Lifestyle/Trends Article (Shoppable)

Three Summer 2025 Beauty Trends That Accidentally Created the Perfect Mermaid Look

If you've been scrolling through beauty TikTok lately, you've probably noticed three major trends dominating your feed: shimmery aquamarine eyeshadow, that coveted dewy skin glow, and effortless beach waves. What you might not have realized is that when combined, these looks create the ultimate mermaid-coded summer aesthetic and it's surprisingly wearable for land-dwellers.

The Aquamarine Eye Moment
This summer's standout eyeshadow trend swaps traditional blues for shimmery aqua tones that catch the light like ocean water. The key is using a cream eyeshadow base (try Glossier's Skywash in "Pool") and building up with a powder shadow for dimension. Apply with your finger for that lived-in, just-emerged-from-the-sea texture that makes the color look natural rather than costume-y.

Dewy Skin That Actually Lasts
The glass skin trend has evolved into a more subtle, natural dewiness that looks like healthy skin rather than an oil slick. Start with a hydrating primer, mix a drop of facial oil into your foundation, and finish with cream blush applied with your fingers. The goal is skin that looks plump and hydrated, like you've been drinking plenty of water and getting good sleep (even if you haven't).

Beach Waves Without the Beach
This isn't the clunky, molded 2000s version of beach waves. Today's take is all about soft, tousled texture that moves naturally. The easiest method: braid it loosely overnight and gently separate the waves in the morning. For straight-haired girls, add in a bit of post-shower sea salt spray. For wavy-haired girls, use a texture spray. For curly-haired girls, try the overnight banding method to stretch curls. And for kinky-haired girls, go for an overnight twist-out.

Putting It All Together
The magic happens when you combine all three elements. The aquamarine eyeshadow becomes an intentional pop of color rather than a bold statement, the dewy skin mimics that fresh-from-the-water glow, and the textured waves complete the effortless ocean goddess vibe. It's a look that works for everything from brunch to beach parties, assuming you're not actually planning to dive into any bodies of water.

Branded Content Copy

• Client: Guava Skincare (fictional). A clean, minimalist skincare brand focused on ritual and sensory experience

• Title: What a “Skin Ritual” Really Means, and Why Yours Shouldn’t Feel Like a Chore

• Style: Blog/article | Calm, bohemian, lifestyle-forward voice

In a world that glorifies hyper-productivity, even our self-care can start to feel like yet another checkpoint in a never-ending race. But your skin ritual? It should be an opportunity for a relaxing pause.

A true ritual isn’t about 12 steps or perfect lighting. It’s about how something makes you feel and how your skin responds when touched with attention, not just product.

At Guava, we believe skincare is less about transformation and more about sensory communion.

Ritual vs. Routine

A routine is automatic. A ritual is intentional. The difference? Presence.

Whether you spend three minutes or thirty, here are ways to turn your skincare into a sensory ritual:

Slow the application. Feel each texture. Breathe between layers.

Set a tone. Light a candle. Play music. Let the moment expand.

Listen to your skin. Some nights need more moisture. Others need less.

You don’t need more steps. Just more softness.

Guava Rituals are designed to reconnect you with your skin. No stress, no overcorrection. Just balance, clarity, and beauty in the pause.

Email Ad Copy

• Client: TONI. (fictional). A modern, genderless color cosmetics brand with an artsy, youthful edge

• Campaign: Launch of a multi-use blush stick

• Style: Email promo | Playful, bratty, aesthetic-savvy voice

Subject Line: Your cheeks deserve more.

Header: Color that does the most (so you don’t have to)

Body:
You’re not asking for much. Just a blush that:
✔︎ Glides like cream
✔︎ Blends like air
✔︎ Stays through whatever

Oh look, you found it.

Meet: Blur Balm Blush
Multi-stick. Zero stickiness. Five adaptable shades made for every undertone, expression and face.

[Shop Blur Balm →]
Limited drop. No pressure. But we wouldn’t wait… it’s TONI.

Newsletter

Client: Lakeview (fictional). A therapeutic productivity app

Style: Clean, minimalist, warm tone, productivity-focused

Subject Line: Say more with less: This Sunday’s 1-Minute Clarity Booster.

Header: Less Noise, More Focus

Body:

Hi [First Name],

How much could you get done if distractions weren’t winning? This week, we’re helping you simplify your digital space and reclaim your headspace, one moment at a time.

1-Minute Habit Shift: Before checking your inbox tomorrow, write down one goal for the upcoming week and visualize yourself achieving it.

Until next time,
The Lakeview Team
[Start Your Day in Civvi →]

Footer (visual elements optional):
Lakeview | Minimal tools for meaningful work
Follow us: [Instagram] [Twitter] [Blog] | Unsubscribe

Technical Writing

• Client: Format (real brand, mock sample). A portfolio website builder for photographers, artists & designers

• Title: How to Add a Custom Portfolio Page on Format

Want your portfolio to reflect your creative process?
Format lets you customize every section of your site. Here’s how to build a custom portfolio page using your own layout and style.

Step 1: Choose a Custom Page Template

1. In your Format dashboard, go to Pages > Add Page.

2. Select “Custom Page” from the layout options.

3. Name your page (e.g., Portrait Work, Exhibition Archive).

Step 2: Add Image Blocks

1. Click Edit Page.

2. Use the “+” button to add a content block.

3. Choose Image, Gallery, or Slideshow.

4. Upload high-res files or drag directly from your desktop.

Step 3: Use Grid or Masonry Layout

1. Click Design Settings (paintbrush icon).

2. Choose between:

• Grid – for structured, evenly sized images

• Masonry – for an editorial, collage-style layout

3. Adjust spacing, aspect ratios, and hover effects.

Step 4: Add Captions and Project Info

1. Select an image to open the editor.

2. Add:

• Title

• Year

• Medium

• Optional description (for project context)

Step 5: Link Your Portfolio to Your Main Menu

1. Go back to the Pages panel.

2. Drag your new portfolio page into Main Navigation. All set!

UX Microcopy

•  Client: Aurate (real brand, mock sample). A direct-to-consumer luxury jewelry brand

• Scenario: Microcopy for the onboarding flow of a "Build Your Capsule Collection" quiz

Welcome Screen:

Header: “Jewelry that lives with you”
Subtext: Let’s find your perfect capsule. Timeless pieces, made to wear every day.
CTA Button: Start the Quiz

Question 1: Style Preference

Prompt: “What’s your vibe?”
Options:

• Minimal + modern

• Vintage + romantic

• Edgy + statement

• I like a mix

Field hint: You can always change your mind later.

Question 2: Metal Type

Prompt: “Which metals do you wear most?”
Options:

• Gold

• Silver

• Both

• I’m not sure yet

Tooltip: “All our metals are ethically sourced and 100% recycled.”

Final Screen: Results + CTA

Header: “Your Capsule is Ready”
Subtext: 4 pieces. Handpicked for your style. No pressure to buy!

Buttons:

• Preview My Capsule

• Start Over (ghost button)

Error Copy (quiz didn’t load)

“Oops—the glare from your capsule distracted us. Refresh and let’s try again.”

Empty State (no favorites yet)

“No favorites saved yet. Browse now and add pieces that speak to you.”