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In 2025, the word boho conjures a specific style in the mind s eye. A tiered, ruffled white skirt that almost sweeps the ground. Cowboy boots worn with a slinky slip dress, dangly necklaces, and whimsical bag charms.
When it comes to people, though, the moodboard looks largely the same as it did when boho style last reigned supreme, some 20 years ago: Sienna Miller, Georgia May Jagger, and Alexa Chung. What do all three women have in common? Well, besides lifelong VIP access to Glastonbury, they share the same makeup artist, Wendy Rowe.
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Synonymous with the smudgy, grungy, clean-without-looking-too-manicured aesthetic, Rowe has cornered the boho beauty market. “To me, the modern boho makeup look is about embracing a natural, effortless vibe that radiates individuality and a carefree spirit,” she tells Vogue. But what does that look like in real life? Is it Chung’s signature eyeliner, drawn dark and soft? Or Miller’s go-to flushed and feminine, no-makeup makeup look?
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“It’s about soft, diffused finishes, rather than any overly defined lines,” Rowe explains. “Think smudged eyeliner, lightly brushed brows, and skin that looks dewy and alive. The key is to create a look that feels organic—like you’ve just stepped off a sun-soaked walk.” (That explains Sienna Miller’s perma-glow.) In the interest of emulating said radiance, I asked Rowe for her tips on recreating the boho aesthetic at home. Here are her top tips.
Stick to earth tones
“For a boho palette, I lean towards sun-kissed skin and taupe tones like espresso, as well as soft dusty pinks and browny mauves,” Rowe tells me. These natural tones, she says, add a touch of romance without being overpowering. Don’t assume that has to mean ultra-natural, though. A soft brown eyeliner can be easily built up or ruffled into the lash line to make eyelashes look thicker and more plentiful. Similarly, picking the right type of dusty pink for your skin tone can make cheeks look tawny and wild, as if you’ve just returned from a brisk country walk.
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Try underpainting
Think of underpainting as contouring’s more subtle sister. A technique that’s been used for decades, underpainting involves contouring the face beneath foundation, cutting the intensity of the contour, and creating a more natural finish. “I apply contour and bronzer before using a super-light foundation,” Rowe explains.
If you struggle to achieve a blurred, super-diffused, no harsh-lines finish, underpainting is an easy tweak that instantly elevates your makeup. “It accentuates the natural contours of the face, softly pushing back the cheeks and jawline for structure, while keeping how you did it undetectable,” Rowe concludes.
Put down the brushes
“For application, I primarily use my fingers or a makeup sponge to maintain an organic feel that allows the skin to breathe and glow naturally,” Rowe explains. Ideal for on-the-go or at-home application, using your fingers means the natural heat from your skin slightly warms the product —whether it’s a cream blush or liquid foundation—making it more malleable and pliable on the skin. If brushes are your thing, though, you really only need three good buffing brushes for a seamless finish, Rowe says.
Rethink your brow routine
Ultra-defined, heavy brows are not part of the boho canon, says Rowe. Instead, she tends to slightly lighten brows in order to make “the eyes pop.” Her other trick is to sub in brown mascara, which is more organic and forgiving than stark black.
Keep it simple
“I can’t live without a great moisturizer, some glow drops or a light foundation, a concealer, and a cream blush,” Rowe replies when I ask her what she always has on hand. “They’re essential for achieving that fresh, youthful glow.”
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