The Return of Powder: Why This Once-Dated Formula Is Back
Word on the C.O. Bigelow store floor is… powder makeup is having a major moment.
Yes, really. In a beauty landscape that’s been dominated by creamy sticks, dewy drops, and “glow-from-within” everything, the classic powder formula is quietly (but confidently) making its comeback. But don’t confuse this revival with a nostalgic throwback to 2010-era mattes and chalky finishes. Today’s powders are smarter, softer, and way more skin-friendly.
And the numbers? They back it up. According to Spate, interest in powder blush has jumped by 63% year-over-year, with baked powder searches up a staggering 187%, pressed powder up 83%, and compact powder not far behind at 76%. At the same time, the once-unshakeable reign of liquid blush has softened with a 9% decline, and jelly blush has dropped 27%. Even glow blush—a hero of the glazed donut era—has seen a 38% dip, despite overall searches for glowy makeup climbing 25% year-over-year. In other words: the glow is still in, but consumers are rethinking how they get it.
Powder 2.0
The beauty of powder in 2025? It’s not the pore-clogging, flashback-giving formula you remember from a decade ago. New technologies and ingredient upgrades have made powder feel weightless while delivering real performance. We’re seeing pore-blurring finishes, hydrating properties (yes, in a powder), and soft-focus pigments that let skin look like skin—just a bit more polished.
This spring, Westman Atelier and YSL Beauty both launched highly anticipated powder formulas. It was the confirmation we needed: powder is officially cool again.
Why Now?
Consumers are rebalancing. After years of glazed, glazed, glazed—skin, lips, cheeks—it seems we’re craving more structure, more balance, and more durability. Powders help control shine without flattening the face, giving you the flexibility to customize your finish without compromising wear.
This also aligns with the quiet return of more “done” makeup: softly sculpted cheeks, set undereye concealer, and sweat-resistant wear that can handle a long day (or a long commute).
How to Shop Powder in 2025
Here’s what to look for when choosing the right powder formula:
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Baked or pressed formulas for a seamless finish
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Multi-use powders that can double as setting, bronzing, or blurring
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Silicone-free or talc-free options if your skin is sensitive
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Satin finishes if you want glow without grease
Final Thoughts
Powder never really went away—it just got better. Whether you're looking for all-day wear, oil control, or a no-effort finish that still looks like skin, modern powders are absolutely worth a second look.
Come by the store. Swatch a few. Let us show you how far powders have come. You might just find your new go-to.
Shop Our Powder Picks
✨ Vital Pressed Skincare Powder, Westman Atelier – blurs, sets, and soothes with skincare benefits in a talc-free, weightless finish.
✨ Miracle Mineral Powder, Sweed – a featherlight setting powder with mineral SPF and a soft-focus, breathable feel.
✨ ReDimension Hydra Powder Blush, RMS Beauty – a multidimensional blush that combines the smoothness of a powder with hydrating skincare ingredients.
✨ Le Fard Pressed Blush, Wonderblush – a silky powder blush that delivers a natural flush with buildable pigment and seamless blendability.