Darshita Goyal is a lifestyle and culture writer who specialises in stories featuring Gen Z. She’s been published in 

, Mashable, and Refinery29, among other global publications.

People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

Insider Status

Amid technologically-driven existence, people are anchoring themselves in their bodies, using physicality as both a compass and a revolt.

Primal Yearning

When you think of pop star Zara Larsson, her makeup comes to mind as quickly as the music. The Swedish singer’s 

 for her most recent tour is hard to forget – it leans heavily towards bright colours, sparkles, shimmer, reflective gems and rhinestones. Imagine blends of pastel shades, star-shaped stickers cascading down her body, glowy tanned skin and bold pink blush coming together to create modern maximalism with a nostalgic Y2K twist. 

Glamour

 Larsson’s makeup looks have had such an impact that 

 asked her makeup artist, Sophia Sinot, for the routine, while fans on 

 share tips and tricks on recreating the looks, often embodying the singer’s out-there approach when attending her concerts. 

Vogue

The pop star’s more-is-more aesthetic is a clear departure from the 

 that dominated the early 2020s. For years, moodboards were governed by dewy skin-first looks with light coverage, little to no contour, minimal eyes and glossy lips. But change is finally upon us. “I feel like everyone has been looking exactly the same lately,” Sinot told 

. “We’ve pushed it so far that we’ve left little room for individuality.” 

Right on cue, trend analyst Casey Lewis’ research reveals that TikTokers are abandoning slicked-back buns in 2026 in favour of free, unruly looks. 

After School

Even Pinterest declared 'glitchy glam' as a major beauty trend for 2026, highlighting that searches for ‘weird makeup looks’ were up 115% while ‘eccentric makeup’ was up 100% on the platform. 

Pinterest

Clearly, symmetry, quiet beauty and minimalism are losing steam with young people. “There’s a big conversation around boredom with the clean beauty aesthetic…The time we’re living in feels so overwhelming and, in many ways, regressive, from the [popularity of] trad wives to the rollback of women’s rights across the globe,” says beauty writer Zeynab Mohamed. “I think beauty maximalism represents freedom to be more creative and to have more control over your appearance. One thing I've noticed is the rise in makeup artists who are far more playful in their approach to application.” 

Interview with Zeynab Mohamed conducted by the author

This is visible in the consistent growth of artists such as 

 and the stratospheric popularity of Ngozi Esther Edeme, best known as 

. The creative’s signature intense pink blush makeup has made her Tyla’s go-to artist. She also counts Naomi Campbell, Anok Yai, Kelly Rowland, Olandria Carthen and SZA as her clients, dabbing each of them in whimsical, Bratz-doll-like glam. 

The Cut

 With red carpets, concert arenas and the online world embracing glitter, rhinestones and bold colours with open arms, what can brands learn from makeup's maximalist turn?

Gen Z and young Gen Y came of age in an era of crises – a pandemic, economic recessions, a climate emergency, unaffordable housing, global wars and the loss of connection inform their reality. It’s no surprise that three in four US adults believe that ‘uncertainty’ feels like the ‘new normal’, while six in ten think they are doing everything right but still can’t get ahead financially. 

Social Science Research Solutions

 Such periods of economic and personal confusion often give rise to heightened forms of self-expression. In fact, 

 coined the present era as that of Gen Z’s economic nihilism – as historically adult milestones such as buying a house or securing a safe job feel out of reach, they are splurging on smoothies from Erewhon, renting Miu Miu skirts and buying vintage luxury as a form of emotional survival. 

Vogue Business

“In times of austerity and hardship, makeup (especially the bold, expressive kind) often becomes an emotional crutch, helping us hold ourselves up against the chaos,” explains beauty editor and consultant Jacqueline Kilikita. 

Interview with Jacqueline Kilikita conducted by the author

 This has been illustrated through the lipstick effect – the phenomenon says that people may cut back on large ticket spends such as travel during economic lows, but continue to find comfort and indulgence in small spends such as lipsticks and beauty. On TikTok, this theory is also dubbed the little treats culture, as evidenced in the rise of bag charm collections and emotional support water bottles that are 

 in stickers, beads, glitter and sequins. 

The New York Times

Now, this bold expression is finding a canvas on our bodies, too. See the ascent of British brand Made by Mitchell, which embodies accessible experimentation by leaning into bright colours and fun tools, without any product exceeding $60. 

Business of Fashion

 In 2024, the brand made history as the first British label to make $1 million in a single day on TikTok Shop, and this year 

 in stores at Ulta Beauty in the US, highlighting a desire for affordable maximalism. 

 “This makeup becomes a marker of resilience, a way to reclaim joy, pleasure and control,” says Kilikita. “Choosing colour, excess or drama is also a quiet rejection of the expectation to be sensible or subdued at a time when so many forces are trying to discipline behaviour and self-expression.” 

Many new-age signs point to the return of hustle culture. Around 57% of Gen Z in the US report having a side gig along with a full-time job, indicating longer work hours. 

The Harris Poll

Similarly, micro dramas are becoming a norm, providing bite-sized entertainment between tasks, and 70% of people in the US are looking for meal kits to save time. 

National Restaurant Association

Amid these changes, it appears as if modern adulthood leaves little room for play and expression, but the desire for it persists. Overwhelmed by digital fatigue, people are creating dopamine menus where they replace trigger-happy online boosts with more sensorial, grounded activities, including junk journaling, crafting and touching grass. 

British Vogue

Joy is manifested in variable analogue expressions. Look at the resurgence of trading cards – Gen Z is willing to spend upwards of $150,000 on rare collectibles. 

Front Office Sports

Meanwhile, Labubus emerged as a global main character in 2025, finding fans in Blackpink’s Lisa, Rihanna and Dua Lipa. 

Club this with the quest for whimsy online, where TikTokers are building princess canopy beds, inventing their own words and wearing perfume to bed in an attempt to escape the rigid routine of everyday. 

Dazed

 It is undeniable that people are seeking escapist play and expression; maximalist makeup taps into this impulse. Through colour experiments, unexpected shapes and innovative embellishment, beauty becomes a space to re-engage with a sense of wonder. Even fashion echoes this sentiment – a string of rainbow eyeshadows came down the 

 at Tom Ford, Schiaparelli and Courreges. 

Allure

 makeup artist Donni Davy, have long embedded play into makeup through pearlescent pigments, face decals and colourful mascaras that prioritise experimentation over polish. Heritage labels also seem to be getting the hint that there’s a demand for the surreal. Last year, Stila launched its Chromatic Liners, Refy released its Chrome Collection, and MAC expanded its Dazzle line. 

 Jenny Qian, the founder of press-on eyeshadow brand 

, says, “Many adults are stuck in digital labour, decision fatigue and chronic seriousness. Playful makeup reintroduces tactility and imagination into adult life, giving people the permission to access creativity and lightness without producing, allowing them to enjoy without optimising.” 

Interview with Jenny Qian conducted by the author

With every passing day, AI seems to enter a new realm of human life. From using ChatGPT as a search engine to the newly launched ChatGPT Health, the advancement of tech has come a long way and brings its own set of worries. In fact, 51% of US adults are anxious that AI will alter people’s ability to do things on their own. 

Pew Research Center

This concern dominates creative realms. Valentino received backlash when it employed AI to promote its Garavani DeVain handbags, and Collina Strada faced severe criticism for using generative AI in crafting designs for its Baggu collaboration. 

Mashable

 Enthusiasts see luxury houses relying on AI as a breach of trust, as they expect them to champion human creativity.

Meanwhile, frictionmaxxing is gaining popularity in 2026, where an article by 

encouraged people to discard hyperconvenient reliance on AI in favour of human connection, slow progress and flawed communication. 

 People crave evidence of human touch, creativity and effort – the qualities that feel scarce amid widespread automation become cultural currency. In response, maximalist makeup stands as an acutely human proof of life in the face of AI-generated aesthetics. “[Creator and makeup artist] 

 is a perfect example. Her deliberately imperfect looks are the ones that go most viral, showing how imperfection and spontaneity grab attention. While AI often produces flawless images, her work emphasises effort and risk-taking,” explains Kilikita. 

 Creating a look using glitter and rhinestones adds texture to flattened beauty; choosing which colour to paint your eyelid or what sticker to embellish your cheeks with requires active agency and intention.

A strong resistance to tech-backed uniformity is also embodied in the return to 2016 aesthetics. TikTok searches for ‘2016’ surged by 452% in the first week of January. 

This time was synonymous with anti-subtle makeup – it was the King Kylie era when Jenner’s hair changed colour with her mood and beauty gurus made YouTube tutorials on shimmery cut-creases and intense contouring. 

Hypebae

 “It was the time of beauty tutorials before they became GRWMs and entertainment content…Now people are seeking artistry-led brands again. See the success of 

 – they invite you into their world where makeup is a human tool, not a brand name to collect,” explains beauty analyst Lily Twelftree. 

Interview with Lily Twelftree conducted by the author

Maximalist makeup is not limited to bold eyes, bright cheeks and shimmer. With unique articulation at its core, the movement invites varied interpretation. At a time when 34% of US adults see beauty routines as a way to express themselves, brands should create opportunities to assert individuality at every step of the way. 

Bread Financial x Ulta Beauty

 Even categories that feel functional or routine can employ subtle yet impactful moments that support creativity and sensory richness. Over the years, Starface has established itself as an alternative, textural way to decorate acne scars, while 

, a body care brand launched in late 2024, encourages enthusiasts to be unique with mood-matching fragrances, bath bombs and body washes. “Eye patches have followed a similar path. From 

, they function as skincare but double as a fashion-adjacent accessory,” says Kilikita. "However, with economic pressures still very real, brands like 

 that prioritise affordability alongside play will create genuine space for everyday experimentation." 

Amplify playful codes and aesthetic markers

Research shows that UK and US beauty lovers are 4.3 times more likely to buy from a makeup brand when they associate joy with the product. 

BAMM Global

Clearly, people seek surprise and delight across their life expressions. Brands should employ colour, shape, names and interactive touchpoints to embed playful cues into their offerings. It’s important to remember that play is not childish but adds levity and imaginative energy that reconnects adults with a sense of wonder. In late 2024, actor Chloë Grace Moretz and pop star Rina Sawayama started surrealist label Godmode Beauty, which intersects gaming worlds and makeup with holographic highlighters and shimmer-shadow quads. 

Similarly, sci-fi beauty brand Hyrular offers a multi-chrome tinted lip balm with pearlescent flecks and turquoise shimmer for those who want to reject makeup conformity. 

 “People are craving brands that don’t treat beauty as something fragile or precious, but as flexible and alive,” adds Qian. “They want experimental beauty that feels cinematic and accessible.” 

In a landscape increasingly shaped by automation, people are anxious about rapid change – especially when it comes to AI. Around 77% of US adults distrust both businesses and government agencies when it comes to using AI responsibly, while three in four want humans to create news and entertainment content. 

Gallup

Ipsos

 Beauty brands have the opportunity to lean into craft, imperfections and skill over glossy polish. Whether it is showcasing the makers behind a product, designing experiences where customers can cocreate, or embedding artistry and emotion into campaigns, makeup should present human creativity as the premium feature. For instance, Selena Gomez’s 

 to share product development, inspiration and trial-and-error in an intimate, narrative-first way. Posts humanise the brand and give readers an insight into the creative and personal reflections. “There’s also a demand for tangible, hands-on interaction with makeup. 

 turns shopping into an immersive experience with play tables, while 

 takes it further by letting people create their own lipstick shades in store,” says Kilikita. 

Pinterest foresees ‘glitchy glam’ as a major beauty trend, with searches for ‘weird makeup looks’ up 

 of US adults see beauty routines as a way to express their individuality

 times more likely to buy from a makeup brand when they associate joy with the product

In the midst of economic uncertainty, beauty lovers see maximalist makeup as rebellion and a way to access joy

Overwhelmed by the hustle of adulting, people are leaning towards glitter, rhinestones and bold colours as an expression of play, freedom and individuality

With automation leading innovation, beauty enthusiasts crave human touch, craft and imperfection over clean girl looks and polished, homogenous aesthetics

Jacqueline Kilikita is a London-based beauty editor and expert. She is the former beauty director at Refinery29 UK and has been published in 

Lily Twelftree is a beauty data analyst and cultural commentator who is currently building a startup called Unfiltered. Through her customer voice intelligence platform, she aims to give beauty professionals a 360-degree view of what people are saying and how they’re using products.

Jenny Qian is the founder of New York-based Astrobabe, a makeup brand designed specifically for music festivals and raves. The brand focuses on providing ready-to-wear makeup solutions that are both fun and easy to use for everyone, regardless of their makeup skills.

Zeynab Mohamed is a freelance beauty and culture writer whose work has been published in 

 and Who What Wear, among others. She writes a weekly newsletter on beauty culture, politics and media called Face Value.

United Kingdom

United States

Beauty

As the world bends under economic pressures and the ubiquity of AI, beauty enthusiasts are embracing bold and colourful makeup that highlights human effort and intention, and rejecting homogeneous polish in favour of individuality. What does this suggest about what people want from brands today?

Analysis

Darshita Goyal

Jacqueline Kilikita

Lily Twelftree

Jenny Qian

Zeynab Mohamed

Related Macro Behaviours

Insider Status

Primal Yearning