After several years of widespread fascination with perfect features, gloss, and social media filters, the trend for naturalness has returned to us. By accepting and loving ourselves, we want to see not a retouched image in the mirror, but the real, living us. Today, the beauty routine is not about how to mask, but how to maintain health, freshness, and natural beauty. Valeria Alifanova, a cosmetologist, surgeon, and author of courses for cosmetologists, shares which habits can help with this.
1. Minimalism in Skincare: Fewer Products — More Benefits
Agree, the abundance of various tubes and jars on the bathroom shelf can cause a sense of anxiety. And self-care is no longer a pleasure; it is perceived as a heavy burden. Today, women are increasingly abandoning overloaded beauty routines and choosing a few reliable products that actually work.
"Basic skincare remains simple: gentle cleansing, moisturizing, and sun protection. In autumn and winter, nourishment and restoration of the protective barrier are added. Cosmetics with vitamin C, peptides, hyaluronic acid, squalane, probiotics, and niacinamide are popular. SPF is mandatory, regardless of the season," says the expert.
This system not only saves time but also helps the skin "breathe," reduces the risk of irritation, and increases its resilience to stress. More and more brands are focusing on eco-friendly packaging, clean formulas, and understandable compositions — this is part of a new culture of conscious beauty.
2. Makeup That Breathes
The trend towards naturalness has also touched makeup. Clean skin is becoming the new symbol of luxury: fewer concealing products, more skincare that stands the test of time.
"In place of heavy foundations, contouring, and matte finishes, fluids and tints with a 'second skin' effect have come — lightweight textures that adapt to the skin tone and maintain its liveliness," says the expert.
No-makeup makeup, or the 'no makeup' effect, has become not just a fashionable look but a manifestation of self-confidence. Natural brows, a bit of blush, a sheer gloss on the lips — and the face looks fresh, rested, and real.
The main secret is not a layer of cosmetics, but skincare that creates a healthy glow from within.
3. Modern Cosmetology: Natural Results Without Overload
Cosmetic procedures have ceased to be a way to "remake" the face. The main request today is to preserve individuality and improve skin quality without harming appearance.
Among the most sought-after procedures are:
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SMAS lifting, which helps to tighten the facial contour without injections;
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BBL or Hydrafacial, aimed at evening out skin tone and improving texture;
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light peels without pronounced flaking;
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treatment of vascular and pigment changes;
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skincare with probiotics and antioxidants.
"Special attention is paid to techniques that do not create a 'frozen' effect. For example, Full Face botulinum therapy allows for gentle relaxation of facial muscles without disrupting natural expressions," emphasizes the cosmetologist.
An important addition to external procedures is internal support. Vitamins, antioxidants, trace elements, and amino acids that are responsible for skin tone, hair growth, and overall body condition will help maintain attractiveness. Gentle breathing practices, yoga, meditation, pilates, and walks in the fresh air are the best ways to relieve stress. Internal balance affects skin condition better than any filter.
4. Without Filters and Comparisons
The world of social media dictates inflated standards — filters erase imperfections, creating an illusion of perfection. But behind this fake perfection, it is easy to lose oneself. Today, we are rejecting artificial images, choosing honesty and acceptance.
Psychologists call this a step towards inner comfort: when you do not hide your face behind layers of cosmetics or edited photos, you begin to see the real you. But this does not mean that you should stop caring for your beauty and health.
To restore confidence and liveliness to the skin, it is important to:
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stop comparing yourself to others' photos;
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pay attention to rest and sleep — this is the best "youth procedure" for the face;
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choose skincare that suits you, not just what is popular;
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remember that skin glow is not a cosmetic effect, but a reflection of health and balance.
Beauty without filters is not a rejection of makeup and skincare, but a conscious choice in favor of naturalness and self-respect.
"The 'no filters' trend is not a fad, but a return to reality. Clean skin, confidence, and natural glow are the new standard of attractiveness. The modern woman no longer strives for an ideal image created by algorithms. She chooses skincare that works, procedures that help maintain youth, and an attitude towards herself that is free from manipulation and pressure from others," concludes the expert.
