While traveling internationally, it might be apparent that you’re American even before you greet someone. Your choice of clothing or accessories might label you as a Yankee. Alternatively, your makeup could be a clear indicator.
“I’ve witnessed the distinct beauty cultures across different countries firsthand, and the differences are unmistakable,” stated Aliana Moss, a Los Angeles-based makeup artist experienced in European film and red carpet events.
Moss is not alone in noticing these variations. “You can literally see the product-purchasing trends of different countries on women’s faces,” remarked Scott Barnes, a makeup artist from New York City and Los Angeles known for traveling with celebrities and teaching master classes worldwide.
“In Italy, women prefer a sultry, smoky eye paired with a signature lip color. In France, the look includes full, natural brows, minimal eye and cheek makeup, and a bold yet effortlessly imperfect red or berry lip. In the Middle East, regardless of age, women often opt for heavier eyeliner, particularly black kajal. Korean beauty emphasizes tinted BB creams or blurring cushion compact foundations, with glossy jelly lips and glowing, pastel cheeks,” Barnes elaborated.
Americans also possess a unique makeup style. “American makeup artistry is technically impressive, creative, endlessly innovative, and fun,” Moss noted, emphasizing its distinctiveness. “If you’ve ever felt like someone recognized your nationality without you uttering a word, it’s likely not your sneakers but your contour,” she added.
Americans take a ‘more is more’ approach to makeup.
While Europeans generally embrace a “less is more” philosophy in makeup, Americans often adopt a “more is more” approach, according to Moss.
Techniques once reserved for film and red carpet appearances have become commonplace in American everyday looks. “Full-coverage foundations, especially the current matte trend, are noticeably different from the sheer, skin-forward formulas popular in Europe,” Moss observed. “Contouring and highlighting, creating sharp jawlines, defined cheekbones, and sculpted noses, contrast with the luminous glow or natural flush preferred elsewhere,” she explained, contributing to a distinctly American appearance.
American beauty trends are “heavily influenced by celebrity culture, social media, and high-definition photography,” said Jenepher Reynolds, a Prince Edward Island-based makeup artist with international experience. This influence results in Americans often preferring a visibly made-up look. “In many other countries, beauty trends prioritize a naturally polished appearance,” she noted. “Neither approach is superior; they reflect different cultural preferences in beauty and self-expression.”
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Americans tend to cover more of their skin with makeup.
In Europe and other regions, “skin is visible, even celebrated,” Moss pointed out. While makeup isn’t entirely avoided elsewhere, it tends to cover less skin compared to the United States.
“You might see a bold red lip in Paris or a sharp black wing in Italy, but the rest of the face remains intentionally bare and balanced. The look appears effortless because it is intended to be,” Moss explained. She attributes this contrast partly to different skincare standards abroad.
“Makeup artists often stock up on skincare products when in Europe due to higher ingredient standards and cleaner formulations, which are reflected in the skin of the women living there,” Moss said. Consequently, women abroad are often more comfortable leaving more of their face unadorned, she observed.
Sharply defined eyebrows and lips are a hallmark of American makeup.
According to Moss, Americans frequently alter the shapes of their features more dramatically than women abroad. “Eyebrows are sharply defined and laminated, contrasting with the natural shades and shapes seen elsewhere. Meticulously overdrawn lips, rather than soft swipes or stains of color, are signatures that, rightly or wrongly, are perceived as distinctly American upon arrival,” she explained.
A face that looks as though it’s been carved is distinctly American.
“In the U.S., contour or bronzer is often applied under the cheekbones, along the hairline, and down the sides of the nose. Highlighter is then placed on the tops of the cheekbones, under the brow bone, and right above the upper lip on the cupid’s bow,” explained Polina Kuzmenkova, a Beverly Hills-based makeup artist with experience in Paris and the Netherlands. “As a result, the face appears very defined and sculpted, almost carved.” In contrast, women abroad tend to favor a softer appearance, she noted.
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American women prefer a year-round glow.
American women, unlike their international peers, often prefer maintaining a warm glow throughout the year, Kuzmenkova observed. “They achieve this by using foundation and bronzer to create a lightly sun-kissed appearance, even during the winter months with limited sunlight,” she remarked. This sun-kissed look contrasts with the lighter, more natural coverage and cooler undertones favored in most European and East Asian countries, particularly during winter, she noted.
Warm color palettes are more popular among American women.
Perhaps due to the high value placed on tanned, glowing skin in the U.S., there is a strong preference for warm makeup tones across all products. Golden bronzers, peach blushes, and bronzed eye makeup are hallmarks of American beauty, less frequently seen abroad, Kuzmenkova stated.
Luscious lashes are a hallmark of everyday American makeup.
In the U.S., lashes hold a more central role in daily beauty routines compared to other parts of the world. “Mascara, lash lifts, false lashes, and lash extensions are regularly used, not just for special events,” Kuzmenkova explained. “A typical American look often revolves around expressive lashes that draw immediate attention. In many other countries, such dramatic lashes are reserved for evening events or weddings, but in the U.S., they are easily integrated into everyday routines.”
