TRENDS: 2023 MAKEUP TRENDS

-By Michael Brown

Trends’ is a big word in fashion and beauty, but I feel in the past 12 months I’m constantly hearing it more and more within the beauty space, mainly because of the rise of TikTok and now absolutely anyone (with a large enough following) can create a new viral trend - its wild!

I have been around a long time, with more than 20 years working in the beauty industry under my belt. From working with brands, to training hundreds of staff all across Australia and South East Asia, regular media appearance and, of course, countless makeup artistry roles across TV, fashion and celebrity, I have come across my fair share of trends.

But for me, they have always come from runways and red carpets around the world, worn by very high-profile people, which then get shared to the world via many publications, such as Vogue, or these days via social media.

The techniques that are reputable, reliable, relatable and usually easily adaptable into someone’s own beauty routine were always the ones that turned into a trend.

I personally do not have TikTok, this 41 year old feels it’s just too much work and another app we have to learn and commit to. Plus my co-host of our Skinfluence podcast, Alisha, informs me of these TikTok trends regularly, so I feel I’m across them (kind of).

What I am noticing is, these trends are coming from anyone and I am always asking, ‘Well, who said it’s a trend? Where’s the news article to support it? What celebrity wore it?’

Then I feel silly, not knowing at all who this (apparently huge) TikToker is, who is telling everyone there is a new big trend.

Yes, I may be old school, but there is a new trend pretty much everyday now. If I am confused, someone who is in the industry and knows makeup artistry very well, how do regular consumers keep up? And the thousands of beauty advisors who have to also know what’s ‘trending’ in case a customer asks about it in-store, or wants it applied to them?

Sometimes it can be very tricky, as a lot of the time trends are marketed or designed for a certain look or beauty image, probably not suiting the majority of people asking for it.

You know a trend is big when it goes viral, and I don’t mean just on social media. When publications start picking them up and writing about the so-called trend, it tends to gain so much momentum - everyone then wants to try it. You know a trend is BIG though, when brands start producing products directly marketed towards that trend. It means the trend will have longevity (as it obviously can take a while for the brands to produce/test such products, to then launch to public) and also means the trend is relatable to a large number of consumers, to therefore benefit their ROI (return on investment).

The first big one I noticed was the rise of the BB cream. It was huge and every brand launched one back in the day. We’ve also seen the rise of the fluffy brows - all brands cater for that now with a full wardrobe of brow products, especially gels and soaps to get that ‘fluffy’ look.

We even saw freckle-inspired products. Not as many big brands jumped on board, but it was definitely a youth trend with many celebrities admitting they apply freckles over their foundation, to create a transparent youthful appearance.

Lastly, glass skin - we still talk about it and many products have been designed for that look even though it was talked about mainly back in 2018.

But trends in the past, coming mainly from fashion runways and red carpets (think graphic liner, monochrome eyes, fresh blush, bold lips) did mean they were mostly relatable to mass consumers.

However, the rise of the TikToker has taken trends to another level and so many leave me confused and asking ‘Why?’ such as enhancing dark shadows under our eyes and bleaching our brows which gives the face no shape. Why is ‘Ghoul Girl’ cool again? Please say no to thin brows, no colour in our faces and gaunt cheeks!

It’s important to think of trends in today’s world as a bit of fun, experimental, creative and obviously mainly made for social media post views and likes. Take from it what you will, but it’s not gospel when a 19-year-old random is telling you it’s the latest and greatest.

Before I get into the When, Who, Why on trends, here are some predicted trends for 2023 – but don’t worry, nothing crazy from TikTok, just general beauty trends that are shared from publications and beauty editors.

Continuing the no makeup/makeup trend, we are seeing an even bigger pushing to bare faces. Skincare like tints are IN. Dewy, fresh, less matte full coverage skin is all the rage.

We saw a big rise in winged liner in recent times, and this is still a thing. It really can define and elongate the eyes, but rather than struggling with a liquid liner, we are seeing more of a ‘lived in’ eyeshadow applied wing, allowing for a little less polish and more ease in application.

YAY! I personally am over the matte, dry lip look. Yes, we have come a long way when it comes to matte textures, but unless your lips are so juicy and hydrated, a matte can look too dry. Swap instead for big, bold, juicy, fresh and shiny lips.

Brows are always on trend lists, lately for big, fluffy, gel and soap brows being a ‘thing’. But thin brows are slightly creeping in, thanks to the 90’s comeback, but for me it’s not necessarily going thinner, just a more accentuated arch.

I’m not saying go the full Ghoul Girl trend, as seen on TikTok, but less ‘pretty’ and ‘sparkly’ makeup is a thing. We were obsessed with the TV show Euphoria beauty last year with face embellishments and metallic eyes, which had a pretty, cool-girl vibe, now we are seeing a lived-in, smudged black liner, and raw fresh skin - think Kate Moss or Courtney Love in the nineties.

With a big decline in false lashes and eyelash extensions (thank God), we are still seeing big, thick, almost chunky lashes, created with mascara. Using a double or triple layer technique, build up big thickness.

We know that the super raw, fresh-faced, tint like skin is in and we are seeing way less contour and bronzer used in makeup trends. The glow factor we all love hasn’t changed, well in terms of placement – on an area you want to enhance and bring forward – it’s the textures that have changed. Powder highlights are out, unless they are super fresh, creamy-like and no shimmer. Fresh, mirror like, reflective but less shimmer is in to make skin look transparent and glassy.

You can try a trend anytime, there is no limits, but pick one to try at a time and preferably not right before a big event –you want to know it works for you first and practice makes perfect.

Anyone can try a trend. There is a lot to unpack when you read about multiple trends, like the ones above. Some will have no impact or interest in your personal beauty style.

Some you may be doing already, but could be tweaked to get best results. Pick one and go for it, master the one trend, before going into any others that may interest you.

A trend is just a little hype on a certain part of the face to really get you thinking outside the box. They won’t suit everyone and definitely should be adapted accordingly to your skin type, tone, face structure and personal beauty style.

It’s a fun way to make sure you don’t get stuck in a rut and keep the same look for 20 years - nothing wrong with that, but by at least trying a couple that interest you, it may be the look that you love more, or keeps your look fresher and younger. Give it a go!