As Amsterdam Fashion Week 2025 wraps up, we highlight the creativity and technical skill that defined this year’s shows. Over six days of runway presentations, the official makeup partner of AFW, MAC, played a pivotal role in bringing the designers’ visions to life. In this article, MAC shares its top makeup looks from the week, showcasing the creativity and skill that defined this year’s event. Join us as we explore the standout makeup looks that captured the essence of Amsterdam Fashion Week 2025.
Pauline Blind – Celebration of womanhood : hyper femininity and Y3k skin
Lead: Hannah Rosie Bennett
Product highlights: NEW Skinfinish Lightstruck Liquid Highlighter, Strobe Liquid Blush in Nitelite and Ice Gleam, Lipglass in Cultured
“Light-reflecting base combined with micro-detailed accents: holographic highlights, cranberry flushed cheeks that feel intimate yet still powerful.”
Reconstruct – Feminist red statement
Lead: Hannah Rosie Bennett
Product highlights: Retro Matte Liquid Lipstick in Dance With Me and Carnivorous, Bullet Lipstick in Russian Red, NEW Liquid Lightstruck Highlighters on the body
“From tomato to deep cherry, red is a feminist statement. Opaque matte red lips against high-gloss skin — the lips aren’t just makeup, but a statement of women’s power and sexuality intertwined.”
NATAN – Tailored minimalism
Lead: Hannah Rosie Bennett
Product highlights: Face And Body Foundation, Lip Pencil in Cool Spice mixed with Lip Conditioner, Glow Play Blush in So Natural
“Tailored minimalism: every micro accent perfected, every brow hair sculpted into place.”
Atelier Reservé – Edgy sculpted eyes
Lead: Hannah Rosie Bennett
Product highlights: Glide Or Die Colour Excess Liner, Stone Lip Liner, NEW Lip Erase
“Barbed wire eyes and stone-cold mannequin lips.”
Patchwork Family – Club kids revisited
Lead: Hannah Rosie Bennett and Jessie Lefler
Product highlights: Paintstick Palette, Blacktrack Eyeliner, Studio Fix Fluid Foundation
“From club kids to the early 2000s, we saw skinny brows, extreme liners, and frosted lips at the Patchwork Family.”
YUME YUME – Garden with a subversive edge
Lead: Hannah Rosie Bennett
Product highlights: Stone Lip Liner, NEW Lip Erase, Retro Matte Liquid Lipstick in High Drama, Smoked Purple Lipstick, Paintstick Palette (custom-mixed green), Studio Finish Concealer (for fake brow block)
“At YUME YUME, beauty drew from the garden but with a subversive edge: deep aubergine lips bloomed like petals opening, offset by jolts of lime green and erased brows.”
Camiel Fortgens – Fresh & natural
Lead: Jessie Lefler
Product highlights: Studio Radiance Concealer, Blot Powder, Studio Radiance Face And Body
“Barely-there makeup that looks like you, just fresher. Natural, easy, and perfect for a walk in the park.”