glossing over the recession.
Most girls remember the first eyeshadow palette they used. If you’re like me it’d have been glittery, chalky and felt like the first step into womanhood, however if you’re of Gen Alpha, chances are this might be the R.E.M beauty eyeshadow palette. However, makeup is a consistent throughout most peoples daily life, dichotomously outgrowing Claire’s shimmery gloss and growing into your own style. I remember feeling so, so excited to get dolled up to perform as a child. Interestingly, the excitement for gendered performativity within beauty regime’s translated into my teenage years and consequently adulthood yet my love for dancing diminished.
Personality and individuality has died over the new age and I can admit i’ve grown a victim to this here and there. While some may say the rising interest of makeup trends can be attributed to social media, and that often times can be the case, no one really looks at the bigger picture. I don’t mean to sound like the typical sociologist, blaming the economy and capitalism for every little thing that occurs but really and truly we must look at this element.
individuality in makeup is dead because of the economy.
No one can afford to buy an eyeshadow pallet of good quality with 16 different shades and do a cut fancy cut crease, and no one really wants to anymore. Everyone is tired of inflation, but no one wants to look like they are. What’s the solution? simple. No that’s literally the answer; simple makeup.
Consistent basics that are cheap and reliable mitigate the economical side of makeup however this consequently suppresses individuality and personal style. Vibrancy, gems, glitter aren’t accessible to the public typically and when it is, it can be pricy. Fluorescent eyeshadow pallets that aren’t chalky and genuinely perform well over time are expensive, meaning everyone ends up looking the same. When you’re assessing your expenses in the cost of living crisis, makeup tends to turn into an unnecessary expenditure that might be worth cutting down on. This trend can be seen across social media, simple observations show no one really wants to do bold makeup.
2016; the rise of lip filler, Kylie Jenner and BBL’s (and the subsequent death of this)
Do you remember when everyone wanted big lips so the Kylie Jenner lip challenge happened? This forecast manifested into true trends, with love island stars appearing on TV with 2.0ml in their lips. Whilst there’s nothing wrong with getting procedures done, it begs the question of whether people really got this because they were insecure OR if because everyone else is doing it. Now we’re seeing the likes of Molly Mae and Kylie Jenner getting their lips dissolved and this isn’t because they don’t have the financial means to uphold the beauty standards they created by any means, it’s because that’s what everyone else is doing. or not doing…
The general public can’t afford to get their lips done, let’s face it. Whilst general procedures are getting more accessible with some people getting their lips done in the back of a car (NO really this actually happened), the upkeep in most cases, economically clash with the consumers want for aesthetic change. More and more people are getting their lips dissolved because of this, also acceptance of natural features is growing. However this highlights the consistent limbo of beauty standards leaning towards simplicity.
People can’t afford aesthetic upkeep - they get their filler dissolved - acceptance grows over natural features - more people get their lips dissolved
This is why the rich are getting everything removed.
Society then deems the clean girl aesthetic as THE standard, leaving the rest who don’t cohere to this ideal as deviant. This is highly problematic because the ethnic features that were once glorified are once again looked down upon, subjugating women of colour who were born with those features everyone’s now removing.
the setting spray.
Consumers are fed up. Economically, individuality is expensive which rationalises why people don’t want to be themselves anymore. We’re embracing our natural faces not because we want to, but because there’s no other choice. Even if you can afford to get chin filler and a buccal fat removal, it’s not reeaaaaallly the trend anymore, so you’d be looked at a certain way. Old big name brands like MAC, Stila, Anastasia Beverly Hills and tarte are just not worth the investment anymore and that’s why they’re slowly dying off. Enhancing what you already have with makeup is the new norm because it saves money and normal faces are simply back in fashion.
Although ‘Euphoria’ heightened individuality and expression, this was then violently shot down by the volatile nature of trends. Whist the days of a bright blue cut crease are over, I hope this is only temporary and we can see everyone for who they want to be.