What will beauty look like in 2027? Think glass skin with a personal touch, colorful eye makeup, plenty of blush, and a growing focus on beauty and wellness that goes deeper than appearance.
Those were some of the predictions taking shape at Neutrogena’s El Mercado: The Trend Edit, a Miami event celebrating Hispanic Heritage Month by putting Hispanic experts, creatives and entrepreneurs at the center of the conversation about what comes next.
The immersive activation explored emerging beauty, fashion and wellness trends through expert insights and experiences featuring Hispanic-owned businesses. And while the forecasts ranged from dimensional skin to fringe fashion and brain health, one theme kept resurfacing: the future is getting much more personal.
For Argentine American makeup artist and businesswoman Mariela Bagnato, that means beauty is about to get considerably more playful. “I think with all the new whimsy trends, makeup will become a form of expression,” Bagnato told ¡HOLA!
When asked which color she expects to define the trends, she couldn’t pick just one. “I think it will just be colorful.”
Colorful makeup is coming back
After seasons dominated by neutral palettes and pared-back makeup, Bagnato predicts color will have a major moment in 2027, beginning with the holiday season. “Turquoise, purple, sparkly eyeshadow will be super trendy this holiday season.”
The forecast suggests that statement eyes may be making their way back into beauty routines, with vivid color and shimmer giving people an easy way to experiment without having to overhaul their entire look.
And eyes are not the only place where Bagnato expects to see more color. “I love blush!” she said. “Blush used to be super noticeable in the ’80s, and I feel it is coming back.”
Her shades to watch? “Pink and plum blushes will be trending this winter.” Bagnato added, “Neutrogena’s Healthy Glow Blush Sticks are a must-have.”
The return of visible blush fits naturally with the broader shift toward makeup as self-expression. Rather than trying to make every product disappear into the skin, the next wave of beauty could celebrate makeup that is intentionally noticeable.
A sweep of plum blush, a turquoise eye, or a flash of sparkle can become part of the wearer’s personality instead of simply a tool for creating a perfected complexion.
For Latinas, whose complexions and beauty preferences are as varied as their backgrounds, the return of bold color offers even more room to experiment and make each look their own.
2027 skin trends are all about controlling your glow
That does not mean glowing skin is going anywhere. Instead, the way we wear it may be changing.
Bagnato sees beauty moving away from the all-over dewy finish that has dominated in recent years. "Dewy looks were super trendy this year, but I feel for 2027 we will customize the shine in our makeup looks and give more dimension to our skin.”
That idea is at the heart of 'The New Glow is Dimensional Skin,' one of the trends explored at El Mercado. Rather than applying the same level of luminosity across the entire face, glow becomes more strategic, highlighting certain areas while allowing others to remain more natural.
© CourtesyBagnato pointed to Neutrogena’s Glass Glow Skin Balm as one way to play with the effect. “Neutrogena’s Glass Glow Skin Balm is versatile, and you can play with it and illuminate your skin,” she said. “Under or on top of the foundation. I love it.”
© CourtesyIt is a small change with potentially big implications for beauty trends. The question is shifting from “How do I get glowing skin?” to “How do I want my skin to glow today?”
Dr. Bertha Baum: 'Simplifying skincare is key'
For dermatologist Dr. Bertha Baum, customization should not be confused with complexity. “I feel that people overcomplicate skincare, and it should be super simple,” Dr. Baum told ¡HOLA! “Having a sunblock is a must, as it helps to protect skin from the sun and slow signs of aging in the skin.”
Her advice cuts through routines packed with multiple steps and trending ingredients. “Washing your face every day, applying SPF and using moisturizer will help you achieve most of your skin goals,” she said.
© CourtesyOnce those basics are in place, there is more room to personalize how you want your skin to look. “Glass, juicy, cloud skin helps you customize the glow you project on your skin,” Dr. Baum said.
That flexibility is particularly relevant to Latina beauty, which encompasses a wide range of skin tones, skin types and personal preferences. Glass, juicy and cloud skin offer different ways to achieve the finish each woman prefers.
That freedom to customize could define the next evolution of the glass-skin movement. “2027 is about adapting skincare and glass skin to your liking and finding a way to make you feel comfortable, whether you want your skin to look super dewy or just glassy,” she explained. Instead of chasing one version of glowing skin, the idea is to find the finish that looks and feels right for you.
Fringe and movement could define the next fashion cycle
Personalization was not limited to makeup and skincare at El Mercado. Fashion trend curator Lucia Maldonado explored Movement & Fringe, along with additional styles from her 2027 fashion forecast. The trend was brought to life by Hispanic-owned Style by GG through a selection of pieces handpicked by Maldonado. Guests could select a look or individual piece, with Movement & Fringe prioritized throughout the edit.
© CourtesyThe forecast puts motion at the center of fashion. Fringe and other kinetic details transform as the wearer walks, dances, or simply moves through a room. Instead of clothing being designed only around a static silhouette, movement becomes part of the look itself.
That movement gives these pieces an impact that a static image cannot always capture. The next statement piece might not reveal its full effect until you start moving.
Legacy Forward Makes Heritage Part of What Comes Next
One of the event’s most culturally resonant forecasts was Legacy Forward: Ancestral Wisdom Meets Modern Wellness. Rather than treating heritage as something belonging exclusively to the past, Legacy Forward considers how family traditions, memories, and ancestral knowledge can become part of modern identity and self-expression.
© CourtesyHispanic-owned KC by Katherine Cordero brought the trend to life through a “Make Your Relicario” jewelry experience. Guests could explore pins, necklaces, and bracelets centered around the relicario, a wearable tribute to memory, heritage, identity, and connection.
Wellness and meditation expert Andrea Minski explored the same theme through a silent group meditation. Using connected wireless headphones, guests were guided through an experience that encouraged them to reflect on the traditions, lessons and wisdom inherited from previous generations, and what they wanted to carry forward in their own lives.
© CourtesyThe idea offers a different interpretation of nostalgia. Looking backward does not necessarily mean recreating the past. Instead, people can take symbols, stories, and wisdom inherited from previous generations and reinterpret them through their own style.
That makes heritage something living, personal, and capable of evolving.
Brain health can become the next anti-aging focus
Perhaps the most unexpected forecast at El Mercado had little to do with what we see in the mirror. The Brain Becomes Its Own Anti-Aging conversation explored how the longevity conversation could increasingly focus on maintaining cognitive health and independence alongside physical health and appearance.
© Courtesy“There’s a connection with the brain and longevity, but we are still wondering how long we can live with agency over our body and mind,” Candy Calderón, a Certified Brain Health Professional and Coach, told ¡HOLA!.
She explained that the conversation is becoming especially relevant as women navigate different stages of life, including perimenopause and menopause. “The way we move, women in perimenopause and menopause, people are thinking more about their cognitive agility.”
The conversation also has particular relevance for Latinas who balance careers, motherhood and caregiving responsibilities. Protecting memory, focus and independence as they age is not just about their own well-being, but also about the families who rely on them.
It's a broader way of looking at aging, one that goes beyond visible signs such as wrinkles, pigmentation or changes in skin texture. Longevity asks a different question: How do we want to feel and function as we get older?
The expert also pointed to the importance of actively challenging the brain. “We are getting used to not training our brain,” Calderon said. “The same way we go to the gym, we should find creative activities to keep our brain running and healthy.”
Analog activities are entering the wellness conversation
That brain-health forecast was translated into a hands-on experience through Hispanic-owned OCISLY Pottery & Ceramics Studio. The studio offered a selection of ready-made pottery pieces, including worry stones, reusable ceramic “Post-Its,” and seashell incense and trinket holders.
The connection was intentionally analog. Working with clay can require creativity, concentration, and sensory engagement, while also offering time away from screens. Through the activation, OCISLY encouraged guests to consider creative analog activities such as pottery as one way to keep the brain engaged.
© CourtesyThe concept feels particularly timely in a world where technology increasingly performs everyday mental tasks for us. If going to the gym has become synonymous with maintaining physical strength, the emerging wellness conversation asks whether people should also think more intentionally about exercising creativity, focus, and cognitive skills.
It could significantly expand what “anti-aging” means in the years ahead.
What 'El Mercado' revealed about the future of beauty
Taken together, the trends showcased in Miami suggest that 2027 may be less about identifying one dominant aesthetic and more about giving people options.
Makeup can be colorful and expressive. Blush can be unapologetically visible. Skin can be glassy in one place and natural in another. Fashion can move with the person wearing it. Heritage can inspire something entirely new. Wellness can extend beyond what the body looks like to how the brain functions and feels.
© CourtesyThe expert insights reinforced that shift. Bagnato expects makeup to become an increasingly creative form of expression, while her prediction for customizable shine suggests the glass-skin era is evolving rather than disappearing.
Dr. Baum similarly sees personalization as key, but she pairs it with a reminder that effective skincare does not necessarily require an overflowing bathroom shelf. And the emerging focus on cognitive agility suggests the definition of beauty and wellness could become broader still.
© CourtesyBy bringing these voices and ideas together at El Mercado, Neutrogena provided a platform for a broader conversation about where beauty, wellness, and self-expression are headed. If there was one takeaway, it was that the future is not about a single trend everyone needs to follow, but having more freedom to decide what works for you.
