Sources: @makeupbysamathaharvey - @millieleer - @luvyurselfboo
Every month the CIC team takes the pulse of social media to unearth the strongest beauty signals. This Summer, it was impossible to avoid the impact of Barbie and the dominance of one colour - pink, but as ever, TikTokers made the trend their own with interesting subversions. Brown was another key colour, as #LatteMakeup went viral and users recreated the effects of summery, bronzed skin in monochrome caramel tones.
The state of the economy is never far from consumers’ minds, and frugal themes are being reflected in beauty in increasingly interesting ways. Last month, users creatively demonstrated the multifunctionality of a single product, prompting followers to strip back their makeup kits to the bare essentials.
Overall, summer was defined by ingenuity and creativity, as TikTokkers demonstrated makeup’s transformative power. Read on to discover the top three trends for Summer 2023:
ANTI-BARBIE
With the release of the movie Barbie, directed by Greta Gerwig, makeup looks inspired by the iconic doll have multiplied (#barbiemakeup: +183K Instagram posts/ 833.6M TikTok views). Pink (specifically Pantone 212) and blue dominate, while eye looks are a focus, inspired by the "double cut crease" or "siren eyes" trend. In the most commercial expression of the trend, influencers are recreating classic Barbie eyes to a soundtrack of Aqua’s infamous Barbie Girl (1997) tune.
Key Influencers: @makeupbysamanthaharvey / @franduartmakeup / @isabelleikpeme
Inevitably there has been a creative backlash as people denounce the race to perfection (and the proximity to plastic surgery). Influences from drag queen culture (such as tyra.mua's @trixiemattel-inspired look) to the world of Tim Burton result in more pronounced and exaggerated looks that distort the ultra-perfect aesthetic. Influencers are also juxtaposing the saccharine pink of Barbie with the darker themes of the movie Oppenheimer (#barbenheimer 501.5M TikTok views) to create contrasting pink-black looks.
However, where this trend becomes really interesting is when TikTokers confront the pressure to be perfect by using makeup to depict the cosmetic procedures it takes to be Barbie beautiful. And finally, the trend comes back to a strong message of self-acceptance, as users reverse the heavily contoured, pink-hued look to reveal their natural beauty. Ultimately, the Anti-Barbie trend is a message of hope and acceptance. By rejecting the pressure to be perfect, people are encouraged to embrace and celebrate their authentic appearance.
2. LATTE MAKEUP
Propelled by Hailey Bieber’s transition from Clean Girl to bronzed goddess, this trend is growing by the day. Latte makeup consists mainly of warm, brown hues (the predominant tones are caramel and coffee) for the eyes and face, while lips are nude or glossy. Cheeks are further sculpted with bronzer to create a radiant glow. The surge is confirmed by Spate which shows that TikTok searches for Latte Makeup are at 33.7M, while views of the hashtag #lattemakeup are at 129.9M. One of the main appeals of this trend, and pivitol to its virility on social media, is its inclusive nature - the warm, brown palette suits a range of skin tones and types, unlike Vanilla Girl or Clean Girl which skews towards Eurocentric ideals.
Diverting from the wholesome glow of Latte Makeup, #EspressoMakeup (7.5M views) is being dubbed as the trend’s “grungier sister” on social media. This take involves deeper and darker tones to create a more intense and sultry look that focuses on the eyes. A demi-matte complexion is blushed with bronzing pearls, while the eyes are outlined in dark brown pencil and coloured with chocolate-hued shadow which is smudged to create an intense smoky effect.
Key Influencers: @millieleer / @alissajanay / @daniellestrada / @chiaraadelgrosso / @stellafragkoulaki / @jacinta_spencer
Rising Hashtags: #lattemakeuplook 22.7M views / #bronzymakeup 50.9M views / #glowymakeup 1.1B views / #smokeyeye 967M views
3. “I ONLY WEAR…”
This recurring trend peaks at a time when cost-consciousness is at the forefront of consumers’ minds. It involves the frequent and multifunctional use of one favoured product, but can be applied to any product in the makeup kit, from concealer to lipstick.
Concealer: Applied in quantity, it ultimately replaces a foundation. It is applied to targeted areas of the face and blended, or used as contour.
Key Influencers: @teaspahiu / @froartistry / @luvyurselfboo
Rising Hashtags: #ionlywearconcealer 20.7M views / #fullcoverageconcealer 105.1M views / #onlyconcealermakeup 3.5M views
Lipstick: Here the idea is to demonstrate the possibility of the multifunctionality of a lipstick; it can be used as blush, eyeshadow or contouring stick, depending on its colour.
Key Influencers: @mimiermakeupusa/ @lenkalul/ @runscay
Lip Stain: Lip ink is applied generously to the lips, cheeks, eye area, left to dry and gently removed. The stain of colour lasts for several hours (or even days). TikTokkers are demonstrating the multifunctionality of the product, and showing how routines can be reduced down to one core product.
Key Influencers: @suzi_sina / @cicihaskill / @gillianxgrace
THE CIC TAKE
With the release of Greta Gerwig’s blockbuster, we have finally reached peak #Barbiecore. While pink has proliferated, it has been interesting to see how a large quota of TikTokkers have used the moment to reassert messages of self-acceptance and individuality. The backlash again reaffirms how Gen Z likes to cast a critical creative eye on mainstream trends and subvert expectations. Success awaits brands that can leverage this desire for disruption.
Our latest Makeup Inspiration from the USA trend book explores the transformative power of makeup and takes a deep dive into the social shifts shaping the next phase of beauty. Contact us today for more information on how to get hold of your copy.
The figures and data in this article are dated July 2023.