In 2025, the beauty industry continues to evolve, with a spotlight on makeup that can keep up with long, busy days and active lifestyles. Flawless, long-lasting makeup is more essential than ever, and finding techniques that keep makeup looking fresh all day is a game-changer. We spoke to Tania Cozma, renowned makeup artist, who shared her top tips for makeup that stays put, remains radiant, and doesn’t cake or crease as the hours go by.
Here’s everything you need to know to make your makeup last, according to Tania’s expert advice.
1. Less Is More: Foundation and Concealer Application
“One of the biggest mistakes people make is applying too much foundation and concealer,” says Tania. The misconception is that more product will give better coverage, but in reality, excess product can settle into fine lines and end up looking cakey. Over time, the skin naturally repels this extra product, causing it to collect in unwanted areas.
Tania’s Technique: Start with a thin layer of foundation and blend well, adding additional coverage only in areas that need it. This “less is more” approach ensures that your makeup feels lightweight while providing just the right amount of coverage for a flawless finish.
2. Choosing Products Suited to Skin Type
Selecting makeup that works with your skin type is a crucial factor in its longevity. For oily or combination skin, Tania emphasizes the need for mattifying, non-greasy foundations that control shine without sliding off.
Expert Insight: “For those with oily skin, it’s essential to use a foundation that can control sebum production. A mattifying, transfer-resistant formula is best,” Tania advises. This keeps skin matte and ensures the makeup holds up well, even under warmer conditions.
Recommended Products: Opt for foundations specifically labeled for long wear or oil control. Hydrating or dewy finishes work well for dry or normal skin, but if you’re prone to shine, a matte formula will offer better results throughout the day.
3. Setting the Foundation with Powder
Locking in foundation with a setting powder can make all the difference when it comes to longevity. This step helps to “seal” the makeup and control any potential shine.
Tania’s Tips for Application: Using a fluffy brush or makeup sponge, lightly press powder onto areas that tend to get oily, such as the T-zone (forehead, nose, and chin). This will set your makeup without making it look too flat or powdery.
Pro Tip: Avoid over-powdering. A little goes a long way, especially with finely milled powders that prevent shine without a cakey finish.
4. Primer for Eye Makeup Longevity
Eye makeup is often the first to fade or smudge, but using an eye primer can help keep it in place all day long. “A primer for the eyes is a must if you want to prevent creasing or smudging,” Tania explains. It not only locks eyeshadow in place but also makes colors appear more vibrant.
How to Use: After applying a small amount of primer to the eyelids, allow it to set before adding eyeshadow. This ensures that your eye makeup stays as fresh in the evening as it did in the morning, making it a vital step for those who love bold eye looks.
5. Waterproof Liners and Mascaras
For long days or special occasions, waterproof liners and mascaras are unbeatable for staying power. These products are formulated to resist humidity, heat, and even tears, keeping your eye makeup flawless.
Tania’s Top Picks: “Waterproof products are excellent for eye definition that lasts. They prevent smudging and won’t transfer, which is ideal in any weather,” she says. Look for smudge-proof and waterproof formulas to ensure a perfect eye look.
6. Finish with a Setting Spray
Setting spray is the final touch that locks everything in and creates a protective shield against sweat, oil, and humidity. This step is essential for keeping your makeup looking freshly applied throughout the day.
Tania’s Pro Tip: Hold the spray about eight inches away and mist evenly over the face. Setting sprays not only keep makeup in place but can also add a natural, dewy finish to the look, depending on your preference.
7. Blotting Papers for On-the-Go Touch-Ups
Throughout the day, shine can start to reappear, especially in the T-zone area. Blotting papers are a convenient solution for absorbing oil without disturbing your makeup.
Tania’s Recommendation: “Blotting papers are lifesavers for a quick refresh, especially if you have oily skin,” Tania says. Gently press the blotting paper onto oily areas to instantly mattify the skin and keep your look fresh without needing to reapply powder.
By following these simple, expert-backed steps, you’ll be able to create a long-lasting makeup look that keeps you radiant and polished from morning until night. “With the right products and a few extra steps, anyone can achieve a look that lasts—keeping skin fresh and makeup flawless,” Tania concludes.
With these tips in mind, you’ll be ready to try out 2025’s top long-lasting makeup techniques. Tania’s insights remind us that a few well-chosen products and techniques make all the difference, helping makeup to last and look its best in any situation.
