Fads come and go as quickly as a viral TikTok song, but celebrity make-up artist and cosmetics creator, Ashunta Sheriff, is here to share some trends we believe are here to stay in 2023.

1. Multitasking products, because time is precious. We are a generation of multitaskers looking for beauty and skincare products that can do more than one thing. “A blush that’s also a great lip stain and eye shadow, a highlighter that works for face and body, a facial oil that gives a glow but can work in a pinch to take the ash away – these are the products people are looking for,” shares Ashunta, creator of the Ashunta Sheriff Beauty line, which carries several multitasking powerhouses. For example, Ashunta’s BrowZing Brow Gel lifts and gives brows a laminated brow look but also works to lay edges in place, and her long-lasting shimmer liquid Thermal Blush works for cheeks, lids, and lips.

2. 2023 is the year of the effortlessly polished look. For a while now we’ve seen an uptick in the ‘refined’ look (shout out to Hailey Beiber), but this look is at its best when you don’t try so hard. In the past, a sleek, polished look required loads of makeup/time to achieve perfection, but now you can achieve the same level of flawlessness without looking overly made up thanks to blurring technologies and products. “More people are looking for products that have technology rooted within the formulation, like a foundation with blurring technology that has buildable coverage versus a full coverage foundation that looks heavy on the skin,” shares Ashunta.

3. Products that stay put! It’s 2023 – it’s time to say goodbye to mascara that runs and lipstick that smudges. “In my industry, we’re still wearing masks,” says Ashunta. “As a professional MUA, it’s literally my job to make folks look flawless, so I want to make sure my looks stay strong, and look great even after wearing a mask on set.” This was the inspiration behind Ashunta’s Vegan Matte Lip Crème, which is non-transferable and waterproof. Simply let dry after application and you’ll stay locked in for hours.

4. Vegan/Earth conscious skincare is hot (and helps keep our planet cool). “This is by far my favorite (and the most important) trend,” says Ashunta. “People are looking for quality, long-wearing products and bold pigmentations – and all of this can be achieved with eco-conscious ingredients and packaging. Ashunta Sheriff Beauty offers highly pigmented, cruelty-free, vegan beauty products for all skin tones. From paper packaging to reduced carbon footprint manufacturing, we are taking steps to do our part and hope to see more of this in 2023!”