Biggest makeup, skincare, and hair trends from 2010-2019: Bold brows, contouring, and glass skin amongst many others
Time and time again
2019 is slipping between our manicured fingers. In a blink of an eye, it will soon leave us on the precipice of a whole new decade: 2020. To commemorate this momentous time, we recount the biggest makeup, skincare, and hair trends that have left its mark on the industry — and in how we beauty buffs paint, care, and pamper our visages, below. A stroll down memory lane in three, two, one...
Arguably one of the most defining beauty trends of the decade, the full brow movement first picked up traction with the emergence of British model, Cara Delevingne. As her career began to take flight, so did regard for thick, bold arches. While largely credited to the slew of It girls sporting them at the time (see: Lily Collins, Lucy Hale), big brows mostly stayed in trend because they grant women softer, more youthful appearance.
As any makeup veteran can attest, the contouring craze began in 2012, when Kim Kardashian tweeted a photo of herself pre- and post-contour. The realisation that razor-sharp cheekbones were, in fact, attainable without the need of surgical intervention quickly led to a whirlwind of clown paint tutorials, step-by-step guides, and a whole host of shading and illuminating palettes hitting the shelves — which brings us to our next trend...
Going hand-in-hand with contour is, naturally, highlighter. The perfect complement to a sculpted visage, it is used to accentuate areas of the face where light naturally hits to create a "hyper-real" complexion. The widespread desire for radiant, constantly selfie-ready skin later trickled over to skincare, spawning countless radiance-granting masks, serums, cleansers, and the like.
Think clear, poreless skin so reflective, it resembles a sheet of glass. The revolution was sparked by L.A.-based makeup artist, Ellie Choi, who shared her routine on a Twitter thread that went viral in a matter of hours. Beauty brands then proceeded to capitalise on the movement by developing products dedicated to producing this effect, as evidenced by skincare labels such as Peach & Lily and Farsali.
Kylie Jenner's meteoric rise to fame had everyone scrambling to emulate her style, mannerism, and most notably, her signature pout — which she claimed to achieve by over-lining her lips so they appear fuller and thicker, before confessing that they were the result of lip fillers. The movement blew up further when Jenner released Kylie Lip Kits to help consumers achieve her lewk. It marked the beginning of her makeup empire.
Balayage is a French term, loosely translated to "to sweep or paint" in English, where dye is strategically applied to for a sun-kissed effect without harsh or obvious regrowth lines. Practical reasons aside (read: a reduced need for touch-ups), it is also lauded for lending hair ends layers and dimension to a wide variety of hair types.
Ruby lids first made its debut on the spring/summer 2015 runways in the form of statement liner (Max Mara) and a soft wash of colour (Badgley Mischka). The bold choice speedily caught on amongst the celebrity set; Bella Hadid and Kristen Stewart rocked scarlet peepers on the red carpet. Things came to a head when Urban Decay dropped the Naked Cherry palette, which featured 12 reddish hues from wine to carmine. The rest, as they say, is history. Red lids have been spotted everywhere from the streets (Seoul Fashion Week) to Instagram.
Believe it or not, "faux, fresh freckles" was a highly-searched term in 2017 according to a report by Pinterest; everyone from Selena Gomez to Olivia Wilde hopped aboard the speckled bandwagon. This rise of dappled-skin is in part due to publications and campaigns working to showcase real, unfiltered skin to promote realistic beauty standards, as well as Meghan Markle, who let her sun-spots shine at her royal wedding. Either way, we're all for it.
On the heels of real, untouched skin hitting the mainstream comes makeup-free selfies and #IWokeUpLikeThis photos abound. Cameron Diaz and Drew Barrymore flaunted their wrinkles; Salma Hayek displayed her grey hairs; while Priyanka Chopra let her eyebags hang out. The movement demonstrated a turning point in the beauty industry — signalling a new era of acceptance of "flaws" and diversity, which was further cemented by the rip-roaring success of Fenty Beauty's inclusive 40-shade foundation range.
Celebrity beauty lines
We've examined the various reasons as to why every celeb — from A-listers to washouts, heh — are getting a beauty line these days in our recent think-piece. With news that Kesha, Ciara, and Ariana Grande are all-set to launch theirs too, we say it's a good time as any for a re-read.
The HBO teen drama has been making headlines for its explosive storylines, nuanced characters, and the deluge of one-of-a-kind makeup looks that have inspired both Hollywood and the runway. At the heart of it, a Euphoria makeup look is one that makes for "brave, bold self-expression" as addressed by the show's makeup department head, Doniella Davy. Translation: all the statement-making glitter, graphic liner, and gloss your heart desires —with zero boundaries (or rules) in sight. Welcome to the new age, folks.
An updated beauty lexicon
Gone are the days where makeup-related compliments were limited to "hot" (ahem, Paris Hilton) and "fetch" (Mean Girls). Instead, brows are 'on-fleek', lewks are 'snatched', and your highlighter is 'poppin'' — most of which are terms coined by massive cultural forces within the beauty community. Think YouTubers in the vein of Jeffree Star and James Charles, as well as Ru Paul's Drag Race.