The new make-up trend has neither shine nor matte - but something in between. „Cloud skin” is a minimalist approach that focuses on healthy, luminous complexion without excess make-up. Make-up artist Cristina G. Nuevo, who represents the brand Planet Skin, describes it simply: „beautiful skin without overdoing the make-up.” And that is exactly why it's especially effective on women over 40.

The point is balance. Not too shiny, so the pores and fine lines don't catch the light; not too dry, so the skin doesn't look tight. The result is a visually soft texture, with fine pores and natural light that comes from prepping the skin, not from a visible highlighter. „At 40 and 50 it works great because it doesn't tighten or visually dry out the skin,” says Nuevo.

How is it achieved? First, prep - light but hydrating formulas, without oversaturating. Instead of heavy foundations, you use fluid bases, tinted creams or light semi-matte formulas, applied selectively rather than all over the face. Concealer goes only where needed - under the eyes, around the nose, on small redness. Everything else is left for the skin to speak for itself.

For colour and texture, here's the key: blush and bronzer in cream or liquid form, so they blend naturally into the skin with no hard lines. Powder - only on the T-zone, otherwise you lose the soft finish. That's the whole „science” behind the trend worn by Elsa Pataky and Penélope Cruz. Less product, more prep - the opposite of what the cosmetics industry usually wants to sell you.