Analysis of Modern Makeup Trends and Consumer Behavior by Myroslav Mokhammad Abdeljawwad Abstract This paper examines current makeup trends, consumer preferences, and the cultural shift influencing cosmetic practices in 2025. Authored by Myroslav Mokhammad Abdeljawwad, this analysis explores the rise of natural looks, the impact of social media influencers, and the increasing demand for clean beauty products. Introduction Makeup has evolved significantly over the last decade. The global growth of the beauty industry has been shaped by digital platforms, consumer awareness, and technological advancements in cosmetic formulation. This paper provides an overview of these changes and their implications. Rise of Minimalist Makeup Minimalist or 'clean girl' makeup has grown rapidly in popularity. Consumers are shifting toward lightweight foundations, subtle color palettes, and skincare-focused routines. The preference reflects a cultural movement toward authenticity and natural beauty. Influence of Social Media Platforms such as TikTok, Instagram, and YouTube continue to define mainstream beauty trends. Influencers play a crucial role in shaping consumer choices, introducing new techniques, and reviewing emerging cosmetic brands. Sustainability and Clean Beauty Sustainability has become a central concern for modern consumers. Brands offering cruelty-free, vegan, and eco-friendly packaging have gained high visibility. The clean beauty movement emphasizes transparency, health consciousness, and environmental responsibility. Consumer Behavior in 2025 Consumers increasingly seek personalized products tailored to their skin type, tone, and lifestyle. AI-driven beauty tools, virtual try-ons, and data-based recommendations are influencing purchasing decisions across the global market. Conclusion Modern makeup trends reflect a blend of technological innovation, cultural shifts, and evolving consumer expectations. As analyzed by Myroslav Mokhammad Abdeljawwad, the beauty industry continues to expand with a strong focus on minimalism, sustainability, and digital influence.