The Power of Soft Glam
Lisa Eldridge, the celebrity makeup artist and brand founder, has been making waves in the beauty industry with her signature soft glam aesthetic. Her influence extends far beyond her clients’ faces, as her YouTube following has earned her recognition from the British Royal Family.
The Art of Cherry-Picking Trends
Eldridge emphasizes the importance of not following trends blindly. Rather, she advocates for “cherry-picking” what you like from the latest beauty trends and making them work for you. This approach allows you to create a look that is uniquely yours, rather than simply conforming to the latest trend.
- “Trends are meant to be fun—use them as entertainment,”
- Eldridge advises, “Cherry-pick what you want from them to make them work from you.”
Brown Mascara: A Timeless Staple
One of the most popular beauty trends of Summer 2025 is brown mascara. However, Eldridge sees it as a perennial staple in her kit rather than a passing trend. She has been working on a new iteration of the brown mascara trend, which she launched in March, and notes that it “lends itself well to the softer looks in eye makeup.”
| Product | Key Features |
|---|---|
| Eldridge’s Kitten Lash Mascara in Burnt Umber | Lash defining and separating, smudge-resistant, and available in black |
| Eldridge’s Seamless Glide Eye Pencil | Buttery texture, long-wearing, and available in six shades including Burnt Umber |
Naturally Enhanced Color Trends
Eldridge’s top color inspiration comes from her clients’ eye color, hair color, complexion, and taste. Her philosophy is to create a “naturally enhanced” effect, rather than simply following the latest trend. She recommends using subtle, painterly shades to add depth and dimension to the eyes.
- “My personal makeup philosophy is very much about embellishing what you already have,”
- Eldridge explains, “The overall aim is to create a naturally enhanced effect.”
Soft Glam: The New Era in Beauty
Eldridge is a firm believer in the power of soft glam. She notes that the industry’s recent shift towards this aesthetic is a welcome change, as it allows for more creativity and individuality in makeup.
“The industry’s recent embrace of soft glam is especially evident when it comes to subtle eye makeup looks that abound. My signature Kitten Eye look, which I describe as a ‘baby cat-eye—or a subtler, more delicate version of a full-on cat-eye,'” she explains.
Subtle Eye Makeup Tips
Eldridge shares her tips for creating subtle eye makeup looks, including using an ultra-fine tipped liquid liner and starting the look from the outer end of the upper lash line.
- “Start by looking straight ahead into the mirror, starting three-quarters of the way along the lid and flicking outwards,”
- Eldridge advises, “Don’t begin all the way to your inner eye; it’s much quicker and easier to start from three-quarters of the way out than [lining] the whole length of the lid.”
Naturally Enhanced Beauty
Eldridge’s approach to beauty is all about enhancing one’s natural features. She notes that the key is to find the right shades and techniques that work for you, rather than trying to follow the latest trend. “As much as I can appreciate the technical ‘Instagram’ look of 2016, it was never a look close to my heart.”
Muse Palette: A Painterly Shade
Eldridge is a fan of the “painterly shades” of her Muse Palette, which she describes as “so romantic.” She recommends using these shades to create a “soft cloud of color” on the lids.
Brown Mascara: A Timeless Staple
Eldridge’s Kitten Lash Mascara in Burnt Umber is a perennial staple in her kit, and she notes that it “lends itself well to the softer looks in eye makeup.” The mascara is available in black, but Eldridge prefers the earthy pigment of the Burnt Umber colorway.
The Art of Choosing Beauty Trends
Eldridge emphasizes the importance of choosing beauty trends that work for you, rather than following them blindly. She notes that the key is to “cherry-pick” what you like from the latest trends and making them work from you.
