Maximalist Makeup is Making a Major Comeback

As trends often repeat themselves, makeup trends from decades past are bound to pop back up, like maximalist makeup.

denim eyeshadow
Photo Credit: stxph.h on Instagram; Artwork: Joy Adaeze

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


EMMA CHAMBERLAIN MAKEUP TUTORIAL from the Acne Studios show Products used: Hourglass Cosmetics vanish concealer About face matte fluid eye paint, blue Monday Maybelline fit me concealer, shade 01 ABH perfect brow pencil, shade granite Kosas air brow, dark brown Haus Labs volume 001 neutrals palette ABH Cosmos palette NYX blue Jean baby palette SHISEIDO micro liner ink, brown 02 It Cosmetics cosmic copper eyeliner Fenty Beauty diamond bomb, how many carats #emmachamberlainmakeup #anastasiabeverlyhills #shiseido #fentybeauty

♬ original sound – zoekimkenealy

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. 

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