Makeup as a tool of expression

Since ancient times, humans have used color in different ways to express themselves, and one of them is through makeup, seeking to approach the social ideal of beauty.

Over the past 100 years, society has shifted its notion of what ideal makeup should look like, and the evolution of these techniques has been inspired by the impact of global events like the pandemic and the rise of social media. In fact, since 2020, the use of skincare products has increased considerably, promoting a more natural skin tone.

According to this, it is clear that consumer behavior is constantly changing.

Colombiamoda has become the ideal space to understand trends and this changing behavior, not only in the fashion system but in beauty in general.

This year, Atenea Profesional was the first Colombian brand to be in charge of makeup at Colombiamoda. Its success stemmed from its clear understanding of the need for brands to rethink their business and marketing strategies, in addition to its deep understanding of what Colombian consumers are looking for when expressing themselves through makeup.

At this fair, they styled more than 400 models for 25 runways, inspired by the trends of 2024 and 2025, highlighting a return to our roots, our instincts, and our connection with nature. This is very much in line with several of the designers' proposals, which focus on responsible consumption and artisanal tailoring.

Romanticism also took center stage, evoking the Platonic idea of ​​art and the nostalgia of our grandmothers' makeup, with soft blushes and burgundy lips.

Sunsets, the sun's glare, and summer were also key elements for working on highly hydrated skin, with the use of glitter and products with iridescent effects.

Atenea Profesional demonstrates that makeup is increasingly gaining momentum within the fashion industry, not only due to the freedom from codes, the pursuit of well-being and self-esteem, but also due to the demand for the production of innovative and trendy products.