It’s the lighting; sunlight is harsher, in general. In addition, as the sun moves throughout out the day, the lighting changes. Even light through windows is different bc of how it travels through window panes, curtains, everything really.
If you’re getting occasional compliments, accept them for what they are: someone being kind 🥰 (unless you sense a snarky tone, in which case, forget them).
You could also try different products like a lighter coverage foundation, tinted moisturizer, bb cream, etc (ask if you can get samples so you can try before committing); if you have nice skin, you may consider foregoing full face makeup in general and just try some concealer in areas to even out skin tone.
For mascara, maybe look into lash conditioners instead of mascara. Some lash products will help you get a fuller lash look and they’re not as heavy looking as mascara.
With eyeliner, maybe try out tightlining then blend with a soft eyeliner brush for a more natural look.
For eyeshadow, you could try a lighter brown. My “natural look” eyeshadow is usually 2-3 shades (depending on how much time I have): a medium natural-ish color on the lids, a slightly darker color in the crease, and the lightest color on the brow bone and inner eye area - the key here is blending. If you like the color you’re using, maybe blending more will help it looks less like you slathered Nutella on your eyelid.
If you’re happy with your makeup routine, however, it sounds like it’s just a lighting thing and maybe just play with different products
Just going to mention tips that help me with shifty makeup:
Allow your skin care products to settle in before applying the next layer. Using myself as an example: I have to give my moisturizer a moment to settle into my skin before applying sunscreen then allow another moment for sunscreen to settle before applying primer. If I don’t allow these moments for my skin to absorb the product, my makeup smudges quickly or pills when I apply it.
The skin around the orbital bone (that’s the whole eye socket area) is thinner than other areas of the face. As a preventative measure to wrinkling, lightly tap the appropriate products using the ring finger of your non dominant hand when possible. Example, I lightly tap on my moisturizer, sunblock, primer, and concealer when applying anything under the eye, eyelid or brow bone; I always use the ring finger to tap, but end up using my right hand for the right side and left hand for the left side.
If you’re using a liquid concealer, maybe try a cream or solid.
Instead of a colored mascara, maybe try something clear for your lashes. Tightlining the upper eyelid can also make your lashes look fuller without applying anything to them directly. Make sure to curl lashes as well.
Perhaps try different application techniques. The press-and-roll technique really helped my makeup stay longer, especially under eye area where my makeup always smudged quickly. I lightly tap a puff into my loose powder, fold and rub the puff halves together to work the powder in, then press the puff onto my skin with a rolling motion.
Product-wise, I use Laura Mercier’s primer, concealer, and translucent setting or blurring powder. She has a nice puff too, but I use makeup forever’s black puff bc it’s easier for me to see where powder is on the puff. I like Kevyn Aucoin or Shu Uemura lash curlers and Urban Decay’s setting spray. Other foundations or concealers I’ve liked are from Chantecaille, Giorgio Armani, Tom Ford, and Makeup Forever HD.
Hope this helps 🍀