Minimalist makeup is a trend that's characterized by quick, time-saving looks. The makeup often incorporates multi-purpose products which include skincare properties that meet the "swipe, blend, and go" criteria. This modern makeup ideology doesn't have to mean a nude face, though. You can still achieve minimalist makeup while wearing a bright lip and some mascara, or by rimming your eyes with tons of black kohl line and dabbing a clear lip balm on. The execution is up to you, but the point is that you need “no makeup makeup” to achieve the look, and there are some pretty great products out there to do the work for you.

A repeat blogger favorite, Glossier features skin-nourishing formulas in their user-friendly makeup. The brand dubs this collection Phase 2, and their latest products include Stretch Concealer and Generation G (a sheer lip balm/lipstick hybrid). These two are, in short, a good example of why beauty lovers are into the minimalist idea. They provide the look of healthy skin but are impactful enough for you to feel confident.

Stretch Concealer is the ultimate buildable base, so you can keep layering it until you reach the coverage you want. Get creative with the product, because it also works as an all-over foundation! Oily skin types should definitely set the Stretch Concealer with a sheer powder for extended wear time. Generation G comes in a cool slim tube and fits lip contours perfectly so you don’t need a mirror or steady hand. It gives the look of a diffused, sheer matte lip stain, and comes in 4 staple colors. The bolder shades (Crush and Jam) add a ton of punch to any look.

Decades ago, minimal makeup meant you probably weren’t wearing anything but a swipe of mascara. These days, niche brands are feeding a full-on philosophy that merges low-maintenance makeup with comfortable, high-tech formulation that ensures minimalist makeup is here to stay.