A cut-crease graphic liner, a flawlessly contoured complexion, a gradient eyeshadow that straight-up resembles a sunset — when makeup is expertly manipulated and wielded (for the particularly dexterous), it can serve as an incredible outlet for creative expression. And yet, there’s something so irresistibly appealing about a deliberate, pared-back look — a TikTok-pervasive low-maintenance aesthetic that can be achieved with a few (but mighty) products.
“My day-to-day look is minimalist — a lot of people don’t realize I’m a makeup artist because I wear the same makeup every single day,” says 26-year-old Toronto-based makeup artist Jasmin Winnie Stephen, who believes the trend was born from people adopting a skin care-forward beauty routine during the pandemic. “I think people realized they don’t necessarily need an abundance of makeup to get a look, and it’s so trendy on TikTok because it’s entertaining to watch — how fast people can apply their makeup — and it’s also an approachable style. It’s not as intense or daunting as a full face.”
Even so, less makeup can feel scary, especially for those with hyperpigmentation or dark circles and are used to covering up, to which Stephen says, “Start with skin care, because the basis of any minimalist makeup look begins with skin care as the most important step. There’s been a shift over the years, and now more brands are catering to women of color, like brown girl-friendly sunscreens that don’t leave a white cast. We want to be glowy, and we’re now, finally, a part of the conversation.”
For that glowy, minimalist look, Stephens took a “quality over quantity” approach and pinpointed 13 hero products from Target that can be mixed and matched, or slotted into your current makeup routine. “Minimalistic makeup is so personal, so not everyone has to do every single step,” she notes. “I picked products that are easy to use, so you don’t have to think too hard.”
Ahead, shop the makeup artist-approved products that promise to deliver long-lasting and quick results — well, the span of a TikTok video at least.
“I personally use this sunscreen myself — and so does my aunt — because it’s not heavy, it provides moisture, so it gets rid of a step, it’s oil-free so it works for every skin type, and it protects your skin without leaving you looking gray. If you have a deeper skin tone, use a little less, but it definitely doesn’t have a huge, thick white cast like a lot of other sunscreens.”
La Roche-Posay Face Moisturizer with Sunscreen, $, available at Target
“This will help your makeup last a lot longer. I think the minimalist trend is trendy because of that fresh, ‘I just woke up, just washed my face’ aspect. This has a glow to it, which not only works for all skin tones, but that glow will come through your makeup in a pretty way. And it has hyaluronic acid, so if you’re on the drier side, it’ll help your skin retain moisture.”
Honest Beauty Everything Glow Primer with Hyaluronic Acid, $, available at Target
“This is a really good concealer — and it’s very trendy on TikTok right now. It’s a serum-based product, so it’s easy to use with your fingers, it’s not heavy, and it blends out really easily. The consistency isn’t cakey. A lot of people use it as foundation because it’s thin and it spreads out nicely, so you can use it everywhere.”
NYX Professional Makeup Bare with Me Serum Concealer, $, available at Target
“I tried this product a few weeks ago and I really liked it. It’s technically a tinted moisturizer with a good amount of shine to it, so I would recommend using it as a highlighter and putting it on the high points — in case you don’t want to look shiny everywhere. The deep shade is pretty deep, so it’s a really nice product that has a good shade range.”
L’Oreal Paris True Match Lumi Glotion Deep, $, available at Target
“I like a bit of glow in my bronzer, which this one has, and it has a good shade range as well. It has a very smooth, mineral-type texture, so it’s easy to blend out. Just use a big, fluffy brush and sweep all over for that sun-kissed glow.”
Physicians Formula Murumuru Butter Bronzer, $, available at Target
“This is a good multipurpose product — you can use it on your lips and cheeks. It has really pretty, bold super-pigmented colors that will work on absolutely all skin tones (I love the Blushing Berry shade). And it lasts a long time, too.”
Milani Cheek Kiss Cream Blush, $, available at Target
“I have this one in my kit — and it’s also one of those viral products on TikTok. I chose this for those who want a little more coverage in certain areas. This power looks so beautiful on the skin — it doesn’t look powdery at all. Use it to set certain areas — like where you put concealer — or take a big, fluffy brush and dust it everywhere. And I love the shade range as well.”
L’Oreal Paris Infallible Fresh Wear Foundation in a Powder, $, available at Target
“The Deepest Brown shade will be the most natural. My favorite way of doing eyeliner without it looking like eyeliner is tightlining under the top lashes — it’ll make your lashes look a lot fuller and it gives definition to your eyes without it looking like you’re wearing anything. And it’s easier, too. You don’t have to worry about the wing or the angle or how thick the line is — you just apply it in that one area and you’re good to go.”
NYX Professional Makeup Epic Wear Eyeliner Pencil, $, available at Target
“This has been a tried-and-true product in my kit for years. I love this formula because not only is it intense in color, but it’s also super conditioning, which is amazing especially if your eyelashes are more thin and brittle.”
L’Oreal Paris Voluminous Noir Balm Volumizing Mascara, $, available at Target
“This reminds me of very juicy lips of the 2000s, which I love. All the colors are super pretty. I like the clear one, which is the easiest, most universal color, but I also love the Watermelon Sugar shade.”
NYX Professional Makeup This Is Juice Lip Gloss, $, available at Target
“I use this one every day. It holds your brows really well. I find that with the minimalism trend, it’s less about filling in brows and more about keeping them full, brushed up, and awake looking. This one doesn’t have any color or tint to it. It’s easy to use — just brush it through your brows. You can press it in to get a laminated effect, or you can brush up for a fluffier look.”
NYX Professional Makeup Brow Glue, $, available at Target
“This is good for locking in makeup and making it last. If you do go a little heavier with the powder, this will break down the powder particles, so that it’ll look more fresh and worn in a bit. It’ll help melt everything in, so you get that natural look.”
NYX Professional Makeup Makeup Setting Spray, $, available at Target
“I’ve been enjoying painting my own nails lately. I really like nude pinks on my nails — it’s super easy to apply and quick drying, which I love.”
Essie expressie Quick-Dry Nail Polish, $, available at Target
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