Eye shadow seemed to be on life support for the last couple of years, lying in wait as Gen Z’s clean girl aesthetic took center stage. The side part, skinny jeans, and minimalist makeup reigned supreme, leaving millennials and Gen X on the sidelines. They hesitated to revisit their cherished yet dusty Naked palettes, fearing they’d become the next target of an edited TikTok roast calling them cringe. However, it seems the tides are turning, as eye shadow is making a robust comeback this fall. We’re seeing a tidal wave of bold, expressive palettes that flaunt stunning colors and textures—think hypershine multi-chromes and molten metallics—heralded by makeup artist-founded brands like Pat McGrath Labs and Makeup By Mario.
Notably, makeup artist Hung Vanngo has joined the revolution with his new brand, which features a striking collection of eight eye shadow palettes, each centered around specific hues. His excitement is palpable; as he notes, he initially dreamt up even more than eight palettes. This marks a fascinating shift in the beauty landscape, particularly as just a short while ago, launching multiple palettes might have been viewed as excessive. Alexis Androulakis, a product developer and part of The Lipstick Lesbians duo, echoes this sentiment, casually referring to this moment as the “reinvention tour of palettes.”
One of the most surprising developments is the apparent shift in Gen Z’s attitude toward eye shadow. While their previous aesthetic seemed to lean heavily into minimalism, they’re now diving headfirst into more dramatic and colorful looks. Stars like Chappell Roan and Jenna Ortega have proved to be trendsetters, sporting show-stopping eye shadow that elevates their overall glam. Whether it’s the gothic contours of Ortega’s eyes or the vibrant shades gracing the lids of pop stars like Lara Raj, it’s clear that the younger generation is ready to explore more than just clean lines and soft hues.
Runway fashion mirrors this newfound love for the expressive artistry of eye makeup. Colorful lids graced shows from Anna Sui to Zankov, signaling a broader acceptance of vibrant makeup in high fashion. Labels like Collina Strada and Area have embraced bold hues, showcasing that eye shadow is far from passé. This melding of high fashion and artistic expression perhaps signifies a collective desire for more than just understated aesthetics, presenting a canvas of creativity and individualism.
Isamaya Ffrench, the renowned makeup artist, suggests that trends in makeup often follow a cyclical pattern. The clean girl era is bound to reach a tipping point, leading many to seek liberation in the form of bold, striking colors. “We will do clean girl core until we’re bored and then we will do the complete opposite,” she astutely remarks. This reflects a broader cultural desire for change and the exploration of identity through makeup, shifting from one extreme to the other in a continuous dance of self-expression.
Ultimately, the resurgence of eye shadow not only embodies a reinvention of trends but also signifies a newfound freedom to embrace creativity in beauty. As more palettes flood the market, spanning a spectrum of shades and finishes, it encourages users to break free from their fears—welcome the color, the shine, and the dramatic artistry. With Gen Z leading the charge, it appears that the bold and the expressive are finally back in style, leaving the clean girl aesthetic to dust off the shelf. It’s a thrilling time in the beauty realm where individuality can shine brighter than ever.