Summer Beauty Shift: Legs Tan Slower While Cool‑Toned Makeup Gains Popularity

A 2024 study of Central European Caucasian women found that legs develop a tan much more slowly than the face, arms or shoulders. Researchers linked the difference to lower melanocyte density on the lower legs and reduced direct sun exposure, resulting in less pigment production and weaker residual coloration.

At the same time, fashion and beauty media report that the 2026 summer makeup trend is moving away from traditional bronzy, sun‑kissed looks toward cool‑toned palettes. Influencers and celebrities such as Zara Larsson and Hailey Bieber are showcasing icy lilac, silver, ice‑blue and champagne shades, with metallic eyeliners and frosty blushes replacing classic warm tones. The shift is being driven by TikTok and runway shows, positioning the new aesthetic as a futuristic, “Ice Princess” style.