Charlotte Tilbury, Dior and Too Faced Reinvent Loose Powder
Major beauty brands are launching new loose setting powders, marking a major shift as the product is reinvented for modern, skin-health-conscious consumers
Leading beauty brands including Charlotte Tilbury, Dior and Too Faced are launching new loose setting powders, setting up a major shift for 2026. This revival reimagines a product once feared for its drying, matte finish for today's savvy consumers.
The ultra-matte makeup era of the 2010s made powder a word that struck fear into consumers. Trends like 'baking' in 2015 involved applying heavy layers, which often emphasized fine lines and stripped moisture. The pendulum then swung toward dewy, glass skin. Now, loose powder is making a comeback, reinvented for a new era.
The New Philosophy of Powder
Brands and founders indicate the approach to powder has fundamentally changed. Tisha Thompson, founder of LYS Beauty, which launched its Triple Fix Translucent Loose Powder in the UK at Sephora, says the 2010s were about eliminating shine with heavy use. The downside was makeup that didn't look or feel like skin. "I think consumers are just much savvier now," Thompson tells Cosmetics Business. She credits social media for driving beauty education, allowing people to learn how to use products for their own skin and desired look.
This shift ties into a broader conversation about skin health. Thompson notes that after years of investing in skincare, people are not seeking makeup that completely masks or mattifies the skin. Instead, they want products to fine-tune their look.
Major Brands Drive the Shift
The trend is being led by significant new product launches from prestige brands. Charlotte Tilbury, Dior, and Too Faced are all getting on board with completely new loose powder offerings. Dior's contribution is named the Forever On Set Powder. These launches signal the trend's move from niche to mainstream.
The comeback is also fueled by the nostalgic 90s and 00s aesthetic returning to beauty, which has already revived lip liners and glosses. Loose setting powder is the latest retro product to be reinterpreted.
A Product Reborn
The new generation of powders aims to avoid the pitfalls of the past. The goal is to provide setting power without the flat, dehydrated finish that defined the previous decade. The modern use is strategic and lightweight, aligning with a desire for makeup that enhances rather than obscures the skin. This reinvention positions loose setting powder as a key product for the 2026 beauty calendar, transforming it from a beauty pariah into a must-have for fine-tuning finishes.
