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3. 'Quiet Luxury' Takes over Beauty: When Discretion Becomes the New Sophistication

Minimalism, streamlined formulas, understated aesthetics: the “quiet luxury” trend, already triumphant in fashion, is now conquering the world of beauty. Off with bling and ostentation: a new form of elegance has arrived, built on discreet quality and refined effectiveness.

After transforming runways and wardrobes, “quiet luxury” is now making its subtle entrance into our bathrooms and beauty routines. Just as fashion has, over the past two seasons, embraced noble fabrics, impeccable tailoring and neutral palettes over loud logos and flashy colors, beauty is following suit. Glitter and showy effects are giving way to a silent sophistication, one that celebrates care, naturalness and discretion.

But what does “quiet luxury” mean in beauty? It’s about privileging quality over quantity, precision over excess, intimate ritual over performative display. Packaging has become more pared-back: gone are cluttered bottles and ornate motifs, replaced by frosted glass, brushed metal and clean minimalist lines. Formulas are short, stripped of superfluous additives, spotlighting proven ingredients for their safety and efficacy. Here, luxury is lived in the detail, the sensation, the science, rather than the spectacle.

It marks a major shift for an industry long driven by extravagance: lash-extension mascaras, glossy lipsticks, shimmering highlighters and an overload of pigments and textures. Today, beauty consumers, women and men alike, are seeking something different: an inner, quieter kind of luxury, reflected in healthy, glowing skin, barely-there makeup, a whisper-soft fragrance or a cream with an impeccable sensory texture.

Less but Better: The Rise of Invisible yet Coveted Beauty

The rise of “quiet luxury” in beauty is rooted in several deep societal shifts. First, the boom of skinimalism, which calls for streamlining routines back to the essentials: cleanse, hydrate, protect. Pioneer brands are betting on tighter ranges, clean and transparent formulas and performance-driven products, prioritizing safety and efficacy over flashy marketing promises.

Second, the cult of intimacy and sensory experience: applying cream from a heavy, understated jar discreetly signed with a brand name feels like a precious gesture. The pleasure of texture, subtle fragrance and uncompromising composition takes precedence over showiness. “We sell an experience before selling a result,” says the creative director of a French label that recently overhauled its entire visual identity to align with this new demand.

This movement also mirrors rising ecological and ethical awareness. Recyclable packaging, refillable containers and reduced plastic use have become selling points, and “quiet luxury” aligns seamlessly with this eco-conscious minimalism. A more informed clientele now seeks to consume less but better: investing in a truly effective cream, even at a higher price, rather than stockpiling gimmicky products.

This aesthetics of discretion seduced major houses, which are using the concept to reinvent their image. At Hermès, Chanel and Sisley, the new luxury doesn’t shout, it whispers. Ad campaigns highlight natural faces, bare skin and simple gestures. Even influencers setting trends on social media are pivoting away from maximalist makeup, showing off a curated kit of three hero products rather than a TV-studio-worthy arsenal.

It’s also a reaction to visual and emotional saturation in the digital age. In a world where everything is displayed, commented on and performed, rarity and discretion have become new forms of social distinction. True luxury is what one keeps for oneself: a signature fragrance only close friends notice, a flawless complexion with no visible makeup, a cream whose excellence is revealed only through touch. That is the essence of sophistication today.

“Quiet luxury” is also about gestures and attitude: beauty becomes a matter of quiet confidence, self-assurance without noise. Taking care of your skin, investing in a rare product, mastering the art of detail rather than spectacle: that is the philosophy shaping contemporary luxury.