“The latest pressed and setting powders are a big step up from the ones we used to know,” assures Krupa Koestline, a cosmetic chemist and chief cosmetic officer at KKT Labs, adding that brands like Rare Beauty “really nailed it” on their formulas. “These powders are super fine and blend into the skin beautifully, so you don’t get that cakey look. They utilize ultra-light emollients and powders that help the product stay put longer and not transfer as much.” Think of these new powders as what a BB cream is to foundation: Rather than adding a noticeable layer of makeup, they sit lightly on and move with the skin, gently blurring your skin’s natural tone and texture rather than trying to cover it up completely.
If you’re not quite ready to dive head-first into a matte moment, you can still benefit from having a powder in your makeup bag. “Trends come and go, but everyone needs a good setting powder. I definitely think there is a place for both dewy and matte products in the makeup universe,” says celebrity makeup artist Katie Jane Hughes, who is working with Tower28 for the launch of its GetSet powder. “Certain areas, like under the nose or eyes, shouldn’t be too dewy, and setting powder is perfect for mattifying these spots.” The pro says that powder can even add oomph to a highlight: “Applying powder around your mouth or under your cheek can also enhance dewy highlights [on other parts of your face], making them pop.”
What sets these newer formulas apart from more traditional pressed powders is that they’re finer, more flexible, and overall more natural-looking.“People were scared of powders in the past because the particles used to be so thick,” celebrity makeup artist Hung Vanngo told Allure backstage at the Oscar de la Renta pre-spring 2025 show, where Rare Beauty’s new formula was used on models (Vanngo is Selena Gomez’s long-time makeup artist). “I love glowy, healthy skin,” he said. “But certain areas need to be controlled.”
Celebrity makeup artist Sean Harris, who has worked with Beyonce and Jordan Chiles, agrees—adding that there’s a fine line between dewy and drowning in sweat. “Especially during the summer heat, it’s important to create a velvety matte complexion that still looks fresh and can withstand the elements,” he says.
Makeup artists seemingly aren’t the only ones who approve. Although most of these launches are too new to measure metrics, Hourglass launched its Vanish Airbrush Pressed Powder in April; the brand says it sold out within 72 hours. And per Google Trends, “pressed powder” is currently being searched for more than ever (or at least since 2004, the earliest year available for tracking).
