Beauty nourishes the human spirit. Or so argued 19th century poets like Keats, writing at the peak of the first Industrial Revolution. Two centuries on, and the world can feel as hard as the glass phone screens we observe it through. Economic uncertainty, global instability and a growing sense of emotional disconnection have left many of us craving something lighter. And with spirits at increasing risk of depletion, a Keats-esque faith in beauty seems to have found some modern-day disciples. “You need beauty around you to actually feed your soul,” says holistic make-up artist Sjaniël Turrell. Whether we’re dappling our cheeks with velvety pink blush, or wearing ballet pumps or tulle, the popularity of today’s hyperfeminine, romantic aesthetics are understandable. “[It’s] almost the antithesis to the time we’re living in right now where everything feels so overwhelming and harsh,” says Turrell.

In the wake of wistful adaptations like and Sense and Sensibility, slicked-back ponytails have given way to wispy undone braids and soft teased-out waves. A delicate, feminine playfulness was evident on the spring/summer 2027 runways, too, from Dior’s Austenian romance to the lace details seen at Ester Manas and LoveShackFancy. Even wellness trends have shifted from hardcore HIIT to slower, more considered balance-style classes. Pilates has been ClassPass’s most-booked exercise for three years running.

But it’s the current make-up mood that is perhaps most clearly characterised by a new softness. The transition blush technique of make-up artist Ngozi Edeme, aka Painted By Esther, has not only influenced myriad make-up artists across the globe, but countless ordinary women, too. Think washes of high-pigment product applied along the upper cheekbones, toward the temples and diffused softly underneath the eyes.

On Pinterest, queries for “soft natural make-up looks” have more than doubled, with peach, berry, terracotta and dusty-rose blush among the most popular searches. At Cult Beauty, Danessa Myricks Yummy Skin Blurring Balm has more than doubled in popularity year-on-year, as “cloud skin” and K-beauty-inspired “cloud lips” – gauzy, soft-focus finishes – usher in a new beauty grammar.

“[It] reflects a desire for less pressure to be perfect,” celebrity make-up artist Ciona Johnson-King says of the shift, adding that it marks a move away from sleek “polished images” that have long dominated social media. “Think of an effortless, romantic feel, where the skin still looks like skin and where edges are blurred rather than overly defined,” says Johnson-King – in other words, far from the flawless AI-generated imagery that is now inescapable on feeds.

Gone are the days of sharp contouring and precise placement. The new soft beauty aesthetic leans into a carefree, almost haphazard application where having fun comes first. Happily, this means translating the look from runway to reality requires a light touch, according to Johnson-King. Cloud skin in particular starts with hydration, followed by a lightweight base, like a skin tint or tinted sunscreen. For Turrell, soft beauty is all in the blush. She recommends blendable creams and multisticks that can be applied with fingertips for a hazy finish. Her failsafe products include the ILIA Multi-Stick, RMS Beauty Lip2Cheek and Ere Perez Colour Pots and Lip Crayons, all of which become a part of the skin, rather than sitting on top, says Johnson-King.

Even the packaging of our favourite beauty brands is not immune to the soft beauty moment. Our products are encased in “hazy hues, tactile textures, dreamy aesthetics and packaging designed to be touched as much as seen”, says Jess Phillips, creative director at Pearlfisher, the design agency behind skincare brand BYOMA’s soft edges. “In a culture of endless scrolling and sensory overload, we’re seeking beauty that offers calm, comfort and escapism.”

Comfort, it seems, is at the heart of this whole trend. Natasha Côté-Mouzannar, senior perfumer at IFF, the olfactive experts behind Charlotte Tilbury fragrances, points to the current obsession with gourmand fragrances – perfumes with edible, dessert-like notes. On Pinterest, searches for “marshmallow” and “milky” perfumes reflect a broader shift towards what Côté-Mouzannar calls “airy and fluffy” fragrances that offer comfort. As for our love of pudding-inspired perfume? “[It] speaks to human needs, to pleasure, comfort and emotional connection.”

According to Côté-Mouzannar, selecting a comforting fragrance is a personal and intimate experience. “Maybe someone wants to be reminded of their grandmother, and they’ll go for something sweet and vanilla-like,” she suggests. Vanilla in particular ranks among today’s most sought-after fragrance notes – think Phlur Soft Spot Eau de Parfum or Commodity Milk Personal. That’s far from accidental. Subtle vanilla compounds are often associated with breast milk and some baby formulas, which can evoke a sense of familiarity and comfort in adulthood.

Smell, in particular, goes directly to the emotional and memory regions of our brains, according to Professor Charles Spence, an experimental psychologist at the University of Oxford. Working with Unilever to develop fabric conditioners, Spence’s team found softness isn’t just about how something feels but also how it smells. “We were able to show that, with certain fragrances, you could actually make clothing softer,” he says. What’s more, cosy shapes, styles and colours – like pink, Spence points out – provide a sense of softness.

Soft Spot Eau de Parfum

“Soft looks have to come with gentleness towards ourselves,” Turrell concludes. “Even in the harshness of the world, we can lean into this idea that beauty matters; taking care of ourselves matters.”