Natural makeup brands are finding opportunity in imperfection.  Polished is out. Depleted is aspirational. And the “undone” aesthetic taking over your feed runs on a surprisingly full cart of cosmetics. As tired-girl makeup spreads across TikTok tutorials and broader beauty trends, the more revealing story for anyone paying attention to beauty is how natural makeup brands, other beauty labels and retailers are quietly positioned to profit from imperfection. The payoff will likely concentrate in a handful of predictable places over the next 12 to 18 months.

What’s happening

Tired-girl makeup is built around faux dark circles, smudged liner, cool-toned lips and lived-in complexion. The look has moved from social feeds into mainstream beauty coverage. Marie Claire documented a 12-step TikTok routine largely devoted to constructing believable under-eye shadows, using foundation, concealer, red pigment, mascara and false lashes. Marie Claire UK built a shopping edit around the aesthetic, recommending products from Chanel, M·A·C, Bobbi Brown and Fenty Beauty.

The category picture is broader than a single viral look. Circana reported U.S. prestige beauty sales reached $36 billion in 2025 and mass beauty sales reached $72.7 billion, with makeup remaining the largest prestige category and growing 4%. That growth is the runway the trend is landing on.

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Why it’s happening

Three forces are coming together to make imperfection commercially useful.

The first is a nostalgia cycle already showing up in the data. Circana tied the surge in lip liner (up 28% in prestige and 36% in mass during the first half of 2025) partly to social-media lip contouring that nodded to ’90s beauty. Lip liner carried that momentum into 2026. It became the fastest-growing prestige makeup segment during the first half of the year. Smudged, muted and deliberately imperfect beauty trends live in the same visual family.

The second is a merchandising advantage for natural makeup brands and established beauty labels selling into the tired makeup look. There is no evidence that major brands are explicitly launching products branded as “tired-girl makeup.” They don’t need to. The eyeshadows, cream liners, cool-toned lipsticks and bronzers already on shelves and highlighted in Marie Claire UK’s edit map directly onto the aesthetic.

The third is pricing flexibility. Tired-girl makeup doesn’t belong to a single tier. Prestige houses like Chanel and mass-market rivals both offer products that fit the look, which lets retailers merchandise the undone aesthetic to shoppers walking in with $12 or $120.

What could be next

The trend’s commercial path is easier to forecast than its cultural one, because the product categories it touches are already moving. Here’s what to watch and how to shop it.

Expect lip liner to keep leading, and complexion products to catch up. Lip liner’s continued growth in Circana’s prestige and mass data suggests the ’90s-coded lip is not a one-season phenomenon. The tired-girl look extends that logic to the eyes and cheeks, which means natural makeup brands and other beauty labels will likely lean into cream products, muted bronzers and smudge-friendly liners in their winter and spring launches. Reader action. If you’re building a routine on a budget, buy the lip liner first. It’s the single product doing the most work in both the ’90s-lip and tired-girl looks, and it crosses price tiers. Hold off on any “tired-girl kit” bundles until you’ve seen at least two brands price-compare.

Expect the aesthetic to migrate from TikTok tutorial to retailer endcap. Because existing SKUs already fit the look, Sephora, Ulta and drugstore chains have a low-risk path to merchandising an “undone” or “lived-in” story without waiting for new inventory. Lip liner’s recent growth shows how quickly nostalgic beauty trends can translate into category momentum. Reader action. Watch how your local beauty retailer groups its displays over the next two quarters. When “undone,” “smudged” or “lived-in” starts appearing on shelf talkers next to Chanel, M·A·C, Bobbi Brown or Fenty Beauty products you already own, that’s your cue to shop your own drawer before buying duplicates.

Expect natural makeup brands to lean on messaging, not new formulations. Instead, the commercial hook here isn’t a new category. It’s a reframing of what “flattering” means. Anti-perfection sells more product, not less, because achieving a convincingly tired face still takes foundation, concealer, pigment, mascara and lashes, as Marie Claire’s 12-step tutorial made clear. Reader action. Read tutorials before you read product pages. If a look requires a dozen steps, price out the whole routine before committing to any single “must-have,” and be skeptical of any product marketed as essential to a look that predates it.

The clear takeaway. Tired-girl makeup is less a rejection of the beauty industry than a new distribution channel for it. The winners will be the natural makeup brands, established beauty labels and retailers already stocked for the look, and the shoppers who realize they probably are, too.

THREE SIGNALS TO WATCH

1. Circana’s next prestige and mass beauty report, specifically whether lip liner’s 2026 first-half lead holds and whether cream eye products break out.
2. Retailer merchandising language at Sephora, Ulta and drugstore chains, and the appearance of “undone,” “lived-in” or “smudged” as shelf-level category cues.
3. Whether any major brand (Chanel, M·A·C, Bobbi Brown or Fenty Beauty among them) launches a product explicitly marketed to the tired-girl or anti-perfection aesthetic, rather than repositioning existing SKUs.

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Korean beauty products are no longer a niche import tucked behind the counter at specialty shops. U.S. K-beauty sales reached $2.8 billion in early 2026, a roughly 48% jump from a year earlier, according to NielsenIQ. That is faster than the nearly 45% growth rate seen in the prior-year period, an unusual acceleration that has pushed sheet masks, essences and pimple patches onto shelves at mainstream American retailers.

The story of how Korean beauty routines and ingredients moved from Seoul to suburban drugstores has been chronicled by outlets including CNBC and the BBC, and it centers on a real shift in what U.S. shoppers want their skin care to do.

How K-beauty went mainstream in the U.S.

The pandemic changed the trajectory. With people stuck at home and scrolling, elaborate multi-step Korean routines suddenly had an audience willing to try them.

“People were home. They had time to kind of learn about a 10-step skin care routine. They learned about what specific ingredients did, how to layer products together. We saw the rise of this ‘glass skin’ look, and this real emphasis on healthy and glowing skin that looks great every day versus the need to kind of cover it up with cosmetics,” Anna Mayo, a NielsenIQ beauty thought leader, said on CNBC.

The numbers back up the cultural shift. The NielsenIQ figure of $2.8 billion in U.S. sales for early 2026 represents growth outpacing last year’s already-hot pace, which Mayo described as an unusual acceleration.

Why K-beauty matters to shoppers now

For many buyers, the appeal is less about branding and more about what is actually in the bottle. Ingredients, sourcing and function have become the vocabulary of the aisle.

“We’re not just buying from the big brands now. We’re actually talking about ingredients, where it’s sourced, what it does,” beauty influencer Mia Chen told the BBC. “A lot of Korean skincare derives from natural ingredients, and we all want that on our skin without side effects.”

Suranjana Tewari, writing for the BBC, notes that at the heart of K-beauty’s rise is a relentless pace of innovation, with new formulations appearing every few months and often designed to spark the next online obsession. Ten-step routines, overnight water sleeping masks and headline-grabbing ingredients such as salmon sperm were once considered niche or unappealing. Today, many are staples in bathroom cabinets around the world. Products launched in Seoul now surface on TikTok and Instagram feeds in the U.S., U.K., India and Australia almost instantly.

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Popular K-beauty products to know

If you are new to the category, the product names can read like a foreign language. Here is a starter map of what is filling those newly expanded shelves.

• Cleansing oils and cleansing balms
• Water-based cleansers
• Toners
• Essences
• Serums
• Ampoules
• Toner pads
• Sheet masks
• Wash-off masks
• Overnight and sleeping masks
• Eye patches
• Pimple patches

Many routines pair several of these in sequence, which is where the “10-step” reputation comes from. Shoppers chasing the “glass skin” finish Mayo described tend to layer lighter, water-based formulas under richer creams, with masks and patches used as needed.

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What K-beauty’s rise means for U.S. beauty aisles

The mainstreaming has practical consequences at the store level. Products that once required a trip to a specialty retailer or an international order are now sold alongside familiar American brands, and retailers are giving Korean labels more prominent placement as sales climb.

For U.S. shoppers, that means more choice, more ingredient transparency and more ways to test the routines going viral online without leaving town. Whether the 48% growth pace holds is the next question, but for now K-beauty has moved from trend to fixture.

If you’ve ever stood in the supplement aisle wondering whether the collagen powder in your cart is doing anything — or whether you should be taking something entirely different at your age — this is the walkthrough no one hands you at the checkout. What your skin, hair and nails need at 25 is not what they need at 35, and by 45 the ground has shifted again.

The segments ahead move through what changes decade by decade, why collagen sits at the center of the conversation, where hair loss fits in and what the dermatologists actually recommend you focus on first.

Collagen is the scaffolding, and that frames everything else

Before the age brackets make sense, the biology has to. New York City-based board-certified dermatologist Michelle Henry, MD, tells GOOP: “Collagen gives our skin its strength, its firmness, its resilience. It’s kind of like scaffolding for the skin, holding everything else in place.”

That scaffolding is what you’re trying to preserve, rebuild or supplement at every age — but the strategy shifts depending on how much of it your body is still making on its own. And here’s the catch that reframes a lot of supplement marketing: Farah Moustafa, MD, an assistant professor at Tufts University School of Medicine and a dermatologist with Tufts Medical Center, tells Science Daily that “collagen needs to be broken down to be absorbed, so consuming it does not actually provide collagen to the parts of the body that might need it.”

Which means the real question at every age isn’t just “what do I swallow” — it’s what you’re feeding your body so it can build collagen itself.

Your 20s are about protecting what your body still makes on its own

In your 20s, collagen production is generally still strong. The common concerns at this stage tend to be acne, post-acne marks, oiliness and maintaining healthy hair and nails — not the elasticity issues that come later.

That means supplements aren’t the main lever yet. Moustafa points to a food-first foundation: “A healthy dietary pattern provides your body with the nutrients necessary to build its own collagen. Be sure to get adequate protein and include foods rich in vitamin C like strawberries, kiwis, red bell peppers and citrus fruits.”

The habits she flags matter just as much as anything in a bottle: “Using sunscreen to protect against UV damage, regular use of a topical retinol/retinoid, and avoiding smoking can all help preserve collagen and prevent its breakdown.” The 20s payoff is preventive — you’re not fixing loss, you’re slowing its start.

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Your 30s are when the decline starts showing up in the mirror

Natural collagen production declines with age, and the 30s are usually when that shift becomes visible. Fine lines, changes in elasticity and dryness may become more noticeable — not dramatically, but enough that the routine you built in your 20s may stop feeling like enough.

This is where antioxidants earn their place. Henry says: “Antioxidants are great because they help to reduce the breakdown of collagen,” pointing to vitamin C in particular because it also helps encourage collagen production. That dual role — protecting existing collagen while supporting new synthesis — makes it one of the most defensible additions in this decade.

The food-first framing from your 20s still applies. What changes is that the body is no longer overproducing collagen faster than it loses it, so the daily inputs matter more.

Hair loss deserves its own conversation, and iron is often the missing piece

Hair concerns aren’t tied to a single decade, but they get overlooked in supplement conversations that focus on skin. Shilpi Khetarpal, MD, tells Cleveland Clinic: “Red blood cells use iron to carry oxygen. But iron is also important for hair growth and health. An iron deficiency can lead to anemia, which can cause hair loss and other detrimental health effects.”

Her recommendation is specific and practical: “If you’re vegan, vegetarian or eat red meat fewer than two or three times a week, consider an iron supplement.” If you’re already thinking about hair supplements — biotin, collagen, keratin blends — iron is worth ruling in or out first, because no topical or oral hair supplement compensates for a deficiency underneath it.

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Your 40s are when hormones rewrite the rules

The 40s bring a shift the earlier decades don’t prepare you for. According to the American Academy of Dermatology Association, within the first five years of menopause, women lose about 30 percent of the collagen in their skin.

Hormonal changes affect skin and hair, especially around perimenopause. Dryness, changes in skin texture and hair thinning may become more common — and the food-first strategy that carried the earlier decades may not keep up with that pace of loss on its own.

Sarah Jividen, RN, with Verywell Health, lays out the trade-off: “Collagen production declines with age, contributing to changes in skin elasticity, joint comfort, and bone structure. Although collagen is not a vitamin, some women over 40 use collagen supplements to support skin and joint health. Collagen synthesis depends on adequate vitamin C intake, so be sure to also get enough vitamin C when using collagen supplements.”

Note the pairing: collagen and vitamin C together, not either one alone. That echoes what Henry and Moustafa said earlier — the body needs the raw materials and the co-factors to actually build anything.

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The Best Skin Supplements for Women Over 50: Reduce Age Spots and Dryness

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The through-line is that inputs matter more than the label on the bottle

Read the decades together and a pattern shows up. In your 20s, you’re protecting production that’s still running strong. In your 30s, you’re supporting a system that’s starting to slow. In your 40s, especially around perimenopause, you’re supplementing against a steeper drop.

But the underlying advice barely changes: enough protein, enough vitamin C, sun protection, retinoids, no smoking and iron if your diet doesn’t cover it. Supplements can help — collagen powders have their place, particularly later — but they work with the food and habits underneath, not instead of them. If you’re going to add something at any age, the most defensible move is to fix the foundation first and let the bottle be the last thing you reach for, not the first.

The beauty supplement aisle keeps expanding, and every bottle promises glowing skin. What actually separates a useful pick from a wasted one is matching the pill or powder to what your skin needs. Collagen, biotin and probiotics each target different concerns, and the evidence behind them varies.

Getting the match right saves money and, in some cases, helps you spot a symptom that belongs in front of a clinician instead of a checkout counter.

How to match a beauty supplement to your skin concern

Start with the concern, not the product. Dryness, dehydration or fine lines point one direction. Red, scaly or unusually dry patches that could reflect a deficiency point another. Eczema or atopic dermatitis points somewhere else again. Naming the concern first narrows the options quickly.

What collagen does for skin

Lindsay Boyers, CHNC, writing for GoodRx, explains that the body makes less collagen with age, which contributes to fine lines, dryness and weaker hair and nails.

“As we get older, our bodies make less collagen, which can lead to fine lines, dryness, and weaker hair and nails,” Boyers writes. She adds that hydrolyzed collagen peptides may modestly improve skin hydration and elasticity after several months of use, particularly when paired with vitamin C, which the body also uses to make collagen. Evidence for hair and nail benefits, she notes, is less consistent, and many studies are funded by supplement manufacturers.

T’Keyah Bazin, PharmD, writing for Verywell Health, reaches a similar conclusion. Bazin writes that collagen peptide supplementation may improve skin hydration, elasticity and the appearance of fine lines, particularly in older adults whose natural collagen production has declined. She describes collagen as reinforcing the structural protein layer beneath the skin’s surface.

Where biotin fits in

Biotin, also called vitamin B7, is a water-soluble vitamin found in foods like eggs, fish, nuts, seeds and sweet potatoes. Emmanuella Ogbonna, a licensed pharmacist, health writer and medical researcher, told Health that the overall evidence supporting biotin use for the skin is limited, but studies show biotin improves skin appearance, especially in cases of biotin deficiency, which can cause scaly, red and dry skin.

Bazin frames biotin and collagen as complementary. Having sufficient biotin levels supports overall metabolic health, which contributes to skin function, she writes, and biotin helps maintain the metabolic processes that keep skin cells healthy. Used together, according to Bazin, collagen and biotin may offer a more well-rounded approach to skin health.

Why probiotics are drawing attention for skin

The newer research is happening at the gut-skin border. According to Medical News Today, a recent scoping review of more than 500 studies mapped the available research on how oral probiotics, prebiotics and synbiotics affect skin outcomes. The review, published in Nutrition Reviews, points to a possible benefit for some skin outcomes and flags critical areas for future research.

For readers dealing with eczema or atopic dermatitis, certain probiotic strains may have potential, though the science is still developing.

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What to do before buying

Match the supplement to the concern. Fine lines and dryness point toward collagen, ideally paired with vitamin C and taken consistently for several months before judging results. Scaly, red or unusually dry skin may signal a biotin question worth discussing with a clinician before adding a supplement. Eczema flares may be worth a probiotics conversation with a dermatologist, since strain selection matters.

Supplement labels sell certainty. The research offers something more useful, which is a narrower set of situations where each option is most likely to help.

Hydrogel face masks are everywhere on TikTok, promising dewy skin and a spa-like glow in 20 minutes. The question shoppers keep asking is whether the viral hydrogel treatment actually delivers, especially for people whose skin flares at the slightest change in routine.

A new 2026 study put a hydrogel mask through six weeks of testing on sensitive and allergy-prone volunteers, giving skincare fans some of the first real data behind the trend.

How the hydrogel mask works on skin

A hydrogel mask is built from a water-rich polymer network that molds tightly to the face. That flexible sheet creates a temporary moist, partially sealed environment, which researchers say can influence hydration and the skin’s local water balance.

The formulation tested was made with three well-established hydrophilic polymers (PVP, PEG-400 and agar) combined with hyaluronic acid, ectoine, allantoin and tocopherol. The researchers built the sheet using radiation-induced crosslinking, a process originally developed for medical wound dressings that also sterilizes the material without added chemical agents.

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What the study actually tested

The research had two parts. First, a patch test on 30 healthy volunteers aged 18 to 75, including people with self-reported sensitive and allergy-prone skin. Patches were worn on the upper back for 48 hours under occlusive conditions, and a dermatologist checked for irritation immediately after removal, at 24 hours and at 72 hours.

The second part was a longer trial. Fifteen participants, 12 women and three men aged 33 to 55, applied the mask to clean facial skin three times a week for six weeks, leaving it on for 20 minutes each session. Researchers tracked hydration and transepidermal water loss across the trial. They also measured mechanical properties, sebum, skin color and pH.

Why sensitive skin makes this study matter

Sensitive skin affects an estimated 40% to 60% of people and is often tied to increased water loss and a weaker barrier. Formulations that hydrate without triggering redness or irritation are hard to come by, which is why the tolerability results here caught attention.

No participants showed signs of irritation or sensitization in the patch test, even those with allergy-prone skin. After six weeks of regular use, hydration and firmness improved, while barrier-related measurements, sebum, skin color and pH stayed stable.

What the results mean for the viral trend

The authors are careful about overselling. The long-term arm included only 15 people and had no placebo group, and a short-term pilot involved just two volunteers.

“Further studies involving larger cohorts and controlled clinical designs are warranted to confirm these findings,” the study says.

Still, for the millions of people scrolling past hydrogel mask videos and wondering whether to try one, the early data suggests the format can be well tolerated by reactive skin while nudging hydration and firmness in the right direction. That is a meaningful signal for a category built more on aesthetics than evidence.

Stage: Building · Momentum: High · Forecast confidence: Moderate

Beauty supplements — the pills, gummies, powders and liquid shots promising better skin, hair and nails — are moving from niche wellness into mainstream routines. The research is starting to catch up, and the picture it paints is more specific and more modest than the marketing suggests. What comes next is a category getting narrower, more evidence-based and harder to fake.

What’s Happening

Beauty supplements now sell in four main formats: capsules and pills, gummies marketed for hair, skin and nail health, powders built around collagen or protein and liquid drinks, shots or drops. The category has drawn serious clinical attention, especially around collagen.

A 2021 meta-analysis of 19 clinical trials involving 1,125 participants found that taking hydrolyzed collagen for about 90 days was associated with improvements in skin hydration and elasticity, as well as a reduction in wrinkles.

Dermatologists and dietitians interviewed by outlets including Elle and Oprah Daily are increasingly asked which formulas deliver on their claims. Their answers keep landing on a short list of ingredients: collagen, biotin, vitamin C, zinc, iron and omega-3 fatty acids.

Why It’s Happening

Three forces are driving the surge.

The evidence base is finally catching up on a handful of ingredients. Collagen leads the pack, with peer-reviewed trials tying hydrolyzed collagen to measurable changes in skin hydration and elasticity — a bigger clinical footprint than most beauty categories can claim.

Dermatologists are also validating a supporting role for specific supplements. Wilma Bergfeld, MD, a Cleveland Clinic dermatologist, told Cleveland Clinic: “We find biotin to be very helpful for hair disorders. It also makes nails thicker, and oral biotin is exceedingly safe.”

Consumers, meanwhile, are connecting nutrition to appearance in more mechanistic terms. Isabel Vasquez, RD LDN, told Health that vitamin C matters because “collagen is a key component of connective tissue, and vitamin C is necessary for its formation. When you don’t consume enough vitamin C, collagen deteriorates, which leaves your skin in bad shape.”

“Supplements can support skin health and longevity, but they should be considered complementary, not a replacement for topical skincare, in-office treatments, and healthy lifestyle habits.”
— Dendy Engelman, MD, board-certified dermatologist, Shafer Clinic

What Could Be Next

Expect the beauty supplement conversation to get sharper — and more honest — over the next 12 to 24 months. Three shifts are likely to define what shoppers see, hear and buy.

Ingredient-first claims will replace category marketing. Brands built on vague “beauty from within” promises will lose ground to products that name a single active ingredient, a dose and a target: collagen for skin elasticity, biotin for hair and nails, iron or zinc where a deficiency is documented. Reader action: before buying, check the label for a specific ingredient and dose that matches a documented use. If the front of the bottle doesn’t tell you what’s inside and why, put it back on the shelf.

Expectation-setting becomes the industry’s biggest problem. Skin changes often take weeks to a few months. Hair changes usually take several months because hair grows slowly. Nail changes can take months to appear at all. Any product promising faster results is out ahead of the evidence. Reader action: start a supplement with a 90-day window in mind, take a baseline photo on day one and reassess before you renew a subscription. If nothing has shifted in three months on a clinically studied dose, the product isn’t working for you.

Supplements will be reframed as one lever, not the lever. Erin Ogden, a registered dietitian nutritionist at Ancient + Brave, told Elle that “no supplement can replace the fundamentals of a balanced diet, quality sleep, sun protection, and a consistent skincare routine,” though “certain nutrients can play an important role in supporting skin health from within.” Reader action: audit the basics — sleep, sun protection, a consistent skincare routine and diet — before spending on a stack of pills. A capsule can’t outrun a weak foundation.

The clear takeaway: treat beauty supplements as a targeted add-on to habits that already work, not a shortcut around them. Pick one ingredient with real clinical evidence behind it, commit to 90 days and judge it on measurable change — not on how the bottle makes you feel at checkout.

THREE SIGNALS TO WATCH
1. More products with specific promises
Watch for brands to move away from vague “beauty from within” claims and spell out exactly what an ingredient is supposed to do and how much you’re getting.

2. More realistic timelines
Be skeptical of supplements promising overnight changes. Skin, hair and nails can take weeks or months to show noticeable results, so quick-fix claims are worth a closer look.

3. More focus on what you actually need
Experts are increasingly emphasizing that supplements aren’t one-size-fits-all. A targeted nutrient may make more sense than a giant beauty blend, particularly if you’re low in a specific vitamin or mineral.

Skin barrier trouble can show up in ways that are easy to dismiss, from persistent tightness and redness to breakouts, flaking, or sudden sensitivity to products you normally tolerate. One possible piece of the puzzle is your skin microbiome—the community of microorganisms that lives on your skin and helps support its natural defenses. When that delicate balance is disrupted, your skin may behave differently than it normally does. Here is a plain-language guide to the warning signs of an imbalanced skin microbiome, what tends to cause those changes and how what you eat may play a role.

What are the warning signs of a damaged skin microbiome?

The most common signals show up as persistent surface changes that will not settle even when you baby your face. If several of these overlap, your barrier is likely asking for help.

Watch for these signs.

• persistent dryness and tightness even when you are moisturizing
• increased sensitivity
• frequent breakouts
• redness or irritation
• flaking or rough texture
• itchiness
• oiliness and dryness at the same time
• slow recovery from irritation, meaning redness or sensitivity that lingers

The makeup of your microbiome is not the same everywhere on your body. Keri Wiginton with WebMD writes, “The makeup of your skin microbiome varies throughout your body. Some microorganisms thrive in moist areas, like your elbow creases or feet. Others like dry or oily spots.” Wiginton adds that genes, diet, smoking, environment, air pollution and UV exposure also shape it.

What causes skin microbiome damage in the first place?

Product habits are usually the biggest culprits, but stress and the weather outside your window matter too. Scaling back is often the fastest way to see redness and flaking calm down.

Common triggers include the following.

• over-cleansing or washing too frequently
• using harsh soaps or cleansers
• over-exfoliating with acids or scrubs
• frequently switching between lots of active ingredients
• stress
• environmental factors like pollution and extreme weather
• certain medications or treatments

Emily Rose with USA Today writes, “Harsh cleansers and over-stripping products can also weaken the skin microbiome by removing beneficial bacteria, accelerating dryness and visible aging. And as we age, the skin naturally loses hydration and structural support. On the skin, disruption often looks like dryness, redness, changes in texture, or more frequent blemishes.”

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Skin Longevity Requires Far Less Than Anti-Aging Marketing Promised

The best skin longevity routine is only partly about what you put on your face. Research consistently points to the same conclusion: the gap between aging well and aging prematurely is largely determined by daily habits, what you eat, how you sleep, how you move and how consistently you protect your skin from the sun. […]

How does diet affect skin microbiome health?

What you eat can either fuel inflammation or feed the bacteria that keep your skin calm. Extra virgin olive oil, beans and berries top the list of foods that support your microbiome from the inside.

Dr Federica Amati, head nutritionist at Zoe, told The Times, “Certain foods can increase inflammation throughout the body. Extra virgin olive oil contains healthy fats to help maintain skin tone and antioxidants to reduce inflammation. Beans and berries are rich in fibre to feed your gut bacteria and contain antioxidant polyphenols to protect your skin.”

Pairing gentler skincare with a diet heavy in fiber, healthy fats and colorful plants gives your barrier the best shot at recovering and staying resilient long term.

Move over, platinum blonde—Martha Stewart, 85, has ditched her usual light locks for a new, fun color that she makes look so chic. The lifestyle expert and entrepreneur, who is usually sporting her signature blonde bob, has opted for something more summery—and it’s a stunning change. 

Check out Stewart’s stunning new hair color and find out how you can snag it for yourself!

Martha Stewart’s new rose gold hair color

With the help of celebrity hairstylist Chris Appleton, Stewart debuted her new rose gold look. Appleton captioned the post with “Rose gold …. It’s a good thing 🌹✨.” He also shared a transformation clip of Stewart, showing her change from platinum blonde to rose gold, while she lip synced to one of Meryl Streep’s quotes as Miranda Priestly from The Devil Wears Prada.

Fans are obsessed with the hair color change, with comments reading, “Honestly, still not over this 😍 You two icons + that hair = pure magic,” and “It makes her look about 30 years younger, I love how it looks on her.” 

But Stewart is no stranger to changing her hair color. Earlier this year, Appleton showed off her mocha mousse hair color, which added a bit of depth to her usual blonde. 

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How to get the rose gold haircolor

f you’re as obsessed with Martha’s rose gold hair as we are, you might be wondering how to get the look. Whether you’re heading to the salon or trying it at home, this flattering shade is surprisingly easy to recreate. Even better, Appleton shared the exact shades and formula he used on Stewart, so you can bring the details straight to your stylist.

Get it professionally

For those who are opting to make the change at the salon, you can give your stylist the exact directions from Appleton himself. The celebrity stylist shared the formula he used to get Stewart’s exact shade of rose gold. While the numbers may not mean much to you, whoever you get your hair done will be able to decipher it. He wrote:

“For a rose gold formula

• Hi-lights BlondeMe 9+ 20vol
• All over gloss
• 9.5-19 & 9.5-5 rose gold base
• Clear 0-00″

Do it at home

Dyeing your hair at home can be a simple, affordable way to refresh your look. Before you get started, consider your current hair color, as your natural or dyed base will determine how the rose gold shade looks on your strands.

If you have light blonde or gray hair: You’re already working with an ideal base for rose gold. A permanent or semipermanent box dye, such as L’Oréal Paris Superior Preference 8RB Medium Rose Blonde, can give you a more lasting color. For a softer, lower-commitment option, try a color-depositing mask, such as Moroccanoil Color Depositing Mask in Rose Gold.

If you have darker hair: You’ll likely need to lighten your hair before applying a rose gold shade so the color can show up properly. If you plan to bleach your hair at home, carefully follow these instructions before coloring. Once your hair has been lightened, apply the rose gold dye according to the product’s instructions, paying close attention to the recommended processing time.

Want to test the color first? Start with a temporary option, such as a rose gold color spray or semipermanent dye. These formulas allow you to experiment with the shade before committing to a longer-lasting color.

The gap between what the SPF number on your sunscreen bottle promises and what your skin is actually getting has become one of the most consequential blind spots in personal health. Researchers now say most people apply less than half the sunscreen needed to hit the protection level on the label — and with melanoma deaths projected to keep climbing, the pressure on consumers, dermatologists and product makers to close that gap is only building.

Why you probably aren’t using enough sunscreen

Dermatologists and researchers are converging on a straightforward finding: people apply far too little sunscreen to get the protection printed on the bottle. Lab SPF ratings are calculated at 2 mg of product per square centimeter of skin. In real life, people apply closer to 0.75 mg per square centimeter — less than 40% of the recommended thickness.

That thin layer cuts sunscreen’s effectiveness by roughly 40%, according to research led by Antony Young at University College London. Young’s team calculated that an average woman, with about 1.7 square meters of skin, needs roughly 33 grams — about 1.1 fluid ounces — for full-body coverage. Three applications in a day works out to around 100 grams, or 3.4 fluid ounces.

The Mineral vs. Chemical Sunscreen Debate: What Dermatologists Say You Need to Know

“People should be applying two to five times more sunscreen than they typically apply on average,” Apple Bodemer, dermatologist and assistant professor in the Department of Dermatology at the University of Wisconsin-Madison, told WPR.

Why it’s happening

Three forces are driving the shortfall — and the growing alarm around it.

The SPF number misleads by design. SPF ratings measure protection against UVB radiation, the wavelengths (280–320 nanometers) that cause burns. They don’t measure protection against UVA (320–400 nanometers), which penetrates deeper and drives tanning, premature aging and cancer risk. “When we look at sunscreen, we look at that SPF number; it really is an indication of how safe you’re going to be from getting the actual burn. But it doesn’t really do a good job of telling us how well you’re getting protected from that UVA spectrum,” Bodemer told WPR. SPF 30 blocks 97% of UV rays — but only if applied at the tested thickness.

Everyday exposure is underestimated. Windows, car commutes and reflective surfaces like water, sand and snow all deliver UV doses people rarely account for. “People underestimate how much sun exposure they get when they’re in the car. Whether you’re the driver or a passenger, there’s a good chance you’re in direct sunlight,” Heather Woolery-Lloyd, MD, board-certified dermatologist and director of Ethnic Skin Care at the University of Miami Department of Dermatology, told Prevention.

Reapplication habits lag reality. Water-resistant formulas still need reapplying every two hours, and every time a towel wipes water — and sunscreen — off the skin.

“People should be applying two to five times more sunscreen than they typically apply on average.”
— Apple Bodemer, dermatologist and assistant professor, Department of Dermatology, University of Wisconsin-Madison

What could be next

Expect the sunscreen conversation to shift decisively over the next 12 to 24 months — away from choosing an SPF number and toward how much product actually lands on skin. Three scenarios are most plausible.

Higher SPF becomes the default recommendation, not the premium option. Young’s research found that even at real-world application rates of 7.5 mg per square centimeter, SPF 50 and higher still delivered “considerable DNA protection” versus untreated skin. That’s the practical case for treating SPF 50-plus as a floor, not a ceiling. Reader action: When you replace your current bottle, move up to broad-spectrum SPF 50 or higher. Treat SPF 30 as the minimum only if you’re certain you’re applying the full 33-gram, full-body dose.

The Mineral vs. Chemical Sunscreen Debate: What Dermatologists Say You Need to Know

Product form factors will split by use case. Ivy Lee, a board-certified dermatologist in Pasadena, California, told HowStuffWorks that creams and lotions should be the base layer — applied 15 to 30 minutes before going outside and worked in like a massage — while sprays and powders are best reserved for fast reapplication on the go. Reader action: Build a two-product routine. Keep a lotion at home for the morning base coat and stash a spray or powder in your bag, car or desk for the two-hour reapply.

Melanoma mortality data will keep pushing behavior change. More than 8,510 Americans are projected to die from melanoma in 2026, according to The Skin Cancer Foundation. Skin cancer remains the most common cancer in the United States, and while it’s less prevalent in people of color, UV exposure still causes premature aging and age spots across all skin tones — daily sunscreen use slows both, Lee said. Reader action: Set a phone reminder for a lunchtime reapply if two-hour cycles feel unrealistic. Reapply after any towel-drying, and don’t skip commute days, window-seat workdays or overcast afternoons.

The takeaway is simple and it hasn’t changed with the new research — it’s just been sharpened. Apply more than you think you need. Reapply more often than you want to. Choose broad-spectrum SPF 30 or higher, and lean toward 50-plus if you can.

THREE SIGNALS TO WATCH
1. The Skin Cancer Foundation’s 2026 melanoma mortality figures, benchmarked against the 8,510 projection.
2. Whether major sunscreen brands begin printing application-weight guidance (grams or ounces per full-body coat) alongside SPF numbers on labels.
3. New peer-reviewed follow-ups to Antony Young’s University College London research testing real-world application rates against SPF 50-plus formulas.

Search interest in one aesthetic treatment has jumped 1,566%, and PDRN Skincare is the driving force behind the boom. According to a report from Two Face Aesthetics, polynucleotides have become one of the fastest growing cosmetic categories of the past five years, fueled by South Korea’s pursuit of dewy, poreless “glass skin.”

Unlike most viral beauty crazes, this one arrives with a stack of research. Dermatologists interviewed by Cosmopolitan, Byrdie and Women’s Health say the ingredient has quietly been studied for decades.

“PDRN has real staying power because there are decades of science-based research that is supported by medical use, which gives it credibility,” Melda Isaac, MD, a dermatologist, told Cosmopolitan.

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What PDRN actually is

The acronym stands for polydeoxyribonucleotide, and the source is unusual. Roberta Del Campo, MD, board-certified dermatologist and chief medical officer at Skin Laundry, told Byrdie that PDRN is “essentially purified DNA fragments extracted from salmon sperm.” She explained that “these polynucleotides are biocompatible with human DNA, meaning our skin cells recognize and respond to them as if they were our own repair signals.”

The compound can also be derived from certain trout, though salmon is the most common source in skincare. The extracted material is filtered to remove impurities and sterilized before it ever touches your face.

“Studies indicate that salmon sperm are the most suitable source for the extraction of highly purified DNA without the risk of impurities due to their low levels of proteins, peptides, and other contaminants compared to other DNA sources,” Isaac told Cosmopolitan.

How PDRN skincare works on your skin

Once applied, PDRN activates adenosine A2A receptors in the skin, kicking off a cascade of regenerative processes. Del Campo laid out the effects for Byrdie.

“It stimulates fibroblasts to produce more collagen and elastin, improves microcirculation to deliver nutrients and oxygen to skin cells, accelerates tissue repair and wound healing (making it ideal post-laser or post-procedure), reduces inflammation and oxidative stress, and enhances the skin’s moisture retention by strengthening the barrier,” she said.

In plainer language, that translates to plumper, more hydrated and faster-healing skin.

Why the science behind PDRN holds up

PDRN has been studied since the 1990s, primarily for its role in wound healing and tissue repair through injection or topical application on injured skin.

“Its regenerative properties support cellular renewal and stimulate fibroblasts to increase collagen production, helping skin recover more efficiently after stress or injury,” Anetta Reszko, MD, FAAD, a board-certified dermatologist in New York City, told Women’s Health.

Collagen production is central to a youthful complexion because it provides the structural scaffolding that gives skin firmness and elasticity. Over time, injected PDRN is thought to “improve tone, firmness, and overall skin quality, particularly in skin that appears depleted or slow to repair,” Reszko told Women’s Health.

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Who should avoid PDRN skincare

There is really only one group that needs to sit this trend out. “[Those with] fish allergies. People with seafood sensitivities should patch test or avoid,” Marnie Nussbaum, MD, FAAD, founder of Marnie Nussbaum Dermatology and Aesthetics, told Byrdie.

Otherwise, Del Campo told Byrdie that PDRN is generally well tolerated across all skin types.

How to use PDRN skincare at home

The ingredient works best in leave-on formulas like serums and creams. Serums tend to be the smartest entry point because their smaller molecule sizes penetrate more deeply, giving the polynucleotides a better shot at reaching the layers of skin where collagen production happens.

Look for products focused on hydration, rejuvenation and post-procedure healing. Korean skincare brands were early to build formulas around PDRN, so K-beauty shelves are a natural starting point for anyone curious about what all the search-traffic fuss is about.