This year, yellow is not just a seasonal colour. It is a statement. If someone asked you to picture summer, what would come to mind? Sun, sand, sunflowers, lemons, pineapples, bananas… Each one glowing in yellow. It is no surprise that this vibrant hue is strongly associated with the season.
Text By Angela Di Emidio
YELLOW?
Yellow is not just a part of the standard colour wheel, it is one of the three primary colours in traditional colour theory, alongside red and blue. The RYB (red, yellow, blue) model, commonly used in art and design, shows that all other colours can be created by mixing these three. However, primary colours themselves cannot be made by blending others, making yellow foundational.
Did you know that yellow is considered one of the most difficult colours to work with in art? This is largely due to its tendency to become muddy with even the slightest disruption of technique. A minimal touch of another pigment can alter its tone, resulting in unintended shades. Additionally, yellow’s natural transparency often makes it challenging to apply even over a white background, as it does not easily conceal underlying layers.
From the psychological point of view, yellow is a very contradictory colour. Often viewed as cheerful and energetic, it evokes happiness, warmth, and vitality. Yet certain shades can provoke irritation or unease. Thanks to its high visibility and contrast, yellow naturally attracts attention.
The traces back to ancient Egypt, Greece, and Rome, where it was derived from natural sources like ochre and saffron. At the time, yellow was associated with gold and commonly used to depict skin tones. On the other hand, it was also linked to illness and disease, likely referencing Hippocrates’ theory of the four bodily humours, one of which is yellow bile.
The colour gained further prominence during the Medieval and Renaissance periods. However, the methods of producing yellow pigments changed drastically. During these times, artists began using more toxic substances such as arsenic and later uranium dioxide, which posed serious health risks to those handling them. While yellow remained a symbol of gold and wealth during the Renaissance, it also became associated with deceit, envy, and greed. It was not until the early 20th century that safer, organic dye-based pigments began replacing these hazardous materials.
Impressionist painters, especially Vincent van Gogh and Paul Gauguin, famously embraced yellow. Van Gogh described it as a representation of the sun, the harvest, nature in bloom, and even the night sky. He once said, “There is a sun, a light that for want of another word I can only call yellow, pale sulphur yellow, pale golden citron. How lovely yellow is!”
In the Pantone colour system, PANTONE 13-0647 “Illuminating” is described as “a bright and cheerful yellow sparkling with vivacity, a warming yellow shade imbued with solar power”. When paired with PANTONE 17-5104 “Ultimate Gray”, it was named Pantone’s Colour of the Year in 2021, symbolising strength and hopefulness.
A MODERN TREND
Today, yellow is seen as the signature colour of Gen Z, celebrated for its boldness, positivity, and visibility. Since 2023, it has been increasingly featured in high-fashion collections from Alexander McQueen, Dolce&Gabbana, Moschino, PRADA, Fendi, and Bottega Veneta, often complemented by celebrity appearances at major events.
In modern interior design, yellow became especially popular in the 1950s and 60s. The trend has seen a strong comeback in 2025, particularly in the use of butter yellow tones as a soft addition to neutral palettes. These shades are now used to create calm, refined environments and are valued for bringing emotional warmth and subtle sophistication into living spaces.
Yet yellow is no stranger to beauty. It has long appeared in cosmetics and skincare, symbolising freshness, brightness, and vitamin-rich vitality. Frequently paired with lemon imagery, it is used to promote products related to summer or sun, like SPF and tanning lotions.
In makeup, yellow first appeared in editorial looks during the early 1990s, gradually making its way into mainstream cosmetic lines from brands like NYX, Urban Decay, and Make Up For Ever throughout the 2010s. The unconventional hue gained wider acceptance and popularity in 2017 when Fenty Beauty launched the now-iconic “Trophy Wife” highlighter, a vivid yellow-gold shimmer. The product quickly sold out and became a best-seller, pushing yellow further into the beauty spotlight.
GEN Z YELLOW IN BEAUTY: SUMMER 2025
Today, yellow is everywhere in cosmetics. Lipsticks, eyeliners, graphic liners, mascaras, correctors, and primers, all feature the shade. And that is far from the full list of products embracing this bold, expressive colour.
In recent seasons, yellow has become a key element in beauty branding targeted at younger audiences. The SS 2025 collections featured a spectrum of shades, including a soft butter yellow, a pastel interpretation of the trend. The latest campaign “Lemontini” by rhode, led by Hailey Bieber, redefined the trend. Declaring that butter yellow is “played out respectfully,” Hailey Bieber used a bolder, ultra-bright Gen Z Yellow with the launch of the Lemontini Peptide Lip Tint, inspired by lemons and summer cocktails.
Another viral hit this summer is a Banana Yellow Lip Balm by PRADA, drawing inspiration from its iconic SS 2011 banana-print collection. Represented by Sabrina Carpenter, the lip balm has sparked significant media attention, bridging heritage design with current beauty trends.
It is important to mention that the presence of yellow in cosmetics goes beyond lip products. The limited-edition Juicy Fizz Colour Shot Lash & Brow Mascara by KIKO Milano includes three playful shades: green (“01 Just in Lime”), yellow (“02 Juice Tangerine”), and brown (“03 Burgundy Twist”). The inclusion of yellow mascara reflects its rising popularity and a tendency for bold experimentation, whether worn alone or layered with other colours for eye-catching lash designs.
A COLOR IN FULL BLOOM
Long associated with summer and sunshine, yellow strengthened its position, transcending its traditional role and surfacing as a high-fashion and beauty essential. From Hailey Bieber’s latest rhode collection, to Banana Lip Balm by PRADA and bold yellow mascara by KIKO Milano, the colour is dominating both runways and social media campaigns. In 2025, yellow is not just trending, it is thriving.
Photos via ScannedFashionWorld.com