lightweight makeup second.
Authenticity in the Age of Social Media
Social media has played a massive role in this shift. While filters and edited images still exist, there's a growing counter-movement celebrating authenticity. Influencers and celebrities are increasingly showcasing more natural looks, influencing their followers to do the same. Gen Z, in particular, values self-expression and demands transparency and inclusivity from brands. They are more likely to research ingredients and choose products that align with their values, favouring those that are clean, eco-friendly, and cater to a diverse range of Indian skin tones. This generation is moving away from rigid beauty standards and embracing a more personal and adaptable approach to makeup, where the goal is to feel confident in your own skin.
Adapting the Trend for India
While the minimalist makeup trend is global, its adaptation in India is unique. The products and techniques are tailored to suit Indian skin tones and the local climate. For example, the focus is often on finding warm, earthy tones like terracotta and mocha that flatter brown skin. Instead of icy highlighters, warmer gold and champagne tones are preferred to create a natural-looking glow. The challenge of heat and humidity is also a major consideration. The soft look is achieved using lightweight, breathable formulas that won't feel heavy or melt away. This includes skin tints, BB creams, and cream-based blushes and highlighters that blend seamlessly into the skin. Even the timeless kajal-rimmed eye is being adapted with a softer, smudged finish rather than a harsh, graphic line.
How to Achieve the Soft Look
Embracing the skin-like makeup trend is about choosing the right products and techniques. The key is to enhance, not cover. Start with well-prepped, moisturised skin. Skip the heavy foundation and opt for a lightweight skin tint or a tinted moisturiser to even out your complexion. Use concealer sparingly, only where needed for spot correction. For colour, a cream blush or a lip and cheek tint provides a natural, flushed look that melts into the skin. Brows should be brushed up and lightly filled in for a fluffy, natural shape. On the lips, a tinted balm or a glossy nude shade works perfectly. The final touch is a subtle highlighter on the high points of the face to create a believable, dewy glow.
