If your makeup routine has been feeling a little too heavy for Thailand’s relentless heat, consider this your sign to scale things back. The latest beauty trend taking over Thai social media is all about being effortlessly put together, and looking like you’re barely wearing any makeup at all.
Known as “Proong Jued”, which literally translates to bland seasoning, this makeup trend embraces the art of understatement. Rather than transforming the face, it gently colours the canvas.
At first glance, Proong Jued makeup may evoke comparisons to the clean girl aesthetic that has dominated Western beauty conversations over the last few years. Yet the Thai interpretation possesses a distinctly regional sensibility.
Instead of the sculpted minimalism often associated with its Western counterpart, Proong Jued leans toward softness: blurred edges, diffused colour and a youthful freshness that feels inherently approachable.
Here's how to achieve the look:
Start with complexion.
This serves as the focal point of this entire look. Coverage is intentionally light, relying on cushions, skin tints and sheer bases that allow natural skin to remain visible.
Concealer should be used sparingly and strategically, while contouring—if present at all—exists only to create subtle depth rather than dramatic definition.
That being said, bronzer, with its sun-kissed intensity, is largely absent in this low saturation look.
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Light reflection is equally important.
Rather than glittering highlights designed to catch attention, the finish is closer to a natural reflection. Opt for choices that make the skin appear hydrated, healthy and quietly luminous.
Concentrate the glow on familiar points: the bridge of the nose, the inner corners of the eyes, the cupid's bow and the high planes of the cheeks.
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Eyes, for this look, are washed with muted tones rather than saturated pigments. Whether using soft pinks, lilacs, peaches or understated browns (depending on your undertone), the effect is less about visible eyeshadow and more about creating a gentle veil of colour that enhances the eyes without announcement.
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The same philosophy extends to blush. The trend's affinity for softly blurred cheeks reflects a broader shift away from sharply defined makeup placement.
Cream and powder textures can be layered similarly to the viral Western favourite ‘melted flush blush’ to create a flush that appears naturally diffused, as though it originates beneath the skin rather than resting atop.
Just remember to choose less pigmented blushes than the one @Paintedbyesther is using for our low saturation concept.
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Lastly, make the lips follow suit. Pick shades that remain close to one's natural lip colour, embracing the enduring appeal of the "my lips but better" effect.
Edges are intentionally softened, with a touch of gloss at the centre of the lips to provide dimension without disrupting the overall subtlety.
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Perhaps the appeal of ‘Proong Jued’ lies in its rejection of performance. In an era increasingly defined by visibility—whether through social media, beauty filters or trend cycles that demand constant reinvention—the look champions something quieter. It suggests that beauty need not be exaggerated to be impactful.
Like fashion's ongoing fascination with quiet luxury, this low saturation makeup is ultimately an exercise in refinement. The details are subtle, the techniques deliberate, and the final result almost invisible. Yet that invisibility is precisely the point.
