From latte makeup to cloud skin, 2023 unfolded as a whirlwind of fast-changing beauty trends that had the makeup community constantly searching for the next viral look. These trends, however, raise questions about the viability, sustainability and feasibility of staying up-to-date with the world of beauty. How practical is it to constantly purchase new products to stay in line with the ever-changing cosmetics landscape?
Part of the evolution of beauty trends can be attributed to influential celebrities who have significantly impacted the industry with their innovative styles. Hailey Bieber, for instance, played a key role in popularizing trends such as chrome nails and strawberry makeup. These trends gained widespread popularity, with the chrome nails hashtag amassing over 148,000 posts on TikTok, while the strawberry makeup hashtag has racked up over 24,000 posts, showcasing the immense influence of celebrity-driven styles on social media platforms.
Apple Choi, a senior at Lambert High School, is all for these evolving trends, seeing them as innovative ways to express creativity and add a fun touch to her daily routine.
“I typically just use concealer, bronzer and mascara in my makeup routine,” Choi explained. “So these trends give me the perfect opportunity to switch things up.”
Beyond just creativity, many see beauty trends as a connecting element for the community, linking people by celebrating individuality. Through discovering new products, trying out different techniques and sharing experiences via social platforms, beauty enthusiasts form a collective network of peer-driven inspiration and innovation.
“My favorite trend was clean girl makeup,” Choi said.
However, senior Thripura Jonnalagadda holds a different perspective on these trends.
“I think beauty trends are pointless,” Jonnalagadda said. “They have a negative impact because they’re making people sound stupid. Like adding a red blush and a subtle red lip isn’t strawberry, it’s just a blush and a lipstick.”
The constant exposure to new beauty trends presents financial hurdles for many makeup enthusiasts. The cost of regularly purchasing new products to keep up with viral looks can quickly add up, especially considering the hefty price tags of many cosmetic products. A report by McKinsey & Company found that the beauty industry generated over $430 billion in revenue in 2022. The report also highlighted that the industry is projected to generate $580 billion by 2027, showcasing the potential for cosmetics products to grow even more expensive.
For those on a budget, constantly splurging on new makeup products to achieve Tik-Tok viral looks may not be practical.
“It’s hard to keep up too because a lot of times influencers push trends just to promote specific expensive products they’re sponsored by,” Jonnalagadda said. “They try to convince you that you can’t get the look without that one product, even when there are cheaper alternatives.”
The rapid rise of beauty trends may not be for everyone, but for those who enjoy them, these viral looks offer both inspiration and community bonding. In the end, the most important thing is to have fun with makeup and use it the way you want, whether or not you keep up with every trend that comes along.
