For much of the past decade, the eyeshadow palette has reigned supreme in the beauty world. From sprawling 35-pan mega collections to hyper-specific themed kits (yes, even “warm neutrals #37”), palettes became a symbol of artistry, abundance, and beauty fandom. They promised endless combinations and the thrill of experimenting with new looks. But in 2025, makeup lovers are starting to ask a very real question: do we actually need another eyeshadow palette?
The answer, increasingly, seems to be no. Across the beauty community, enthusiasts are paring down, streamlining their routines, and turning away from bulky pre-set palettes in favor of versatile singles, creamy sticks, and customizable kits. It’s part of a broader movement toward intentional beauty — where each product is chosen with purpose, and excess is left behind.
The Problem With Traditional Palettes
At their peak, palettes represented variety, creativity, and that intoxicating rush of possibility. But the reality was often less glamorous. Many people found themselves using just two or three shades consistently, while the rest of the palette went untouched.
“I used to buy palettes for the hype,” admits Alex, a beauty content creator. “Now I realize I only ever used the same three colors — the rest felt like filler.”
The problem isn’t just underuse. Many palettes are trend-driven, meaning their colors can feel outdated within a year — a risky proposition in today’s rapidly shifting beauty landscape. Large palettes also tend to be bulky, awkward to travel with, and loaded with excess packaging. What was once seen as indulgent variety is increasingly viewed as unnecessary clutter.
The Rise of Singles, Sticks, and Custom Kits
As consumer habits shift, brands are adapting. In place of the pre-built palette, a new wave of eye makeup formats is taking center stage.
One of the biggest winners in this transition is the humble eyeshadow single. Shoppers are rediscovering the joy of hunting down that one perfect matte taupe, a buttery champagne shimmer, or a striking multichrome. Magnetic pans make it easy to arrange them in a personalized palette, ensuring that every shade earns its spot. Brands like MAC, ColourPop, and Makeup by Mario are leading the charge with high-quality, individually sold shades.
Cream and stick shadows are also enjoying a surge in popularity, particularly among people who want fast, fuss-free application. These formulas glide on easily, blend with a fingertip, and often double as eyeliner or highlighter. They’re also ideal for mature or textured eyelids, offering a smoother, more forgiving finish. Laura Mercier’s Caviar Sticks, e.l.f.’s No Budge Shadow Sticks, and Violette_FR’s Yeux Paint have become cult favorites for their ease and versatility.
For those who still love the idea of a palette but want complete control over its contents, build-your-own systems are on the rise. Brands such as Salt New York, MOB Beauty, and Adept Cosmetics allow customers to select only the shades they want, often housed in eco-conscious, refillable packaging. As beauty editor Jade Nguyen puts it, “It’s makeup minimalism with a twist. You get full creative control without the clutter.”
Sustainability and the Shift in Values
This evolution isn’t just about convenience — it’s also about values. Many consumers are increasingly conscious of the waste generated by unused products and excessive packaging. Refillable systems and palette refills are gaining traction as a way to reduce environmental impact while still indulging in new makeup.
According to a 2024 study by The Beauty Transparency Initiative, 68% of surveyed consumers said they would rather buy fewer, more versatile eye products, even if those products cost more upfront. The shift toward intentional buying aligns with the broader movement toward sustainability in the beauty industry.
What the Future Holds for Eye Makeup
Eyeshadow palettes aren’t disappearing entirely. There will always be a place for a beautifully curated set of shades — especially for artists, collectors, and those who love variety. But they are no longer the undisputed center of the makeup universe. In their place, we’re seeing a rise in thoughtfully chosen staples, multi-tasking formulas, and customizable tools that prioritize quality over sheer quantity.
The age of maximalist beauty isn’t dead. It’s simply evolving into something smarter, leaner, and more intentional.
Final Thoughts
If you find yourself reaching for the same three shades in a 12-pan palette, you’re not alone. 2025 is shaping up to be the year of purposeful eye makeup — whether that means a single swipe of cream shadow before running out the door, or a custom palette filled only with colors you love and actually use. The message is clear: ditch the filler, keep the thrill.
