Glossier and the Minimal Makeup Trend
- @blurmag
- Feb 4, 2020
- 2 min read
Explore with us the reason behind Glossier's success and how it was boosted by the minimal makeup trend. Shot and written by Rae Martins at Glossier London pop-up.
We can't be the only ones who vividly remember and partook in the block eyebrows, orange foundation and overlined lips phase here, in the UK especially, so why the shift?
“I wanted to make beauty as much of an element of personal style as fashion." - Emily Weiss, CEO of Glossier
With a super cute and girly aesthetic, and the success of the original business venture in the form of a blog - In The Gloss - it was very easy to fall in love with Glossier. Their stores, especially the New York flagship are an aesthetically pleasing safe-haven for beauty lovers, Instagram baddies and influencers of all kinds.
But why so much success among the youth, when their makeup is made with the minimal girl in mind...are the youth not still obsessed with makeup that could be mistaken as kids finger paint? The answer is no, the youth are so obsessed because makeup trends, just like fashion, have shifted. The popularity hierarchy is no longer determined by how orange your skin is or by how crusty your mascara is, there is now a shared value in flawless makeup made 10x easier by the evolution of YouTube, beauty gurus and influencers. Light, flawless makeup that can still fit in the guidelines of school rules, or is still appropriate for work looks are the ultimate goal - and being told you "look so flawless, are you even wearing makeup?!" is the ultimate compliment.
Glossier also promotes skincare which appeals to a massive majority of the youth due to clear skin goals and acne bullying culture boosted by Instagram and FaceTune apps - in a way it promotes healthy skin practises, but this also feeds into bullying culture and doesn't benefit those with limited income, as Glossier's skincare starts at £8 for the basic balms and smaller items, going up to £50 for the serums and gift sets.
Harper's Bazaar also recognised this trend in their SS20 makeup trends gallery, where they honed in on wet-look-lips, metallic smokey eye, less is more and many other key details that make up the minimal makeup trend.
Have you tried this trend or do you prefer to stick to your old makeup routine? Let us know, or have your say in the comments section, or head to the bottom of our home screen to suggest another topic!
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