With sales of makeup falling in 2019, with a 31 percent decline compared to the previous year, alongside a global pandemic and the likely ensuing economic recession, this will possibly further decline. Despite claims of Lipstick Effect in previous recessions, the overall lack of consumerism and with sustainability in mind, consumers have become more conservative in their approaches to buying, and in the past, have preferred ‘staple’ cosmetics such as neutrals over colour cosmetics.
However, 2020 is tipped to be the year of makeup experimentation with more paired back looks intertwined with colour and adornments.
Popularised by the HBO series Euphoria, which has widely been praised for the unique styling of its characters whose looks are often topped with sequins, glitter, sharp eyeliner and colourful eyeshadow, created by head artist Doniella Davy, this was also seen on the spring/summer 2019 catwalks. Anna Sui, Dries Van Note, Off-White and House of Holland encouraged a feeling of fantasy with their approach to makeup.
With skin paired down, focus on healthy glow and an otherwise minimal base, pops of jewel coloured eyeshadows intermixed with glitter were a popular choice for many designers and is something that would translate well into the mainstream. The focus should be on one aspect such as using a coloured eyeliner to add a hint of colour, jewel toned eyeshadow to bring out the natural eye colour or touches of glitter in the centre of the eye to add a subtle sparkle. Overdone, it wouldn’t translate well off the catwalk, so by focusing on one aspect, this look would be highly wearable.
Its focus on wearable and playful beauty, is what makes it perfect for the summer months and also with less products to be used, it’s a trend that can easily be achieved with little expenditure compared to previous years when excess products were encouraged by beauty influencers.
This approach also fits in well with the focus of consumers wishing to reduce their routines and save time and money, while still appearing on trend. It is perfect for these unsettled times to allow us to find joy and fun with experimentation.