The Natural Look Is Making a Big Comeback!
For years, we've seen perfectly airbrushed images of women in advertisements, magazines, various campaigns, and on social media – without wrinkles, without a single flaw, often even without a touch of reality. Beauty standards were imposed through filters and Photoshop, while naturalness was pushed aside. If you didn’t look like that, you weren’t good enough; if you didn’t post perfect photos, you couldn’t be popular.
As we already emphasized in the previous blog, this trend – harmful in many ways – is slowly starting to fade with the return of natural beauty, which, by all accounts, is soon to take the spotlight in the beauty industry.
We are witnessing something wonderful – the natural look and authentic women are making a strong comeback. More and more brands are choosing to showcase real beauty, the kind we see every day on the streets, in the mirror, and in our surroundings.
And Why Is Authenticity Important to Us?
People are tired of unattainable, identical, and very often vulgar beauty standards. Standards that have, quite literally, churned out the same faces, hair, and bodies like on an assembly line. Standards that have frustrated us for years because they are practically unattainable, standards that have had a deeply negative impact on younger generations by promoting a false image of what is beautiful and what we should strive for.
It is truly refreshing to see a woman in an advertisement with freckles, a natural smile, natural curly hair, vitiligo that isn't covered with layers of makeup, or wrinkles that tell a story—we connect more easily with such a woman, we trust her more easily. There is no illusion there, but a genuine message: beauty is in diversity, and most importantly, it is okay to be different and to stand out from the crowd.
We believe that a general saturation has occurred and that brands have realized that authenticity builds trust. Consumers want honesty—they want to see women who look like them, not unreachable ideals that don't actually exist but are instead the product of illusions created by social media, Photoshop, and various filters.
What Does This Look Like in Practice Today? To our great joy, we are now increasingly seeing campaigns where models aren’t wearing heavy makeup—their skin radiates health and a natural glow. Instead of perfect proportions, we’re seeing a variety of body types and ages. Wrinkles, scars, freckles, and other so-called imperfections, as well as unique facial features, are no longer being hidden—they are proudly highlighted. On red carpets, celebrities are appearing with minimal makeup; in fashion magazines, there’s less and less Photoshop, and social media is more frequently celebrating #NoFilter moments.
The return to natural beauty sends powerful messages: you don’t have to be perfect to be beautiful, you don’t have to fit a mold to be accepted. True beauty lies in being yourself.
Although this is a process that still needs to evolve, we believe that embracing the natural look will bring relief and freedom—it frees us from the pressure to be something we are not and reminds us that our value does not lie in ideals, but in authenticity. This, in turn, will lead to a greater sense of acceptance and self-confidence. And it is precisely from acceptance and self-confidence that our beauty arises. Because we all carry a story in the lines of our face, in our smile, our gaze, in our posture. And that is a kind of beauty no filter can surpass. To be natural means to be brave and authentic—and to be authentic means to be free.
Above all, the most important and most beautiful thing in this world is not to lose yourself, but to be your true self. So, long live diversity, authenticity—long live freedom, my dear ones!
Until the next BloGlow,
Warm regards,
Jadranka Francesković
