This study focuses on modern makeup techniques, their development and application, which reflect current trends and innovations in the industry, the problem is to systematize modern approaches and techniques that may be of interest to both beauty professionals and a general audience interested in self-expression and improving makeup skills; The work fills the «blank spots» in understanding the evolution of the art of makeup, contributing to the theoretical and practical principles of applying modern techniques in daily life and professional activities. The study used methods of content analysis on social networks, interviews with makeup artists and a review of professional literature. The study revealed changes in the field of makeup, a shift in focus towards naturalness and individualization, the revival of classic techniques and the emergence of new approaches such as air makeup; The results highlight social media and innovation in beauty products for the development of makeup techniques that support self-expression and meet the needs of diverse audiences. The main point of the work is that it provides an overview of modern makeup techniques, demonstrating their development and impact on the beauty industry, and the article’s materials are of practical value for beauty industry professionals, offering recommendations on the use of modern makeup techniques, and for a general audience interested in the latest trends in makeup and seeking to improve their skills in this area, so the study can become the basis for future work aimed at studying the impact of new technologies and products on trends in makeup and beauty
