6. Global Trends

Global Trends: Makeup Around the World

Trends from around the world vary. In America, men wearing dresses is something bad and looked down on, but in Scotland and Hindu cultures men wearing dresses is the norm. For most people, it's hard to wrap their heads around the idea that people live differently from them. What is considered different around here is common in countries globally. 

One topic, in particular, that interests me is trends in makeup. Twenty years ago, thin brows and dark liner were prominent in pop culture. Then, as a whole, we went through a full glam phase. The past two years full glam transitioned into ‘natural’ makeup, which is minimum makeup that highlights features that are already there. Since the release of HBO’s TV show Euphoria makeup trends have taken a turn. It is expected that trends in 2022 will include glitter, bold colors, and lines.

In France, makeup is typically very minimal. Their looks are made from just a few products, light coverage foundation, black mascara, and red lipstick. Growing up, I always associated ‘natural’ makeup with the modern french girl. Model Camille Rowe shows her “Effortless French Girl Beauty” routine in the video below.

South Korea has some of the coolest trends. I love to follow South Korean makeup influencers because they always introduce new and interesting ideas. Currently, some of the makeup trends are ‘mirror skin’ where they focus on skincare more than actual foundation products. Their skin as a result looks glossy.  Another trend is the color brown. Brown eyeshadow, brown blush, and brown lipstick are very popular, and for good reason. Gradient lips used to be a key component of K-beauty, but it seems that it has passed and full coverage lipstick is coming back in.

Brazilian makeup goals have been natural and sexy, but recently vibrant colors and bold lips are in trend. Brazil’s well-known makeup artist, Fabiana Gomes, sat down with Elle and told them everything people needed to know about Brazilian makeup trends and culture. Gomes says that one thing that stays consistent between generations is having lipstick on you at all times is a must.

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A post shared by Fabiana Gomes (@fabi.gomes)

In Canada, big brows and lashes are popular. Canadian esthetician, Pamela Jeschonek predicted that because quarantine and the pandemic limited people from getting out and maintaining their eyebrows which in return caused people to just embrace their natural unkempt brows. Jeschonek stated “Bushy brows have always been iconic and they continue to be on-trend.

Saudi Arabia is known for its full glam looks. The dramatic eye looks, bold lashes, and ‘insta-brows’ are all very popular. Influencers such as Layaly, Nora Bo Awadh, and Dani Kamel all are perfect examples of how a majority of Saudi Arabian women do their makeup.

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A post shared by Layaly (@layalymakeup)

All over the world, makeup trends are constantly changing and evolving. From a monetary perspective, it’s important to know all the different kinds of trends so you can market to different demographics. Although trends will continue to change it doesn’t hurt to embrace that change and learn a thing or two about different cultures.