The subtle lip liner revolution: 6 products that'll make you a believer

beautytrends often swing wildly between extremes—thick liner versus barely-there, bold lips against a makeup minimalist's clean canvas. But 2025's lip liner movement is a refreshing departure from these stark contrasts, embracing a more natural, understated approach.

Enter the era of the subtle, sheer, and blurring lip liner

For those accustomed to the more dramatic looks of the early aughts and 2010s, the rise of the no-liner lip liner may come as a surprise. Gone are the harsh lines and vibrant hues, replaced by a focus on enhancing rather than overpowering the natural lip shape.

At the forefront of this subtle revolution are brands like Merit, Rhode, Refy, Dior, and Westman Atelier, each offering their own take on the versatile, buildable lip liner. These formulas are designed to seamlessly blend into the lips, creating a polished, yet undetectable look.

According to Merit's Chief Marketing Officer Aila Morin, the brand aimed to disrupt the traditional lip liner category with a product that's both easy to use and highly versatile. 'Our sheer liner is truly impossible to mess up, no matter how much you feel you don't know how to do makeup,' she tells Vogue. 'It's more forgiving and easier to play with–you can outline, overline, or fill in lips entirely–there's no wrong way to use it.'

Other makeup artists and brands have also jumped on the subtle lip liner bandwagon, with Mary Philips and Katie Jane Hughes launching their own versions that have quickly become fan favorites. So, whether you're a makeup newbie or a seasoned pro, the time has come to give these understated wonders a try.