Move aside clean girl aesthetic, maximalist makeup is taking over. As trend cycles spin and history repeats itself, trends from decades past are bound to pop back up. Plus, emerging trends tend to be a reaction to current ones, at times grasping to their exact opposite. This is the case when it comes to maximalist makeup reemerging.
For a long time fresh, dewy, minimal makeup was the name of the game. Skincare was lauded over makeup and brands like Rhode Beauty committed entire campaigns to sell their glazed donut aesthetic. However, just days ago, e.l.f. Cosmetics launched an extremely successful product collaboration with canned water company Liquid Death that sold out within hours. One look at the campaign imagery and it’s very clear that words like “fresh” and “dewy” were not thrown around during marketing brainstorms.
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Of course, the extreme, Kiss-inspired looks are tongue in cheek and not necessarily how e.l.f. expects customers to use their latest launch. However, the very well received, bold looks are an indication that people are ready to lean less on minimalism and are ready to have fun with makeup again.
Influencers are already all over the trend and we’ve rounded up a few of our favorite looks that are worthy of a double take.
Smokey Blue Halo
This look is very rockstar girlfriend. It’s inspired by one of Emma Chamberlin’s Paris fashion week looks. It’s deep and sultry, but also playful with a pop of blue in the center of her lid. Like Zoe explains, you can amp up the level of smoke by applying more brown and copper shades or you can pull back if you’re aiming for a bit of a lighter look.
