Zipped Magazine Fall 2019

Page 10

Madness At The Vanity Table By: Mary Keith Illustration by Julia Lawrence

There is an oversaturation of makeup trends being promoted by companies in the beauty world today.


ENTY Beauty has created a standard of inclusivity through their extensive shade ranges, forcing both established and new makeup brands to follow. MAC has kept up with inclusive culture by using trans and drag spokespeople to stay progressive. James Charles popularized bright colors and inspired younger audiences with the launch of his Morphe palette. Glossier has become the go-to for the no-makeup makeup look. Tarte found its niche audience for the environmentally-friendly and cruelty-free advocates. The $532 billion beauty industry can overwhelm some with all of its competing trends circulating. According to Forbes, there are four main trends: the instant fix, the doll look, natural skincare, and personalization. Popular trends fall into each of those categories, such as Drunk Elephant’s T.L.C. Sukari Babyfacial for an instant fix, Huda Beauty’s Mercury Retrograde palette for the doll look, Kori Organics’ Noni Glow Face Oil for natural skincare, and Bite Lip Lab’s custom lipstick for a personal look.

with this can-do attitude, like Shrishti Matthews, a Syracuse University student who takes bits and pieces from trends and incorporates them into her own unique style. “I don’t want to look like a different person, just a better person,” Matthews says. “I do follow trends, but I don’t always participate in them because something that looks good on one person won’t necessarily look good on someone else.” Matthews opts for the no-makeup look with a Neutrogena tinted moisturizer, a dramatic winged eyeliner from Colorbar Cosmetics, and compliments her deeper skin tone with Huda Beauty lipstick to finish the look. She picks and chooses products to customize a style that not only keeps up with the latest beauty trends but also feels right for her. However, there are some people, like influencers, who don’t just follow trends — they make them. One Instagram blogger, who would like to remain anonymous, plays around with bold colors and graphics to create her own niche content. With almost 45,000 followers, she dedicates her feed to eye looks and stays away from full-faced beauty trends. While bold colors and graphics can be seen as a makeup trend aimed for young people, the beauty influencer believes that makeup trends have become fluid and intergenerational.

Syracuse movie makeup artist Ashley Hansen notes that the sheer number of makeup trends have created somewhat of a sensory overload, but doesn’t think that people view makeup as intimidating. Instead, it allows people to create out-ofthe-box looks and start their own trends. “People think of a trend as a box around “I think a lot of people follow what they like you and that you should follow within as there is no set rule that states that a this box,” says Hansen. “They should trend is only for a certain age group,” said see makeup as more of an artistry and the influencer. “However, when growing up [something that’s] fluid.” with a generation where certain trends are more apparent than others, it may be more Activists have used makeup throughout common for a certain age group [to follow history, most notably for women’s age-defined trends].” empowerment in the 1920s, says Hansen. “When the flappers came out, The idea of generational makeup could women were awoken and they could start likely come from current brands targeting wearing makeup,” Hansen explains. “Now, specific audiences. Local makeup artist, nothing’s off-limits. We [women today] can Julianna O’Leary, gives examples of these really do anything and damn you for trying aims. “You’re always going to have your to judge me.” classics, like Bobbi Brown. She’s always going to keep it natural. She’s never going People aren’t confined to any trend to go off-brand,” O’Leary says. “But then, 9



you have James Charles and Jeffree Star bringing that color look into it.” For any personality, there is a makeup trend to suit. Regardless of age. O’Leary agrees with the anonymous influencer that beauty is intergenerational, but she finds that it is mostly influencers and bloggers who incorporate a full face of makeup into their daily routine as part of their artistic outlet. However, for some people who don’t have the time to put on makeup every morning, there are trending options for more natural characteristics. O’Leary referenced the no-makeup makeup trend. This look can be considered as a nod to gender equality, just as more makeup trends align with global movements. Environmental activists use cruelty-free, vegan, and organic makeup to advocate for animal and climate rights. Sustainable makeup users avoiding products harmful to animals or to the environment, throughout the entire production process. These types of companies source organic ingredients and create recyclable packaging to reduce their carbon footprint. Social and environmental changes have impacted the beauty industry by diversifying makeup and the options that people have to try. If anything, makeup allows shoppers to become aware of what their makeup stands for and how that relates to their beliefs. Is it inclusive? Is it cruelty-free? Is it environmentally-friendly? Success in makeup is in brands, like FENTY Beauty, MAC, and Tarte because of the stances that they take, and staying progressive is the new trending priority.