Gen Z is taking color cosmetics — and artistry — to the next level.
Gen Z might be the most beauty-savvy consumers in the game, and makeup trends show they’re also the most adventurous.
While consumers once sought Instagram-perfect pouts, expressionism is now the name of the game. As epitomized by “Euphoria,” the 2019 HBO show which won an Emmy for makeup, young consumers opt for face art and creativity over contouring, starting with neon eyeshadows and liners, rhinestones, pearls, glitter teardrops, and beyond.
“It matches the energy of Gen Z: their unapologetic nature, and going against the grain… There’s this very individualist kind of sensibility,” said Doniella Davy, the makeup artist behind the looks on “Euphoria.” Davy’s designs on “Euphoria” started a makeup movement. On TikTok, #EuphoriaMakeup has over 570 million views to date. Content creators have taken to social media platforms to replicate or create their own “Euphoria”-inspired makeup art. This has led to an uptick in trends, such as neon eyeshadow and liner, chunky glitter, face paint and face appliqués, the latter a favorite of Davy’s.The aesthetic has spawned many a movement among Gen Z.
Davy said it’s Gen Z’s cultural know-how around previous trends that allow them to rewrite the rules. Redhawk agreed, saying, “It’s becoming more common to see an average person out in crazy makeup… I don’t think it’s at its peak yet. I really don’t. We’re going to keep going for a while.”By the Numbers: Color Cosmetics in Q2
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