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Thanks to innovators like @coolgirlswearmugler, @rowisingh, @sweetmutuals and many more, makeup has entered a whole new era. It’s undeniable that the MUAs of Gen Z have, via Instagram, developed a whole new subculture which can loosely be defined as ‘makeup wizardry’ owing to the way it contorts and questions the traditional conventions of makeup. A quick scroll through the feeds of creatives like Rowi or Sweetmutuals is enough to become totally immersed into their worlds - each feed serving as a personally curated portfolio, showcasing their creations from polka dot cheeks to glossy rainbow lids. If you’ve had enough of the smoky eye look or feel like you’ve fallen back onto the black-cat wing one too many times, check out these young creatives dominating Instagram by literally using their face as canvasses for otherworldly yet wearable art.

“Normalisation of creative makeup is the new wave!” – and we’re definitely here for it. Rowi Singh has a fabulously eccentric approach to makeup. In some of her looks, her eyes are embellished with sequins and flames and in others, blood orange pigment is delicately diffused onto her lids to match her retro sunglasses. As preached on one of her YouTube tutorials: “Normalisation of creative makeup is the new wave!” – and we’re definitely here for it. The Australian based influencer typically concentrates on packing kaleidoscopic shadow to crown her eyes and focuses on crafting looks which are an “ode to self-expression, creative inklings and [her] love for colour”. Sweet Mutuals, aka Ali, only began posting

her OTT makeup looks in 2018, but she has already amassed 38.5k followers. Her Instagram bio nonchalantly states “I paint on my face or whatevaaa” but we would describe her art as futuristic, ever-creative and endlessly inspiring. Some of our favourite looks are her fully glittered-up face that shone brighter than the Milky Way and her expressionist eye looks created by painting her eyelids with an array of pastel shades. In other shots her canvas - or face - is decorated with the Louis Vuitton logo, creating artwork that could easily be found in a modern art gallery. We love how these MUA’s don’t just experiment with makeup, but completely redefine its conventional purpose.

“With such an upsurge of makeup creatives that waver the line between conceptual and wearable, it is clear to see New Wave Makeup subculture entering the mainstream.” Coolgirlswearmugler, or Regina, is based in Sweden and her avant-garde eye creations will have you looking twice at your screen. Each and every close-up shot of her eye is different, her Instagram appearing as a spectrum for Regina’s self-professed “kitschy taste and glossy lids”. Some of our favourites are her wet tie-dye eye looks created using Huda Beauty’s Electric Essentials Palette and her heavily holographic lashes and eyebrows. With such an upsurge of makeup creatives that waver the line between conceptual and wearable, it is clear to see New Wave Makeup subculture entering the mainstream. Brands like MILK makeup, Glossier, Colorpop, NYX, Fenty, Huda beauty among other makeup brands have created products catering to Gen Z and the next generation of makeup extraordinaires and gives endless chances to recreate some of your favourite Insta makeup looks.

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Voir Fashion Issue 25: Meet The New Gen Warriors! starring Nikita Dragun  

Voir Fashion Issue 25: is all about the New Gen Warriors; the risk-takers and the rulebreakers who smash the boundaries of gender, race, sex...

Voir Fashion Issue 25: Meet The New Gen Warriors! starring Nikita Dragun  

Voir Fashion Issue 25: is all about the New Gen Warriors; the risk-takers and the rulebreakers who smash the boundaries of gender, race, sex...