Elegance over Extravagance:
Inside the “Toasty Makeup” Trend
Black women’s beauty trends are moving away from ‘overly flashy aesthetics’ and toward ‘understated elegance.’ At the center of this shift is Toasty Makeup, defined by warm tones that add depth and subtle dimension. Because it pairs exceptionally well with Black skin tones, the trend is rapidly expanding across both Haircare and makeup.
This article explores the trend through Coco Jones’s signature looks—a leading style icon of the Toasty mood—and identifies product opportunities that stores can use to turn this trend into real sales.
Primary Keyword: “Toasty Makeup”
This style wraps the face in warm, cozy tones reminiscent of the softly toasted color of freshly baked bread. It moves away from last season’s dewy, glossy “water-glow finish” and highlights a softly matte, velvety complexion instead. Rich browns, brick reds, and warm oranges complete the look, blending seamlessly with Black skin tones to create a healthy glow and a refined, elegant mood.
Toasty Makeup Tutorial Videos Posted on TikTok
On Instagram and TikTok, searches for hashtags like #ToastyMakeup, #BrownSkinMakeup, and #CozyGlam continue to rise, with users from teens to older adults praising the look as ‘the most natural makeup for my skin tone.’
Style Icon: Coco Jones
Coco Jones is widely seen as a style role model among Black women in the United States. Rather than adopting an overly bold or hip-hop-centric image, she has cultivated a sophisticated persona that conveys success and effortless affluence—a look that resonates with women from their 20s to their 50s. Her recent signature style embodies all the key elements of Toasty Makeup, making her a strong reference point when recommending looks to customers.
