Beauty trends have continuously changed over time, becoming somewhat reinvented each decade. We’ve been through stages of elongated, arched, angled, bushy, painfully thin, and now gradient brows, as well as heart shaped and jagged cupid’s bows, fine and exaggerated upper lips, and plump lips.
As makeup, fashion and the social evolution/empowerment of women has developed, so have beauty trends. We have constantly experimented with products to create new looks, evolving over time from pancake makeup to the contour palettes we have today.
Image Credit: Pinterest, Nykka & Wannabemagazine
Though over the past 10 years in particular, commercial makeup brands and their products have transformed dramatically. We have gone from a natural base, thin eyebrows and pencil eyeliner, to deep contouring and highlighting, cut crease eye shadows and lash extensions.
Also with cosmetic advancements developing as fast as technology, women are now experimenting with injectable enhancements to gain larger lips and higher cheek bones.
Though this is not the look that all women hope to achieve daily, this will be the ‘look’ that defines this generation.
So how did this ‘high maintenance’ makeup routine become the ‘norm,’ and what does it say about beauty ideals if modern girls are transforming themselves to look like airbrushed avatars? Makeup is now used to correct our faces rather than accentuate our features.
Makeup trends that were once controlled by the likes of Twiggy, Marilyn Monroe and Madonna are now controlled by the Kardashian’s and social media beauty bloggers.
We’re practically throwing originality out of the window and conforming to a stereotype that society has created and called ‘perfection’.
Each year, a few hundred-million selfies are uploaded to Instagram and according to research by Fung Global Retail and Technology, the amount of beauty content on YouTube rose by 200 percent over a single year. Following this, brands such as Estee Lauder and L’Oreal admitted that this, ‘selfie culture,’ has contributed to a massive growth in beauty sales.
Now that there is a much higher supply of makeup products, with many thousands of brands now on the market, does the demand need to be equally met?
Perhaps society has created said stereotype so that this airbrushed form of ‘advertisement’ can continue to keep all of these beauty brands relevant.
This overload of options has us all filling our makeup bags to capacity and blowing our pay checks on eye shadow palettes and contour sticks.
With this expansion of makeup, it’s inevitable that this ever changing industry will continue to escalate in the future, with more and more inventions and beauty products being released.
By Maddison Mathot.