The Rise of Instagram Makeup
Throughout the 2010s, Instagram reshaped the makeup industry, introducing a new era of beauty and self-expression. The platform became a fertile ground for makeup influencers and beauty gurus, many of whom transformed their online presence into thriving empires. These digital trendsetters played a pivotal role in popularizing various makeup techniques and styles.
One of the most significant trends was contouring, a technique that uses makeup to define and enhance the natural structure of the face. Popularized by influencers like Kim Kardashian and Huda Kattan, contouring became a staple in many makeup routines. The emphasis was on creating sharp cheekbones, a chiseled jawline, and a slimmer nose, all executed with precision and skill.
Another technique that took the Instagram world by storm was “baking.” This method involves applying a heavy layer of translucent powder to the skin and allowing it to sit for several minutes. This “cooks” the makeup into the skin, resulting in a flawless, long-lasting finish. Beauty gurus such as NikkieTutorials and Mario Dedivanovic helped bring this technique to the forefront, showcasing its transformative effects in their tutorials.
The “Instagram brow” also became a defining trend of the decade. Characterized by bold, sculpted arches with a gradient effect, this eyebrow style signified precision and artistry. Influencers like Anastasia Beverly Hills and Desi Perkins demonstrated how to achieve this look, further solidifying the Instagram brow as a beauty must-have.
Furthermore, Instagram filters had a profound impact on makeup trends, influencing the aesthetics of everyday makeup. Filters often accentuated particular features like high cheekbones or full lips, driving users to replicate these looks with actual makeup. This phenomenon highlighted the evolving relationship between technology and beauty standards.
In essence, Instagram makeup not only revolutionized the way makeup was applied but also democratized beauty, allowing individuals to showcase and celebrate their artistry on a global stage. Through the guidance and creativity of notable influencers, makeup enthusiasts learned to embrace innovative techniques, setting the tone for the beauty landscape of the 2010s and beyond.
Bold and Experimental Eye Looks
The 2010s marked a significant shift in the world of eye makeup, propelling bold and experimental looks to the forefront of the beauty industry. During this decade, eye makeup trends transcended traditional boundaries, embracing a more adventurous and artistic approach. One of the standout trends was the cut crease eyeshadow look, characterized by a stark contrast between the lid and crease shades, creating a sharp, dramatic effect. This technique, often paired with glitter eyelids, added an extra dimension of sparkle and glamour, making it a favorite for both everyday wear and special occasions.
Another notable trend was the resurgence of colorful eyeshadow. The 2010s saw a departure from the neutral palettes that had dominated previous years, with vibrant hues and bold combinations taking center stage. From electric blues and neon pinks to striking greens and purples, colorful eyeshadow became a canvas for self-expression. Pop culture and celebrities played a pivotal role in popularizing these trends. Influential figures like Rihanna, Lady Gaga, and the Kardashians frequently showcased bold eye looks, inspiring their vast audiences to experiment with color and style.
Unconventional eyeliner styles also gained traction during this period. Graphic liners, floating crease designs, and elongated winged eyeliner introduced new ways to frame the eyes and achieve statement looks. Social media platforms, particularly Instagram and YouTube, served as essential avenues for sharing eye makeup tutorials and showcasing innovative designs. These platforms allowed beauty influencers to reach a global audience, making once-niche trends accessible to the masses.
The 2010s also saw the emergence of numerous beauty brands that capitalized on these eye makeup trends, encouraging artistry and experimentation. Brands like Urban Decay, Huda Beauty, and Anastasia Beverly Hills introduced a variety of high-pigment eyeshadow palettes and glitter products that instantly became cult favorites. These brands not only responded to consumer demand for bold eye makeup but also pushed the boundaries of creativity, empowering makeup enthusiasts to explore and refine their skills.
The Influence of Celebrity Beauty Lines
The 2010s witnessed a significant shift in makeup trends largely driven by the advent of celebrity beauty brands. Leading this transformation were high-profile figures such as Rihanna, Kylie Jenner, and Kim Kardashian, each establishing their own beauty lines—Fenty Beauty, Kylie Cosmetics, and KKW Beauty respectively. These celebrity-driven brands not only brought fresh perspectives but also set new standards within the makeup industry. Their influence was particularly evident in promoting diversity and inclusivity, especially in terms of shade ranges and formulations.
Rihanna’s Fenty Beauty, launched in 2017, revolutionized the makeup industry with its extensive range of 40 foundation shades, addressing a glaring gap in the market for women of color. This comprehensive approach to inclusivity garnered immense praise and set a new benchmark for other brands. Notable product launches such as the Pro Filt’r Soft Matte Longwear Foundation were celebrated for their innovative formulations and wide appeal, making inclusivity a central theme in makeup trends of the 2010s.
Kylie Jenner’s Kylie Cosmetics made a substantial impact with its initial product launch in 2015—the Kylie Lip Kits. The brand swiftly captivated a younger audience, driven by Jenner’s immense social media presence. The combination of quality formulations, trendy colors, and strategic marketing resulted in unprecedented sales and set a new precedent for the power of social media influencers in the beauty industry. This phenomenon underscored the importance of direct-to-consumer strategies and digital engagement.
Kim Kardashian’s KKW Beauty followed suit, leveraging her already massive influence to introduce products that emphasized contouring and highlighting techniques, popularized by Kardashian herself. Products like the KKW Crème Contour and Highlight Kits were not only innovative but also accessible, further cementing the trend of personalized beauty routines. Kardashian’s approach highlighted the shift towards makeup products that enable users to replicate professional-level techniques at home.
In conclusion, the influence of celebrity beauty lines in the 2010s extended beyond mere product sales; they fundamentally reshaped the makeup landscape. By championing diversity, inclusivity, and innovative formulations, brands like Fenty Beauty, Kylie Cosmetics, and KKW Beauty left an indelible mark on the industry, setting the stage for future trends and consumer expectations.
Natural and ‘No Makeup’ Makeup Looks
Throughout the 2010s, the beauty landscape witnessed a marked shift from bold, dramatic looks to more understated and natural aesthetics. As counter-trend to heavy contour and vibrant eyeshadow, the ‘no makeup’ makeup look gained prominence, emphasizing the enhancement of one’s natural features to achieve a fresh-faced appearance. This trend resonated with consumers’ increasing desire for authenticity and simplicity in beauty routines.
Central to the ‘no makeup’ makeup look were products engineered to create a barely-there finish. BB creams became immensely popular as they offered a lightweight alternative to traditional foundations, combining hydration, sun protection, and light coverage in one. Similarly, lightweight foundations that provided sheer to medium coverage were favored to maintain a natural skin-like texture. Primers and illuminating skincare products also played significant roles, ensuring the skin appeared smooth and radiant without being overly made up.
Emphasis on skincare became a key component of this makeup trend. Achieving a glowy and healthy complexion required more than just makeup; it called for a diligent skincare routine. Products that enhanced the skin’s natural luminosity, such as serums, face oils, and tinted moisturizers, were integral. Additionally, makeup techniques like subtle blending, minimal use of concealer, and the strategic application of cream-based blushes and highlighters allowed for a youthful, dewy finish.
Several brands and makeup artists championed the minimalistic approach. Beauty brands like Glossier and RMS Beauty emphasized clean, simple formulations that promoted the natural beauty ethos. Influential makeup artists, including Bobbi Brown and Pat McGrath, advocated for a philosophy that celebrated individual beauty without heavily masking it. This pivot towards authenticity resonated with consumers, fostering a beauty culture that valued simplicity and genuine self-expression over elaborate makeup routines.
The ‘no makeup’ makeup look not only defined a significant trend of the decade but also aligned closely with broader societal movements towards authenticity, self-acceptance, and holistic wellness. As the beauty industry continues to evolve, the principles of this trend persist, emphasizing that less can indeed be more.