Whether you’re on social, at your favorite retail store, or just walking down the street, you’ve probably noticed that it’s becoming increasingly difficult to predict what’s going to happen next week, let alone next year. you are not alone. With ever-changing trends, many people (including us) are tired of being told what’s “cool”. Instead, makeup enthusiasts are choosing to do their own thing, putting together looks that spark joy and reflect their personalities rather than following “trends.”
The iridescent eyeshadows and pastel lips on the Spring 2026 runways seem to signal a desire for more color, texture, personality, and fun in makeup, a sentiment echoed by the makeup artists, trend forecasters, and retail buyers we spoke to.
caitlin reinhartUlta’s vice president of merchandising said the retailer expects to see “a more experimental look and a shift from neutral products to products that offer more color effects and personal expression.” makeup artist lauren andersen She believes there is a growing appreciation among her clients for expressive, emotional makeup and artistry rather than touch-ups. and makeup artist Alex Levy I feel that there are fewer homogeneous views online. “There is definitely a movement toward individuality,” he says. “It’s a collection of people who are drawn to similar, perhaps more niche, aesthetic interests.”
In the second half of 2025, goth makeup and grunge makeup returned to the mainstream. 2026 will see a growing presence in the game in the beauty industry, with new brands and launches pushing textures and pigments into otherworldly, multidimensional realms. K-beauty will continue to influence social media and beauty shelves, especially in lip stains and complexion products.
South Korea may be inspiring brands to look to the future, but for millennials and Gen Z, nostalgia is the driving force. Reinhart predicts that customers will use artistic brands to “bring back the bold, colorful looks of the 2000s and 2010s,” but makeup artists alexandra french believes we’re going to see “the 10-year beauty cycle in full swing, meaning much of the full-on 2016 style appeal is now much better.” Further back, for a generation nostalgic for a time of excess, there is a growing interest in 1980s pastel lips and draped cheeks.
Multiple makeup artists use the word “intentional” when talking about makeup in 2026. “There’s a strong sense of authenticity. People still want to look polished, but they don’t want to be ‘done,'” explains Andersen. As you scroll through your feed, you’ll see that you can make your lashes look great by adding faux clusters to your lashes, adding a bright blue shadow all over your lids, or choosing a new foundation that straddles the line between makeup and skincare. If we can predict anything about makeup in 2026, it’s that it’s time for it to be all about you.
ROGYBV lid is back
Courtesy of Launchmetrics
Courtesy of Launchmetrics
Courtesy of Launchmetrics
Courtesy of @siddharthasimone
Courtesy of Launchmetrics
Shows from Tom Ford, Schiaparelli, Courrèges, Toga and more saw rainbow-hued eyeshadow rain down the spring runways, making us all want a little bit of color back on our eyelids in 2026. [aesthetic]”Tired, dirty girl and lo-fi aesthetics are all the rage right now, but we’re already seeing trends leaning toward sculpted skin with sharp liner and colorful eyeshadow,” says French.
Source: Allure – www.allure.com
